Prikaz osnovnih podataka o disertaciji
Uticaj društveno odgovornog poslovanja preduzeća na tržišno pozicioniranje brenda
ǂThe ǂimpact of corporate social responsibility on market brand positioning
dc.contributor.advisor | Kocić, Milan | |
dc.contributor.other | Radosavljević, Gordana | |
dc.contributor.other | Đukić, Suzana | |
dc.contributor.other | Borisavljević, Katarina | |
dc.creator | Spasojević, Ana | |
dc.date.accessioned | 2023-09-06T12:17:14Z | |
dc.date.available | 2023-09-06T12:17:14Z | |
dc.date.issued | 2023 | |
dc.identifier.uri | http://eteze.kg.ac.rs/application/showtheses?thesesId=8642 | |
dc.identifier.uri | https://fedorakg.kg.ac.rs/fedora/get/o:1601/bdef:Content/download | |
dc.identifier.uri | https://nardus.mpn.gov.rs/handle/123456789/21624 | |
dc.description.abstract | APSTRAKT: Koncept DOP se odnosi na konstantnu posvećenost poslovanju koje doprinosi ekonomskom razvoju preduzeća uz istovremeno unapređenje kvaliteta života zaposlenih u preduzeću, njihovih porodica, kao i zajednice i društva uopšte. Zarad boljeg razumevanja samog koncepta, biće neophodno analizirati istorijske okolnosti koje su dovele do njegovog nastanka, ali i teorijske implikacije koje se za njega vezuju, što će biti tema prvog dela doktorske disertacije. Drugi deo doktorske disertacije fokusiraće se na upravljanje brendom i tržišno pozicioniranje brenda. Pre svega, pažnja će biti posvećena pojmu, nastanku i ključnim determinantama brenda. Zatim, značajan segment analize u ovom delu rada ukazaće na to da koncept DOP predstavlja sastavni element brenda, pored elemenata kao što su korporativna kultura, komunikacije, zaposleni, reputacija i slično. Treći deo doktorske disertacije razmatraće povezanost društveno odgovornog poslovanja preduzeća i tržišnog pozicioniranja brenda. Dakle, analiziraće se uticaj koncepta DOP na unapređenje tržišne pozicije preduzeća, kao i na poboljšanje percepcije potrošača o kvalitetu proizvoda. Konačno, poslednji deo doktorske disertacije biće usmeren na utvrđivanje uticaja društveno odgovornog poslovanja preduzeća na tržišno pozicioniranje brenda na bazi sprovođenja empirijskog istraživanja na tržištu Srbije. Teorijsko i praktično istraživanje može zainteresovati pojedine entitete, odnosno poslovne subjekte na tržištu Srbije da sagledaju benefite i ozbiljne mogućnosti koje primena koncepta DOP može doneti. | sr |
dc.description.abstract | ABSTRACT: The concept of CSR refers to the constant commitment to the business that contributes to the economic development of the company while improving the quality of life of employees in the company, their families, as well as the community, and society in general. For a better understanding of the concept itself, it will be necessary to analyze the historical circumstances that led to its emergence, but also the theoretical implications associated with it, which will be the topic of the first part of the doctoral dissertation. The second part of the doctoral dissertation will focus on brand management and brand market positioning. First of all, attention will be focused on the concept, origin, and key determinants of the brand. Then, a significant segment of the analysis in this part of the dissertation will indicate that the concept of CSR is an integral element of the brand, in addition to elements such as corporate culture, communications, employees, reputation, etc. The third part of the doctoral dissertation will consider the connection between the CSR of the company and the market positioning of the brand. Therefore, the impact of the CSR concept on the improvement of the market position of the company will be analyzed, as well as the impact on the improvement of consumer perception of product quality. Finally, the last part of the doctoral dissertation will be focused on determining the impact of corporate social responsibility on the market positioning of the brand based on the implementation of empirical research in the Serbian market. Theoretical and practical research may be of interest to individual entities and businesses in the Serbian market to see the benefits and opportunities that the application of the CSR concept can bring them. | en |
dc.format | application/pdf | |
dc.language | sr | |
dc.publisher | Универзитет у Крагујевцу, Економски факултет | sr |
dc.rights | openAccess | en |
dc.rights.uri | https://creativecommons.org/licenses/by-nc-sa/4.0/ | |
dc.source | Универзитет у Крагујевцу | sr |
dc.subject | društveno odgovorno poslovanje | sr |
dc.subject | poslovni imidž preduzeća | sr |
dc.subject | upravljanje brendom | sr |
dc.subject | tržišno pozicioniranje brenda | sr |
dc.title | Uticaj društveno odgovornog poslovanja preduzeća na tržišno pozicioniranje brenda | sr |
dc.title.alternative | ǂThe ǂimpact of corporate social responsibility on market brand positioning | en |
dc.type | doctoralThesis | |
dc.rights.license | BY-NC-SA | |
dc.identifier.fulltext | http://nardus.mpn.gov.rs/bitstream/id/151910/Disertacija.pdf | |
dc.identifier.rcub | https://hdl.handle.net/21.15107/rcub_nardus_21624 |