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Ekonomika preduzeća
2015, vol. 63, br. 5-6, str. 306-322
jezik rada: engleski
vrsta rada: originalan članak
doi:10.5937/ekopre1506306B


Da li partnerski odnosi u kanalima marketinga značajno utiču na implementaciju brend menadžmenta? - iskustva iz Srbije i Crne Gore
University of Belgrade Faculty of Economics Department of Business Economics and Management, Belgrade

Sažetak

U radu se diskutuju pretpostavke uspešnog poslovanja dobavljačkih organizacija u Srbiji i Crnoj Gori, u uslovima slabljenja njihove pozicije u kanalima marketinga i relativno slabe kupovne moći potrošača. Osnovni ciljevi istraživanja su utvrđivanje međuzavisnosti brend menadžmenta i razvoja partnerskih odnosa u kanalima marketinga i njihov uticaj na performanse brenda. U tu svrhu je konstruisan BCR model. Posebno je istražen uticaj odnosa u kanalima marketinga na uspešnost poslovanja dobavljačkih organizacija. Istraživanje, koje je bilo osnova za analize prezentovane u ovom radu, sprovedeno je na uzorku od 121 menadžera u Srbiji i Crnoj Gori. U radu je potvrđeno da tri nezavisne varijable BCR modela (posvećenost brend menadžmentu, odnosi u kanalima marketinga i brend miopija) imaju statistički značajan uticaj na performanse brenda. Takođe je dokazano da preduzeća koja su usvojila i implementirala partnerske odnose u kanalima marketinga na višem nivou od konkurencije, imaju bolje finansijske rezultate poslovanja. Implikacije za menadžere dobavljačkih i trgovinskih kompanija su posebno istaknute i diskutovane.

Ključne reči

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