{"id":24308,"date":"2026-09-29T22:19:47","date_gmt":"2026-09-29T20:19:47","guid":{"rendered":"https:\/\/www.bak.hr\/?p=24308"},"modified":"2026-09-29T22:19:48","modified_gmt":"2026-09-29T20:19:48","slug":"otvoren-6-reecon-prof-rainer-hasenauer-o-tome-zasto-dobra-ideja-nije-dovoljna-za-dolazak-na-trziste","status":"publish","type":"post","link":"https:\/\/www.bak.hr\/en\/otvoren-6-reecon-prof-rainer-hasenauer-o-tome-zasto-dobra-ideja-nije-dovoljna-za-dolazak-na-trziste\/","title":{"rendered":"Otvoren 6. ReECON: prof. Rainer Hasenauer o tome za\u0161to dobra ideja nije dovoljna za dolazak na tr\u017ei\u0161te"},"content":{"rendered":"<p class=\"wp-block-paragraph\">U Biogradu na Moru otvoren je 6. ReECON, me\u0111unarodna znanstveno-stru\u010dna konferencija u organizaciji Veleu\u010dili\u0161ta Baltazar Zapre\u0161i\u0107 i Veleu\u010dili\u0161ta u Virovitici.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na sve\u010danom otvorenju sudionike su pozdravili Ivana Lackovi\u0107, predsjednica Programskog odbora ReECON-a 2026., Rikard Bakan, predstavnik Organizacijskog odbora ReECON-a 2026., gradona\u010delnik Zadra \u0160ime Erli\u0107 te Drina Be\u0161eni\u0107, izaslanica gradona\u010delnika Biograda na Moru Ivana Kneza.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sredi\u0161nji dio otvorenja bilo je predavanje \u201eOd inovativne ideje do ulaska na tr\u017ei\u0161te: spoznaje za budu\u0107nost\u201c, koje je odr\u017eao prof. dr. Rainer Hasenauer s Instituta za marketing menad\u017ement Sveu\u010dili\u0161ta za ekonomiju i poslovanje u Be\u010du (Wirtschaftsuniversit\u00e4t Wien).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hasenauer se bavio pitanjem koje prati gotovo svaku inovaciju: kako od dobre ideje do\u0107i do proizvoda ili usluge koja \u0107e zaista prona\u0107i svoje mjesto na tr\u017ei\u0161tu?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Polazi\u0161te njegova pristupa je intrapreneurship, odnosno poduzetni\u010dko djelovanje unutar postoje\u0107e organizacije. Intrapreneur ne osniva nu\u017eno novu tvrtku, nego poku\u0161ava novu ideju razviti koriste\u0107i ljude, znanje i resurse organizacije u kojoj djeluje. Hasenauer se tom temom bavi i u knjizi \u201eIntrapreneurship Management: Concepts, Methods, and Software for Managing Technological Innovation in Organizations\u201c, koju je napisao s Oliverom Yuom.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Imamo tehnologiju. Ali \u017eeli li je itko koristiti?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jedna od glavnih poruka predavanja bila je da dobra ideja i razvijena tehnologija nisu dovoljne za uspje\u0161nu inovaciju.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eImamo tehnologiju. Ho\u0107e li je koristiti? Za \u0161to \u0107e je koristiti? I tko su uop\u0107e oni?\u201c pitanja su kojima je Hasenauer upozorio na problem pristupa poznatog kao technology push: najprije razvijemo novu tehnologiju, a zatim pretpostavimo da \u0107e se za nju pojaviti korisnici.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U stvarnosti se moraju susresti najmanje tri stvari: spremna tehnologija, spremno tr\u017ei\u0161te i organizacija sposobna novu tehnologiju primijeniti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hasenauer zato razlikuje Technology Readiness Level (TRL), odnosno stupanj spremnosti same tehnologije, i Market Readiness Level (MRL), koji pokazuje koliko je tr\u017ei\u0161te spremno tu tehnologiju prihvatiti. Tehnologija mo\u017ee funkcionirati besprijekorno, ali to ne zna\u010di da za njom postoji potreba.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kao primjer naveo je socijalne robote u turizmu i hotelijerstvu. Prema podatku koji je iznio tijekom predavanja, njihovoj se uporabi protivilo 85 posto ispitanika u Austriji i \u0160vicarskoj. Tehnolo\u0161ki je, dakle, mogu\u0107e robota postaviti u hotel i prepustiti mu dio komunikacije s gostom. Sasvim je drugo pitanje \u017eeli li gost takvu komunikaciju.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U turizmu je ta razlika posebno va\u017ena jer kvaliteta usluge ne ovisi samo o brzini i u\u010dinkovitosti procesa. Va\u017eni su i povjerenje, emocionalno iskustvo te odnos gosta i doma\u0107ina.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hasenauer je pokazao da tr\u017ei\u0161na spremnost nije apstraktan pojam. Potrebno je utvrditi postoji li stvarna potra\u017enja, kakva je konkurencija, smatraju li korisnici novu tehnologiju korisnom i jednostavnom za kori\u0161tenje te koliko se ona uklapa u njihove postoje\u0107e navike.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Model je predstavio i kroz analizu 26 inovativnih tehnolo\u0161kih projekata prije njihova izlaska na tr\u017ei\u0161te, uspore\u0111uju\u0107i njihovu tehnolo\u0161ku i tr\u017ei\u0161nu spremnost te rizike koji nastaju kada one nisu uskla\u0111ene.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na kraju se niz kriterija svodi na dva vrlo jednostavna pitanja: Willingness to Use i Willingness to Pay. \u017dele li korisnici inovaciju doista koristiti i jesu li za nju spremni platiti?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ni dobra tehnologija ne poma\u017ee ako je organizacija ne mo\u017ee usvojiti<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tre\u0107i dio jednad\u017ebe je sama organizacija. Tvrtka ili ustanova mo\u017ee nabaviti najnoviju tehnologiju, ali time jo\u0161 nije postala inovativna. Zaposlenici moraju imati znanja i vje\u0161tine potrebne za njezinu primjenu, radni procesi moraju joj se prilagoditi, a nova rje\u0161enja moraju biti dovoljno razumljiva i korisna da ih ljudi doista prihvate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hasenauer je to opisao kao apsorpcijski kapacitet organizacije, odnosno njezinu sposobnost da novo znanje i tehnologiju usvoji i pretvori u svakodnevnu praksu. Ako izme\u0111u nove tehnologije i sposobnosti ljudi da je koriste nastane prevelik jaz, inovacija mo\u017ee biti odba\u010dena bez obzira na njezinu tehni\u010dku kvalitetu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">U tom je kontekstu predstavio i INTRANOVATOR, pristup kojim se tijekom razvoja inovacije prati i uskla\u0111uje spremnost tehnologije, tr\u017ei\u0161ta i organizacije, od po\u010detne ideje do izlaska na tr\u017ei\u0161te.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poruka sredi\u0161njeg predavanja otvorenja ReECON-a tako je bila vrlo konkretna: inovacija nije ono \u0161to je samo novo ili tehnolo\u0161ki mogu\u0107e. Da bi dobra ideja postala uspje\u0161na inovacija, mora odgovoriti na stvarnu potrebu korisnika, prona\u0107i svoje tr\u017ei\u0161te i u\u0107i u organizaciju koja ju je sposobna provesti u praksi.<\/p>","protected":false},"excerpt":{"rendered":"<p>U Biogradu na Moru otvoren je 6. ReECON, me\u0111unarodna znanstveno-stru\u010dna konferencija u organizaciji Veleu\u010dili\u0161ta Baltazar Zapre\u0161i\u0107 i Veleu\u010dili\u0161ta u Virovitici. Na sve\u010danom otvorenju sudionike su pozdravili Ivana Lackovi\u0107, predsjednica Programskog odbora ReECON-a 2026., Rikard Bakan, predstavnik Organizacijskog odbora ReECON-a 2026., gradona\u010delnik Zadra \u0160ime Erli\u0107 te Drina Be\u0161eni\u0107, izaslanica gradona\u010delnika Biograda na Moru Ivana Kneza. Sredi\u0161nji [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":24302,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[118],"tags":[],"opcije-prikaza-objave":[],"dogadanja":[],"class_list":["post-24308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nekategorizirano-hr"],"acf":{"photo_gallery":{"galerija":[[{"id":24294,"title":"IMG_4374","caption":"","full_image_url":"https:\/\/www.bak.hr\/wp-content\/uploads\/2026\/09\/IMG_4374-scaled.jpg","thumbnail_image_url":"https:\/\/www.bak.hr\/wp-content\/uploads\/2026\/09\/IMG_4374-150x150.jpg","large_srcset":"https:\/\/www.bak.hr\/wp-content\/uploads\/2026\/09\/IMG_4374-1024x576.jpg 1024w, https:\/\/www.bak.hr\/wp-content\/uploads\/2026\/09\/IMG_4374-300x169.jpg 300w, https:\/\/www.bak.hr\/wp-content\/uploads\/2026\/09\/IMG_4374-768x432.jpg 768w, 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