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Strategic Management
2020, vol. 25, br. 2, str. 18-26
jezik rada: engleski
vrsta rada: neklasifikovan
objavljeno: 14/07/2020
doi: 10.5937/StraMan2002018G
Challenges of introducing intelligent packaging to the retail market of AP Vojvodina
(naslov ne postoji na srpskom)
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresa: radenko.maric@ef.uns.ac.rs

Projekat

The paper is the result of the research on the project titled: Possibilities of applying intelligent packaging as a segment of green marketing logistics in the function of sustainable development in the market of AP Vojvodina, realized as part of the project cycle: "Short-Term Projects of Special Interest for Sustainable Development in AP Vojvodina in 2019".

Sažetak

(ne postoji na srpskom)
The aim of this paper is to analyse the readiness of retailers in the AP Vojvodina market to adopt the concept of intelligent packaging. The importance and role of intelligent packaging as an integral part of the final product are highlighted in the theoretical section of the research. The most common benefits and obstacles on the market are identified. In the empirical section of the paper, the benefits and obstacles that appear when intelligent packaging is introduced are analysed on the sample of 23 trading companies on the territory of AP Vojvodina. The results showed significant variations among retailers depending on the size of the company, sales volume, number of employees and standards adopted. Based on the results obtained, a set of measures and procedures is proposed that should be implemented to encourage the implementation of intelligent packaging in the AP Vojvodina market. Suggestions for future research are provided in the paper.

Ključne reči

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