Utjecaj inflacije na cijene i politike međunarodnih poduzeća ; The effect of inflation on prices and policies of international companies

U periodu kada je svjetska ekonomija bila u zamahu i krenula putem oporavka od zdravstveno-ekonomske krize uzrokovane pandemijom virusa COVID-19, geopolitička prevrtanja praćena ruskom invazijom na Ukrajinu u 2022. godini rezultirala su još jednim periodom neizvjesnosti za svjetsko gospodarstvo i sve njegove sudionike. Izazovi pred kojima su se našla mnoga poduzeća veći su i složeniji za ona najveća. U slučaju Amazona, neočekivana tzv. energetska kriza imala je efekte koji su utjecali na cjelokupno poslovanje i zahtijevala brzu prilagodbu. Defenzivne, ali i neke ofenzivne i agresivnije taktike pomogle su Amazonu da se pripremi na neočekivane scenarije. Pregledom poslovanja, internih politika i financijskih izvještaja, usporedbom cijena te analizom određenih taktičkih poteza poput pravovremene i glatko izvedene penetracije na nova tržišta, rad analizira kako se Amazon kao vodeće svjetsko poduzeće u mnogim industrijama prilagodio inflaciji. ; At a time when the world economy was in full swing and started to recover from the health- economic crisis caused by the COVID-19 virus pandemic, the geopolitical upheavals followed by the Russian invasion of Ukraine in 2022 resulted in another period of uncertainty for the world economy and all its participants. The challenges faced by many companies are greater and more complex for the largest ones. In the case of Amazon, the unexpected so-called energy crisis had effects that affected the entire business and required a quick adjustment. Defensive, but also some offensive and more aggressive tactics helped Amazon to prepare for unexpected scenarios. By reviewing operations, internal policies and financial statements, comparing prices and analyzing certain tactical moves, such as timely and smoothly executed penetration into new markets, the paper analyzes how Amazon, as the world's leading company in many industries, has adapted to inflation.