We use human primary fibroblasts for comparing plasma and gamma rays induced DNA damage. In both cases, DNA strand breaks occur, but of fundamentally different nature. Unlike gamma exposure, contact with plasma predominantly leads to single strand breaks and base-damages, while double strand breaks are mainly consequence of the cell repair mechanisms. Different cell signaling mechanisms are detected confirming this (ataxia telangiectasia mutated - ATM and ataxia telangiectasia and Rad3 related - ATR, respectively). The effective plasma doses can be tuned to match the typical therapeutic doses of 2 Gy. Tailoring the effective dose through plasma power and duration of the treatment enables safety precautions mainly by inducing apoptosis and consequently reduced frequency of micronuclei.

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This study investigated the nature and level of market-oriented sustainability of Sjenica sheep cheese, a Serbian Protected Designation of Origin (PDO)-registered product. In the analysis of the supply chain market sustainability, three theories were used: Resource dependence theory, upper echelons theory, and signaling theory. The data were collected using a stepwise research design, applying techniques of observation and in-depth and telephone interviewing. The results show that the low recognition of the PDO label among Serbian consumers and all participants in the supply chain and the lack of the presence in the markets and large packages negatively impact domestic consumers in their decisions to purchase higher amounts of Sjenica sheep cheese. Small producers lack bargaining power, whereas their perceptions hinder formation of inter-organizational arrangements. The insufficient education of big producers and distributors impede the achievement of better business results. The main challenges for the export of Sjenica sheep cheese are the inadequate certification of this food product for the European Union market, the lack of standardized production process that results in variations in the product quality, and the unawareness of the regional consumers of Sjenica sheep cheese due to insufficient communication efforts.

The aim of this study is to examine how main store dimensions affect children's store preferences in Serbia. Four functional features of these marketplaces were investigated: price of merchandising in the store, the store's arrangement, the sales personnel's attitude towards children and the store's location. Findings suggest that different age cohorts of children react differently to each store's features. With only a few studies available that examine how the functional features of a store can affect children's store preferences in the most developed countries almost nothing is known about this topic in a country in transition such as Serbia. This paper should provide the basis for some future research in this field in the Serbian market and similar markets. Also, the managerial implications for retailers that are interested in the marketing positioning of their stores in the children's market are discussed.

Purpose – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia). Design/methodology/approach – A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies). Findings – Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy political relationships. Transnational brands, however, appear immune to much consumer ethnocentrism. Research limitations/implications – Firms from the region face significant barriers to creating standardised brand images across the successor states of the Socijalistička Federativna Republika Jugoslavija. While strong in their home markets, the socialist era brands are rarely suitable platforms for international market entry in the region. The dangers of conflating “Western” with foreign in international branding research are documented. Originality/value – The case illustrates the role qualitative research can play in understanding variations in perceived brand image across international markets. It evaluates the utility of Kapferer’s approach to brand identity. The concept of origin hierarchies is introduced and the inadequacies of international marketing research that relies on a simple domestic versus foreign dichotomy are documented.

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Theories of situated knowledge support that knowledge involves experience of practices rather than just accumulated information. While an important segment of foreign language teacher education programs focuses on the theoretical component of second/foreign language acquisition theories and relevant methodological concerns, it is mainly through practice that novice teachers construct their new professional identities. Consequently, typical teacher preparation programs require a number of classroom practice hours, which is not easily carried out in the educational context where there is a limited number of target language courses; such is the case of Spanish language instruction in Serbia. This study presents examples of two service-learning programs aimed at providing teaching practice for pre-service Spanish teachers in Serbia, while answering to the needs and interests of specific communities. The theoretical and practical implications of this investigation may help outline a model of foreign language teacher education programs for social and educational contexts that lack a large-scale target language audience. Issues of future foreign language teachers’ identity and cognition regarding the language education policy creation and the teaching process itself are also addressed.