THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT

The purpose of this paper is to provide a deeper understanding of the importance of the corporate brand for the business-to-business (B2B) context, specifically concerning the buyer and supplier decision-making processes. The paper provides a literature review on tangible and intangible brand attributes, as well as their influence on perceived risks and emotions in decision making. The findings imply that business decision making is not solely rational, and that emotions matter a great deal. The conceptual framework thus presents the process of business decision making in which brand attributes play a focal role for both the buyer and supplier. Research implications include three aspects: the importance of corporate brands and their attributes for reducing a buyer´s perceived risks when choosing a new supplier, the role of corporate brands for strategies that suppliers are using when attracting potential buyers, and the effect of emotions on the mentioned processes. The paper offers a new comprehensive framework for studying decision-making in the B2B context and contributes to corporate branding and decision-making theory development

INTRODUCING THE INTERACTION APPROACH FOR SUCCESSFUL BUSINESS RELATIONSHIPS

Many countries in the world, including Croatia, are facing crises in their economies. There are numerous reasons for this situation, and problems of the business market present one of them. Nevertheless, successful business relationships are what keeps the market alive. Those relationships, namely buyer-seller relationships, are creating and influencing the market and economy on the whole. However, Croatia is living in the age of neoliberalism. As a dominant ideology of today´s world, it influences how companies behave on the market. On the one hand, it suggests competition as the best solution for existence. On the other hand, the interaction approach, teaches us to change our perspective and to cooperate on the market. In order to benefit the most, the aim of this paper was to review and compare these two approaches, to highlight their features and main differences, and to support them with empirical evidence. The cases of three Croatian companies show the reality of today´s market and an urgent need for a new business theory and practice

Introducing the interaction approach for successful business relationships

Many countries in the world, including Croatia, are facing crises in their economies. There are numerous reasons for this situation, and problems of the business market present one of them. Nevertheless, successful business relationships are what keeps the market alive. Those relationships, namely buyer-seller relationships, are creating and influencing the market and economy on the whole. However, Croatia is living in the age of neoliberalism. As a dominant ideology of today´s world, it influences how companies behave on the market. On the one hand, it suggests competition as the best solution for existence. On the other hand, the interaction approach, teaches us to change our perspective and to cooperate on the market. In order to benefit the most, the aim of this paper was to review and compare these two approaches, to highlight their features and main differences, and to support them with empirical evidence. The cases of three Croatian companies show the reality of today´s market and an urgent need for a new business theory and practice

The Role and Significance of EU Funds for the Republic of Croatia

Republika Hrvatska je 18. lipnja 2004. godine dobila službeni status države kandidatkinje za članstvo u Europskoj uniji. Time su joj na korištenje dani pretpristupni fondovi za pomoć prilagodbi europskim zakonima i propisima. Sam čin ulaska u zajednicu za Hrvatsku predstavlja velike promjene u dosadašnjem načinu života i rada. Stoga je u radu anketirano 106 ispitanika kako bi se analizirala upoznatost ljudi s tematikom projektnog menadžmenta te EU fondova i mogućnostima koje se nude putem njih. Međutim, problemi koji se trenutno javljaju u Hrvatskoj proizlaze iz visoke nezaposlenosti, česte fluktuacije i nedostatka stručnog kadra, nedovoljne informiranosti i iskustva te straha od rizika i neuspješnosti projekata.. Kao posljedica tome javlja se nespremnost potpunog korištenja novčanih sredstava iz fondova. Iako će Republici Hrvatskoj nakon ulaska u Europsku uniju na raspolaganju biti i Strukturni te kohezijski fondovi te brojne mogućnosti dobivanja sredstava za izgradnju cestovnih, željezničkih i plovnih putova, razvoj društva, izobrazbu nezaposlenih i stvaranje novih radnih mjesta, razmjenu mladih, promoviranje raznolikosti, zaštitu prirode i pronalaženje novih izvora energije, prijeko je potrebno imati dobro informirane i obučene ljude koji znaju napisati dobar projekt te ga i provesti u skladu s europskim procedurama. S obzirom na navedeno, neophodno je i od iznimne važnosti ulaganje u edukaciju kako šire javnosti, tako i potencijalnih budućih stručnjaka, od strane vlade i javnih institucija.The Republic of Croatia was granted the official candidate country status for the membership in the European Union on 18 June 2004. Thus it gained the opportunity to use pre-accession funds aimed at helping the candidates to bring their institutions and standards in line with the EU legislation. Nevertheless, full EU membership will bring further major changes. The paper presents a survey conducted on 106 respondents, which intended to establish how familiar people are with the topic of project management, EU funds and possibilities afforded by those funds. The problems currently noticeable in Croatia arise from high unemployment, lack of highly skilled personnel and their high turnover, low level of information and experience, coupled with risk aversion and fear of project failure. The consequence is less than full preparedness for taking advantage of all the available funding. Following full EU membership Croatia will gain access to the Structural Funds and the Cohesion Fund which provide numerous opportunities for financing of infrastructural projects such as roads, railways and waterways, social development, retraining for the unemployed and creating new jobs, youth mobility, promoting diversity, environment protection and alternative energy sources. This requires a fair number of well-informed and trained people, capable of writing a good project and of implementing it in line with EU procedures. It is therefore imperative for the government and public institutions to invest into training of both the general public and potential future experts

THE IMPORTANCE OF CORPORATE BRANDS FOR DECISION MAKING IN THE BUSINESS-TO-BUSINESS CONTEXT

The purpose of this paper is to provide a deeper understanding of the importance of the corporate brand for the business-to-business (B2B) context, specifically concerning the buyer and supplier decision-making processes. The paper provides a literature review on tangible and intangible brand attributes, as well as their influence on perceived risks and emotions in decision making. The findings imply that business decision making is not solely rational, and that emotions matter a great deal. The conceptual framework thus presents the process of business decision making in which brand attributes play a focal role for both the buyer and supplier. Research implications include three aspects: the importance of corporate brands and their attributes for reducing a buyer´s perceived risks when choosing a new supplier, the role of corporate brands for strategies that suppliers are using when attracting potential buyers, and the effect of emotions on the mentioned processes. The paper offers a new comprehensive framework for studying decision-making in the B2B context and contributes to corporate branding and decision-making theory development

The development of artistic sensibility in children of early and preschool age

Likovni senzibilitet kod djece razvija se u ranoj razvojnoj dobi. Za likovni razvoj potrebna je dječja igra, kvalitetno okruženje, različiti materijali te motivacija u čemu veliku ulogu ima odgojitelj. Cilj ovog istraživanja bio je uvidjeti koliko djeca rane i predškolske dobi u jednom vrtiću Brodsko – posavske županije imaju razvijen likovni senzibilitet. Prikazana je važnost dječje igre i poticajnog okruženja u likovnom razvoju, likovni razvoj djeteta, uloga odgojitelja u dječjem izričaju te analiza dječjih radova podijeljenih u nekoliko kategorija.Artistic sensibility in children develops in early developmental age. Children's play, quality environment, various material and motivation are needed for artistic development, in which the preeschool teacher plays a major role. The goal of this research is to find out how well children of early and preschool age in one kindergarten in Brod-Posavina County have developed artistic sensibility. The importance of children's play and a stimulating environment in artistic development, artistic development of children, the role of preschool teachers in children's expression and the analysis of children's art work divided into several categories are presented

The development of artistic sensibility in children of early and preschool age

Likovni senzibilitet kod djece razvija se u ranoj razvojnoj dobi. Za likovni razvoj potrebna je dječja igra, kvalitetno okruženje, različiti materijali te motivacija u čemu veliku ulogu ima odgojitelj. Cilj ovog istraživanja bio je uvidjeti koliko djeca rane i predškolske dobi u jednom vrtiću Brodsko – posavske županije imaju razvijen likovni senzibilitet. Prikazana je važnost dječje igre i poticajnog okruženja u likovnom razvoju, likovni razvoj djeteta, uloga odgojitelja u dječjem izričaju te analiza dječjih radova podijeljenih u nekoliko kategorija.Artistic sensibility in children develops in early developmental age. Children's play, quality environment, various material and motivation are needed for artistic development, in which the preeschool teacher plays a major role. The goal of this research is to find out how well children of early and preschool age in one kindergarten in Brod-Posavina County have developed artistic sensibility. The importance of children's play and a stimulating environment in artistic development, artistic development of children, the role of preschool teachers in children's expression and the analysis of children's art work divided into several categories are presented

The development of artistic sensibility in children of early and preschool age

Likovni senzibilitet kod djece razvija se u ranoj razvojnoj dobi. Za likovni razvoj potrebna je dječja igra, kvalitetno okruženje, različiti materijali te motivacija u čemu veliku ulogu ima odgojitelj. Cilj ovog istraživanja bio je uvidjeti koliko djeca rane i predškolske dobi u jednom vrtiću Brodsko – posavske županije imaju razvijen likovni senzibilitet. Prikazana je važnost dječje igre i poticajnog okruženja u likovnom razvoju, likovni razvoj djeteta, uloga odgojitelja u dječjem izričaju te analiza dječjih radova podijeljenih u nekoliko kategorija.Artistic sensibility in children develops in early developmental age. Children's play, quality environment, various material and motivation are needed for artistic development, in which the preeschool teacher plays a major role. The goal of this research is to find out how well children of early and preschool age in one kindergarten in Brod-Posavina County have developed artistic sensibility. The importance of children's play and a stimulating environment in artistic development, artistic development of children, the role of preschool teachers in children's expression and the analysis of children's art work divided into several categories are presented