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2015, vol. 46, br. 2, str. 104-114
Uticaj inovacija u marketingu na performanse malih i srednjih preduzeća
Univerzitet u Nišu, Ekonomski fakultet

e-adresaigor.mladenovic@eknfak.ni.ac.rs
Ključne reči: inovacije u marketingu; mala i srednja preduzeća; konkurentnost
Sažetak
Savremeni uslovi poslovanja koje karakterišu oštra konkurencija i permanentne promene, kao imperativ opstanka i uspeha preduzeća nameću primenu inovacija u marketingu. U tom kontekstu, predmet rada je istraživanje uloge inovacija u marketingu u unapređenju poslovnih performansi malih i srednjih preduzeća. Rad ima za cilj da utvrdi da li u analiziranim malim i srednjim preduzećima dolazi do porasta produktivnosti izražene poslovnim prihodom po zaposlenom, uz uzimanje u obzir i stepena obrazovanja zaposlenih. U radu je analizirana primena inovacija u marketingu u malim i srednjim preduzećima iz regiona Beograda i Vojvodine, sa jedne strane, i regiona Šumadije, Zapadne, Istočne i Južne Srbije, sa druge strane. Namera je da se utvrdi uticaj stepena razvijenosti pojedinih regiona na primenu inovacija u marketingu. Zaključci koji proizilaze iz rada, a koji se odnose na značaj inovacija u marketingu za poslovne performanse, kao i oni o relevantnosti geografske lokacije za primenu inovacija u marketingu, apostrofiraju široj stručnoj javnosti značaj ovog fenomena, a time otvaraju mogućnost unapređenja poslovanja privrednih društava u Srbiji.
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jezik rada: srpski
vrsta rada: članak
objavljen u SCIndeksu: 15.07.2016.