Destination branding is a complex and lengthy process that requires the definition of the concept of branding, planning and implementation, with interconnection and compliance of all steps, starting from market research, through development of identity and image, evaluation branding strategy to monitoring and auditing. Tourism in national parks is one of the fastest growing market segments of tourism demand in the global market. This paper deals with the improvement of development of national parks from the perspective of Montenegro as a destination brand. The natural heritage of each country's national parks occupies the special place. In Montenegro, national parks have the prospects and potential for developing different forms of tourism, recreation, excursions, sports and recreational tourism in the water (Black and Skadar Lake Biograd), to winter tourism (Lovćen, Durmitor, Bjelasica).
Having in mind various negative influences that corporate bankruptcy has on the economy of the Republic of Serbia, corporate bankruptcy prediction is of extreme importance. Therefore, the basic motive for writing this paper was an attempt to assess the possibility of forecasting bankruptcy of business entities which operate on the Republic of Serbia's market. We have calculated the already formed M-score, formed based on the data from the financial statements of Serbian business entities. As a comparison models, we have calculated the two most acknowledged Z-score models. The randomly chosen sample consisted of 35 entities in bankruptcy and the same number of non-bankrupt entities. The goal of the research was to reassess the relevance of the tested models for a longer period, as well as their precision in the corporate bankruptcy prediction in an unstable economic environment of the Republic of Serbia. According to the results, the conclusion is that the tested M-score proved its precision in bankruptcy prediction in Serbia, and its use is, therefore, recommended. On the other hand, the Altman’s Z-score models do not have statistical relevance and hence we recommend that their use for bankruptcy prediction in the Republic of Serbia should be with caution.
Apstrakt:Sticanje konkurentske prednosti u savremenom poslovanju podrazumeva postojanje novih ideja koje su inspirisane pažljivim posmatranjem aktuelnih trendova na tržištu. Strateško razvijanje inovacija dovodi do stvaranja superiornih performansi proizvoda i obezbeđuje dugoročnu konkurentsku prednost. Karakteristike inovacija uslovljavaju različite stepene i brzinu prihvatanja, a vreme prihvatanja inovacija je osnova uspešnog širenja na tržištu. Prosečno vreme za koje potrošač prihvata novi proizvod ukazuje na vremenski period koji će biti potreban da bi se nov proizvod široko prihvatio. Cilj rada je da ukaže na značaj komunikacionih kanala i definisanje strategije koje omogućavaju efikasno informisanje, tzv. difuziju inovacija kroz sofisticirano "ubeđivanje" potrošača. Rezultati istraživanja ukazuju da rani prihvatioci koriste komunikacione kanale demonstrirajući putem njih jedinstvenu korist novih proizvoda i usluga. Abstract:Gaining a competitive advantage in the modern business world implies the existence of revolutionary ideas triggered by careful observation of the current market trends. Strategic innovation development leads to superior product performances and guarantees a long-term competitive advantage. The characteristics of innovations determine the degree and speed of their adoption, while the time of adoption is considered a prerequisite for successful expansion and positioning in the market. The average length of time that the consumer needs to adopt a new product indicates the total length of time that will be required for a new product to become widely adopted. The purpose of this paper is to indicate the importance of modern communication channels and define the strategy that would enable efficient provision of information, so-called diffusion of innovations by means of sophisticated consumer persuasion techniques. Research results indicate that early adopters use communication channels, thus demonstrating the unique benefits of new products and services.Ključne reči: rani prihvatioci, inovacije, komunikacioni kanali, društvene mreže. UVODInovacije predstavljaju imperativ današnjeg poslovanja, i postaju ključni faktor ne samo rasta, već i opstanka kompanija na tržištu. Uspeh kompanije, ogleda se u kontinuiranom stvaranju superiorne vrednosti za potrošače (korisnike usluga) i u pozicioniranju novog proizvoda/usluga na tržište pre konkurencije. Traganje za inovativnim načinima ostvarivanja tržišnog uspeha, uočljivo je na svim poljima poslovnog delovanja. Kompanije mogu biti inovatori ne samo stvarajući novi proizvod ili uslugu, već i stvarajući novi proizvodni ili uslužni proces, program lojalnosti, ili primenjujući nove načine organizovanja, tj. komunikacije. Inovacija za potrošača ne predstavlja samo nov proizvod, već i svaku drugu ideju koja se kako kvalitativno, tako i kvantitativno razlikuje od drugih i koju potencijalni kupac smatra novom (Milisavljević, 2003).Nove tehnologije, internet, mobilni uređaji i celokupno savremeno informatičko okruženje u kojem živimo i poslujemo, doveli su do...
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