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Teme
2013, vol. 37, br. 1, str. 117-139
Strategije prilagođavanja trgovinskog sektora na ekonomsku krizu
Ćuzović Sreten, Sokolov-Mladenović Svetlana ORCID
Univerzitet u Nišu, Ekonomski fakultet, Srbija

e-adresa: svetlana.sokolov@eknfak.ni.ac.rs
Projekat:
Istraživanje savremenih tendencija strateškog upravljanja primenom specijalizovanih menadžment disciplina u funkciji konkurentnosti srpske privrede (MPNTR - 179081)

Ključne reči: globalna ekonomska kriza; trgovinski sektor; inovacije; asortiman; cene
Sažetak
Globalna ekonomska i finansijska kriza započeta 2008. godine od marketing-menadžmenta trgovinskih kompanija zahteva da redefiniše svoj poslovni model i prilagodi se promenama u okruženju. Istovremeno otvara se pitanje pronalaženja metoda za dalji razvoj trgovinskog sektora u uslovima ekonomske krize. U takvim okolnostima trgovina se suočava sa velikim izazovima, posebno kada borba za ostvarivanje konkurentske pozicije postaje sve teža i neizvesnija. Stoga, cilj ovog rada je da istraži nove modele poslovanja trgovinskih kompanija koji su prvenstveno bazirani na inovacionom pristupu. Polazna hipoteza je da globalna ekonomska kriza ima svojih refleksija na trgovinski sektor, što uslovljava i njegovo adekvatno prilagođavanje na novonastale okolnosti. Testiranje ove hipoteze vršiće se kroz analizu inovativnog pristupa strategiji asortimana proizvoda i usluga s jedne, i strategiji cena s druge strane. Inovativni pristup strategiji asortimana biće testiran na bazi konceptualnog modela razvoja strategije asortimana, koji mnogim kompanijama predstavlja orijentir u strateškom reagovanju na izazove ekonomske krize. Inovativni pristup strategiji cena biće testiran na bazi konceptualnog modela u razvoju strategije cena koji marketing-menadžmentu može da posluži kao strateški odgovor na ekonomsku krizu. Ograničenja primene dobijenih rezultata istraživanja biće sagledana na primeru najatraktivnijih tržišta na kojima posluju trgovinske kompanije.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
objavljen u SCIndeksu: 02.09.2013.

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