Improving the quality of human resources by implementation of internal marketing

Internal marketing includes programs intended for employees and their development. It is targeted on identifying, motivating and retaining customer oriented employees. For that reason, it is ov great importance for labour intensive, and especially service oriented compa¬nies, since knowledge, expertise, activity and behavior of employees create overall business portfolio that the consumers/clients are buying on external market. Regardless of its industry, adoption and implementation of internal marketing concept lead to long-term growth and success of the company. Internal marketing has important points of contact with human resources field of activity; therefore the analysis of internal marketing concept and its basic dimensions is a significant factor for creating competitive advantage in current business environment. The goal of internal marketing is to focus attention of employees on internal activities that need to be developed, maintained, and promoted for the purpose of business and strengthening competitiveness of the company on the external market. Human resources management through qualifying and motivation of employees to fulfill customer market needs as much as possible, namely to recruit appropriate personnel, and maintain and improve long-term relationship with them, is one of the key prerequisites for company’s business success.Human Resources, Internal Marketing, Competitiveness Improvement

Uloga internog marketinga u unapredjenju kvaliteta ljudskih resursa

Ovaj rad se bavi internim marketingom kao konceptom čiji su bazični ciljevi motivisanje, privlačenje i zadržavanje kvalitetnih i stručnih zaposlenih koji su primarno orijentisani na kvalitet poslovnog portfolia koji se nudi kupcima, a sve u funkciji unapređenja profitabilnosti kompanija. Izbor, motivacija i zadržavanje najboljih zaposlenih vodi visokom stepenu ispunjenja poslovnih obaveza, internoj konkurenciji ali i značajnom unapređenju kvaliteta zaposlenih. Ako se usvoji i primenjuje u kompaniji interni marketing vodi dugoročnom rastu i uspehu kompanije bez obzira na delatnost kojom se kompanija bavi. Interni marketing ima značajnih dodirnih tačaka sa područjem ljudskih resursa, te je analiza koncepta internog marketinga i njegovih osnovnih dimenzija koje se nalaze u funkciji unapređenja ljudskih resursa značajan faktor za kreiranje konkurentne prednosti u današnjem dinamičnom poslovnom okruženju

Strategijske alijanse - faktor unapređenja međunarodne konkurentnosti

Kontunuirana potreba preduzeća da fleksibilno reaguje na promeneglobalne konkurencije itehnologije, afirmiše medjunarodno poslovno povezivanje, čak i u slučajevima gde su akteri direktni konkurenti. Za razliku od tradicionalnog pristupa koji se uglavnom zasnivao na samostalnoj ekspanziji, pripajanju drugih firmi (Mergers and Acquisition) ili zajedničkim poslovnim ulaganjima (Joint Ventures), u savremenim uslovima globalizacije ekonomskog okruženja, težište se pomera u pravcu afirmisanja onih oblika poslovnog povezivanja gde se zadržava samostalnost ekonomskih aktera, ali se, istovremeno, kombinovanjem snaga i interesa preduzeća maksimiziraju asimetrične prednosti, tj. favorizuju se strategijske alijane kao oblik međukompanijskog povezivanja

IMK koncept finansijskih organizacija

Pod uticajem sve veće fragmentisanosti tržišta i medija, pojačavanja globalne konkurentske borbe, tehnološkog napretka u sferi telekomunikacija i načina obavljanja međunarodnih finansijskih i poslovnih operacija, došlo je do značajnog zaokreta u profilisanju komunikacionog aspekta marketinga, ali i u repozicioniranju odnosa klijenata i finansijskih organizacija. Nezadovoljavajući rezultati koji proističu iz tradicionalne medijske propagande kao dominantnog instrumenta marketinga, uslovili su traganje za alternativom koja je uobličena u konceptu integrisanih marketing komunikacija (IMK). Savremen marketing zahteva novi vid komunikacije sa poslovnim okruženjem, zasnovan na sinergiji i kreativnosti, integraciji i komunikaciji, što čini koncept integrisanog marketing komuniciranja značajnim faktorom unapređenja tržišne konkurentnosti finansijskih organizacija

Positioning of Serbian national brand

Raising awareness about global limitation of natural resources, along with intensive development of new technologies and escalating pollution of our planet, has led to the intensification of market competition both between global multinational competitors, and among the states. Beginning of the 21st century was distinguished by market competition between countries in respect to the creation and improvement of national brands. Their goal is to promote themselves, primarily in the international community, through national branding, tending to change and improve national brand and reputation after this manner. Consequently, in the economic and commercial sphere the greatest effects of building a national brand are expected with positive impact on increasing sales and exports, foreign direct investment, access to limited resources, the development of tourism, as well as improvement of political position and diplomatic relations. National branding, as a very important competitive tool in achieving economic goals, is based on the finding, building and presenting a unique, attractive and interesting value package. Hence, the aim of this study is to promote the importance of the national branding process and analyze the position of Serbia as a national brand worldwide. The emphasis in this paper is given to several crucial areas such as: national branding concepts, national identity as the foundation of national brand, positioning of Serbia on the world map of national brands and tools for improving national brand of Serbia

Company's fiduciary responsibility for the automobile liability insurance

The subject of this paper is company’s fiduciary responsibility for the automobile liability insurance imposed by particularities of financial services. Business result of insurance companies depends on the optimal business decisions of their managers, and it is extremely important that they should understand the specific nature of financial services and their complexity from the users’ standpoint. Also, in this paper we present the results of market research and attitudes of vehicle insurance services users in the countries of the Western Balkans (Serbia, Bosnia and Herzegovina, Croatia and Montenegro). The premise of our study was that there are several factors that influence the selection of the car insurance company, and that the reliability of the insurer to compensate the damage to the claimant when it occurs, in other words, the fiduciary responsibility of automobile liability insurance company to its clients, is decisive in that choice

Nacionalni brend Srbije kao faktor unapređenja konkurentnosti zemlje

Nacionalni brend predstavlja jedinstven, privlačan i zanimljiv paket nacionalnih vrednosti, dok se proces izgradnje jakog nacionalnog brenda zasniva na pronalaženju, izgradnji i prezentovanju skupa vrednosti koje jedna država želi da promoviše kao sopstveni nacionalni brend. Kao takav, može predstavljati značajan faktor konkurentnosti pri ostvarenju ekonomskih ciljeva (povećanja izvoza, veći priliv stranih direktnih investicija, povećanje obima turističkog promet). Uz to, jak nacionalni brend doprinosi kreiranju pozitivne percepcije sveta o datoj državi te unapređenju ekonomske i političke pozicije zemlje, a posledično i unapređuje nacionalnu konkurentnost. Otuda je i cilj ovog rada da afirmiše značaj procesa nacionalnog brendiranja i analizira poziciju Srbije kao nacionalnog brenda u svetskim razmerama. Akcenat u radu biće stavljen na nekoliko krucijalnih područja kao što su: koncept nacionalnog brendiranja, nacionalni identitet kao temelj nacionalnog brenda, pozicioniranost Srbije na svetskoj mapi nacionalnih brendova; preporuke i instrumenti za unapredjenje nacionalnog brenda Srbije

Brendiranje Srbije

Polazeći od činjenice da se Srbija dugi niz godina suočavala s negativnim imidžom i zauzimala izrazito nisko mesto na svetskoj mapi vrednosti brenda države, autorka pokušava da ukaže na efektivne alternative pozitivnog brendiranja Srbije. U cilju stvaranja pozitivnog nacionalnog brenda, Srbija bi trebalo da pođe od sistemskog državnog pristupa promociji na globalnoj svetskoj sceni, koristeći pritom koncept integrisanog marketing komuniciranja

DEVELOPMENT OF HUMAN CAPITAL AS A TOOL FOR IMPROVING PRODUCTIVITY OF AGRICULTURAL SECTOR – CASE OF SERBIA

New trends in global economy require greater capacity of the agricultural workforce. In order improve agricultural productivity it is needed to increase the level of human capital of the agrarian population. Human capital is accumulated knowledge, created in the long term process of human resources development, which begins in early stages and last all through the life, which is especially true for agricultural business. During transition Serbian economy went through major changes, with agriculture trailing to other sectors of the economy. Each farmer is producing only around 3,000 € gross added value per year, which is substantially lower than in other sectors. This paper will analyze what innovative activities are used worldwide in agriculture and give some possible solutions for investments in human capital and development of human resources in order to increase the level of competitiveness. Finally we analyze Serbian agricultural education system and give some instructions for improvements.agricultural sector, productivity, human capital, education, reform, Agribusiness, Community/Rural/Urban Development, Labor and Human Capital, Productivity Analysis,

Modelling of claim counts as a base for premium system determination

The aim of this paper is the analysis of the problem of modelling of claim counts in insurance that implies the study of variations of their occurance through inding out the distribution which its the observed data most adequately. In that sense, the most important aspects in the process of choosing the probability of claim numbers have been studied on a chosen sample from a Serbian insurance company and it has been found that appropriate sample analysis that was based upon the study of the previous experience of the insured was one of the key elements from the point of view of determining adequate premium systems