Očekivani utjecaj oznake zemljopisnog podrijetla na poslovanje i lokalnu zajednicu: primjer Zagorskih mlinaca

master's thesis

• Title (english): Expected impact of the protected geographical indication (PGI) label on business and local community: the example of Zagorski mlinci
• Author: Dominik Dučkić
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Vesna Očić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Zemljopisne oznake alat su politike kvalitete poljoprivrednih i prehrambenih proizvoda koja je sastavni dio Zajedničke poljoprivredne politike Europske unije. Koriste se za zaštitu naziva tradicionalnih proizvoda nastalih na definiranom zemljopisnom području, a čija kvaliteta i posebne značajke nastaju pod utjecajem ljudskih ili prirodnih čimbenika specifičnih za to područje. Cilj rada je utvrditi utjecaj zaštićene oznake zemljopisnog podrijetla na poslovanje i lokalnu zajednicu i to na primjeru „Zagorskih mlinaca“. Istraživanje provedeno s proizvođačima Zagorskih mlinaca je pokazalo da oznaka utječe na svakog poslovnog subjekta drugačije, ali s nekim zajedničkim karakteristikama. Korištenjem oznake proizvođači su u mogućnosti koristiti snažan marketinški alat putem samostalnih i zajedničkih promocija. Oznaka je povećala konkurentnost i prepoznatljivost proizvoda i proizvođača čime je olakšala prodaju, otvorila mogućnost korištenja potpora, ali isto tako povećala troškove proizvodnje.

Abstract (english)

Geographical indications are one of the tools of the quality policy of agricultural and food products which is an integral part of the Common Agricultural Policy of the European Union. They are used to protect name of traditional products created in a defined area in a unique way. The aim of this paper is to determine its impact on business and the local community based on research conducted with producers of "Zagorski mlinci" who bear a protected geographical indication label. The research found that the label affects each subject differently, but with some common characteristics. By using the label, manufacturers are able to use a powerful marketing tool through stand-alone and collaborative promotions. The label has increased the competitiveness and recognition of products and manufacturers which facilitated sales, opened the possibility of using aid, but also increased production costs.

• Keywords: zemljopisne oznake; zagorski mlinci; poslovanje; lokalna zajednica
• Keywords (english): geographical indications; zagorski mlinci; business; local community
• Language: croatian
• URN:NBN: urn:nbn:hr:204:961739
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-12-09 07:21:46