Title
Marketing strategija proizvođača organske hrane : doktorska disertacija
Creator
Vehapi, Semir Z. 1986-
Copyright date
2014
Object Links
Select license
Autorstvo-Nekomercijalno 3.0 Srbija (CC BY-NC 3.0)
License description
Dozvoljavate umnožavanje, distribuciju i javno saopštavanje dela, i prerade, ako se navede ime autora na način odredjen od strane autora ili davaoca licence. Ova licenca ne dozvoljava komercijalnu upotrebu dela. Osnovni opis Licence: http://creativecommons.org/licenses/by-nc/3.0/rs/deed.sr_LATN Sadržaj ugovora u celini: http://creativecommons.org/licenses/by-nc/3.0/rs/legalcode.sr-Latn
Language
Serbian
Cobiss-ID
Theses Type
PhD thesis
description
Datum odbrane: 04.07.2015.
Other responsibilities
mentor
Stanković, Ljiljana
Academic Expertise
Društveno-humanističke nauke
University
Univerzitet u Nišu
Faculty
Ekonomski fakultet
Group
Katedra za opštu ekonomsku teoriju
Title translated
Marketing strategies of organic food producers
Publisher
Niš : [S. Z. Vehapi]
Format
PDF/A (298 listova)
description
Umnoženo za odbranu.
Univerzitet u Nišu, Ekonomski fakultet, 2014.
Napomene i bibliografske reference uz tekst.
Rezime ; Summary.
description
Business Management
Abstract (en)
Modern food production technology represents a major issue in today’s world,
primarily due to the numerous negative economic, social and primarily ecological
consequences which it causes. They in turn adversely affect the very survival of human
society. As a result, the fact that more and more producers are turning to organic farming is
understandable, as is the need that people feel to voluntarily change their dietary habits so as
to consume more organic products. Organic production completely supports the concept of
sustainable development. It is the only type of production which merges the traditional and
the modern, relying primarily on natural products which originate from farms, and at the
same time contributing to the ecological balance of natural systems. Considering that organic
production takes place with strict adherence to the prescribed legal guidelines, the
transitioning into this type of production is not an easy or short-term process. However, the
patience and effort invested by the producers are negligibly small in comparison to all the
benefits which are provided not only for the producers but for the entire community.
Over the last two decades, the organic food market has continually been expanding. Even
though the USA, EU and Japan have exhibited the strongest demand for organic food
products, the wave of the demand for these products is spreading into other parts of the world
as well. It is precisely this kind of market trend that represents a clear invitation to all
producers to offer a suitable response to the demands of the current consumers, which also
includes the effective application of marketing concepts in their business transactions.
Deciding on adequate marketing strategies for organic food producers is the focus of this
research. The dissertation will offer a detailed account of the development of a marketing
strategy based on four phases, including: strategic analysis, choice of strategy,
implementation and evaluation, and the control of the marketing strategy. Strategic analysis,
as the first phase, should offer an overview of the opportunities and threats which originate
from the external environment, but should also identify the strengths and weakness within the
production units themselves. In phase two, an attempt will be made to select possible
strategies in the production of organic food, which will enable these producers to respond to
the challenges of their environment in a timely and proper manner. However, even the most
suitably designed strategy will be prove to be unsuccessful if it is used incorrectly. This
means that implementation is a critical phase in this process, and as such it requires the
proper implementation of strategies involving certain instruments in the marketing mix, as
well as the design of an organizational structure which is in accordance with the selected
strategy. The results of the previous phases can be monitored and evaluated within the control
and evaluation phase. As a result of this phase, a system of possible measures of marketing
activities will be proposed, since the quality of marketing decisions depends on the quality of
the measuring, as does the success of the overall process of marketing strategy development.
The analysis of the existing research results points to the fact that most of the information
related to marketing in the field of organic food production originates from sources which are
not based on any adequate empirical data and research. Most of the studies that have been
carried out to date have focused solely on organic food consumers, while there is a lack of
any more significant studies which would focus on the producers of these goods. Thus, within
this doctoral dissertation, we will present the results of an empirical study which
simultaneously included both the consumers and producers of organic food in Serbia. The
aim of this research is to obtain a more clear and precise understanding of the attitudes,
motives and behavior of consumers on the one hand, and to study the effectiveness of the
application of marketing concepts in the business transactions of the producers on the other.
Thus, this will enablethe subsequent identification of the key factors in the development of an
adequate marketing strategy. Another contribution of the research is that it offers proof of the
decisive importance of the value that producers place on the extent of market orientation,
with the aim of enhancing business success and competitiveness.
Authors Key words
Organska hrana, organska proizvodnja, održivi razvoj, konkurentnost, zakonska regulativa, tržište, potrošaĉi, proizvođači, marketing, strategija, konkurentnost
Authors Key words
organic production, organic food, sustainable development, market, legislation,
consumers, producers, marketing, strategy, competitiveness
Classification
658.8:631.147(043.3)
Type
Elektronska teza
Abstract (en)
Modern food production technology represents a major issue in today’s world,
primarily due to the numerous negative economic, social and primarily ecological
consequences which it causes. They in turn adversely affect the very survival of human
society. As a result, the fact that more and more producers are turning to organic farming is
understandable, as is the need that people feel to voluntarily change their dietary habits so as
to consume more organic products. Organic production completely supports the concept of
sustainable development. It is the only type of production which merges the traditional and
the modern, relying primarily on natural products which originate from farms, and at the
same time contributing to the ecological balance of natural systems. Considering that organic
production takes place with strict adherence to the prescribed legal guidelines, the
transitioning into this type of production is not an easy or short-term process. However, the
patience and effort invested by the producers are negligibly small in comparison to all the
benefits which are provided not only for the producers but for the entire community.
Over the last two decades, the organic food market has continually been expanding. Even
though the USA, EU and Japan have exhibited the strongest demand for organic food
products, the wave of the demand for these products is spreading into other parts of the world
as well. It is precisely this kind of market trend that represents a clear invitation to all
producers to offer a suitable response to the demands of the current consumers, which also
includes the effective application of marketing concepts in their business transactions.
Deciding on adequate marketing strategies for organic food producers is the focus of this
research. The dissertation will offer a detailed account of the development of a marketing
strategy based on four phases, including: strategic analysis, choice of strategy,
implementation and evaluation, and the control of the marketing strategy. Strategic analysis,
as the first phase, should offer an overview of the opportunities and threats which originate
from the external environment, but should also identify the strengths and weakness within the
production units themselves. In phase two, an attempt will be made to select possible
strategies in the production of organic food, which will enable these producers to respond to
the challenges of their environment in a timely and proper manner. However, even the most
suitably designed strategy will be prove to be unsuccessful if it is used incorrectly. This
means that implementation is a critical phase in this process, and as such it requires the
proper implementation of strategies involving certain instruments in the marketing mix, as
well as the design of an organizational structure which is in accordance with the selected
strategy. The results of the previous phases can be monitored and evaluated within the control
and evaluation phase. As a result of this phase, a system of possible measures of marketing
activities will be proposed, since the quality of marketing decisions depends on the quality of
the measuring, as does the success of the overall process of marketing strategy development.
The analysis of the existing research results points to the fact that most of the information
related to marketing in the field of organic food production originates from sources which are
not based on any adequate empirical data and research. Most of the studies that have been
carried out to date have focused solely on organic food consumers, while there is a lack of
any more significant studies which would focus on the producers of these goods. Thus, within
this doctoral dissertation, we will present the results of an empirical study which
simultaneously included both the consumers and producers of organic food in Serbia. The
aim of this research is to obtain a more clear and precise understanding of the attitudes,
motives and behavior of consumers on the one hand, and to study the effectiveness of the
application of marketing concepts in the business transactions of the producers on the other.
Thus, this will enablethe subsequent identification of the key factors in the development of an
adequate marketing strategy. Another contribution of the research is that it offers proof of the
decisive importance of the value that producers place on the extent of market orientation,
with the aim of enhancing business success and competitiveness.
“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.