A competitive business environment pushes beekeepers to the creation of value at a higher level than the competition in a way that is difficult to imitate. In order to survive in a competitive business environment, beekeeping producers must direct their resources towards innovative solutions, which can include honey quality assurance programmes and further product development, as well as creation of value-added honey products that is translated in good business performance. As the potential of the Republic of Serbia’s beekeeping production can be strengthened and its products exported beyond the national market, there is a need to examine the influence of a set of factors that can impact the beekeeper’s business performance. Therefore, this paper will examine the direct and indirect influence of the competitive environment (the business environment opportunities, threats and the relationships with the consumers) and innovative performance (in the field of marketing, product design, product quality, distribution, manufacturing and time to market) on the business performance of Serbian beekeepers. This research uses the SEM method with the SmartPLS tool. The findings of the model have confirmed that a competitive environment and innovative performance have a direct positive, statistically significant impact on the business performance of Serbian beekeeping production. A weak indirect influence of a competitive environment on the business performance of beekeepers has been confirmed. The model has proven to be significant, and a high percentage of variations in beekeepers’ business performance has been explained by the influence of two independent variables (competitive environment and innovative performance). As there is no previous research on the nexus of the competitive environment, innovative performance and business performance of Serbian beekeepers, these findings may be of special interest to authors and researchers, beekeeping organizations and representatives of agricultural advisory services.
Socio-demographic characteristics are proven vital in terms of different elements associated with choosing a tourist destination. The tourism industry in the time of Covid-19 has experienced numerous challenges. This research aims to examine the listed elements in the context of the socio-demographic characteristics of respondents. The research results will answer the question if respondents who planned to spend summer holidays abroad in 2020, and that destination was replaced with a domestic destination, statistically significantly differ by some socio-demographic characteristics in comparison to those that planned to travel abroad and succeeded. The results show no differences in social-demographic characteristics and show that respondents who replaced tourist destinations abroad with a domestic ones are more eager to do that again in the future. Following obtained results of the research, the authors point to key conclusions and recommendations.
Bazaars are important topic in historical and also modern market approach, as one of the basic marketing channals for sale of agriculture products. Perception of bazaar markets in the future is not real without usage of integrated marketing communications in comuniaction with costumers. IMC enable for bazaars to make an efficient contact with consumers and other public, for the purpise of fullfiling busines aims of bazaars on market. Research results show that the efficiency of bussines is manifested in tactical integrated marketing communications. By experience method and methods of marketing research, we came to conclusion that integrated marketing communications may promote bazaars on the market using sinergy of different instruments. The conclusion is that IMK are much cheaper in comparison to mass comunications and ti is possible to promote bazaars on the market and stress their social role, using IMK.
Digital marketing includes marketing activities that use the Internet or electronic devices to reach consumers in the modern technological era. Digital marketing provides interaction with customers and business partners using digital information technologies and electronic means. The Covid-19 pandemic undoubtedly had a negative impact on both the world and local economy, and as a result, economic activity fell due to the closure of the economy. In this regard, Covid-19 has had a great impact in all areas of human life and work, the need for digital transformation of economic entities has been significantly accelerated. Covid-19 influenced the change in the way the marketplaces work as an extremely important channel for the distribution of food products. The aim of this paper is to analyse the market position of marketplaces during the pandemic and to establish intensive and interactive communications between sellers based on consumer needs. The research is based on the application of special methods of knowledge and marketing research methods that are adapted to the needs of the problem. Amongst the special methods of cognition, the methods of analysis and synthesis, logical deduction and statistical data processing are used. The theoretical assumption of the research is based on the analysis of existing literature, authors' experience and available data on the Internet in the field of marketing and digital marketing. The test method was used to collect and analyse qualitative data and information. A survey questionnaire was used to investigate the fears of sellers in the three marketplaces in question after the resumption of work due to the pandemic. Also, the research covers the attitudes of consumers after the start of the marketplace. The results of the research provided a reliable basis for drawing conclusions, that the sellers do not have an adequate database of customers and that they have insufficiently used the existing electronic sales channels of ePijaca. The sellers to a certain extent made contact with consumers through the social networks Facebook and Instagram. Consumer attitudes indicate that they lacked marketplaces as a channel for supplying agricultural products. The conclusion is that based on the attitudes of marketing research of sellers and consumers, the efficiency of communication through digital marketing can be increased, all with the aim of achieving economic effects.
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