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Ekonomika preduzeća
2019, vol. 67, br. 5-6, str. 370-383
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 23/11/2019
doi: 10.5937/EKOPRE1906370R
Ekspanzija kanala marketinga i njihov uticaj na trgovinu poljoprivredno-prehrambenim proizvodima - međunarodna iskustva
aUniverzitet u Beogradu, Ekonomski fakultet
bJP Transnafta AD, Belgrade
cHellenic Sugar Industry S.A, Belgrade

Sažetak

Istraživanje ima za cilj da ukaže na mogućnosti efikasnog plasmana poljoprivredno-prehrambenih proizvoda Republike Srbije, kao jednog od bitnijih strateških ciljeva društveno-ekonomskog razvoja. Sve rigorozniji zahtevi potrošača za kvalitetnim proizvodima nameću efikasan dizajn kanala marketinga, koji omogućava brzu isporuku. Francuska, kao poljoprivredno razvijena zemlja, konkurentsku prednost u plasmanu hrane ostvaruje uključivanjem Intertek globalnog operatera u kanal marketinga. Istraživanje je utemeljeno na dokazima koji su izvedeni korišćenjem statističkih instrumenata i bazira se na primeni vise metoda savremene kvantitativne i kvalitativne analize. Predlog institucionalnog rešenja, održivog razvoja kanala marketinga poljoprivredno-prehrambenih proizvoda, je rezultat analize međunarodnih iskustava. Brzi, prilagodljivi i vertikalno integrisani kanali marketinga hrane imaju odlučujuću ulogu u konkurentnosti na domaćem i međunarodnom tržištu agrobiznisa. Povećanje konkurentnosti na domaćem, regionalnom i međunarodnom nivou je ishod istraživanja. Sagledavanjem rezultata strukturnih promena i uključivanjem Intertek operatora u lanac snabdevanja hranom na međunarodnom nivou, ukazuje NAM na moguće pravce razvoja agrobiznis sistema u Republici Srbiji. Put stvaranja konkurentskih prednosti je uspostavljanje, inoviranje i jačanje veza subjekata kanala marketinga agrobiznisa kao nerazdvojne komponente procesa reprodukcije u poljoprivrednoj i prehrambenoj industriji.

Ključne reči

kanali marketinga; poljoprivreda; Intertek globalni operator; konkurentnost

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