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• Corporate branding effects on consumer purchase preferences in Serbian telecom market

  23-36

  Gajo Vanka

  Views:

  236

  This research is carried out to know the role of corporate branding in mobile phone network along with different influencing factors involved in the purchase of mobile telephone connections. This paper discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has.This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study are Belgrade University students which is the most of Serbian youth segment and is a valuable source that gives precise information with high probability about market preferences according to the Research of Serbian republic statistical office. Primary data are obtained by collecting data from questionnaire and interview, while the secondary data are collected from various reliable sources. Primary data provide reliable content in accordance with a secondary data obtained by Serbian republic statistical office and with a Research of competitor and consumer preferences insight provided by Telenor Company. The analysis of the data has been performed in accordance with the chosen theories and summarized in a table, which serves as a tool for deriving reliable and relevant conclusions. The sample size was determined by conducting a primary study and defining the variance of primary sample and the intended number of samples was selected carefully and randomly from the population. Then the validity and reliability of the questionnaire was determined. The used questionnaire in this research consisted of 7 common, and 30 specialized questions which were supporting the hypotheses of the research. Data was analyzed using the frequency percent techniques, and in the chapter related to the deductive statistics, one-sample t test was used to analyze and approve/disapprove the questions supporting the research hypotheses. The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision. The findings of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.

• Analysis of the chain of the banana industry of Ecuador and the European market

  57-65

  Eduardo Vaca

  Norma Gaibor

  Krisztián Kovács

  Views:

  1616

  Bananas are among the four main crops in the world, including wheat, rice, and corn. It is the most exported fresh fruit in the world in terms of volume and value. The European Union (EU) is the largest banana importer globally with an estimated volume share of 33%.  Ecuador is the top exporter since it is responsible for one-quarter of the world banana exportation. It represents 22% of total world exports, 27% of total agricultural exports in the country and 8% of the value of all exports (including oil). The present work analyzed the chain of the banana industry of Ecuador and its position in the EU market. A non-experimental empirical method with a quantitative and qualitative approach was used supported by scholarly literature and secondary research data collection. Results obtained show that the main countries destination shipped 87.8 % of total bananas exported from Ecuador in the period of 2007 – 2017. The largest importer of Ecuadorian banana is the European Union (28.9%). In Ecuador, approximately 78% of the banana producers are small companies, by adding the medium ones 95.6% is reached. Thus, the production of bananas in the country is mainly based on the family economy. In 2019, the official banana box price for producers in Ecuador is USD 6.30. In the EU market, it can reach over USD 18.00. It suggested an unfair payment to small and medium producers.

  JEL CODE: Q13, M16, M21

• International outlook: The notes and business report in the frame of financial reporting

  155-165

  Veronika Fenyves

  Ildikó Orbán

  Zoltán Bács

  Ildikó Réka Cardoş

  Silvia Tóbiás Kosár

  Elvira Böcskei

  Views:

  368

  Are the accounting reports to be prepared on a yearly basis suitable for indicating problems, possibly for informing the stakeholders about the declining phase of an enterprise? The information needs of the various market operators are different thus the question is whether the management of an enterprise or possibly the owners place an emphasis on the adequate information. We examine the issue of social responsibility from a special approach in which, in addition to the corporate lifecycle models, there is a focus on the information content of the Hungarian and international accounting reports, moreover the content of the further report that is to be prepared but does not form a part of the accounting report. The aim of our research is to compare the notes and the further reports which meet the Hungarian, Rumanian, Slovakian and international standards and corroborate the quantitative data of the accounting report. By paralleling the notes and the further reports, we draw attention to the fact that one of the most important accounting principles i.e. the going concern concept, which the other principles are based on, will be (or will likely be) affected insofar as content of the enterprises’ reports does not comply with the legislation. In addition to the addressees of accounting, the authors point at the issue of social responsibility based on those similarities which can be observed in the relations of the value-oriented corporate governance.

  JEL. Code: M41