Iva Buljubasic | Josip Juraj Strossmayer University of Osijek (original) (raw)
Papers by Iva Buljubasic
South Eastern European Journal of Communication, Oct 31, 2023
Edward Bernays zasigurno je jedan od najutjecajnijih znanstvenika i praktičara koji je dao iznima... more Edward Bernays zasigurno je jedan od najutjecajnijih znanstvenika i praktičara koji je dao izniman doprinos razvoju i prepoznatljivosti odnosa s javnošću (engl. Public Relations-PR) kao struke i znanstvene discipline. Često ga se naziva "ocem odnosa s javnošću" i neupitno je da je unaprijedio i "revolucionirao" način na koji tvrtke komuniciraju s javnošću. Napisao je mnoštvo knjiga i članaka, a najpoznatije su Kristaliziranje javnog mišljenja, Propaganda, Odnosi s javnošću i Inženjering pristanka. Osim što je dao ogroman doprinos razvoju odnosa s javnošću, imao je značajan utjecaj i na razvoj propagande. Rad daje kratak prikaz njegova života i rada kao i preispitivanje povijesnoga konteksta u kojemu je E. Bernays djelovao. U radu se mogu pronaći analiza njegovih ključnih doprinosa i rasprava o trajnome utjecaju njegova rada u području odnosa s javnošću i propagande te usporedba rada s ostalim poznatim imenima u spomenutome području.
European realities - Power : Conference Proceedings 5th International Scientific Conference
This paper analyzes the importance and use of marketing for fundraising in the cultural sector. N... more This paper analyzes the importance and use of marketing for fundraising in the cultural sector. Namely, due to limited public financial resources and social changes in general, the cultural sector should turn to the market and to new sources of financing and implement a fundraising strategy. Activities are needed to attract financial resources from various sources to ensure the income necessary for its operation and sustainability. To be successful in fundraising and ensure stable business, the cultural sector needs to implement various activities that are usually associated with the profit sector (planning, management, marketing, analysis), which also includes an entrepreneurial way of thinking and acting. This paper aims is to identify the role of marketing in fundraising and the effectiveness of marketing strategies for the success of fundraising in cultural institutions. Empirical research was conducted on cultural institutions in the Republic of Croatia with an emphasis on the ...
Movements European Realites: New Developing Trends, 2021
5th International Scientific Symposium ECONOMY OF EASTERN CROATIA - VISION AND GROWTH, 2016
New technologies, the internet and digitalization brought about major changes in the cultural and... more New technologies, the internet and digitalization brought about major changes in the cultural and creative industries,, users and customers as their stakeholders. Under the influence of these changes, the library of the new era became the source of traditional and digital information, and free access to information and mediation in their evaluation and transfer became the underlying principle of its activities. The starting premise of this paper is that books and libraries are the levers to link the cultural and creative industries with educational institutions and partners in their environment. The inspirational model of five concentric circles of the cultural industry, which puts the book and the library at the core of the concentric circles as the hotbed of creative ideas, skills and talents, was used to identify the book's and the library's place. This model was also used by the European Commission in its classification of the creative industries. The model suggests that creative ideas, as the core of the creative arts in the form of text, sound or image, spread out like concentric circles and affect all areas of the creative industries that exist in a particular area. The purpose of this paper is to raise awareness of the importance of these industries for the national economy. The paper aims to find effective tools, ideas, activities and processes for creative partnerships and for the interaction with the users and the environment that would facilitate innovative development of library and informational activities, as well as the contribution of libraries to the development of a knowledge-based society. Unlocking the creative potential of the library rests on creative librarians who are creating new value in the system of creative and cultural industries by using elements of marketing at the library. In conclusion, the paper discovers an economic dimension of the products and services of the cultural and creative industries, which promote intelligent, sustainable and inclusive development of the entire society.
The success of the planned project investment in agriculture depends on many factors. Preparation... more The success of the planned project investment in agriculture depends on many factors. Preparation of high-quality investment proposal that respects the characteristics of investors, production and profitability of investment in terms of project risks is a prerequisite for successful implementation of the investment. The aim of this paper is to determine the characteristics and specific investment projects in agriculture while trying to point out the factors to be considered in the evaluation of investments in agriculture. This paper presents the results of an analysis of the characteristics of investment projects in agriculture. The research, among other things, found that all project proposals from the standpoint of profitability (without taking into account the level of project risk) suggested the implementation of the investment. Upon implementation of the projects, poorer results than projected were realized, which suggests that the investment proposals were prepared without con...
Ekonomski Vjesnik, 2013
Modeli utvrđivanja i kvantificiranja razine rizika investicijskih projekata te ocjene opravdanost... more Modeli utvrđivanja i kvantificiranja razine rizika investicijskih projekata te ocjene opravdanosti ulaganja vec su desetljecima predmet kontinuiranoga proucavanja sudionika strucne i znanstvene zajednice. Ovim se radom nastoji istaknuti potreba za dodatnim informiranjem i educiranjem financijskig menadžmenta o suvremenim modelima ocjene profitabilnosti i ocjene rizika investicijskih projekata te kreiranjem edukativnih programa i racunalnioh rjesenja koja ce potaknuti kljucne osobe u poduzecima na stjecanje novih znanja i primjenu suvremenih financijskih metoda.
Ekonomski Vjesnik, 2016
In times of crises, some cultural institutions in Croatia have experienced difficulties attractin... more In times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major importance for a cultural institution because of its ability to attract a large number of visitors. Setting out from this starting point, this paper focused on conventional and unconventional forms of promotion in museums as a part of the creative industries. Creative industries are gaining importance nowadays, and museums as a part of the visual arts sector of the creative industries are gaining popularity thanks to the promotion efforts. With this in mind, a survey was carried out among the visitors of the Museum of Fine Arts in Osijek during Julije Knifer's retrospective exhibition “Uncompromising” in March and April 2015. Participants were given a questionnaire consisting of close...
Ekonomski Vjesnik, 2020
Cultural institutions, specifically theatres, which are the main focus of this research paper, ar... more Cultural institutions, specifically theatres, which are the main focus of this research paper, are struggling to find the best way to approach and attract the audience, in particular the young audience (in this case Generation Y). The authors of the paper believe that unconventional marketing has potential as a tool of communication with the audience in terms of both future research and practical application. Unconventional marketing can be used for the benefit of not only the theatres, but also the whole society by building a theatre audience and in general by raising awareness of the role cultural institutions play in the economic development of a country. Based on empirical research of city and national theatres in the Republic of Croatia, the objective of this paper was to identify and understand unconventional marketing and determine if it can be a useful marketing tool for communication with Generation Y. The research focused on two types of theatres (i.e. city and national th...
Ekonomski Vjesnik, 2014
Franchising is a model of company growth, which significantly reduces uncertainty in the riskiest... more Franchising is a model of company growth, which significantly reduces uncertainty in the riskiest stages of growth: business start–up and growth phase. The impact of promotion in franchising has not been investigated in relevant literature. Therefore, this paper examines the impact of promotion on franchising through unconventional marketing on the example of private company X which is the main context of the present study. This private company X was chosen as a relevant example because it was selected in 2012 as one of the most successful Croatian franchisee companies in the segment of automotive industry and also because of the quality of service. The results show that the most successful promotional tool is "word of mouth" that attracts the largest number of clients. However, it must be emphasized that conventional marketing is very important, too, because it contributes to the visibility of the company. Conventional marketing is a diverse field which includes many form...
Media, culture and public relations, 2017
The aim of this paper is to analyse the impact factors influencing the cinema and professional th... more The aim of this paper is to analyse the impact factors influencing the cinema and professional theatre attendance. The paper gives the analysis of the Croatian cinema and professional theatre industry, financial performance of the cinemas and national theatres operating in Osijek and Zadar and presents the relevance of the industry customized marketing methods. For the reason of determining the factors that influence the attendance and accordingly financial result, the primary research on student's consumption of analysed creative industries subsectors - cinema and theatre was conducted in Zadar and Osijek. The results of the primary research showed several factors relevant for the younger population attendance, which can accordingly influence the business performance and financial result. Here, the industries with different specifics were observed, the mainly private-owned and financed cinema industry and the mainly state-owned and financed theatre industry, which as well, sign...
From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread... more From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread alternative source of financing of the creative and innovative ventures but from the conventional financial markets mainly rated as highly risky. The entrepreneurs and associations started to use this model as a significant financing, marketing and even consumer-relationship management tool. As well, it is a model that indirectly fosters economic growth through financing innovative and creative projects, often in cultural and creative industry's sector that, through numerous researches, already proved its economic significance. In the same time, the nascence and development of the crowdfunding raised numerous questions in the fields of legal regulation and modelling of this alternative financing source, project and product branding, consumer-relationship management, financial structuring, intellectual property protection, appropriate marketing mix structuring, risk management etc. I...
Management : Journal of Contemporary Management Issues, 2020
Since today's dynamic and competitive business environment increasingly requires additional l... more Since today's dynamic and competitive business environment increasingly requires additional level of competence, the project manager is, certainly, a profession whose value and demand is growing. As to reach the project objective, the project manager should have an adequate education, which is the reason why the corporations, especially in the Information Technology (IT) industry, are among leaders in investment to project management education and certification. The aim of this paper is to contribute to the identification and understanding of the project management education model in Croatia and explore possibilities for its improvements, especially in the field of the project management in the IT industry. For that reason, through 2018 and 2019, authors conducted the research on availability of project management education programs in Croatia, opportunities for international certification as well as attitudes of the project management professionals in IT sector on the existing ...
Megatrends and Media, 2021
Creativity, unconventionality, rebellion, innovation and imagination are some of the closest term... more Creativity, unconventionality, rebellion, innovation and imagination are some of the closest terms we can
associate with guerilla marketing. The purpose of the paper Social Media Marketing: Implementation of
Guerrilla Marketing among Instagram Influencers is to present influencer marketing as a necessary marketing strategy that makes company brands more visible to a large number of people and allows their products and services to be placed on the mass market. Numerous companies are increasingly resorting to this way of advertising where they enter into partnerships with influencers whose profiles are widely visited and who will best present and display their name and their products. Doing business with influencers on Instagram has proven to be a great way to sell and promote a brand, and the closeness that influencers achieve with their followers significantly affects the way potential customers perceive a brand.
"Building Resilient Society" - 26th International Scientific Conference on Economic and Social Development, 2017
From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread... more From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread alternative source of financing of the creative and innovative ventures but from the conventional financial markets mainly rated as highly risky. The entrepreneurs and associations started to use this model as significant financing, marketing and even consumer relationship management tool. As well, it is a model that indirectly fosters economic growth through financing innovative and creative projects, often in the cultural and creative industry's sector that, through numerous researches, already proved its economic significance. In the same time, the nascence and development of the crowdfunding raised numerous questions in the fields of legal regulation and modelling of this alternative financing source, project and product branding, consumer-relationship management, financial structuring, intellectual property protection, appropriate marketing mix structuring, risk management etc....
Ekonomski Vjesnik Econviews Review of Contemporary Business Entrepreneurship and Economic Issues, Dec 24, 2014
South Eastern European Journal of Communication, Oct 31, 2023
Edward Bernays zasigurno je jedan od najutjecajnijih znanstvenika i praktičara koji je dao iznima... more Edward Bernays zasigurno je jedan od najutjecajnijih znanstvenika i praktičara koji je dao izniman doprinos razvoju i prepoznatljivosti odnosa s javnošću (engl. Public Relations-PR) kao struke i znanstvene discipline. Često ga se naziva "ocem odnosa s javnošću" i neupitno je da je unaprijedio i "revolucionirao" način na koji tvrtke komuniciraju s javnošću. Napisao je mnoštvo knjiga i članaka, a najpoznatije su Kristaliziranje javnog mišljenja, Propaganda, Odnosi s javnošću i Inženjering pristanka. Osim što je dao ogroman doprinos razvoju odnosa s javnošću, imao je značajan utjecaj i na razvoj propagande. Rad daje kratak prikaz njegova života i rada kao i preispitivanje povijesnoga konteksta u kojemu je E. Bernays djelovao. U radu se mogu pronaći analiza njegovih ključnih doprinosa i rasprava o trajnome utjecaju njegova rada u području odnosa s javnošću i propagande te usporedba rada s ostalim poznatim imenima u spomenutome području.
European realities - Power : Conference Proceedings 5th International Scientific Conference
This paper analyzes the importance and use of marketing for fundraising in the cultural sector. N... more This paper analyzes the importance and use of marketing for fundraising in the cultural sector. Namely, due to limited public financial resources and social changes in general, the cultural sector should turn to the market and to new sources of financing and implement a fundraising strategy. Activities are needed to attract financial resources from various sources to ensure the income necessary for its operation and sustainability. To be successful in fundraising and ensure stable business, the cultural sector needs to implement various activities that are usually associated with the profit sector (planning, management, marketing, analysis), which also includes an entrepreneurial way of thinking and acting. This paper aims is to identify the role of marketing in fundraising and the effectiveness of marketing strategies for the success of fundraising in cultural institutions. Empirical research was conducted on cultural institutions in the Republic of Croatia with an emphasis on the ...
Movements European Realites: New Developing Trends, 2021
5th International Scientific Symposium ECONOMY OF EASTERN CROATIA - VISION AND GROWTH, 2016
New technologies, the internet and digitalization brought about major changes in the cultural and... more New technologies, the internet and digitalization brought about major changes in the cultural and creative industries,, users and customers as their stakeholders. Under the influence of these changes, the library of the new era became the source of traditional and digital information, and free access to information and mediation in their evaluation and transfer became the underlying principle of its activities. The starting premise of this paper is that books and libraries are the levers to link the cultural and creative industries with educational institutions and partners in their environment. The inspirational model of five concentric circles of the cultural industry, which puts the book and the library at the core of the concentric circles as the hotbed of creative ideas, skills and talents, was used to identify the book's and the library's place. This model was also used by the European Commission in its classification of the creative industries. The model suggests that creative ideas, as the core of the creative arts in the form of text, sound or image, spread out like concentric circles and affect all areas of the creative industries that exist in a particular area. The purpose of this paper is to raise awareness of the importance of these industries for the national economy. The paper aims to find effective tools, ideas, activities and processes for creative partnerships and for the interaction with the users and the environment that would facilitate innovative development of library and informational activities, as well as the contribution of libraries to the development of a knowledge-based society. Unlocking the creative potential of the library rests on creative librarians who are creating new value in the system of creative and cultural industries by using elements of marketing at the library. In conclusion, the paper discovers an economic dimension of the products and services of the cultural and creative industries, which promote intelligent, sustainable and inclusive development of the entire society.
The success of the planned project investment in agriculture depends on many factors. Preparation... more The success of the planned project investment in agriculture depends on many factors. Preparation of high-quality investment proposal that respects the characteristics of investors, production and profitability of investment in terms of project risks is a prerequisite for successful implementation of the investment. The aim of this paper is to determine the characteristics and specific investment projects in agriculture while trying to point out the factors to be considered in the evaluation of investments in agriculture. This paper presents the results of an analysis of the characteristics of investment projects in agriculture. The research, among other things, found that all project proposals from the standpoint of profitability (without taking into account the level of project risk) suggested the implementation of the investment. Upon implementation of the projects, poorer results than projected were realized, which suggests that the investment proposals were prepared without con...
Ekonomski Vjesnik, 2013
Modeli utvrđivanja i kvantificiranja razine rizika investicijskih projekata te ocjene opravdanost... more Modeli utvrđivanja i kvantificiranja razine rizika investicijskih projekata te ocjene opravdanosti ulaganja vec su desetljecima predmet kontinuiranoga proucavanja sudionika strucne i znanstvene zajednice. Ovim se radom nastoji istaknuti potreba za dodatnim informiranjem i educiranjem financijskig menadžmenta o suvremenim modelima ocjene profitabilnosti i ocjene rizika investicijskih projekata te kreiranjem edukativnih programa i racunalnioh rjesenja koja ce potaknuti kljucne osobe u poduzecima na stjecanje novih znanja i primjenu suvremenih financijskih metoda.
Ekonomski Vjesnik, 2016
In times of crises, some cultural institutions in Croatia have experienced difficulties attractin... more In times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major importance for a cultural institution because of its ability to attract a large number of visitors. Setting out from this starting point, this paper focused on conventional and unconventional forms of promotion in museums as a part of the creative industries. Creative industries are gaining importance nowadays, and museums as a part of the visual arts sector of the creative industries are gaining popularity thanks to the promotion efforts. With this in mind, a survey was carried out among the visitors of the Museum of Fine Arts in Osijek during Julije Knifer's retrospective exhibition “Uncompromising” in March and April 2015. Participants were given a questionnaire consisting of close...
Ekonomski Vjesnik, 2020
Cultural institutions, specifically theatres, which are the main focus of this research paper, ar... more Cultural institutions, specifically theatres, which are the main focus of this research paper, are struggling to find the best way to approach and attract the audience, in particular the young audience (in this case Generation Y). The authors of the paper believe that unconventional marketing has potential as a tool of communication with the audience in terms of both future research and practical application. Unconventional marketing can be used for the benefit of not only the theatres, but also the whole society by building a theatre audience and in general by raising awareness of the role cultural institutions play in the economic development of a country. Based on empirical research of city and national theatres in the Republic of Croatia, the objective of this paper was to identify and understand unconventional marketing and determine if it can be a useful marketing tool for communication with Generation Y. The research focused on two types of theatres (i.e. city and national th...
Ekonomski Vjesnik, 2014
Franchising is a model of company growth, which significantly reduces uncertainty in the riskiest... more Franchising is a model of company growth, which significantly reduces uncertainty in the riskiest stages of growth: business start–up and growth phase. The impact of promotion in franchising has not been investigated in relevant literature. Therefore, this paper examines the impact of promotion on franchising through unconventional marketing on the example of private company X which is the main context of the present study. This private company X was chosen as a relevant example because it was selected in 2012 as one of the most successful Croatian franchisee companies in the segment of automotive industry and also because of the quality of service. The results show that the most successful promotional tool is "word of mouth" that attracts the largest number of clients. However, it must be emphasized that conventional marketing is very important, too, because it contributes to the visibility of the company. Conventional marketing is a diverse field which includes many form...
Media, culture and public relations, 2017
The aim of this paper is to analyse the impact factors influencing the cinema and professional th... more The aim of this paper is to analyse the impact factors influencing the cinema and professional theatre attendance. The paper gives the analysis of the Croatian cinema and professional theatre industry, financial performance of the cinemas and national theatres operating in Osijek and Zadar and presents the relevance of the industry customized marketing methods. For the reason of determining the factors that influence the attendance and accordingly financial result, the primary research on student's consumption of analysed creative industries subsectors - cinema and theatre was conducted in Zadar and Osijek. The results of the primary research showed several factors relevant for the younger population attendance, which can accordingly influence the business performance and financial result. Here, the industries with different specifics were observed, the mainly private-owned and financed cinema industry and the mainly state-owned and financed theatre industry, which as well, sign...
From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread... more From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread alternative source of financing of the creative and innovative ventures but from the conventional financial markets mainly rated as highly risky. The entrepreneurs and associations started to use this model as a significant financing, marketing and even consumer-relationship management tool. As well, it is a model that indirectly fosters economic growth through financing innovative and creative projects, often in cultural and creative industry's sector that, through numerous researches, already proved its economic significance. In the same time, the nascence and development of the crowdfunding raised numerous questions in the fields of legal regulation and modelling of this alternative financing source, project and product branding, consumer-relationship management, financial structuring, intellectual property protection, appropriate marketing mix structuring, risk management etc. I...
Management : Journal of Contemporary Management Issues, 2020
Since today's dynamic and competitive business environment increasingly requires additional l... more Since today's dynamic and competitive business environment increasingly requires additional level of competence, the project manager is, certainly, a profession whose value and demand is growing. As to reach the project objective, the project manager should have an adequate education, which is the reason why the corporations, especially in the Information Technology (IT) industry, are among leaders in investment to project management education and certification. The aim of this paper is to contribute to the identification and understanding of the project management education model in Croatia and explore possibilities for its improvements, especially in the field of the project management in the IT industry. For that reason, through 2018 and 2019, authors conducted the research on availability of project management education programs in Croatia, opportunities for international certification as well as attitudes of the project management professionals in IT sector on the existing ...
Megatrends and Media, 2021
Creativity, unconventionality, rebellion, innovation and imagination are some of the closest term... more Creativity, unconventionality, rebellion, innovation and imagination are some of the closest terms we can
associate with guerilla marketing. The purpose of the paper Social Media Marketing: Implementation of
Guerrilla Marketing among Instagram Influencers is to present influencer marketing as a necessary marketing strategy that makes company brands more visible to a large number of people and allows their products and services to be placed on the mass market. Numerous companies are increasingly resorting to this way of advertising where they enter into partnerships with influencers whose profiles are widely visited and who will best present and display their name and their products. Doing business with influencers on Instagram has proven to be a great way to sell and promote a brand, and the closeness that influencers achieve with their followers significantly affects the way potential customers perceive a brand.
"Building Resilient Society" - 26th International Scientific Conference on Economic and Social Development, 2017
From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread... more From a few initiatives mainly based on donations, the crowdfunding (CF) developed to a widespread alternative source of financing of the creative and innovative ventures but from the conventional financial markets mainly rated as highly risky. The entrepreneurs and associations started to use this model as significant financing, marketing and even consumer relationship management tool. As well, it is a model that indirectly fosters economic growth through financing innovative and creative projects, often in the cultural and creative industry's sector that, through numerous researches, already proved its economic significance. In the same time, the nascence and development of the crowdfunding raised numerous questions in the fields of legal regulation and modelling of this alternative financing source, project and product branding, consumer-relationship management, financial structuring, intellectual property protection, appropriate marketing mix structuring, risk management etc....
Ekonomski Vjesnik Econviews Review of Contemporary Business Entrepreneurship and Economic Issues, Dec 24, 2014