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1

Benchmarking of PR Function in Serbian Companies

100%
Nikolić M., Sajfert Z., Vukonjanski J.
South East European Journal of Economics and Business
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2009
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vol. 4
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issue 2
103-119
EN
The purpose of this paper is to present methodologies for carrying out benchmarking of the PR function in Serbian companies and to test the practical application of the research results and proposed methods in real conditions. The paper begins with research on key PR function parameters in Serbian companies. Seventy PR managers were polled for this purpose. The data obtained were processed by applying factor analysis, after which five factors (parameters) which describe the attitudes of PR managers in Serbian companies were defined. Next a study was conducted of the defined parameters, or their situation, in the seven selected Serbian companies. Twenty-one managers were polled in the process providing the data for a mathematical function for comparison of the analyzed companies. The function is based on elements of quantitative and multi-criteria analysis. Among the main output data are: ranking of the analyzed benchmarking partners (aggregate and according to individual parameters), defining similarities between the partners, selection of the competent benchmarking partner, multicriteria selection of the best action and positioning the parameters of the selected action in the field of a particular portfolio matrix. It has been shown by concrete example that the proposed procedures have both theoretical and practical value. The presented procedures are not only limited to the PR process, but can also be applied to benchmarking other business processes.
2

Research on Life Objective Structures of Managers and Entrepreneurs in Serbia

100%
Sajfert Z., Nikolić M., Djordjević D., Atanasković P.
Organizacija
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2009
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vol. 42
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issue 2
44-58
EN
The purpose of the paper herein is to investigate the different life objective structures of managers and specialists in public enterprises. Owners of private enterprises - entrepreneurs were analyzed as control group. Considering the data obtained by using the random sampling method, one may come to conclusions concerning the characteristics of the observed population. The research revealed that successful private owners-entrepreneurs, being the capital holders, have different structure of life objectives comparing to both managers and specialists in public organizations. The basic idea is that this can be considered as inseparable part of economic growth in any organization which also reflects on the management as well. Since the entrepreneurs invested the private capital to realize their ideas, it is logical that they want to increase their capital. On the other hand, managers and specialists in public enterprises do not have such a great sense for capital increment. They rather share the capital preferring to be sociable (clubs sponsors, great humanitarians). The reason of such acting can be found in a fact that Serbia was influenced by socialism which further resulted in poor education of managers and specialists to change their way of thinking. Managers as well as specialists should become knowledge workers who shall exchange the knowledge.
3

Customer Satisfaction and Acceptance of Relationship Marketing Concept: An Exploratory Study in QM Certified Serbian Companies

100%
Ćoćkalo D., Đorđević D., Sajfert Z.
Organizacija
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2011
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vol. 44
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issue 2
32-46
EN
Satisfying customers and other groups of interest is the key output of relationship marketing. This paper presents the parts of the research that had been carried out by the first quarter of 2008 which included 84 quality management (QM) certified companies and 37 experts from Republic of Serbia. The goals of the research, related to this article, were: firstly, to explain customer satisfaction from the standpoint of relationship marketing concept; secondly, to show that relationship marketing concept is/can be accepted and implemented in QM certified Serbian companies - in order to integrate customer satisfaction and realionship marketing in QM concept.
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