Uticaj društveno odgovornog poslovanja preduzeća na tržišno pozicioniranje brenda
ǂThe ǂimpact of corporate social responsibility on market brand positioning
Author
Spasojević, AnaMentor
Kocić, MilanCommittee members
Radosavljević, GordanaĐukić, Suzana
Borisavljević, Katarina
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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, a...naliziraće 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.
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.