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Marketing: The market orientation as an imperative of survival and development of small and medium enterprises

dc.creatorRadnović, Branislav
dc.creatorIlić, Milena P.
dc.creatorMiljković, Jelena
dc.date.accessioned2023-04-07T13:55:45Z
dc.date.available2023-04-07T13:55:45Z
dc.date.issued2012
dc.identifier.issn1820-6859
dc.identifier.urihttps://redun.educons.edu.rs/handle/123456789/155
dc.description.abstractMala preduzeća postoje u skoro svim privrednim oblastima. Ova preduzeća shodno ekonomskim parametrima, imaju mali obim poslovanja, mali uloženi kapital i mali broj zaposlenih radnika. Ona se strukturno uklapaju u privredni prostor koji nisu pokrila velika preduzeća. Preduzeća male privrede su za svaku državu i svaki privredni sistem značajna, jer povećavaju stepen i obim korišćenja novih resursa jedne privrede, uz visok stepen fleksibilnosti, prilagodljivosti i adaptivnosti novim tržišnim i drugim uslovima. Da bi mala preduzeća, primarno gledano kroz prizmu današnje ekonomske situacije opstala na tržištu, a sekundarno gledano ostvarivala pozitivne ekonomske rezultate, neophodno je da usvoje i razviju marketing tržišnu orijentaciju. Jedan od segmenata marketing tržišne orijentacije podrazumeva primarno orijentaciju prema potrošačima, koja uz orijentaciju na konkurente i interfunkcionalnu koordinaciju, prema mnogim ekonomistima, predstavlja celokupnost marketing tržišne orijentacije preduzeća. Danas sva, a pogotovo mala preduzeća moraju da shvate da je tržište sve, a da su najvažnija i odlučujuća za uspeh aktiva preduzeća -potrošači. Činjenica da se konkurentska prednost malih preduzeća ogleda u brzini, fleksibilnosti i pre svega većoj osetljivosti na potrebe potrošača, a s tim u vezi i većoj efektivnosti i efikasnosti u zadovoljavanju potreba potrošača, navodi na nesumnjivo jasan zaključak da mala preduzeća kao takva mogu značajno doprineti razvoju tržišne privrede naše zemlje. Istima se mora posvetiti veća pažnja stvaranjem uslova za omogućavanje i ukazivanje na značaj realizacije marketing tržišne orijentacije kao imperativa opstanka i razvoja malih preduzeća. .sr
dc.description.abstractSmall businesses exist in almost all economic sectors. These companies, according to economic parameters, have a small volume of business, little equity and few employees. It is structurally fit into the commercial space that are not covered large enterprises. Small business enterprises for each country and each economic system is significant, because they increase the degree and extent of use of new resources of an economy with a high degree of flexibility, adaptability, and adaptability to new market and other conditions. In order for small businesses, primarily through the lens of today's economic situation to survive in the market, a secondary term positive economic results achieved, it is necessary to adopt and develop marketing market orientation. One of the marketing segments of the market orientation includes orientation towards primary consumers, which the orientation of the competitors, and interfunctional coordination, according to many economists, is the integrity of the market-oriented marketing company. Today, all, especially small businesses, need to understand that the market is everything, and that the most important and decisive for the success of the company assets by consumers. The fact that the competitive advantage of small businesses is reflected in the speed, flexibility and above all a greater sensitivity to the needs of consumers, and in this regard and greater effectiveness and efficiency in meeting the needs of consumers, undoubtedly leads to the clear conclusion that small businesses, as such, can contribute significantly to development of market economy of our country. The same must be given greater attention by creating conditions for facilitating and showing the importance of the implementation of market orientation as the marketing imperatives of survival and development of small enterprises. .en
dc.publisherUniverzitet Edukons - Fakultet poslovne ekonomije, Sremska Kamenica
dc.rightsopenAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.sourcePoslovna ekonomija
dc.subjectpotrošačisr
dc.subjectopstanak i razvoj...sr
dc.subjectmarketing tržišna orijentacijasr
dc.subjectmala preduzećasr
dc.subjectsurvival and development...en
dc.subjectsmall businessesen
dc.subjectmarketing as market orientationen
dc.subjectconsumersen
dc.titleMarketing tržišna orijentacija kao imperativ opstanka i razvoja malih i srednjih preduzećasr
dc.titleMarketing: The market orientation as an imperative of survival and development of small and medium enterprisesen
dc.typearticle
dc.rights.licenseBY
dc.citation.epage129
dc.citation.issue1
dc.citation.other6(1): 105-129
dc.citation.rankM51
dc.citation.spage105
dc.citation.volume6
dc.identifier.rcubconv_498
dc.type.versionpublishedVersion


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