The concept of the employer brand has been developing intensively and it is the subject of interest and research of scholars and practitioners in the field of both marketing and human resource management. The aim of the research presented in the paper is to examine the content of job advertisements of the most desirable employers in Serbia, as well as to examine the extent to which they communicate the elements that potential candidates value when assessing the attractiveness of employers. By employing content analysis, the content of job advertisements of Serbian most attractive employers is determined and classified. In total, 291 job advertisements of 18 most desirable employers published on the Infostud platform in the period March-June 2021 were analyzed. In the exploratory research, a qualitative and quantitative analysis of published job advertisements was performed. The results of the research indicate that the content of job advertisements of the most desirable employers in Serbia most often communicates about the work environment and opportunities for acquiring knowledge. In addition, instrumental aspects of the workplace, ie information related to earnings, bonuses and rewards, are communicated more often for lower positions. Although not all elements describing the desired employer were part of the content of the advertisements, it was determined that the most desirable employers in the advertisements pay attention to visual solutions, topics shown in photos, engaging employees in communicating the employer's brand, and communication of product brands.
{"title":"Employer brand communication in job advertisements","authors":"Sandra Barjaktarović, Slavica Cicvarić-Kostić, Milica Kostić-Stanković","doi":"10.5937/mkng2104225b","DOIUrl":"https://doi.org/10.5937/mkng2104225b","url":null,"abstract":"The concept of the employer brand has been developing intensively and it is the subject of interest and research of scholars and practitioners in the field of both marketing and human resource management. The aim of the research presented in the paper is to examine the content of job advertisements of the most desirable employers in Serbia, as well as to examine the extent to which they communicate the elements that potential candidates value when assessing the attractiveness of employers. By employing content analysis, the content of job advertisements of Serbian most attractive employers is determined and classified. In total, 291 job advertisements of 18 most desirable employers published on the Infostud platform in the period March-June 2021 were analyzed. In the exploratory research, a qualitative and quantitative analysis of published job advertisements was performed. The results of the research indicate that the content of job advertisements of the most desirable employers in Serbia most often communicates about the work environment and opportunities for acquiring knowledge. In addition, instrumental aspects of the workplace, ie information related to earnings, bonuses and rewards, are communicated more often for lower positions. Although not all elements describing the desired employer were part of the content of the advertisements, it was determined that the most desirable employers in the advertisements pay attention to visual solutions, topics shown in photos, engaging employees in communicating the employer's brand, and communication of product brands.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"42 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89391900","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - depth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.
{"title":"Strategic marketing in the field of higher education","authors":"Mirjana Gligorijević, R. Janičić","doi":"10.5937/mkng2103173g","DOIUrl":"https://doi.org/10.5937/mkng2103173g","url":null,"abstract":"The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - depth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"27 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77533324","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The Big Five model of personality traits has already been used in a number of studies in the context of comparing students from different study programs. In this research, the elements of the mentioned model (extraversion, agreeableness, conscientiousness, neuroticism, openness) were used as potential predictors of the intention to enroll in the study program Digital marketing. The primary research included 89 students of the Faculty of Economics in Subotica, in which from the next school year will be offered, among other, a new accredited master's study program Digital marketing. The research was conducted in June 2021. In addition to descriptive statistics, a questionnaire was tested and structural equation modelling was used. At the level of descriptive statistics, the results show that the following characteristics are the most pronounced among surveyed students, in order: conscientiousness, extraversion, agreeableness, openness (for all these characteristics, the average grade of items related to them is closest to number 4 - "I agree" at five-point Likert scale), while neuroticism is not pronounced (average score lower than 3). When it comes to the model, the traits of openness and conscientiousness have positive and significant, while the trait neuroticism negative and significant (at p<0.10) influence on the intention of enrolling in the master's program Digital marketing. According to the authors' knowledge, this is the first research that relates the mentioned personality model and the choice of digital marketing studies.
{"title":"Personality traits and choice of studying digital marketing","authors":"Ines Đokić, Nikola Milićević, Nenad Đokić","doi":"10.5937/mkng2102075q","DOIUrl":"https://doi.org/10.5937/mkng2102075q","url":null,"abstract":"The Big Five model of personality traits has already been used in a number of studies in the context of comparing students from different study programs. In this research, the elements of the mentioned model (extraversion, agreeableness, conscientiousness, neuroticism, openness) were used as potential predictors of the intention to enroll in the study program Digital marketing. The primary research included 89 students of the Faculty of Economics in Subotica, in which from the next school year will be offered, among other, a new accredited master's study program Digital marketing. The research was conducted in June 2021. In addition to descriptive statistics, a questionnaire was tested and structural equation modelling was used. At the level of descriptive statistics, the results show that the following characteristics are the most pronounced among surveyed students, in order: conscientiousness, extraversion, agreeableness, openness (for all these characteristics, the average grade of items related to them is closest to number 4 - \"I agree\" at five-point Likert scale), while neuroticism is not pronounced (average score lower than 3). When it comes to the model, the traits of openness and conscientiousness have positive and significant, while the trait neuroticism negative and significant (at p<0.10) influence on the intention of enrolling in the master's program Digital marketing. According to the authors' knowledge, this is the first research that relates the mentioned personality model and the choice of digital marketing studies.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"8 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84678343","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The subject of this paper is to quantify the impact of income (household income) which is a key economic variable that determines the framework for personal consumption of households. In addition to income, the influence of household regional affiliation, household size, socio-economic status of the household, gender, age and level of education of the household head -variables that independently affect consumption, increasing or decreasing the influence of income as the main explanatory variables, was examined. The aim of this paper is to provide insight into different methodological approaches to empirical / econometric research of determinants of consumer demand, on the example of empirical analysis of family budgets of households in Serbia. Based on the survey on the consumption of 6,354 house holds in Serbia, which was conducted in 2019, according to the unique methodology of the European Agency for Statistics, by the Statistical Office of the Republic of Serbia, the basic parameters of consumer demand were assessed. Two econometric approaches were applied: a model based on complete systems of regression equations and a model based on one regression equation. The obtained empirical results are in accordance with the findings of most econometricians of applied consumer demand analysis.
{"title":"Determinants of household consumption in Serbia: Methodological approaches and empirical results","authors":"H. Hanić, Milica Bugarčić","doi":"10.5937/mkng2103197h","DOIUrl":"https://doi.org/10.5937/mkng2103197h","url":null,"abstract":"The subject of this paper is to quantify the impact of income (household income) which is a key economic variable that determines the framework for personal consumption of households. In addition to income, the influence of household regional affiliation, household size, socio-economic status of the household, gender, age and level of education of the household head -variables that independently affect consumption, increasing or decreasing the influence of income as the main explanatory variables, was examined. The aim of this paper is to provide insight into different methodological approaches to empirical / econometric research of determinants of consumer demand, on the example of empirical analysis of family budgets of households in Serbia. Based on the survey on the consumption of 6,354 house holds in Serbia, which was conducted in 2019, according to the unique methodology of the European Agency for Statistics, by the Statistical Office of the Republic of Serbia, the basic parameters of consumer demand were assessed. Two econometric approaches were applied: a model based on complete systems of regression equations and a model based on one regression equation. The obtained empirical results are in accordance with the findings of most econometricians of applied consumer demand analysis.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"7 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85203443","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper analyzes the satisfaction of bank clients with the internet banking services in the Republic of Serbia. The aim of the research is to measure the actual level of satisfaction of the domestic banks clients with the internet banking services and to determine the connection between satisfaction and internet banking and its main determinants. The research was conducted through a questionnaire, and 193 respondents took part. The obtained answers were processed using descriptive static analysis, reliability analysis of research variables, correlation analysis, and multivariate regression analysis. By analyzing the relevant literature, efficiency, safety and privacy, accessibility, response and costs were determined as independent variables, while satisfaction was used as a dependent variable. The research results show that the strongest influence on the bank clients satisfaction has the efficiency factor, followed by the response, security, and privacy, while accessibility and costs do not have a statistically significant impact on the internet banking users satisfaction.
{"title":"Determinants of the bank clients satisfaction with the internet banking services in Serbia","authors":"Semir Vehapi, Ahmedin Lekpek, Z. Šabotić","doi":"10.5937/mkng2102083v","DOIUrl":"https://doi.org/10.5937/mkng2102083v","url":null,"abstract":"This paper analyzes the satisfaction of bank clients with the internet banking services in the Republic of Serbia. The aim of the research is to measure the actual level of satisfaction of the domestic banks clients with the internet banking services and to determine the connection between satisfaction and internet banking and its main determinants. The research was conducted through a questionnaire, and 193 respondents took part. The obtained answers were processed using descriptive static analysis, reliability analysis of research variables, correlation analysis, and multivariate regression analysis. By analyzing the relevant literature, efficiency, safety and privacy, accessibility, response and costs were determined as independent variables, while satisfaction was used as a dependent variable. The research results show that the strongest influence on the bank clients satisfaction has the efficiency factor, followed by the response, security, and privacy, while accessibility and costs do not have a statistically significant impact on the internet banking users satisfaction.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"23 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80078580","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all parts of the world. Due to the pandemic, consumers are adapting to the new circumstances not only by respecting epidemiological measures but also by changing their habits in everyday life. The aim of this paper is to identify changes in consumer lifestyle as a consequence of the current COVID 19 pandemic. The research was conducted on a sample of 153 respondents by observing their eating habits, travel, use of electronic shopping and payment channels and healthy lifestyle. Based on the analysis of the collected primary data in the SPSS program, the results indicate that lifestyle related to travel, use of electronic shopping and payment channels and healthy lifestyle significantly differs, while eating habits also changed but in lower degree. The conducted research contributes to the generation of useful knowledge in order to better understand the COVID 19 virus, which is still unknown to the scientific community and various market actors, as well as its effects on everyday life of people.
{"title":"Consumer lifestyle before and during COVID 19 virus pandemic","authors":"J. Lazarević, Veljko Marinković","doi":"10.5937/markt2101003l","DOIUrl":"https://doi.org/10.5937/markt2101003l","url":null,"abstract":"The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all parts of the world. Due to the pandemic, consumers are adapting to the new circumstances not only by respecting epidemiological measures but also by changing their habits in everyday life. The aim of this paper is to identify changes in consumer lifestyle as a consequence of the current COVID 19 pandemic. The research was conducted on a sample of 153 respondents by observing their eating habits, travel, use of electronic shopping and payment channels and healthy lifestyle. Based on the analysis of the collected primary data in the SPSS program, the results indicate that lifestyle related to travel, use of electronic shopping and payment channels and healthy lifestyle significantly differs, while eating habits also changed but in lower degree. The conducted research contributes to the generation of useful knowledge in order to better understand the COVID 19 virus, which is still unknown to the scientific community and various market actors, as well as its effects on everyday life of people.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"53 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77356817","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Corporate social responsibility, as a business philosophy and managerial concept, is increasingly represented in contemporary business operations and marketing, as well as in the scientific literature in this field. The importance that consumers attach to different aspects of social responsibility when evaluating companies and products and making purchasing decisions, is determined by economic, sociological, institutional and technological development of the environment, differing in developed countries and emerging markets. The aim of this paper is to investigate how consumers perceive the responsibility of companies operating in the market of the Republic of Serbia and which aspects of social responsibility they perceive as crucial or more important. In order to examine how consumers perceive the social and environmental dimensions of corporate social responsibility, an empirical study was conducted, using the survey method. For the purposes of the research, the questionnaire was adapted from the similar studies in foreign countries, which enables a comparison of the importance of different dimensions of corporate responsibility with consumers from different markets. In addition to standard demographic questions, the questionnaire also contains questions related to different perception, beliefs and attitudes, as well as expectations of respondents' in relation to the social and environmental dimension of company responsibility. The results of the research showed that there is a significant correlation between the perception of environmental and social aspects of corporate social responsibility and consumer preferences, expressed in company's evaluation and intention to buy its products or services. One of the conclusions of the survey is that demographic characteristics of respondents determine this connection.
{"title":"Consumer preferences and attitudes in relation to the social and environmental dimensions of corporate social responsibility","authors":"Tamara Vlastelica, M. Jović, V. Pavković","doi":"10.5937/mkng2103149v","DOIUrl":"https://doi.org/10.5937/mkng2103149v","url":null,"abstract":"Corporate social responsibility, as a business philosophy and managerial concept, is increasingly represented in contemporary business operations and marketing, as well as in the scientific literature in this field. The importance that consumers attach to different aspects of social responsibility when evaluating companies and products and making purchasing decisions, is determined by economic, sociological, institutional and technological development of the environment, differing in developed countries and emerging markets. The aim of this paper is to investigate how consumers perceive the responsibility of companies operating in the market of the Republic of Serbia and which aspects of social responsibility they perceive as crucial or more important. In order to examine how consumers perceive the social and environmental dimensions of corporate social responsibility, an empirical study was conducted, using the survey method. For the purposes of the research, the questionnaire was adapted from the similar studies in foreign countries, which enables a comparison of the importance of different dimensions of corporate responsibility with consumers from different markets. In addition to standard demographic questions, the questionnaire also contains questions related to different perception, beliefs and attitudes, as well as expectations of respondents' in relation to the social and environmental dimension of company responsibility. The results of the research showed that there is a significant correlation between the perception of environmental and social aspects of corporate social responsibility and consumer preferences, expressed in company's evaluation and intention to buy its products or services. One of the conclusions of the survey is that demographic characteristics of respondents determine this connection.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"170 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73341690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Even though younger consumers have positive attitudes towards organic food, a very small number of them regularly purchase these products. One of the reasons for this could be the significantly higher price of organic food compared to the price of corresponding conventional products. Therefore, the aim of this paper is to evaluate the extent to which generation Z consumers are willing to pay premium price for organic food, and to identify the socio-demographic factors which impact their willingness to pay. The study was carried out on a sample of 213 students in the Republic of Serbia, an emerging organic food market, via a structured questionnaire. The results indicate that more than 2/3 of the respondents who purchase organic food would pay a premium price of between 1% and 40%. Only 8% of the respondents are not willing to pay more for organic food products. The Chi-squared test for independence was used to analyze the relationship between socio-demographic characteristics of the respondents and their willingness to pay; it was determined that smaller households (1-3 members), as well as households in bigger cities, show a greater willingness to pay premium price for organic food. The information which was obtained during the study could be used to assist producers and organic product retailers to create an effective pricing strategy and marketing communications strategy.
{"title":"Willingness of generation Z consumers to pay more for organic food in Serbia","authors":"Semir Vehapi, Z. Šabotić","doi":"10.5937/mkng2104247v","DOIUrl":"https://doi.org/10.5937/mkng2104247v","url":null,"abstract":"Even though younger consumers have positive attitudes towards organic food, a very small number of them regularly purchase these products. One of the reasons for this could be the significantly higher price of organic food compared to the price of corresponding conventional products. Therefore, the aim of this paper is to evaluate the extent to which generation Z consumers are willing to pay premium price for organic food, and to identify the socio-demographic factors which impact their willingness to pay. The study was carried out on a sample of 213 students in the Republic of Serbia, an emerging organic food market, via a structured questionnaire. The results indicate that more than 2/3 of the respondents who purchase organic food would pay a premium price of between 1% and 40%. Only 8% of the respondents are not willing to pay more for organic food products. The Chi-squared test for independence was used to analyze the relationship between socio-demographic characteristics of the respondents and their willingness to pay; it was determined that smaller households (1-3 members), as well as households in bigger cities, show a greater willingness to pay premium price for organic food. The information which was obtained during the study could be used to assist producers and organic product retailers to create an effective pricing strategy and marketing communications strategy.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"195 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72792057","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The contemporary phase of marketing development emphasizes the increasingly important role of economic entities as an integral part of society and a catalyst for positive changes. Researchers mainly focus their attention on large companies and sectors that significantly impact the local community and society. In that sense, this article addresses the Serbian banking sector. The authors analyzed the corporate social responsibility activities of 24 banks and their reporting practices. The analysis included a study of the content of publicly available documents and reports and news published on banks' websites and Facebook profiles. In addition, the authors explored stakeholders' perceptions of socially responsible banking activities. A survey of 30 banks stakeholder representatives showed: what are the critical issues in local communities; what are the respondents' attitudes about banks and the way they operate in Serbia; to what extent have stakeholders noticed the social marketing activities of commercial banks; what is the attitude of stakeholders regarding the issue of rewarding banks for socially responsible behavior. After reviewing and discussing the main findings, the authors provide key recommendations and possible directions for further research.
{"title":"Corporate social responsibility of commercial banks in Serbia: Reporting practice, implemented activities and perception of stakeholders","authors":"V. Panić, S. Veljković","doi":"10.5937/mkng2104259p","DOIUrl":"https://doi.org/10.5937/mkng2104259p","url":null,"abstract":"The contemporary phase of marketing development emphasizes the increasingly important role of economic entities as an integral part of society and a catalyst for positive changes. Researchers mainly focus their attention on large companies and sectors that significantly impact the local community and society. In that sense, this article addresses the Serbian banking sector. The authors analyzed the corporate social responsibility activities of 24 banks and their reporting practices. The analysis included a study of the content of publicly available documents and reports and news published on banks' websites and Facebook profiles. In addition, the authors explored stakeholders' perceptions of socially responsible banking activities. A survey of 30 banks stakeholder representatives showed: what are the critical issues in local communities; what are the respondents' attitudes about banks and the way they operate in Serbia; to what extent have stakeholders noticed the social marketing activities of commercial banks; what is the attitude of stakeholders regarding the issue of rewarding banks for socially responsible behavior. After reviewing and discussing the main findings, the authors provide key recommendations and possible directions for further research.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"2002 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82871694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Automotive industry has faced frequent and radical changes of business environment during 21st century. Great recession, disruptive innovations, rise of emerging markets competitors, and Covid-19 pandemic have resulted in new customer preferences and constrains in managing supply chain. These factors significantly have affected business operations in automotive premium segment. Traditional competencies are not sufficient to gain and sustain competitive advantage in the market segment. The paper analyzes: trends in premium automotive segments and restructuring of business models, competitive and marketing strategies in the market segment. Technological innovations and digitalization have changed customer perception of premium vehicles. To sustain market position in unpredictable business environment and deal with these factors the competitors have to be agile and flexible. Automotive companies in premium segment have to deal with increasingly complex products, to achieve business efficiency. At the same time the companies have to differentiate their products in the new way, aiming to compete traditional competitors and new comers. To achieve these opposite goals, the companies develop new technological processes, which result in lower operating costs, and integrate hardware, software and service, to create the most valuable premium packet for customers in the segment.
{"title":"Reshaping of premium segment in global automotive market","authors":"D. Markovic, Vladan Madić","doi":"10.5937/mkng2104236m","DOIUrl":"https://doi.org/10.5937/mkng2104236m","url":null,"abstract":"Automotive industry has faced frequent and radical changes of business environment during 21st century. Great recession, disruptive innovations, rise of emerging markets competitors, and Covid-19 pandemic have resulted in new customer preferences and constrains in managing supply chain. These factors significantly have affected business operations in automotive premium segment. Traditional competencies are not sufficient to gain and sustain competitive advantage in the market segment. The paper analyzes: trends in premium automotive segments and restructuring of business models, competitive and marketing strategies in the market segment. Technological innovations and digitalization have changed customer perception of premium vehicles. To sustain market position in unpredictable business environment and deal with these factors the competitors have to be agile and flexible. Automotive companies in premium segment have to deal with increasingly complex products, to achieve business efficiency. At the same time the companies have to differentiate their products in the new way, aiming to compete traditional competitors and new comers. To achieve these opposite goals, the companies develop new technological processes, which result in lower operating costs, and integrate hardware, software and service, to create the most valuable premium packet for customers in the segment.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"20 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81968762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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