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• Exploring the value of brands on the montenegrin bottled spring water market

  39-41

  Marija Jankovic

  Views:

  260

  The branding strategy is based on future goals relating to clients, aimed at increasing awareness of the brand, creating a positive brand image and establishing a preference for the brand and ensuing brand loyalty. A brand is a very important factor for competitiveness and establishes a leadership position in the market, given the major impact that this form of intellectual property has on the perception of consumers and the success of innovative products on the market. The bottled water market has increased by about 35% in the last five years on the global level, dictated by young consumers who are becoming increasingly aware of the significance of proper nutrition in maintaining health. The research presents qualitative information on the market value of bottled water brands, the general characteristics of retailers, as well as on their target customers. The main task of this paper is to confirm the usefulness of marketing research in modern business as well as to present the benefits of brand value measurement to current or future brand owners. It is to be hoped that the results presented in this paper may serve as a good basis for upgrading marketing activities, based on a better understanding of target customers and their particular needs, through better communication for the purpose of stronger corporate branding.

• The most relevant factors and trends in energy cooperation between Kazakhstan and China, focused on renewable energy sources (RES)

  Aidana Chalgynbayeva

  Attila Bai

  Views:

  838

  This paper analyses the good political and legal environments, mutually beneficial strategic policy, along with level of economic development and growth, superior geographical conditions and cultural integration degree of the important effecting factors of the energy cooperation between Kazakhstan and China. By using the main points listed above this article refers to related trade and investment theories, and it’s divided into two aspects: Kazakhstan's export of Chinese energy products with time series data 1998-2014 and China's investment in Kazakhstan's energy sector with time series data 1998-2016 to construct the vector autoregressive model (VAR).We selected relevant variables and data to construct an econometric model from the perspectives of trade and investment to make an empirical analysis on the influencing factors of energy cooperation between Kazakhstan and China. Our results show that China's demand for large-scale market and for opening to the outside world as well as Kazakhstan’s great energy potential are the most important factors their cooperation. It can be stated that in our days Kazakh legislation is suitable for promoting the Chinese energy investments, but in the long run it would be beneficial to mobilize national capital especially in RES investments and research. In the end, we found the most important reserves in competitiveness of electricity and heat (both from fossil and renewable energy sources) are power grid consolidation and waste heat utilization in the short run.

  JEL CODE: F14; Q43

• The role of trust in cooperation between farmers – the outcomes of a survey in Békés county

  103-112

  István Takács

  Katalin Takácsné György

  Zsolt Baranyai

  Views:

  423

  Local socio-economic cooperation arrangements can contribute to the development of adequate solutions which can compensate the negative impacts of globalization. One of the specific areas is agriculture. Capital-intensive technology is the key element in the competitiveness and viability of firms. The present paper reviews the factors affecting the joint machine use arrangements of agricultural producers, with special regard to the role of trust. The questions of trust are examined in two dimensions: contractual and competence trust. On the basis of the survey carried out among farmers a positive connection was detected between the level of trust and the farmers’ activity in cooperation arrangements. Our results also pointed out that the trust needed in different areas of cooperation is very different. The experiences indicate a tendency, according to which contractual trust is more important in intensive cooperation arrangements which result in higher dependence, while competency trust is more emphasized in more extensive solutions.

  JEL Code: Q13

• Sustainable development of the rural economy

  31-36

  Sándor Magda

  Róbert Magda

  Sándor Marselek

  Views:

  397

  This paper seeks to provide an overview of those economic social and enviromental issues which could be relevant for sustainable development of the rural economy. Rural development is of great significance for the future of both the EU and Hungary. We must reduce migration, create new jobs and focus on sustainability and the principles and goals of environmental protection and nature conservation. Rural economy is a complex and dynamic system, and agriculture should be treated as a part of it.The development of rural settlements and their infrastructure, the manifold exploitation of the agroecological potential, the rationalization of farming remain, extremely important components of rural development.