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2022, vol. 70, br. 4, str. 63-71
Prevazilaženje teškoća izazvanih pandemijom COVID-19 primenom adaptirane marketing logistike u kompaniji "Zara"
Univerzitet u Beogradu, Tehnički fakultet u Boru, Srbija

e-adresamjovanovicanja@gmail.com
Sažetak
Pandemija COVID-19 je promenila način života ljudi na planeti. Najveći udar pretrpela je globalna ekonomija. Modna industrija bila je prinuđena da sprovede značajne izmene u njihovim lancima vrednosti. Predmet istraživanja koje je obavljeno u ovom radu je sagledavanje specifičnosti marketing logističkih aktivnosti koje su kompanije, koje posluju u modnoj industriji, bile primorane da sprovedu u cilju prilagođavanja uslovima poslovanja koji su nastali kao posledica COVID-19 pandemije. Cilj rada je da ukaže na najvažnije specifičnosti marketing logistike u modnoj industriji u uslovima pandemije COVID-19 na primeru kompanije Zara, koja je na delotvoran i brz način sprovela brojna prilagođavanja, a koja su joj omogućila da umanji negativan uticaj kriznog događaja.
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/tekstind2204063J
primljen: 27.10.2022.
revidiran: 30.11.2022.
prihvaćen: 01.12.2022.
objavljen u SCIndeksu: 13.01.2023.
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