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Strategic brand management as the factor of company competitiveness

dc.contributor.advisorPetković, Goran
dc.contributor.otherVeljković, Saša
dc.contributor.otherFilipović, Vinka
dc.creatorMandarić, Marija
dc.date.accessioned2016-01-05T11:53:07Z
dc.date.available2016-01-05T11:53:07Z
dc.date.available2020-07-03T08:32:07Z
dc.date.issued2012-11-07
dc.identifier.urihttp://eteze.bg.ac.rs/application/showtheses?thesesId=454
dc.identifier.urihttps://nardus.mpn.gov.rs/handle/123456789/2210
dc.identifier.urihttps://fedorabg.bg.ac.rs/fedora/get/o:6282/bdef:Content/download
dc.identifier.urihttp://vbs.rs/scripts/cobiss?command=DISPLAY&base=70036&RID=43997967
dc.description.abstractIntenzivna 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.sr
dc.description.abstractIntensive 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.en
dc.formatapplication/pdf
dc.languagesr
dc.publisherУниверзитет у Београду, Економски факултетsr
dc.rightsopenAccessen
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.sourceУниверзитет у Београдуsr
dc.subjectstrategijski brend menadžmentsr
dc.subjectstrategic brand managementen
dc.subjectbrend strategijasr
dc.subjectvrednost brendasr
dc.subjectglobalizacijasr
dc.subjectkonkurentnostsr
dc.subjectbrand strategyen
dc.subjectbrand strategyen
dc.subjectbrand valueen
dc.subjectglobalizationen
dc.subjectcompetitivenessen
dc.titleStrategijski brend menadžment kao faktor konkurentnosti kompanijasr
dc.titleStrategic brand management as the factor of company competitivenessen
dc.typedoctoralThesisen
dc.rights.licenseBY-NC-ND
dcterms.abstractПетковић, Горан; Филиповић, Винка; Вељковић, Саша; Мандарић, Марија; Стратегијски бренд менаджмент као фактор конкурентности компанија; Стратегијски бренд менаджмент као фактор конкурентности компанија;
dc.identifier.fulltexthttp://nardus.mpn.gov.rs/bitstream/id/4890/Disertacija.pdf
dc.identifier.fulltexthttps://nardus.mpn.gov.rs/bitstream/id/4890/Disertacija.pdf
dc.identifier.doi10.2298/bg20121107mandaric
dc.identifier.rcubhttps://hdl.handle.net/21.15107/rcub_nardus_2210


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