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master's thesis
Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija
2024. urn:nbn:hr:191:799654
Norac-Kevo, Lucija
University of Rijeka
Faculty of Tourism and Hospitality Management

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Norac Kevo, L. (2024). Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:799654

Norac Kevo, Lucija. "Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:799654

Norac Kevo, Lucija. "Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2024. https://urn.nsk.hr/urn:nbn:hr:191:799654

Norac Kevo, L. (2024). 'Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 05 April 2025, https://urn.nsk.hr/urn:nbn:hr:191:799654

Norac Kevo L. Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2024 [cited 2025 April 05] Available at: https://urn.nsk.hr/urn:nbn:hr:191:799654

L. Norac Kevo, "Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:191:799654

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Metadata
TitlePerspektive i primjene humanističkog kapitalizma Brunella Cucinellija
Title (english)Perspectives and Applications of Brunello Cucinelli's Humanistic Capitalism
AuthorLucija Norac-Kevo
MentorMarija Ivaniš (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2024-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Kriza ljudskosti u 21. stoljeću dovodi do procvata neoliberalnog kapitalizma koji guši čovjekovu slobodu, dostojanstvo i prostor za rast. Svjesni činjenice da u bližoj budućnosti neće doći do zamjene ekonomskog sustava kapitalizma (neoliberalna forma) nekim drugim ekonomskim sustavom, jedini je način svojevrsno “humanizirati” postojeći. Stoga je tema ovog diplomskog rada „Perspektive i primjene humanističkog kapitalizma Brunella Cucinellija”. Kroz rad se teorijski i pojmovno daje uvid u... More evoluciju ekonomskih sustava, trenutno stanje kapitalizma i detaljno se objašnjava koncept humanističkog kapitalizma i mogućnosti njegove primjene. Upravo je filozofija rada Brunella Cucinellija primjer kako kapitalizam može djelovati u skladu s poštovanjem moralnih načela, a u isto vrijeme ostvarivati profit. Radi se o višem obliku kapitalizma koji zadržava slobodu tržišta i ne ugrožava dostojanstvo radnika, za razliku od postojećeg sustava kapitalizma. Manjina koja posjeduje moć preko svog univerzalnog simbola autoriteta – kapitala, često nečasno dolazi do profita, ostavljajući za sobom socijalnu nepravdu. Ta nepravda generira niz negativnih socioloških promjena u današnjem društvu rađajući apatiju i besmisao. U tom procesu mentalnog dresiranja, pojedinac je onemogućen da se bavi pitanjima o smislu i kao takav je podoban konzument za konzumerističku kulturu koja putem svoje produžene ruke – masovnih medija, ostvaruje veliki napredak. Dostojanstvo čovjeka je pregaženo i ideali su protjerani, na njihovo mjesto je došao profit. Ljudi poput gospodina Brunella Cucinellija nam ulijevaju nadu u dobro u čovjeku! Kako bi se ispitalo trenutno stanje u hrvatskim kompanijama i moguću implementaciju humanističkog kapitalizma, kroz ovaj je rad izvedeno istraživanje stajališta zaposlenika, menadžera i vlasnika o njihovim stavovima vezano za navedene teme. Ovaj diplomski rad pridonosi obradi tematike u teorijskom i u praktičnom smislu. Prije svega, svaki od pojmova obrađen je kroz dosadašnja istraživanja autora, nakon čega su izneseni rezultati provođenja anketnog ispitivanja o perspektivama i primjenama humanističkog kapitalizma Brunella Cucinellija, a kao takvo može poslužiti i kao temelj za daljnja proučavanja. Less
Abstract (english)
The crisis of humanity in the 21st century leads to the flourishing of neoliberal capitalism, which suppresses human freedom, dignity, and space for growth. Aware of the fact that in the near future there will be no replacement of the economic system of capitalism (neoliberal form) with another economic system, the only way is to somehow "humanize" the existing one. Therefore, the topic of this thesis is "Perspectives and Applications of Humanistic Capitalism by Brunello Cucinelli."... More The paper provides a theoretical and conceptual insight into the evolution of economic systems, the current state of capitalism, and explains in detail the concept of humanistic capitalism and the possibilities of its application. The philosophy of Brunello Cucinelli's work is precisely an example of how capitalism can operate in accordance with respect for moral principles while simultaneously achieving profit. It is a higher form of capitalism that retains market freedom and does not jeopardize the dignity of workers, unlike the existing system of capitalism. The minority that possesses power through its universal symbol of authority – capital, often dishonestly gains profit, leaving behind social injustice. This injustice generates a series of negative sociological changes in today's society, giving rise to apathy and meaninglessness. In this process of mental conditioning, the individual is prevented from engaging with questions of meaning and, as such, becomes a suitable consumer for the consumerist culture, which, through its extended arm – mass media, makes significant progress. Human dignity is trampled, and ideals are banished, replaced by profit. People like Mr. Brunello Cucinelli give us hope in the goodness of humanity! In order to examine the current state in Croatian companies and the possible implementation of humanistic capitalism, a survey was conducted in this paper on the attitudes of employees, managers, and owners regarding the mentioned topics. This thesis contributes to the treatment of the topic in both theoretical and practical terms. First and foremost, each term is covered through previous research by the author, followed by the presentation of survey results on the perspectives and applications of Brunello Cucinelli's humanistic capitalism, which can serve as a basis for further studies Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:799654
Study programmeTitle: Sustainable tourism development
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-09-11 17:31:27
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