Marketing plays a key role in society as a whole. Sports marketing encompasses all processes for creating and delivering value and transmitting its message, starting from the specific conditions in which relationships between market players are formed and how it affected the success of sport clubs and sporting events. In a large number of sports clubs, there is still no systematic application of marketing. The paper deals with the application of marketing in Dubrovnik sport clubs s been developed. The survey was conducted by a deep interview with leading people of the most successful Dubrovnik sport clubs and with the Secretary of the Dubrovnik Association of Sports. The causes of non-implementation of planning and systematic marketing application in the sports facilities in Dubrovnik, current marketing activity, problems encountered and the guidelines for a better understanding of the importance of marketing in sports were presented thereto. The research has confirmed that there is no systematic application of marketing in Dubrovnik sports facilities and that marketing activity activities are mostly reduced to numerous forms of marketing communication with the target market segments. Management awareness of the importance of sports marketing is developed, club leaders and Association point out the exigency to establish marketing departments within clubs, but in practice this has not yet been realized. Along with lack of financial resources, insufficient understanding of marketing as a business philosophy is one of the main reasons for not applying systematic marketing practices to sports facilities. To successfully manage marketing in sports facilities, it is crucial to engage sports marketing professionals/managers, but at the same time keep in mind that this is a club comprehensive initiative that drives its vision, mission, and strategic planning.
{"title":"Marketing menadžment u sportu - primjer dubrovačkih sportskih klubova","authors":"Doris Peručić, Maro Joković","doi":"10.15291/OEC.2729","DOIUrl":"https://doi.org/10.15291/OEC.2729","url":null,"abstract":"Marketing plays a key role in society as a whole. Sports marketing encompasses all processes for creating and delivering value and transmitting its message, starting from the specific conditions in which relationships between market players are formed and how it affected the success of sport clubs and sporting events. In a large number of sports clubs, there is still no systematic application of marketing. The paper deals with the application of marketing in Dubrovnik sport clubs s been developed. The survey was conducted by a deep interview with leading people of the most successful Dubrovnik sport clubs and with the Secretary of the Dubrovnik Association of Sports. The causes of non-implementation of planning and systematic marketing application in the sports facilities in Dubrovnik, current marketing activity, problems encountered and the guidelines for a better understanding of the importance of marketing in sports were presented thereto. The research has confirmed that there is no systematic application of marketing in Dubrovnik sports facilities and that marketing activity activities are mostly reduced to numerous forms of marketing communication with the target market segments. Management awareness of the importance of sports marketing is developed, club leaders and Association point out the exigency to establish marketing departments within clubs, but in practice this has not yet been realized. Along with lack of financial resources, insufficient understanding of marketing as a business philosophy is one of the main reasons for not applying systematic marketing practices to sports facilities. To successfully manage marketing in sports facilities, it is crucial to engage sports marketing professionals/managers, but at the same time keep in mind that this is a club comprehensive initiative that drives its vision, mission, and strategic planning.","PeriodicalId":55690,"journal":{"name":"Oeconomica Jadertina","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89130411","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}
With the development of technology and the emergence of the Internet, new markets for buying and selling have been created. Selling on the Internet was not done solely by business entities but also by individuals who started selling their products, hence gave rise to C2C purchase. This paper investigates how the risks of online purchase affect the intention of consumers further purchasing. The survey was carried out in the territory of Bosnia and Herzegovina (BH) and included 419 consumers. The conceptual model included six variables: purchase risk, product risk, online purchase application, online purchase self-efficiency, online purchase value, and further purchase intent. The established model was tested using the Structural Equation Model (SEM) and it was proven that the risks of online purchases do not affect directly the further purchase intent, but they indirectly affect other variables. Research has shown that consumers who are self-efficient in their purchases demonstrate greater intention for further online purchases, as well as consumers who find online shopping easier. Theoretically, this work contributes to a better understanding of how online shopping risks affect the intention of further online shopping in the C2C market. Also, paper in a practical way contributes to understanding the behavior of consumers on the C2C market, which can be used by sellers to improve this aspect of online purchase.
{"title":"Utjecaj rizika proizvoda i rizika kupnji na daljnju namjeru online kupnje na C2C tržištu","authors":"A. Puška, Sead Šadić, Jasmin Stovrag","doi":"10.15291/OEC.2728","DOIUrl":"https://doi.org/10.15291/OEC.2728","url":null,"abstract":"With the development of technology and the emergence of the Internet, new markets for buying and selling have been created. Selling on the Internet was not done solely by business entities but also by individuals who started selling their products, hence gave rise to C2C purchase. This paper investigates how the risks of online purchase affect the intention of consumers further purchasing. The survey was carried out in the territory of Bosnia and Herzegovina (BH) and included 419 consumers. The conceptual model included six variables: purchase risk, product risk, online purchase application, online purchase self-efficiency, online purchase value, and further purchase intent. The established model was tested using the Structural Equation Model (SEM) and it was proven that the risks of online purchases do not affect directly the further purchase intent, but they indirectly affect other variables. Research has shown that consumers who are self-efficient in their purchases demonstrate greater intention for further online purchases, as well as consumers who find online shopping easier. Theoretically, this work contributes to a better understanding of how online shopping risks affect the intention of further online shopping in the C2C market. Also, paper in a practical way contributes to understanding the behavior of consumers on the C2C market, which can be used by sellers to improve this aspect of online purchase.","PeriodicalId":55690,"journal":{"name":"Oeconomica Jadertina","volume":"37 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72783776","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 US and European Union interdependence at the economic, political and security level historically represented the source of co-operation, but also tensions between two globally important economies. The strong economic, political and security ties between the United States and the EU enabled these economies to gain global supremacy, because of the links between the most powerful according to the criteria of economics and education. With the objective of keeping global supremacy, the US and the EU have strived to agree on contemporary high-standard bilateral trade agreement, socalled TTIP. The aim of the Transatlantic Trade and Investment Partnership Agreement is to reach an agreement on further liberalization and increase of market approach through elimination of obstacles in trade of goods, services, agricultural products and investments, as well as in procedures related to public procurement. The important objectives of the agreement are also the increase of regulatory compliance and cooperation in the area of foreign trade and security policy, investment and development of new rules associated with direct foreign investments, rights arising from intellectual property, labor rights and environmental standards. This article will highlight the most important disagreements between the US and the EU associated with so-called "TTIP" with primary purpose of defining potential risks for sustainable growth of the EU economy in the future.
{"title":"Priroda vanjskotrgovinskih odnosa SAD-a i EU-a s osvrtom na TTIP","authors":"Rajko Strenja, Marko Lukavac","doi":"10.15291/oec.2730","DOIUrl":"https://doi.org/10.15291/oec.2730","url":null,"abstract":"The US and European Union interdependence at the economic, political and security level historically represented the source of co-operation, but also tensions between two globally important economies. The strong economic, political and security ties between the United States and the EU enabled these economies to gain global supremacy, because of the links between the most powerful according to the criteria of economics and education. With the objective of keeping global supremacy, the US and the EU have strived to agree on contemporary high-standard bilateral trade agreement, socalled TTIP. The aim of the Transatlantic Trade and Investment Partnership Agreement is to reach an agreement on further liberalization and increase of market approach through elimination of obstacles in trade of goods, services, agricultural products and investments, as well as in procedures related to public procurement. The important objectives of the agreement are also the increase of regulatory compliance and cooperation in the area of foreign trade and security policy, investment and development of new rules associated with direct foreign investments, rights arising from intellectual property, labor rights and environmental standards. This article will highlight the most important disagreements between the US and the EU associated with so-called \"TTIP\" with primary purpose of defining potential risks for sustainable growth of the EU economy in the future.","PeriodicalId":55690,"journal":{"name":"Oeconomica Jadertina","volume":"6 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87356997","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 market irregularities that could not be explained by standard economy instigated the scientists to question the rationality and efficiency of the market. The research of economics in the direction of cognitive psychology created a multidisciplinary approach and a new direction in the economics called Behavioral Economics. The Behavioral Economics observes the market participants as irrational beings whose economic decisions are influenced by numerous heuristics and biases. Still, as critics of the traditional approach believe that the behavior and preferences of market participants are not always rational, so critics of Behavioral Economics claim that people are not so average and irrational in making decisions. Independently, the purpose of Behavioral theory is not to remove the neoclassical standard economic theory, but to improve the same theory. As a compromise between behavioral and traditional approach, a new theory of adaptive markets developed, so-called AMH - Adaptive Markets Hypothesis. According to the same, it is not true that market efficiency is either perfect or inexistent, but quite dependent on context.
{"title":"Bihevioralni pristup ekonomiji ‒ objašnjenje tržišnih neefikasnosti s naglaskom na financijsko tržište","authors":"Mara Zelić, Marko Lukavac","doi":"10.15291/oec.2732","DOIUrl":"https://doi.org/10.15291/oec.2732","url":null,"abstract":"The market irregularities that could not be explained by standard economy instigated the scientists to question the rationality and efficiency of the market. The research of economics in the direction of cognitive psychology created a multidisciplinary approach and a new direction in the economics called Behavioral Economics. The Behavioral Economics observes the market participants as irrational beings whose economic decisions are influenced by numerous heuristics and biases. Still, as critics of the traditional approach believe that the behavior and preferences of market participants are not always rational, so critics of Behavioral Economics claim that people are not so average and irrational in making decisions. Independently, the purpose of Behavioral theory is not to remove the neoclassical standard economic theory, but to improve the same theory. As a compromise between behavioral and traditional approach, a new theory of adaptive markets developed, so-called AMH - Adaptive Markets Hypothesis. According to the same, it is not true that market efficiency is either perfect or inexistent, but quite dependent on context.","PeriodicalId":55690,"journal":{"name":"Oeconomica Jadertina","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89369643","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}
Dynamic technology development and fast-changing consumer preferences in a modern globalized market weaken the competitive potentials of individual companies for a competitive battle with organized strategic chains of advanced supply chain management. Process optimization requirements force independent companies to focus solely on those activities where they are most competitive and link their value chains to partners supply chains, from raw material to final consumer, in order to maximize efficiency and effectiveness of the process and achieve competitive advantage on the market. Supply Chain Management becomes a modern concept of corporate success management through the development of a new model of cooperative competitiveness. The already present future proves that companies are less competitive on the markets; the competitive rivalry is increasingly taking place between supply chains. The purpose of this paper is to point to the trends and bases of the Supply Chain Management concept development as a fundamental factor for success of modern business systems that gain competitive advantage in recent markets.
{"title":"Menadžment opskrbnog lanca – suvremeni koncept razvoja kooperativne konkurentnosti","authors":"Zdravko Zekić","doi":"10.15291/OEC.2731","DOIUrl":"https://doi.org/10.15291/OEC.2731","url":null,"abstract":"Dynamic technology development and fast-changing consumer preferences in a modern globalized market weaken the competitive potentials of individual companies for a competitive battle with organized strategic chains of advanced supply chain management. Process optimization requirements force independent companies to focus solely on those activities where they are most competitive and link their value chains to partners supply chains, from raw material to final consumer, in order to maximize efficiency and effectiveness of the process and achieve competitive advantage on the market. Supply Chain Management becomes a modern concept of corporate success management through the development of a new model of cooperative competitiveness. The already present future proves that companies are less competitive on the markets; the competitive rivalry is increasingly taking place between supply chains. The purpose of this paper is to point to the trends and bases of the Supply Chain Management concept development as a fundamental factor for success of modern business systems that gain competitive advantage in recent markets.","PeriodicalId":55690,"journal":{"name":"Oeconomica Jadertina","volume":"94 5 Pt 2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77579939","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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