Title
Marketing orijentacija kao determinanta konkurentnosti proizvođača voća i voćnih sokova u Republici Srbiji
Creator
Nikolić, Marija M. 1976-
Copyright date
2018
Object Links
Select license
Autorstvo-Nekomercijalno-Bez prerade 3.0 Srbija (CC BY-NC-ND 3.0)
License description
Dozvoljavate samo preuzimanje i distribuciju dela, ako/dok se pravilno naznačava ime autora, bez ikakvih promena dela i bez prava komercijalnog korišćenja dela. Ova licenca je najstroža CC licenca. Osnovni opis Licence: http://creativecommons.org/licenses/by-nc-nd/3.0/rs/deed.sr_LATN. Sadržaj ugovora u celini: http://creativecommons.org/licenses/by-nc-nd/3.0/rs/legalcode.sr-Latn
Language
Serbian
Cobiss-ID
Theses Type
Doktorska disertacija
description
Datum odbrane: 01.09.2018.
Other responsibilities
mentor
Stanković, Ljiljana
član komisije
Đukić, Suzana
član komisije
Božić, Dragica
Academic Expertise
Društveno-humanističke nauke
University
Univerzitet u Nišu
Faculty
Ekonomski fakultet
Group
Katedra za nacionalnu ekonomiju i finansije
Alternative title
Marketing orientation as determinant of competitiveness of fruit and fruit juices producers in Republic of Serbia
Publisher
[М. М. Nikolić]
Format
XIII, 247 lista
description
Biografija autora: list 244;
Bibliografija: listovi 223-234.
description
Business management, Marketing
Abstract (en)
In a turbulent environment, organizations face different challenges in everyday business. Companies are forced to respond quickly applying different marketing strategies in order to preserve and eventually improve their competitive position in the market. In order to be able to react in the right way, companies need to implement marketing orientation.
The main aim of the research in this dissertation is to determine the extent to which the application of marketing orientation contributes to the success of fruit and fruit juice producers. The research on the relationship between marketing orientation and business performance of the company was carried out in the following way: in the first step, it was analyzed to which extent the surveyed companies were marketing oriented, and then, in the second step, it was examined whether there is a statistically significant link between the application of marketing orientation and chosen business indicators.
Following performances of fruit juice producers were selected: business success, competitive position, innovation capacities, ability to create value for all participants in the chain and long-term linkages with consumers and other stakeholders.
The obtained research results have led to significant findings. It was established that fruit and fruit juice producers continue to develop marketing, but they are even insufficiently focused on consumers, and even less on competition. It was proven that the application of marketing orientation is significantly associated with their business success, competitive position and innovation capacities. The research also identified the existence of a positive impact of marketing concept on reducing the differences between perceptions and expectations of consumers on one side and the delivered value on other side, which ultimately results in value increase for all participants in the chain.
The hypothesis about the positive correlation between long-term linkages of fruit juice producers with consumers and other stakeholders with business and national competitiveness is supported. Finally, the directions of further research that would lead to more complete examination of the analyzed links are proposed.
Authors Key words
marketing orijentacija, proizvođači voća i voćnih sokova, konkurentnost, performanse, tržište, potrošači
Authors Key words
marketing orientation, fruit and fruit juice producers, competitiveness, performance, market, consumers
Classification
634.1-051:658.8(497.11)(043.3)
Subject
S191
Type
Tekst
Abstract (en)
In a turbulent environment, organizations face different challenges in everyday business. Companies are forced to respond quickly applying different marketing strategies in order to preserve and eventually improve their competitive position in the market. In order to be able to react in the right way, companies need to implement marketing orientation.
The main aim of the research in this dissertation is to determine the extent to which the application of marketing orientation contributes to the success of fruit and fruit juice producers. The research on the relationship between marketing orientation and business performance of the company was carried out in the following way: in the first step, it was analyzed to which extent the surveyed companies were marketing oriented, and then, in the second step, it was examined whether there is a statistically significant link between the application of marketing orientation and chosen business indicators.
Following performances of fruit juice producers were selected: business success, competitive position, innovation capacities, ability to create value for all participants in the chain and long-term linkages with consumers and other stakeholders.
The obtained research results have led to significant findings. It was established that fruit and fruit juice producers continue to develop marketing, but they are even insufficiently focused on consumers, and even less on competition. It was proven that the application of marketing orientation is significantly associated with their business success, competitive position and innovation capacities. The research also identified the existence of a positive impact of marketing concept on reducing the differences between perceptions and expectations of consumers on one side and the delivered value on other side, which ultimately results in value increase for all participants in the chain.
The hypothesis about the positive correlation between long-term linkages of fruit juice producers with consumers and other stakeholders with business and national competitiveness is supported. Finally, the directions of further research that would lead to more complete examination of the analyzed links are proposed.
“Data exchange” service offers individual users metadata transfer in several different formats. Citation formats are offered for transfers in texts as for the transfer into internet pages. Citation formats include permanent links that guarantee access to cited sources. For use are commonly structured metadata schemes : Dublin Core xml and ETUB-MS xml, local adaptation of international ETD-MS scheme intended for use in academic documents.