Applying marketing concepts in cheesemaking business entities in the Republic of Serbia
| Autor: | Dubravka Užar, Vuk Radojević, Izabela Mugoša |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Marketing planning
Process (engineering) 05 social sciences Production cycle General Medicine 010501 environmental sciences 01 natural sciences The Republic Competitive advantage Product (business) 0502 economics and business Position (finance) Revenue Business Marketing 050212 sport leisure & tourism 0105 earth and related environmental sciences |
| Zdroj: | Ekonomika poljoprivrede. 67:895-911 |
| ISSN: | 2334-8453 0352-3462 |
| DOI: | 10.5937/ekopolj2003895r |
| Popis: | Main objective of the research is to identify role and position of marketing in business practice in micro, small and medium-sized enterprises (MSME) in the Republic of Serbia. Since cheese is a value-added product, cheesemaking takes a significant position in country’s food chain and represents a significant revenue generator for every participant in the production cycle. Lack or insufficient usage of marketing decreases the possibilities of efficient and effective use of resources and minimizes cheesemakers’ competitive advantage. The research has been conducted in the form of a questionnaire by using a random sample of 39 business entities in the territory of the Republic of Serbia. Research results indicate that marketing is at a peripheral position in the business practice of the analysed business entities. Main precondition for marketing concept implementation is introduction of marketing function and formalized process of marketing planning integrated into corporate planning system and supported by each level of management structure. |
| Databáze: | OpenAIRE |
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