Strategijski brend menadžment kao faktor konkurentnosti kompanija

Abstract

Intenzivna konkurencija na tržištu i promenljivi uslovi poslovanja navode kompanije da kontinuirano tragaju za novim izvorima konkurentne prednosti. Globalizacija tržišta ujedinila je potrošače u zahtevima koje postavljaju pred kompanije i doprinela je razvoju novih marketing strategija koje omogućavaju porast satisfakcije i lojalnosti potrošača prema brendu, direktno implicirajući i poboljšanje finansijskih perfomansi u poslovanju. Kreiranje i razvoj brenda predstavlja dugoročnu investiciju kompanije. U doktorskoj disertaciji pokušali smo da ukažemo da primena koncepta brend menadžmenta doprinosi celokupnom učinku brenda na tržištu i ukupnim finansijskim rezultatima. Orijentacija prema brendu kompanije jeste polazna determinanta strategijskog brend menadžmenta. U cilju merenja doprinosa SBM-a poslovnim rezultatima sproveli smo empirijsko istraživanje u 300 prvorangiranih kompanija u 2010. godini, prema kriterijumu - obim prometa u 2009. godini. Prikupljeno je 66 upitnika, od toga 63 validna upitnika, na osnovu kojih smo smo izvršili analizu i izneli rezultate. Rezultati su pokazali da je korelacija statistički značajna i pozitivna između inovacije, informacione tehnologije, orijentacije prema brendu, jedinstvenosti brenda, učinka brenda i finansijskih rezultata, dok između brend barijere i finansijskog rezultata postoji negativna korelacija, potpuno opravdano. Poseban predmet analize je poređenje rezultata implementacije brend menadžmenta u domaćim i inostranim kompanijama na teritoriji Republike Srbije, gde signifikantne vrednosti ukazuju na značajnu razliku tretmana strategijskog brend menadžmenta u domaćim i inostranim kompanijama, u korist inostranih kompanija. Ograničenja sprovedenog terenskog istraživanja ne mogu se ignorisati, međutim rezultati se veoma značajni za sagledavanje doprinosa brend menadžmenta u poslovanju kako za naučnu i stručnu javnost, tako i za privredne subjekte.

Intensive competition in the market and changing business conditions make companies continuously search for new sources of competitive advantage. The market globalization has united consumers in setting their requirements before the companies and contributed to development of new marketing strategies which enable the growth of satisfaction and loyalty of consumers toward a brand, directly implying the improvment of financial performances in business. Creation and development of a brand represents a long-term investment of a company. In this doctorial dissertation, we have tried to point out that the implementation of the brand management concept contributes to the brand's market performance and overall financial performance. Orientation towards the company brand is a starting determinant of the strategic brand management. In order to measure the SBM's contribution to business results,we have conducted an empirical research in 300 companies ranked first in 2010, according to the criteria – turnover in 2009. Finaly, 66 questionnaires were collected, out of which 63 valid ones, based on which we conducted an analysis and presented our results. The results have shown that the correlation is statistically significant and positive between innovation, information technology, orientation towards a brand, brand uniqueness, brand performance and financial performance, while there is a negative correlation between the brand barrier and financial performance, fully justified. Special subject of the analysis is the comparison of the results of the implementation of brand management in domestic and foreign companies in the Republic of Serbia, where significant values point out to important difference in strategic brand management treatment in domestic and foreign companies, in the favor of foreign companies. Limitations to the conducted field research cannot be ignored, however, the results are very significant for understanding the contribution of brand management to business, both for scientific and professional public and for businesses.