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Exploring the value of brands on the montenegrin bottled spring water market
39-41Views:290The 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.
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The understanding of international tourism development
53-54Views:308Tourism is travel for recreational, leisure or business purposes. Tourism has become one of the major players in international commerce, and represents at the same time one of the main income sources for many developing countries. This growth goes hand in hand with an increasing diversification and competition among destinations (Unwto, 2010).Working and serving in this pumping industry means to understand and react to the needs of all these people moving around this “small” planet! Success is defined by those who understand these needs and fulfill them to the satisfaction. Unfortunately, our industry is rather slow and we can be characterized as reactive instead of innovative.We adapt too slow compared to other industries that define the needs of their costumers before the costumers actually calls for it!
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Low-carbon innovation policy with the use of biorenewables in the transport sector until 2030
45-52Views:421The topic of the present study deals with the changes and future trends of the European Union’s climate policy. In addition, it studies the manner in which Hungary’s transport sector contributes to the success of the above. The general opinion of Hungarian climate policy is that the country has no need of any substantial climate policy measures, since it will be able to reach its emission reduction targets anyway. This is mostly true, because the basis year for the long term goals is around the middle/end of the 1980’s, when Hungary’s pollution indices were entirely different than today due to former large-scale industrial production. With the termination of these inefficient energy systems, Hungary has basically been “performing well” since the change in political system without taking any specific steps in the interest of doing so. The analysis of the commitments for the 2020-2030 climate policy planning period, which defined emissions commitments compared to 2005 GHG emissions levels, has also garnered similar political reactions in recent years. Thus, it is not the issue of decreasing GHG emissions but the degree to which possible emissions can be increased stemming from the conditions and characteristics of economic growth that is important from the aspect of economic policy. In 2005, the Hungarian transport sector’s emissions amounted to 11 million tons, which is equal to 1.2% of total EU emissions, meaning it does not significantly influence total transport emissions. However, the stakes are still high for developing a low GHG emission transport system, since that will decide whether Hungary can avoid those negative development tendencies that have plagued the majority of Western European transport systems. Can Budapest avoid the scourge of perpetual smog and traffic jams? Can it avert the immeasurable accumulation of externalities on the capital city’s public bypass roads caused by having road transport conduct goods shipping?
JEL classification: Q58
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Total Quality Management in the food industry – Current situation and potential in Germany
83-87Views:719The requirements in terms of information availability, risk precaution and control in the food industry continue to increase. In this context the interest of companies in the Total Quality Management (TQM) approach is also increasing. This development attracts notice to Business Excellence and connected systems. Similarly, various quality management tools and techniques are available. In this regard a research project analyzed to what extent the companies in the food industry apply different activities of the TQM scheme. The research calculates the importance that the companies attach to different requirements of TQM and how they implement them. Additionally, statistical analysis provides evidence that there is a positive correlation between the implementation of the activities of TQM and the medium- to longterm success of a company. In this article the methodology and major findings of this research project are presented.
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Integrated agribusiness in the dairy industry of Ukraine: main characteristics and success factors
59-68Views:354Ukraine belongs to the TOP 20 global producers of milk. Despite its position, the Ukrainian dairy industry is suffering from a permanent deficit of raw milk supplied for processing. on average, in 2007–2011 over half of the produced raw milk did not reach the processors. one of the reasons behind this lasting trend is that the structure of initial production of raw milk is dominated by households (having a share of 80%); the latter produce milk mostly for their own consumption and leftovers are sold at marketplaces where they can get more attractive prices. nevertheless, already today we observe results of largescale investments into the industrial production of milk made in the last few years. This article stresses an important place of the dairy industry in the agriculture of Ukraine, as it provides the population of vital food products, many of which are strategic in the export potential. Authors present essential characteristics of the concepts “agro-industrial integration” and “agroholding”, discloses their role and place in the agrarian sector of the economy, and justifies the necessity of the creation an integrated production in the Ukrainian dairy sub-complex. The study aims at identification and description of latest trends in Ukraine’s dairy market. Moreover, authors present a successful Ukrainian example of Milkiland N.V. as one of the TOP 5 players in the Commonwealth of Independent States (CIS) dairy market.
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EXPLORING THE MEDIATION EFFECT OF PERCEIVED USEFULNESS ON CROP DIVERSIFICATION DRIVERS AMONG SMALLHOLDER COCOA FARMERS IN TANZANIA
Views:263The living standard of smallholder cocoa farmers in Tanzania was still low despite the recent transformation in marketing structure which led to the sharp rise in price. This study aimed at examining the drivers for smallholder cocoa farmers in Kilombero, Tanzania to engage in multiple crops farming as the means of poverty alleviation. Based on the cross-sectional survey design, primary data were collected from 501 cocoa farmers obtained through a random selection process that was conducted in their respective 162 agricultural marketing and cooperative societies (AMCOS) found in Kilombero. Results from covariance-based structural equation modeling (SEM) revealed that, cocoa market price, payment waiting time, farm size and cocoa farm income played significant roles in cocoa farmers’ decisions to invest while taking into account their perceptions of success. It was only the off-farm income factor that was found to have no statistical significance on farmers’ decision to invest while considering the mediation effect of perception. The study just assessed the investment decisions by smallholder cocoa farmers in Tanzania. Policy makers need to enhance the marketing factors such as cocoa price and payment time to boost farmers’ financial muscles. Meanwhile, farmers themselves are advised to take measures to boost production by increasing farm sizes while adopting better agronomic as per extension officers’ training.This study contributed to knowledge gap by exploring the cocoa-related factors that affect the stallholders’ decision to invest in crop diversification other than the non-cocoa factors that were investigated in previous studies.
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Relationships between competitiveness in the Northern Great Plain and the organisational culture of local authorities
13-20Views:317One of the five basic factors in the Lengyel-type pyramid model – institutions and social capital – is essential in the economic growth of the region. Economic success however, does not only depend on participants in the economy, but on social factors such as the roles played by local authorities, including their functions, operation and organisational culture, all of which are crucial factors. Based on the results obtained regarding organisational culture it can be stated that performance orientation, dominant motivation based on calculated risk, forward planning and regular feedback are expected values at local authorities in all three counties. All local authorities emphasise the importance of the need for forecasting. Respondents find it important that organisations encourage and reward individual action and contributions as expected values. The degree of human orientation expected by local authorities reflects the fact that respect for colleagues and attention to their well-being should be at the highest level. Reinforcing these organisational culture values (dimensions) is the basis for the efficient and successful operation of organisations (local authorities). The study examines the organisational culture of local authorities in the Northern Great Plain, looking for any relationships it might have with the competitiveness of the region. This study is an element of the wider research into organisational culture. We used the GLOBE (Global Leadership and Organisational Behaviour Effectiveness) survey, which had been successfully applied in the research programme In Competition with the World at the Corvinus University of Budapest. Koopman, Den Hartog, Konrad et al. (1999) examined the culture variables of 21 European countries in organisations. Based on Hungarian and international literature it can be stated that a similar survey of local authorities has not yet been conducted.
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