20.500.12556/DKUM-78158 Vpliv identitete organizacije na prodajo poslovnih daril Impact of identitiy of the Organization on sale of business gifts Vsaka organizacija se pozicionira na trgu skozi tržno komunikacijo. Pri tem uporabljajo tudi vidne simbole, s katerimi želijo izraziti svojo identiteto. Del te identitete organizacije izkazujejo tudi s pomočjo promocijskih in poslovnih daril. Namen diplomskega dela je bil raziskati, kakšen vpliv ima identiteta organizacije na prodajo, za kakšen tip daril se kupci največ odločajo in ali so odločitve povezane s cenami ali z njihovo identiteto. Diplomsko delo je podalo vpogled v poslovno strategijo organizacije, ki se ukvarja s prodajo daril, kako lahko pomagajo kupcem izraziti identiteto. V teoretičnem delu so bili proučevani identiteta organizacije, njene dimenzije in dejavniki, ki vplivajo nanjo. Vidik poslovnega komuniciranja se je proučeval skozi poslovni komunikacijski proces s poudarkom na eksternem komuniciranju in vplivu oziroma moči komunikacije skozi poslovna darila. Raziskovalni del diplomskega dela je bil izveden v organizaciji, ki trži izdelke, namenjene poslovnemu obdarovanju. Analizirani so bili članki, ki se nanašajo na obdarovanje, predvsem protokolarno, in na prodajo obravnavane organizacije. Raziskava je pokazala, da v organizaciji prodajo največ izdelkov z logotipom. Majhen delež prodaje je z izdelki brez logotipa in z izdelki za individualno obdarovanje. Pri obdarovanju je treba pogledati na darilo širše, z več vidikov, kot so izvor darila, njegova vsebina, vrednost in kdo je prejemnik. All organizations position themselves on the market through their market communication. They use visible and recognizable symbols in doing so, aiming to express their brand identity. They show a part of their identity in their choice of promotional and other business gifts. This undergraduate thesis aims to explore the influence that an organization’s identity has on sales. It also investigates what type of business gifts are most often bought, focusing on whether such decisions are bound by price or by the brand’s identity. This thesis has shed light on the business strategy of an organization that sells gifts, specifically on how that organization helps customers express their identity. The theoretical section herein studies the organization’s identity, its scope and dimensions, and the factors that affect it. Business communication per se was explored through its specific processes, with an emphasis on external communication and influence, specifically on the power of communication through business gifts. The actual study was conducted on an organization that sells products meant for business gifts. There was also a survey of literature on gift giving, especially for high protocol. Analysis of the literature and analysis of the selected organization’s sales constituted the bulk of the research. It was found that the organization mostly sells gifts branded with a logo. Just a small share of sales include unbranded gifts and products meant as a gift for an individual. Further findings show that the gift-giving process must be viewed from more angles than just product origin, content, value, and intended recipient. organizacijska identiteta poslovno komuniciranje komunikacijski kanali. Keywords: organizational identity business communication communication channels true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-11-06 11:44:36 2020-12-14 17:19:57 2022-08-09 17:39:08 2020-12-15 03:23:21 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 42608643 URN:SI:UM:DK:A3UFHN8P VS_Mohar_Petra_2020.pdf VS_Mohar_Petra_2020.pdf 1 AC0F15FA0027A1214A80F2FB355C6452 43bd3f0f9b11c109e3a923f9bb145074c64708b9aac4e396cd1000377599af4a fe6c9ccd-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/47775c73-5fc2-41ab-87d8-fb1e6ae93d50 https://dk.um.si/Dokument.php?lang=slv&id=147475 Fakulteta za organizacijske vede 0 0 0