EKONOMIKA МЕЂУНАРОДНИ ЧАСОПИС ЗА ЕКОНОМСКУ ТЕОРИЈУ И ПРАКСУ И ДРУШТВЕНА ПИТАЊАЧасопис излази четири пута годишње ИЗДАВАЧ: Друштво економиста "Економика" Ниш СУИЗДАВАЧИ: Економски факултет у Приштини, Факултет за услужни бизнис -Сремска Каменица, Институт за економику пољопривреде -Београд, Факултет за пословне студије и право -Београд, Факултет за трговину и банкарство, Универзитет Алфа -Београд, Савез економиста Србије -Друштво економиста Ниш. ГЛАВНИ И ОДГОВОРНИ УРЕДНИК:Проф.

This manuscript proposes the utilization of the SWOT-SWARA analysis for the prioritization of tourism development strategies. The applicability and simplicity of the proposed analysis is demonstrated by the example of the tourism destination of Sokobanja Spa in the Republic of Serbia. By using the SWOT analysis, three decision-makers defined the key sub-factors and development strategies, after which they performed the prioritization of the SWOT factors, sub-factors and strategies by applying the SWARA method. The final results are indicative of the following order of the proposed development strategies: ST1WT2SO1ST2SO2WO1WO2WT2. Applying the proposed strategies by following the given order will contribute to the improvement and further development of the tourism destination of Sokobanja Spa, which is the main goal of the performed analysis.

This paper proposes a new integrated model based on SWOT and extended PIvot Pairwise RElative Criteria Importance Assessment (PIPRECIA) that offers a systematic approach to strategic planning in tourism. The applicability of the proposed integrated model is demonstrated through a case study defining the main determinants of tourism development in Serbia. The result emphasizes the strategy Improving the organization, management, and enhancement of tourism development as the highest priority for implementation. The model facilitates decision-making in tourism, and its key advantages are its suitability for application in group decision-making and its simplicity.

The paper aims to analyse structural changes in foreign trade based on systematic statistical data as a factor of competitiveness of the Republic of Serbia. First, contemporary tendencies in international trade are analysed, where the value and volume of world trade are monitored, as well as key changes in the structure of world exports and imports in the observed period. By assessing the position of the Republic of Serbia in international trade, it is necessary to consider the extent to which the foreign trade of the Republic of Serbia adapts to the structural changes in world trade. Then, the structure of the merchandise exchange of the Republic of Serbia according to the purpose of the product is examined as well as the structure of the merchandise exchange according to sectors and commodity groups. Later in the paper, the achieved development of the industry is questioned, where the focus of the analysis is put on the quality of exports and the international competitiveness of the manufacturing industry, which in the Republic of Serbia produces most of the exchangeable goods. The last part of the paper deals with the analysis of the technological structure and factor intensity of Serbian goods exports. In this way, the research question is answered that there is a need for structural changes in production and foreign trade in the Republic of Serbia in order to improve its competitiveness.

The aim of the paper is to identify, based on the analysis of relevant theoretical findings, the effects of foreign direct investment (FDI) on economic development and export growth of the Republic of Serbia. First, the characteristics of global FDI flows are presented. What follows is the analysis of FDI flows in the Republic of Serbia in the period from 2006 to 2016, and assessment of their real long-term effects. Finally, the relationship between FDI and export of the Republic of Serbia is examined.

Supply chain assumes a unique business process without inter-company boundaries. Each supply chain partner is important for achievement of customer requirements. On the one hand, supply chain is an inexhaustible source of competitive advantage, created by the companies, which constitute it. However, on the other hand, due to its complexness, supply chain is an easy target of numerous factors, which jeopardize its competitiveness. Some of those factors are: turbulence, deliberate threats, external pressures, resource limits, sensitivity, and supplier/customer disruptions. Successful dealing with those factors assumes establishment of mechanisms for increasing supply chain resilience. Many researches indicate that some factors have greater influence on supply chain disruption and discontinuance. If those factors can be isolated, it will be easier to manage them or to avoid their influence. Therefore, the objective of the research presented in this paper is identification of the most frequent causes of supply chain disturbances, as a first step for developing supply chain resilience. According to the research results, the authors suggest what should be a primary focus of supply chain management, dealing with issues of resilience. Also, the authors indicate which characteristics (capability factors) supply chains have to have in order to be considered resistant.

Digital marketing, placed on the application of the Internet and digital tools, is one of the means to achieve business sustainability, as well as competitive advantages in the market. This paper presents the basis of the concept of digital marketing, as a new phase in the development of marketing, and its connection with the concept of sustainability. This paper aims to point out how much impact digital marketing can have on business sustainability and the creation of positive business outcomes, shown through the example of Unilever and its Dove brand. The paper analyses the digital marketing activities that this company has undertaken in the development of its Dove brand, which has resulted in its successful positioning in the market, as a brand that is sustainable and socially responsible on the one hand, and profitable on the other.

Abstract. Electronic business of healthcare organizations is a specific technological innovation when it comes to