Primena integrisanih marketinških komunikacija u poslovanju porodičnih firmi u Republici Srpskoj
Application of Integrated Marketing Communications in Business Family Firms in Republic of Srpska
Apstrakt
Istraživanja su pokazala da su porodične firme najstariji i najčešći oblik privrednih organizacija u svetu, te tako predstavljaju jedan od temelja globalne ekonomije. Iskustva su pokazala da se porodične firme u Republici Srpskoj sve više odlučuju za zapošljavanje stručnjaka za odnose sa javnošću ili angažovanje agencija za obavljanje pomenutog posla, prevashodno u rešavanju kriznih situacija. Problemi na koje nailaze su, s jedne strane, nedovoljan budžet za integrisanje marketinških komunikacija i nerazumevanje koristi IMK od strane menadžmenta, a s druge strane, ponekad je prisutno neuspešno razdvajanje porodičnih od poslovnih odnosa. Hipoteze koje će biti dokazane, vezane su za nedovoljnu podršku vlasti porodičnim firmama, što implicira ograničavanje rasta istih, te nedovoljno ulaganje u IMK, bez obzira na to da li porodične firme imaju razvijenu izvoznu strategiju. Hipoteze su dokazivane po razinama spoznaje, dakle prvo generalna, a potom i kolateralne hipoteze. Uzorak su 208 porodične firme u Republici Srpskoj, a metode statističke obrade podataka su deskriptivna analiza i Hi-kvadrat test.
Abstract
As studies have shown, family businesses are the oldest and most common form of business organization in the world and is a key foundation of the global economy. Experience has shown that the family firm in the Republic of Srpska increasingly opt for hiring professionals for public relations or hiring agency for this work, for resolving crisis situations. The problems they face are, on the one hand, an insufficient budget for the integration of marketing communications and the management of unreason benefit from IMC. On the other hand, sometimes it‘s already failed separation of family business relationships. Hypotheses to be proven, are associated with insufficient support from family firms by the authorities in the Republic of Srpska, which implies limiting the growth of family firms, and insufficient investment in IMC, regardless, whether family firms have developed an export strategy. Hypothesis has been detected at levels of cognition. The first is proved for the general hypothesis, and then the collateral hypothesis. The sample of 208 family businesses in the Republic of Srpska and statistical analysis methods are descriptive analysis and chisquare test.
Reference
- Kesić, T. (2003), Integrirana marketinška komunikacija: oglašavanje, unapređenje prodaje, internet, odosi s javnošću, publicitet, osobna prodaja, Opinio, Zagreb.
- Kotler, P. & Keller, K.L. (2006), Marketing menadžmet, dvanaesto izdanje na srpskom jeziku, Data status, Beograd.
- Poza, E. (2010), Family Business, Third Edition, South-Western Cengage Learning, Mejson.
- Kenyon-Couvinez, D., Ward, J. (2005), Family Business, Key Issues, Palgrave MacMillan, New York.
- Tomorrow‘s Company (2011), Family Business Stewardship, Institute for Family Business, London.
- Astrachan, J., McMillan, K. (2003), „Conflict and communication in the family business“, Family Business Leadership, Series No. 16, Family Enterprise Publishers, Marijeta.
- PwC Family Business Survey (2012), Family firm: a resilient model for the 21st century.
- Okoroafo, S., Koh, A. (2009), The Impact of the Marketing Activities of Family Owned Business on Consumer Purchase Intentions, Center of family business, University of Toledo, Toledo.
- Craig, J., Dibrell, C., Davis, P. (2007), „Leveraging Family – Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Business“, Business papers, ePublications@bond, Bond University.
- Micelotta, E., Raynard, M. (2011), „Concealing or Revealing the Family? Corporate Brand Identity Strategies in Family Firms“, Family Business Review, vol. 24, No. 3, str. 197-216.
- Kotler P., Wong V., Saunders J., Armstrong G. (2007), Principi marketinga, četvrto evropsko izdanje na srpskom jeziku, Mate, Beograd.
- American Marketing Association, dictionary, http://www.marketingpower.com
- John L. Ward, (2004), Perpetuating the Family Business, Palgrave Macmillan.
- www.proeduca.com
- Shaker, A. Z. (2005), „Entrepreneurial Risk Taking in Family Firms”, Family Business Review, Vol. 18, No. 1, str. 23-40.
- McDonald, M. (2004), Marketinški planovi: kako ih pripremiti, kako ih koristiti”, Masmedia, Zagreb.
- Galogaža, M. (2005), Marketing i menidžment istraživanja, MIS – matketing informacioni sistemi, treće dopunjeno izdanje, MMC, Novi Sad.
- Sapunar, M., Tomić Z, (2004), „Utjecaj pluralizma medija na demokratski proces u Bosni i Hercegovini“, Politička misao.
- Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2009), Marketing: An Introduction, Financial Times/Prentice Hall.
- Kotler, P. (1988), Upravljanje marketingom, Informator, Zagreb.
- pWC Family (2012), Business Survey. „Scale, skills, and succession. Tackling the tipping points for family firms”, october, http://www.pwc.com/fambizsurey
