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3rd International M-Sphere Conference, 02nd – 04th October 2014 For Multidisciplinarity in Business and Science 3rd International M-Sphere Conference

Book of Abstracts Zadar, Croatia 02nd - 04th October 2014


M-Sphere Association for Promotion of Multidisciplinarity in Science and Business 3rd International M-Sphere Conference For Multidisciplinarity in Business and Science (3rd M-Sphere Conference)

Book of Abstracts

Zadar, Croatia 02nd – 04th October 2014


3rd M-Sphere Conference, Book of Abstracts. Copyright 2014. All rights reserved. The author is responsible for all of the content that has been published. Printed in Croatia. No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in crtitical articles or reviews.

Organized by: M-Sphere (www.m-sphere.com.hr) Publisher: Accent For Publisher: Tihomir Vranešević Editors: Tihomir Vranešević Doris Peručić Claudia Seabra Boris Hudina Miroslav Mandić Diana Plantić Tadić

ISBN 978-953-7930-04-2 A CIP catalogue record for this book is available in the Online Catalogue of the National and University Library in Zagreb as 887026.


M-SPHERE M-Sphere - Association for Promotion of Multidisciplinarity in Science and Business

MISSION Promote multidisciplinary approach. Promote multidisciplinary approach by encouraging and providing the circumstances to exchange of experiences and ideas from different disciplines, in order to further encourage scientific curiosity in research and practical work, with the aim of achieving positive change in all spheres of science, business and society - respecting multidisciplinary.

OBJECTIVES Acquiring of conditions for achieving a permanent mission of the organization of annual conferences, publishing journals and various forms of education.

VISION Become a focal point of advocacy for multidisciplinary approach in business and society.

GUIDING PRINCIPLE IDEAS WORTH TO SPREAD– RESULTS WORTH TO DISSEMENATE


Committee Members (Alphabetical Order)

SCIENTIFIC COMMITTEE MEMBERS FOR THE CONFERENCE: Professor Ivo Ban Professor Vesna Babić Hodović Professor Muris Čičić Professor Stjepan Dvorski Professor Didar Erdinç Professor Felicite Fairer-Wessels Professor Rainer Hasenauer Professor Božo Mihailović Professor A. Niyazi Özker Professor Žarko S. Pavić Professor Dušan Radonjič Professor Drago Ružić Professor Claudia Seabra Professor Marija Tomašević Lišanin Professor Ivona Vrdoljak Raguž Professor Vesna Vrtiprah

University of Dubrovnik, Croatia University of Sarajevo, Bosnia and Herzegovina University of Sarajevo, Bosnia and Herzegovina University of Zagreb, Croatia America University in Bulgaria, Bulgaria University of Pretoria, South Africa Vienna University of Economics and Business, Austria University of Montenegro, Montenegro Balikesir University, Turkey Independent University Banja Luka, Bosnia and Herzegovina University of Maribor, Slovenia University of Osijek, Croatia Polytechnic Institute of Viseu, Portugal University of Zagreb, Croatia University of Dubrovnik, Croatia University of Dubrovnik, Croatia

ORGANIZING COMMITTEE MEMBERS FOR THE CONFERENCE: Boris Hudina, prof.pscyh. Miroslav Mandić, PhD Ana Mulović, MBA Professor Mladen Knežević Kristina Petljak, PhD Professor Doris Peručić Professor Diana Plantić Tadić Irena Pandža, PhD Professor Tihomir Vranešević

CORRESPONDENCE: Professor Tihomir Vranešević info@m-sphere.com.hr

HDPRO, Croatia University of Zagreb, Croatia University North, Koprivnica, Croatia University of Maribor, Faculty of Tourism, Slovenia University of Zagreb, Croatia University of Dubrovnik, Croatia VERN University of Applied Sciences, Croatia University of Zagreb, Croatia University of Zagreb, Croatia


Program Details  Wednesday, 01st October 2014 20.00 – 22.00

Welcome Drinks for Early Birds

 Thursday, 02nd October 2014 9.30 – 10.30 Conference Registration 10.30 – 11.00 Opening Ceremony / Official Welcome 11.00 – 12.30 Key Note Speeches: • Scientific and business leaders - are they born or we have to discover them? - by Professor Asim Kurjak • The natural way to create The music - by Mo Noorman Widjaja (Conductor) 12:30 – 13.30 Coffee & Snack Break 13:45 – 14:45 General theme – Innovation – by Cláudia Seabra, José Luís Abrantes and Margarida Vicente (Polytechnic Institute Of Viseu, Higher School Of Technology And Management, Viseu, Portugal). Innovation in export markets; communication (social networks, e-wom ...); tourism (new consumers, new products …). 15:00 – 16:45 1MS Paper presentations (4 parallel tracks) TRACK 1MS1 ROOM 1 TRACK 1MS2 ROOM 2 TRACK 1MS3 ROOM 3 TRACK 1MS4 ROOM 4 18.00 – 20.00 Zadar Tour 20.00 – 22.00 Dinner in Zadar

 Friday, 03rd October 2014 10.30 – 13:15 2MS Paper presentations (4 parallel tracks) TRACK 2MS1 ROOM 1 TRACK 2MS2 ROOM 2 TRACK 2MS3 ROOM 3 TRACK 2MS4 ROOM 4 13:15 – 14.15 Coffee & Snack Break 14:30 – 15:30 – Workshop: Business process transformation based on technology – education process metamorphosis with Apple products by Željko Milić (prof.) and Tomislav Videc (mr.sc., MBA) – Workshop: Learning Catalytics - A “bring your own device” student engagement, assessment, and classroom intelligence system by Erzsebet Csibi (Higher Education and Professional Representative for Hungary, Croatia and Slovenia – Pearson Central Europe) 15:45 – 16:30 Plenary session and conference feed back 20:30 – Farewell Dinner

 Saturday, 04th October 2014 Excursion (Zadar Region) 10.00 – 17.00 Note: Minimum 35 participants


Contents THURSDAY 02TH OCTOBER 2014

15.00 – 16.45

 1MS1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM 1.

BUILDING TRUST AND SATISFACTION BY RETAILERS IN MATURE SEGMENT DAGMAR LESAKOVA

2

THE ATTITUDES OF ELDERLY CONSUMERS TOWARDS POLISH AND FOREIGN FOOD PRODUCTS MARCIN AWDZIEJ, JOLANTA TKACZYK, WŁODAREK DARIUSZ

3

CONSUMER SUSCEPTIBILITY TO SOCIAL INFLUENCE AND TENDENCY TO GENERATE A POSITIVE OR NEGATIVE MESSAGE IN WORD OF MOUTH COMMUNICATION JOLANTA TKACZYK

4

ANALYSIS OF SOCIAL NETWORKS USAGE FOR PERSONAL IMPROVEMENT OF EMPLOYEES IN CROATIAN BUSINESS ENTERPRISES IVANA VRHOVSKI, PETRA SABLJAR, HRVOJE RATKIĆ

5

STRENGTHENING THE COMPETITIVE ADVANTAGES OF CROATIAN SME CONFECTIONERY PRODUCERS - CLUSTER APPROACH MILJENKO BALAŠKO, DAVOR PERKOV, MARCEL VUČETIĆ

6

THE INFLUENCE OF INNOVATIVE EUROPEAN TRENDS IN TOURISM ON CROATIAN TOURISM IVANA ZILIC, IVAN BUDIMIR, IRENA MEDVEŠEK

7

DOPING IN PROFESSIONAL SPORT: STUDENTS’ ATTITUDES DRAGO PUPAVAC, VIOLETA ZUBANOV

8

CUSTOMER – ORIENTED FUNCTIONAL FOOD DEVELOPMENT: CROATIAN UNIQUE PROPOSITION - FUNCTIONAL CHOCOLATE MIRNA CORIC

 1MS2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

9 ROOM 2.

RESEARCHING OF MODERN TOURISTIC OFFER OF THE CITY VINKO MOROVIC, GORAN KOZINA, VLADIMIR SIMOVIC

12

AN EFFICIENCY ANALYSIS OF CHOSEN ACTIVITIES OF SLOVAK MUNICIPALITIES ZUZANA RIGOVA

13

HOLISTIC TOURISM: MIND, BODY AND SOUL CLÁUDIA SEABRA, CARLA SILVA, JOSÉ LUÍS ABRANTES, CLÁUDIA FAIAS, ODETE PAIVA

14

PUBLIC RELATIONS AND ADVERTISING OF THE TRAVEL AND TOURISM INDUSTRY IN THE CROATIAN PRESS - INTERDEPENDENCE, SCOPE AND OPPORTUNITIES BOŽO SKOKO, MARIO PETROVIĆ, DRAŽEN KLARIĆ

15

VIRAL MARKETING IN TOURISM: EFFECTS OF SOCIAL MEDIA DANIJEL CAREV

16

ISSUES OF CROATIAN TOURISTIC IDENTITY IN MODERN TOURISTIC TRENDS LANA MARINKOVIĆ

17

CREATIVE TOURISM: FROM EXPERIENTAL INTERACTIVITY TOWARDS TRANSMODERN RESPONSIBILITY KSENIJA KEČA, VLASTA KLARIĆ

vii

18


ANALYSIS AND EVALUATION OF THE NAUTICAL TOURISM IN THE REPUBLIC OF CROATIA AND ITS IMPACT ON DESTINATION DEVELOPMENT ANAMARIJA ZUBAK, ALEN JUGOVIĆ, GORANA STUMPF

 1MS3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

19 ROOM 3.

ELECTROMOBILITY AND ITS PROSPECTS FOR SLOVAKIA AND THE EUROPEAN UNION PETER DRÁBIK, RÓBERT REHÁK

22

ESTIMATING OF THE PARAMETER DELTA OF THE BLACK - SCHOLES MODEL USING THE FINITE-DIFFERENCE METHOD MAREK ĎURICA, LUCIA ŠVÁBOVÁ

23

MULTIDISCIPLINARITY IN A GLOBALIZED WORLD – CONTEMPORARY CHALLENGES ZORAN JAŠIĆ, STIPE BUZAR

24

PUBLIC EXPENDITURE AND GLOBAL ECONOMIC CRISIS - EU 15 ALEKSANDAR OSTOJIĆ, DAVOR ŽMEGAČ

25

THE ANALYSIS OF COMPETITIVENESS OF THE REPUBLIC OF CROATIA STJEPAN DVORSKI, VLADIMIR KOVŠCA, ZRINKA LACKOVIĆ VINCEK

26

EFFECTS OF DEPENDENCE ON EXPORTS OF NATURAL RESOURCES: COMMON FEATURES AND REGIONAL DIFFERENCES BETWEEN HIGHLY DEPENDENT STATES PETAR KUREČIĆ, ANICA HUNJET, INES PEREC

27

CENTRAL AND SOUTHEAST EUROPEAN POST-COMMUNIST EU MEMBERS: HOW USEFUL WAS IT TO BECOME A MEMBER OF THE EUROPEAN UNION PETAR KUREČIĆ, GORAN KOZINA, ANICA HUNJET

28

GLOBAL MACROECONOMETRIC APPROACH TO MODELLING UNEMPLOYMENT IN THE CSEE COUNTRIES SASA JAKSIC

29

 1MS4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM 3.

SHELF MANAGEMENT STRATEGY FOR BRAND MANAGEMENT MASAE KANAI, MASAAKI TAKEMURA

32

COMPARATIVE ANALYSIS OF THE EMOTIONAL AND CULTURAL BRANDING MODELS DIANA PLANTIĆ TADIĆ, SANDRA ŠUĆA

33

RESULTS OF APPLYING KAIZEN METHODOLOGY IN THE PRODUCTION OF VENTILATION EQUIPMENT ZORAN STANKO, ROBERT OBRAZ SUSTAINABLE MARKETING: MOVEMENT TOWARDS BETTER MARKETING SYSTEM ANA MULOVIĆ CSR AS A WAY TO BE COMPETITIVE AND ESTABLISH ITSELF ON THE MARKET - CASE OF CROATIAN COMPANY “IGO-MAT” PAVAO VRANEŠEVIĆ CROATIAN BRANDS: FUTURE CHALLENGES OF MARKET TRENDS MARIN PUCAR CONSUMER BEHAVIOUR IN THE CATALOGUE RETAILING OF CLOTHING AND COSMETIC PRODUCTS VERONIKA KIŠUR, KRISTINA PETLJAK MARKETING STRATEGY OF (RE-POSITIONING) PUBLIC CULTURAL INSTITUTIONS: THE EXAMPLE OF COOPERATION BETWEEN ZAGREB, BELGRADE AND SLOVENIAN PHILHARMONIC ORCHESTRAS MILJENKO PULJIĆ

viii

34 35

36 37

38

39


FRIDAY 03RD OCTOBER 2014

10.30 – 13.15

 2MS1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM 1.

FISCAL AUSTERITY AND PUBLIC SECTOR PERFORMANCE: CITIES IN SLOVENIA PRIMOŽ PEVCIN

42

MINI MULTINATIONAL COMPANIES – THE NEW FORCE IN THE GLOBAL ECONOMY DUŠKO PAVLOVIĆ

43

DEVELOPING MARKETING CAPABILITIES THROUGH EXPORT COMMITMENT AND INNOVATIVENESS MARGARIDA VICENTE, JOSÉ LUÍS ABRANTES, MÁRIO SÉRGIO TEIXEIRA, CLÁUDIA SEABRA

44

THE MACRO ELEMENTS’ CRITERIA EFFECTS ON TAX INCOMES AND THIS FACT’S ANALYZES IN DEVELOPING COUNTRIES A. NIYAZI ÖZKER

45

THE IMPACT OF BANK CREDITS TO THE PRIVATE SECTOR ON ECONOMIC GROWTH AND MONEY SUPPLY - CASE CROATIA ANTE SAMODOL

46

THE ROLE OF PUBLIC RELATIONS AND MARKETING IN BRANDING HIGHER EDUCATION INSTITUTIONS DAMIR JUGO, ZDESLAV MILAS, DOMAGOJ BUNČIĆ

47

CULTURE, DIASPORA AND TOURISM POTENTIALS AS A SOFT POWER IN A COUNTRY’S GLOBAL POSITIONING IVA ČULINA

48

THE IMPACT OF THE HEALTH EXPENDITURE TO THE HEALTHCARE SYSTEM EFFICIENCY MÁRIA GRAUSOVÁ, MIROSLAV HUŽVÁR, JANA ŠTRANGFELDOVÁ

49

BEHAVIOURAL FINANCES AS INTERDISCIPLINARY APPROACH TO BETTER DECISION MAKING VIŠNJA GROZDANIĆ, GORAN BJELAJAC, VLATKA JURIĆ

50

KNOWLEDGE MANAGEMENT AS A FUNCTION OF COMPETITIVENESS ROMANA NOVOSEL, ZVONKO NOVOSEL – DOLNJAK THE IMPACT OF PETROL AND DIESEL FUEL PRICE ON CAR DEMAND CONSIDERING THE ENGINE DISPLACEMENT TOMISLAV GELO, IVAN ŠUŠNJAR

 2MS2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PUBLIC MEDIA IN FOOD BUSINESS INNOVATION ORSOLYA FEHÉR, SZILÁRD PODRUZSIK, OLAF POLLMANN, GABRIELLA DARÁZS

51

52 ROOM 2. 54

AN APPLICATION OF THE THEORY OF INTERPERSONAL BEHAVIOR TO DIGITAL PIRACY AMONG ADULT CONSUMERS MATEJA KOS KOKLIC, IRENA VIDA

55

COMPARISON OF WORD-OF-MOUTH AND VIRAL MARKETING CHANNELS IN MARKETING COMMUNICATION JADRANKA IVANKOVIĆ, MARIJA BRKIĆ, MIRJANA BAUTOVIĆ

56

CLOUD COMPUTING AND MARKETING IVAN STRUGAR, IRIS MIHAJLOVIC

57

ix


EFFECTS OF INTERNET MARKETING AND USE OF SMARTPHONES ON TEENAGER’S CONSUMPTION DECISIONS ŽELJKA MARČINKO TRKULJA

58

CHANGE MANAGEMENT IN INTEGRATED MARKETING COMMUNICATIONS STRATEGY: A CASE OF “MEDIA-SOFT” COMPANY JADRANKA IVANKOVIĆ, DARIO ŠAFARIĆ, MARTINA MAJIĆ

59

PERSONAL BRANDING IN THE CONTEXT OF MODERN MARKET ĐURO HORVAT, MARINKO KOVAČIĆ, NATAŠA TROJAK

60

INTEGRATED INFORMATION SYSTEM AS SUPPORT TO PORT MANAGEMENT DEŠA RATHMAN, KATARINA VAREZ

61

COMMUNICATING WITH CUSTOMERS THROUGH WEB SITES - EXAMPLE OF LEADING COMPANIES IN CROATIA IVA GREGUREC, TIHOMIR VRANEŠEVIĆ

62

THE ROLE OF E-MARKETING IN THE CREATION AND PROMOTION OF AN ONLINE CLASSIFIEDS WEBSITE MAJA DAWIDOWSKY MAMIĆ, KARLA ŠKRIBULJA, BRANKA ŠUPUT

63

ANALYTIC HIERARCHY PROCESS MODEL FOR EVALUATION OF SUSTAINABLE SUPPLY CHAIN MANAGEMENT SEDLAK OTILIJA, ČILEG MARIJA, KIŠ TIBOR, ĆIRIĆ IVANA, ĆIRIĆ ZORAN

64

 2MS3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . EXAMPLE OF DECISION MAKING IN HUMAN RESOURCE MANAGEMENT USING ANALYTIC HIERARCHY PROCESS SUZANA SRSEK, SANJANA BUC, SVEA KRSUL

ROOM 3.

66

ATTITUDES OF CROATIAN STUDENTS ON IMPORTED PRODUCTS RADOJKA KRALJEVIĆ, ZRINKA FILIPOVIĆ, ALEN KOS

67

ANALYSIS OF MOTIVES OF GENERATION Y WINE CONSUMERS IN CROATIA IRENA PANDŽA BAJS, SANJA MORALIĆ

68

THE RELATIONSHIP BETWEEN ONLINE OPINION SEEKING AND CUSTOMER SATISFACTION WITH ONLINE STORES IN HUNGARY ÁKOS NAGY, ILDIKÓ KEMÉNY, KRISZTIÁN SZŰCS, JUDIT SIMON

69

IMPACT OF SALES TRAINING ON SALES RESULTS OF A CROATIAN COMPANIES PETAR MAJSTROVIĆ, MIRKO PALIĆ, MARIJA TOMAŠEVIĆ LIŠANIN

70

IMPORTANCE OF EMPLOYEES IN CRM IMPLEMENTATION MIROSLAV MANDIĆ, MATEJA ZBODULJA

71

THE ANALYSIS OF THE CORRELATION BETWEEN EXPERIENCES ACQUIRED BY DOING SPORTS AND EXPERIENCES NEEDED FOR A SUCCESSFUL START UP RINO MEDIĆ, ANA BAČIĆ, DORA MEDIĆ

72

PERSPECTIVES OF FASHION DESIGN AS A PART OF THE CREATIVE INDUSTRY – CASE OF CROATIAN FASHION DESIGNERS ALICA GRILEC KAURIĆ, JOSIP MIKULIĆ, LANA LOVRENČIĆ BUTKOVIĆ

73

WINE CONSUMPTION BEHAVIOURS: INVOLVEMENT, LIFESTYLES, RISK AND ATTRIBUTES MIGUEL SANCHES, CLÁUDIA SEABRA, JOSÉ LUÍS ABRANTES, MARGARIDA VICENTE

74

A COMMUNITY FOR ELDERLY BORIS HUDINA

75

DESCRIPTIVE (QUANTITATIVE) RESEARCH DESIGN IN BUSINESS MANAGEMENT TIHOMIR VRANEŠEVIĆ, DORIS PERUČIĆ

76

x


 2MS4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ROOM 4.

FINANCIAL LITERACY OF UNIVERSITY STUDENTS PETRA MEDVEĎOVÁ, MARTA URBANÍKOVÁ

78

HOW AND WHY TO TEACH ENTREPRENEURSHIP INTERDISCIPLINARY? CASE OF JOSIP JURAJ STROSSMAYER UNIVERSITY LEGAL-ECONOMIC CLINIC OSIJEK ANAMARIJA DELIĆ, SUNČICA OBERMAN PETERKA

79

NEURO-LINGUISTIC PROGRAMMING TECHNIQUES FOR PERFECTING PRESENTATION SKILLS DANIELA N. ILIEVA-KOLEVA, RADOSTIN VAZOV

80

STUDENTS’ MOTIVATION, LEARNING RESOURCES AND STYLES: THE IMPACT ON LEARNING PERFORMANCE CLÁUDIA SEABRA, RUI MOREIRA, JOSÉ LUÍS ABRANTES

81

A SCALE TO MEASURE STUDENT’S MOTIVATION, LEARNING RESOURCES AND STYLES RUI MOREIRA, CLÁUDIA SEABRA, JOSÉ LUÍS ABRANTES, BELMIRO REGO THE IMPACT OF IMPLEMENTING A QUALITY CONTROL MANAGEMENT SYSTEM ON THE PERFORMANCE OF CROATIAN COMPANIES JOSIP KERETA, KRUNOSLAV BABOGREDAC, IRENA MEDVEŠEK

82

83

SUSTAINABLE DEVELOPMENT AND ALTERNATIVE FUELS MERICA PLETIKOSIĆ

84

COST-BENEFIT ANALYSIS OF GREEN ROOFS IN A BUDAPEST DISTRICT GABRIELLA DARÁZS, ISTVÁNNÉ HAJDU

85

ORGANIC FOOD PREFERENCES: SIGNIFICANCE OF SOCIO-DEMOGRAPHIC AND ATTITUDINAL MARKET SEGMENTATION VARIABLES RUŽICA KOVAČ P. ŽNIDERŠIĆ, INES ĐOKIĆ, NENAD ĐOKIĆ

86

NEW KIND OF COMPETITION: THE RISE OF CUSTOMER – ARE WE BUILDING A MONSTER? MIRNA CORIC

87

DESTINATION BRANDING - THE UNIQUE DESTINATION PROPOSITION CREATION - MEDITERRANEAN AS IT SHOULD BE MIRNA CORIC, IGOR VUKASOVIĆ

88

THE NEW HIGHER EDUCATION STELLA ANTOLOVIĆ

89

AUTHOR INDEX

91

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THURSDAY 02ND OCTOBER 2014

1MS1 THURSDAY 02ND OCTOBER 2014 15:00 – 16:45 ROOM 1


3rd

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

BUILDING TRUST AND SATISFACTION BY RETAILERS IN MATURE SEGMENT DAGMAR LESAKOVA

ABSTRACT Seniors represent an important and growing market segment for retailers, particularly in the food retailing. Exploration of seniors needs and wants is needed because of their different concerns and desires to compare with younger people when they choose shopping places and stores. Such attributes as store location, internal store environment (trolleys, display policy, assortment), price policy, staff behaviour or easy access to the store are differently perceived by older shoppers. Responding to the requirements of seniors´ segment in these attributes can build the trust to particular retailer and cause satisfaction of older shoppers. The purpose of our paper is to propose a framework that can be used to develop clear and conceptually consistent, context-specific system of satisfaction assessment with the shopping experience of older people. In particular we suggest a measure of the satisfaction level with the shopping experience and discuss the areas of satisfaction and perceived dissatisfaction in order to develop the trust in older consumers segment. We raise question: „what are the areas in which seniors perceive dissatisfaction when shopping foodstuffs“. We also explore the influence of age and seniors´ health condition on the level of satisfaction. To measure the food shopping satisfaction, 12 factors of internal and external store environment were reviewed by a random sample of senior respondents and respondents were asked to rate the factors according to that food-store, in which they regularly / most frequently conduct their shopping. Results indicate that there is a general trend towards satisfaction, however also some areas of dissatisfaction were identified, such as aspects of the price policy, internal store environment or courtesy of staff. This suggests that retail managers should pay increased attention to seniors, as not all older consumers consider their needs to be satisfactory met. The research in this paper was conducted within the Research project VEGA 1/0612/12 “Determinants of level and trends in consumer behaviour and consumption of the seniors in Slovak Republic”. KEY WORDS: satisfaction, retail store, seniors, shopping experience. DETAILS ABOUT AUTHOR: DAGMAR LESAKOVA PROFESSOR UNIVERSITY OF ECONOMICS IN BRATISLAVA, FACULTY OF COMMERCE DOLNOZEMSKA 1, 852 35 BRATISLAVA SLOVAK REPUBLIC lesakova@euba.sk

2


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A b s tr a c ts

THE ATTITUDES OF ELDERLY CONSUMERS TOWARDS POLISH AND FOREIGN FOOD PRODUCTS MARCIN AWDZIEJ, JOLANTA TKACZYK, WŁODAREK DARIUSZ

ABSTRACT Studies in geopolitics of natural resources deal especially with geopolitical impacts of exploitation and export of oil and gas, as well as the geopolitical impacts of exploitation and export of precious and rare, strategically important minerals and ores. This paper presents researches on the dependence of some countries on the export of natural resources which investigate if this dependence effects the risk of exposure to conflict. It also presents the knowledge about the effect of dependence on revenues from the export of non-renewable energy, i.e. fuel (primarily oil and natural gas) on the development of democracy in individual countries and concludes: the greater the degree of this dependence, the development of democracy is slower. According to the World Bank, the share of fuel in total exports of goods from certain countries is taken as a key indicator, and the countries that were studied, according to the latest available data, had the share greater than 50%. It also includes data on the Human Development Index, the Corruption Perception Index by the Transparency International and information about individual freedom in society according to Freedom House. Comparative analysis was then made that included 30 countries highly dependent on the exploitation and export of non-renewable energy sources, from seven different regions across four continents. Significant similarities, but also noticeable differences were found within each region, and also significant differences between individual regions, given the data on the quality of life index, the index of perception of corruption and the degree of freedom in society, which indicates regional conditionality of quality of management of earnings achieved by exploiting non-renewable energy sources. KEY WORDS: consumer ethnocentrism, food products, elderly consumers. DETAILS ABOUT AUTHORS: MARCIN AWDZIEJ PHD, ASSISTANT PROFESSOR KOZMINSKI UNIVERSITY, FACULTY OF MARKETING DEPARTMENT UL. JAGIELLOŃSKA 57/59; 03-301 WARSAW, POLAND mawdziej@kozminski.edu.pl JOLANTA TKACZYK PHD, ASSISTANT PROFESSOR KOZMINSKI UNIVERSITY, FACULTY OF MARKETING DEPARTMENT UL. JAGIELLOŃSKA 57/59; 03-301 WARSAW, POLAND jtkaczyk@kozminski.edu.pl DARIUSZ WŁODAREK PHD, ASSOCIATE PROFESSOR WARSAW UNIVERSITY OF LIFE SCIENCES, FACULTY OF NUTRITION DEPARTMENT NOWOURSYNOWSKA 166, 02-787 WARSZAW, POLAND

3


3rd

Intern a tio n a l

M - Sp h e r e

C o n f e r e n c e

CONSUMER SUSCEPTIBILITY TO SOCIAL INFLUENCE AND TENDENCY TO GENERATE A POSITIVE OR NEGATIVE MESSAGE IN WORD OF MOUTH COMMUNICATION JOLANTA TKACZYK

ABSTRACT Susceptibility to social influence is expressed by inclination for fulfilling others’ expectations, as well as by tendency to acquire information on products through observation of other people’s behaviour, and collecting opinions from them in active way. Word-of-mouth communication (WOM) is a specific form of social communication. Harrison-Walker as well as Mazzarol, Sweeney i Soutar treat the word-of-mouth as the process embracing discussions carried out upon the organization and its offer, during which a recommendation can be formulated. The message transmitted in the WOM communication can be of positive, negative or neutral character. The purpose of this article is to examine the relationship between consumer susceptibility to social influence and the tendency to generate positive or negative message. In order to measure susceptibility to social influence the interpersonal influence scale will be applied (Interpersonal Influence Scale, Bearden, Netenmeyer, Teel 1989). After analyzing the literature, the following research hypothesis was formulated: the stronger the participant’s susceptibility to social influence, the weaker tendency to generate a positive message and the stronger tendency to generate a negative one. To verify the hypothesis the research based on CAWI (computer-assisted web interview) method will be conducted in the group of 1000 people (aged 15-50), reflecting the structure of Poland’s population in terms of gender and place of residence, selected with random quota sampling. The results of the research will provide better understanding of the formation of positive and negative messages in the word of mouth communication process, as well as the development of recommendations for referral programs in companies. The project is funded by the National Science Centre on the basis of the decision DEC-2012/07/D/ HS4/01761. KEY WORDS: word of mouth, consumer behavior, social influence. DETAILS ABOUT AUTHOR: JOLANTA TKACZYK PHD, ASSISTANT PROFESSOR KOZMINSKI UNIVERSITY, FACULTY OF MARKETING DEPARTMENT UL. JAGIELLOŃSKA 57/59; 03-301 WARSAW, POLAND jtkaczyk@kozminski.edu.pl

4


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ANALYSIS OF SOCIAL NETWORKS USAGE FOR PERSONAL IMPROVEMENT OF EMPLOYEES IN CROATIAN BUSINESS ENTERPRISES IVANA VRHOVSKI PETRA SABLJAR HRVOJE RATKIĆ

ABSTRACT A great deal of research has been conducted worldwide on the habits of social media network users, not only in using social network websites for fun, but for educational and for the betterment of one‘s work purposes. It is considered that sufficient research has not been conducted on the teritory of Croatia. Dynamics of social media networks usage can be of help to business enterprises in the creation of internal and external strategies for educating employees or content posting on the internet in the purpose of attracting new clients. Therefore, the focus of this research is the effect the social media networks have on employee education in small and medium business enterprises in Croatia. Survey and interview results conducted on 350 examinees from 300 to 350 Croatian business enterprises about their habbits of social media networks usage will be displayed and explained further in this research. These results will point out the relation of Croatian employees toward the quality, usability and usefulness of educational content posted on social media networks, as well as the employees‘ relation toward the companies that posted educational content they find and further use in their daily work. Based on the results of this research, suggestions for content strategy on social media networks will be formed. KEY WORDS: social media networks, education, content strategy, LinkedIn, Facebook. DETAILS ABOUT AUTHORS: IVANA VRHOVSKI PROF. ivana.vrhovski@vern.hr PETRA SABLJAR MM psabljar@gmail.com HRVOJE RATKIĆ BACC.OEC. hrvoje.ratkic@gmail.com FOR ALL AUTHORS: UNIVERSITY OF APPLIED SCIENCES VERN’- ZAGREB

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STRENGTHENING THE COMPETITIVE ADVANTAGES OF CROATIAN SME CONFECTIONERY PRODUCERS - CLUSTER APPROACH MILJENKO BALAŠKO DAVOR PERKOV MARCEL VUČETIĆ

ABSTRACT Organizational changes are the sole possibility for increasing the company‘s business competitiveness. A successful outcome of changes depends on the relevance of the responses to the questions what, how and when to change, how to cope with the predictable and unpredictable ramifications of change implementation, and how to manage the diversity of simultaneous and mutually interwoven changes such as are required by most transformations. The paper aims to indicate at the cluster approach whereby Croatian managers and entrepreneurs in the SME sector, may, through their decisions, modify and enhance the competitiveness of their enterprises. The paper‘s underlying hypothesis is that Croatian SME producers of cocoa, chocolate and candies, insufficiently utilize the possibilities of strengthening the competitive advantage, i.e. they do not use the advantages of affiliations and the cluster business model. Empirical research and processing data of the Croatian Chamber of Economy, provided indicators of the structure and dynamics in headcount, assets, income, export, profit and loss of the specified activities and overall Croatian economy. Indicators were analyzed and the competitive position of SME in the group at the end of the concerned period was determined. Proposed and explained in this sense is the cluster development model among SME candy producers in the Republic of Croatia. Through networking they would strengthen their competitive capacities and move the development on a local and regional level. KEY WORDS: cluster, competitiveness, small manufacturers, organizational change, affiliations. DETAILS ABOUT AUTHORS: MILJENKO BALAŠKO INA, D.D. V. HOLJEVCA 10, 10000 ZAGREB, CROATIA miljenko.balasko2@ina.hr DAVOR PERKOV LIBERTAS BUSINESS SCHOOL TRG J.F. KENNEDYJA 6B, 10000 ZAGREB, CROATIA dperkov@vps-libertas.hr MARCEL VUČETIĆ VERN‘ UNIVERSITY OF APPLIED SCIENCES‘ TRG BANA JELAČIĆA 3, 10000 ZAGREB, CROATIA mvonvucetic@gmail.com

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THE INFLUENCE OF INNOVATIVE EUROPEAN TRENDS IN TOURISM ON CROATIAN TOURISM IVANA ZILIC IVAN BUDIMIR IRENA MEDVEŠEK

ABSTRACT The aim of this paper is to show how European trends in tourism influence Croatian tourism. In order for Croatian tourism to be competitive in the global market, the quality of tourist products and services should be enhanced. This, among other, will depend on improving environment protection and using information and communication technology when providing services in tourism. The process of integration is of an utmost importance, especially in the tourism sector. Since the EU has a formulated policy particularly for this sector, it is necessary to analyse the experience in the competitor countries, such as Malta, Cyprus and Slovenia. The purpose of this research is gaining a vision as regards the direction Croatian tourism should develop in – what type of tourism Croatia needs, what key prerequisites should be fulfilled and how domestic tourism will attract attention. Without a quality vision, success and market recognition cannot be expected. KEY WORDS: tourism trends, quality of tourist products, best practice, Croatian tourism management. DETAILS ABOUT AUTHORS: IVANA ŽILIĆ PHD, (DR. SC., V. PRED., ZNANSTVENI SURADNIK) VELEUČILIŠTE U ŠIBENIKU ŠIBENIK, CROATIA ivana082@yahoo.com IVAN BUDIMIR IRENA MEDVEŠEK PROF, UNIVERSITY OF APPLIED SCIENCES VERN’- ZAGREB irena.medvesek@vern.hr

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DOPING IN PROFESSIONAL SPORT: STUDENTS‘ ATTITUDES DRAGO PUPAVAC VIOLETA ZUBANOV

ABSTRACT The fundamental purpose of this study is to investigate students‘ attitudes about the use of illegal substances (doping) of professional athletes in order to enhance top results, as well as doping control as a form of the fight against the use of illegal substances. Students of the Faculty of Sport and Tourism from Novi Sad (N = 82) and students of the Business Department of the Polytechnic from Rijeka (N = 86) participated in the research. To confirm the hypothesis of the softer attitudes of the students from the sports studies towards the use of illegal substances in sport, numerous scientific methods were applied and the method of descriptive statistics was particularly distinguished. The research results are based on data collection by the questionnaire consisting of 10 questions. The results provide important information on the similarities and differences between the students from different faculties in perceiving the use of illegal substances in sports. KEY WORDS: doping, doping control, athletes, students, attitudes. DETAILS ABOUT AUTHORS: DRAGO PUPAVAC PHD; POLYTEHNIC OF RIJEKA VUKOVARSKA 58, RIJEKA, CROATIA drago.pupavac@veleri.hr VIOLETA ZUBANOV PHD; FACULTY OF SPORT AND TOURISM – TIMS RADNIČKA 30A, NOVI SAD, SERBIA

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CUSTOMER – ORIENTED FUNCTIONAL FOOD DEVELOPMENT: CROATIAN UNIQUE PROPOSITION - FUNCTIONAL CHOCOLATE MIRNA CORIC

ABSTRACT Recent knowledge supports the hypothesis of the paper that, beyond meeting nutrition needs, diet may modulate various functions in the body and play detrimental or beneficial roles in some diseases or can just improve well-being. In many countries, especially Japan and the United States, research on functional foods is addressing the physiologic effects and health benefits of foods and food components, with the aim of authorizing specific health claims (among the most promising targets for functional food science are gastrointestinal functions, redox and antioxidant systems, and metabolism of macronutrients). On the other hand, there is still a decreased level of lucrative perspective when it comes to functional food. In other words functional food needs fine-tuning when it comes to shaping of product offering on the market, as it puts in the first place the beneficiary elements of the products, aside from probiotic yogurts which are commercially and scientifically recognized in Croatia. Ongoing research in Croatia, the purpose of this paper, into functional foods will allow the establishment of market offer and its associated health claims that can be translated into messages for consumers that will refer to either enhanced function or reduction of disease risk. These health claims should be supported with marketing strategy initiative that will transform benefits of the functional food into a product with market potential. Moreover, focus will be on chocolate industry and potential chocolate products are offering when it comes to creation of unique proposition using country specific ingredients such as honey, figs, cherry’s, lavender, olive oil, berries, and so on. KEY WORDS: food; health; functional food; Europe; marketing, unique, proposition, chocolate. DETAILS ABOUT AUTHOR: MIRNA CORIC HEAD OF MARKETING AND MANAGEMENT DEPARTMENT AND LECTURER EDWARD BERNAYS FIRST COLLEGE OF COMMUNICATION MANAGEMENT RATKAJEV PROLAZ, ZAGREB, CROATIA mirna.coric@bernays.hr

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1MS2 THURSDAY 02ND OCTOBER 2014 15:00 – 16:45 ROOM 2


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RESEARCHING OF MODERN TOURISTIC OFFER OF THE CITY VINKO MOROVIC, GORAN KOZINA, VLADIMIR SIMOVIC

ABSTRACT This specific model of researching of modern touristic offer of the city was inspired with fast arrival and wide spreading of the information and communication technologies (ICT), multimedia and other media. That opened really new opportunities in communication during development of the informational and analytical model for modern touristic offer of the city. After several decades of traditional modelling domination, the ICT, multimedia and other media brought important changes in the way of development of the informational and analytical model and how information and communication are shaped (multidimensional, interactive, etc.) and in the way organisations and individuals satisfy their real information needs (related to modern touristic offer, also). The biggest challenges for development of the new informational and analytical model for modern touristic offer of the city presented in interactivity today are the development of multidimensional and all larger outflows of information between towns, organizations and publics. The new technological (informational and analytical) paradigm, influenced by new ICT, has raised lot of new questions about the application of traditional modelling approach in development of the modern touristic offer of the city. The goal of this pilot scientific research was to identify, analyse (factors influencing the approach to the developing of the informational and analytical model for modern touristic offer of the city), and describe best models (theory and practice) used during the informational and analytical modelling for modern touristic offer of the city. Main part of this research was done during the development of doctoral thesis (named: “Development of the informational and analytical model for modern touristic offer of the city touristic offer”) of first author, in 2012. KEY WORDS: specific, researching model, modern, touristic offer, city, ICT, multimedia, media. DETAILS ABOUT AUTHORS: VINKO MOROVIC COLLEGE PROFESSOR POLYTECHNIC ACCREDITED “BALTAZAR” ZAPRESIC ZAPRESIC, CROATIA dekan@bak.hr GORAN KOZINA ASSISTANT PROFESSOR UNIVERSITY NORTH KOPRIVNICA, CROATIA goran.kozina@unin.hr VLADIMIR SIMOVIC FULL PROFESSOR WITH TENURE UNIVERSITY NORTH KOPRIVNICA, CROATIA vladimir.simovic@unin.hr

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AN EFFICIENCY ANALYSIS OF CHOSEN ACTIVITIES OF SLOVAK MUNICIPALITIES ZUZANA RIGOVA

ABSTRACT Nowadays, economic efficiency of the public administration is a permanent topic in Slovakia. Local self-government is an important part of the public administration concerning the questions of local importance. Dated from January 1st 2002, some competencies were transferred from the state administration organs to self-government ones with the aim to assure their rationalization and effective performance on the local level. One of the essential representatives of the local government is the municipality. This paper focuses on analysis of the efficiency of municipalities performance by using Data Envelopment Analysis. This non-parametric frontier analysis is suitable, particularly, in the case of comparing performance activities of those non-profitable subjects. The results of this analysis helped us to discover the activity shortages of observed and compared subjects which are due to this analysis considered to be inefficient. KEY WORDS: municipalities, (in)efficiency, Data Envelopment Analysis. DETAILS ABOUT AUTHOR: ZUZANA RIGOVA TEACHER FACULTY OF ECONOMICS IN MATEJ BEL UNIVERSITY BANSKA BYSTRICA TAJOVSKÉHO 10, 975 90 BANSKÁ BYSTRICA SLOVAKIA zuzana.rigova@umb.sk

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HOLISTIC TOURISM: MIND, BODY AND SOUL CLÁUDIA SEABRA CARLA SILVA JOSÉ LUÍS ABRANTES CLÁUDIA FAIAS ODETE PAIVA

ABSTRACT Few studies tried to verify the prerogative that individuals can seek trough tourism a spiritual fulfillment (Sharpley & Jepson, 2011). Although the concept that tourism is a spiritual journey (Willson, 2011), or journeys can be ways of spiritual tourism, namely religious tourism, the spiritual dimension is included in new forms of tourism, such as wellness (Smith & Kelly, 2006; Steiner & Reisinger, 2006) or holistic tourism (Smith, 2003). The holistic approach to life is based in a balance between wellbeing in the body, the mind and the spirit (Smith & Puczkó, 2009). In order to meet the challenging needs of tourists, holistic tourism offers activities that combine therapies and counselling, pathways to spiritual development, creative enhancement and many other routes to the reconciliation of body, mind and spirit (Smith & Kelly, 2006). The present research project aims to deep the study of a new form of tourism that is gaining market especially as a luxury product. Is our aim to analyze the following concepts relating to holistic tourism: motivations and involvement of tourists to this kind of tourism, place attachment with the locations where they consume holistic tourism and the authenticity that tourists recognized to those experiences. KEY WORDS: holistic tourism, motivations, involvement, authenticity, place-attachment. DETAILS ABOUT AUTHORS: CLÁUDIA SEABRA* cseabra@estv.ipv.pt CARLA SILVA* csilva@estv.ipv.pt JOSÉ LUÍS ABRANTES* jlabrantes@estv.ipv.pt CLÁUDIA FAIAS UNIVERSITY OF AZORES claudiafaias@uac.pt ODETE PAIVA* odetepaiva@gmail.com FOR AUTHORS *: HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT POLYTECHNIC INSTITUTE OF VISEU, PORTUGAL

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PUBLIC RELATIONS AND ADVERTISING OF THE TRAVEL AND TOURISM INDUSTRY IN THE CROATIAN PRESS - INTERDEPENDENCE, SCOPE AND OPPORTUNITIES BOŽO SKOKO MARIO PETROVIĆ DRAŽEN KLARIĆ

ABSTRACT This paper analyzes the manners in which subjects from the travel and tourism industry in Croatia use public relations and advertising in the communication and promotion of their products and services. The authors analyze media content and, in Croatian daily and weekly newspapers, investigate the presence, form and professional achievements of such publications. The authors observed differences in approach with regard to the format of the newspaper and the frequency of publication, and problematize the ever thinner line between public relations and advertising in the media presentation, i.e. analyze the interdependence of these two contents. They also assess the extent and impact of different approaches, and propose opportunities for more efficient utilization of communication and promotional tools in this sector. KEY WORDS: tourism, Croatia, press, public relations, advertising. DETAILS ABOUT AUTHORS: BOŽO SKOKO PHD, ASSOCIATE PROFESSOR FACULTY OF POLITICAL SCIENCES, UNIVERSITY OF ZAGREB bozo.skoko@mpr.hr MARIO PETROVIĆ M.A., DIRECTOR MILLENIUM PROMOCIJA, ZAGREB mario.petrovic@mpr.hr DRAŽEN KLARIĆ CONTENT DIRECTOR VEČERNJI LIST DAILY NEWSPAPER, ZAGREB drazen.klaric@vecernji.ne

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VIRAL MARKETING IN TOURISM: EFFECTS OF SOCIAL MEDIA DANIJEL CAREV

ABSTRACT ‘Viral marketing’ refers to marketing techniques used by existing social media networks and other similar online technologies in order to raise consumer awareness of the existence of particular products and services or to achieve other marketing objectives, such as sales, with the use of self-replicating processes that are reminiscent of spreading of computer viruses. Viral marketing is conducted through Internet campaigns with users sharing and sending each other interesting and entertaining content. In that regard social bookmarking is considered as one of the fastest methods for Internet users organizing, sharing, and managing web resources. This proved to be cheaper and more effective than campaigns using traditional methods of promotion. This article will explore the effects of sharing and promoting tourism related information through social media. The main research goal is to examine which type of content would make the viral impact (the number of shared content) stronger. A small family run hotel will be used as a test case in order to examine the best possible context for message forwarding. This campaign will be successful if we manage to create the effect of „desire“ in users on the Hotel’s Facebook page to forward this information. Also, it would provide a nominal scale regarding the needed format of the message in the form of “funny”, “amazing/ spectacular”, “controversial” or “highly helpful” and “unique” as a prerequisite for achieving the needed “desire” to share. KEY WORDS: viral marketing, Internet campaign, social media, social bookmarking, sharing. DETAILS ABOUT AUTHOR: DANIJEL CAREV LECTURER LIBERTAS BUSINESS SCHOOL DEPARTMENT OF MANAGEMENT TRG J. F. KENNEDYA 6B ZAGREB, REPUBLIC OF CROATIA dcarev@utilus.hr

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ISSUES OF CROATIAN TOURISTIC IDENTITY IN MODERN TOURISTIC TRENDS LANA MARINKOVIĆ

ABSTRACT Contemporary worldwide processes have brought many significant changes into all economic and social spheres on a global scale. Informational and science progress helped to create efficient and swift communicational channels so one can reach all the necessary information at same moment one asked for them. So, due to globalization the world is virtually getting smaller and more accessible. Tourism as a phenomenon has been greatly affected and therefore encouraged by this accessibility, since now all destinations can equally compete on this broad tourist market. To be able to distinct one destination or tourist attraction from another, one should have a firmly and clearly defined touristic identity which is nowadays almost a prerequisite for a land or a region to draw new guests. Local, regional or even national touristic identities include their historical and geographical features, cultural heritage, language, beliefs and traditions created for centuries, which are mostly valued through cultural tourism. A story put together like this makes a local brand, which could potentially not only boost the tourism flow, but also help to define and strengthen the overall national identity. This is an utmost important process that Croatian identity needs to go through, since its identity has still not been defined due to the past historical and political circumstances, and tourism is currently the most propulsive economic branch in Croatia, if not the only one. This paper will show the present vague state of Croatian touristic identity, then question various solutions it will have to undertake and finally suggest the means and strategies necessary to avoid unplanned exploitation and drowning in the global tourist market. KEY WORDS: Croatian touristic identity, cultural heritage, cultural tourism, identity, regional development. DETAILS ABOUT AUTHORS: LANA MARINKOVIĆ POSTGRADUATE DOCTORAL STUDENT UNIVERSITY OF ZAGREB FACULTY OF SCIENCE, DEPARTMENT OF GEOGRAPHY HOME ADDRESS: MARTIĆEVA 21, ZAGREB lana_marinkovic@yahoo.com

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CREATIVE TOURISM: FROM EXPERIENTAL INTERACTIVITY TOWARDS TRANSMODERN RESPONSIBILITY KSENIJA KEČA VLASTA KLARIĆ

ABSTRACT Global mobility and access to information is constantly changing the perception of living and free time spending. The article will analyze the consequences of the availability of new spaces and sophisticated services which have brought a new class of consumers to the scene, a demanding class looking for meaning in life and meaning in tourism, looking for self-realization through creativity and new acknowledgements. This paper aims to investigate developmental trajectories of tourism: from culture to creativity and responsibility in tourism. Changes in behavior models will be presented as recorded by Alvin Toffler, Pine and Gilmore, Richard Florida, Greg Richards, Gilles Lipovetsky, Matthias Horx, leading from spectacularism, hyperconsumption, experiential interactivity, towards selfness through creativity and transmodern responsibility. The article will try to answer the question can creativity be the path towards recognition of origin, authenticity, distinctiveness of spaces and cultures? Can creative tourism products extend the range of sophisticated super segmented users, presenting existing examples and potentials of the creative atmosphere of dynamic Croatian destinations using art, heritage and tradition in the service of creative consumers and sustainability of destinations. KEY WORDS: creative tourism, experiental interactivity, sustainability of destinations. DETAILS ABOUT AUTHORS: KSENIJA KEČA MSC; LECTURER LIBERTAS BUSINESS SCHOOL TRG J.F. KENNEDY 6B, 10000 ZAGREB CROATIA kkeca@vps-libertas.hr VLASTA KLARIĆ MSC; ADVISOR CROATIAN CHAMBER OF ECONOMY - TOURISM DEPARTMENT ROOSVELTOV TRG 2, 10000 ZAGREB CROATIA vklaric@hgk.hr

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ANALYSIS AND EVALUATION OF THE NAUTICAL TOURISM IN THE REPUBLIC OF CROATIA AND ITS IMPACT ON DESTINATION DEVELOPMENT ANAMARIJA ZUBAK ALEN JUGOVIĆ GORANA STUMPF

ABSTRACT Nautical tourism is the most perspective industry in the Republic of Croatia. Its growth and development in the last ten years made nautical tourism one of the most competitive and profitable „tourist product“. The paper analyzes and evaluates current state of the nautical tourism in the Republic of Croatia with specific references to the management of the nautical ports. The aim of the paper is to indicate a high level of development and further growth of nautical tourism and to attempt to provide an answer if the nautical tourism has a significant and economic impact on the gravitating destination. The profit from nautical tourism is not commensurate to its potentials. Analyzing current state and dynamics of its growth we can define some basic regulations, which are indicating that its significant growth is still to expect. The results revealed constant growth of nautical tourism and its major impact on destination development. KEY WORDS: nautical tourism, economic growth, destination development, Republic of Croatia. DETAILS ABOUT AUTHORS: ANAMARIJA ZUBAK STUDENT zubak.anamarija@gmail.com ALEN JUGOVIĆ PROFESSOR ajugovic@pfri.hr GORANA STUMPF ASSISTANT PROFESSOR gorana.stumpf@gmail.com FOR ALL AUTHORS: UNIVERSITY OF RIJEKA, FACULTY OF MARITIME STUDIES RIJEKA, CROATIA

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1MS3 THURSDAY 02ND OCTOBER 2014 15:00 – 16:45 ROOM 3


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ELECTROMOBILITY AND ITS PROSPECTS FOR SLOVAKIA AND THE EUROPEAN UNION PETER DRÁBIK RÓBERT REHÁK

ABSTRACT The objective of the article is to analyze the current trends in the automotive industry for the use of alternative fuels, primarily focusing on electromobility, identify potential uses of EVs on EU and the Slovak market. The article makes recommendations that would increase the marketability of electric vehicles in Slovakia and gives focus on prospects of electromobility in EU and in Slovakia. The result of the solving problem is a detailed and comprehensive view of electromobility as an alternative mode of transport in EU and Slovakia and proposals in the form of recommendations towards its next development. KEY WORDS: electromobility, electric vehicles, automotive industry. DETAILS ABOUT AUTHORS: PETER DRÁBIK PRODEAN pr.of@euba.sk RÓBERT, REHÁK ASISTANT robert.rehak@euba.sk FOR BOTH AUTHORS: UNIVERSITY OF ECONOMICS IN BRATISLAVA; FACULTY OF COMMERCE DOLNOZEMSKÁ CESTA 1, 852 35, BRATISLAVA SLOVAK REPUBLIC

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ESTIMATING OF THE PARAMETER DELTA OF THE BLACK - SCHOLES MODEL USING THE FINITE-DIFFERENCE METHOD MAREK ĎURICA LUCIA ŠVÁBOVÁ

ABSTRACT Financial derivatives are widely used tool for investors to hedge against the risk caused by changes in asset prices in financial markets. A usual type of hedging derivative is an asset option. In case of unexpected changes in asset prices in the investment portfolio the investor will exercise the option to eliminate losses resulting from these changes. Therefore, it is necessary to include the options to the investor´s portfolio in such ratio that the losses caused by decreasing of assets prices will be covered by profits from those options. The change of price of the underlying assets causes a change in the prices of options themselves. Therefore, for the investor exercising option as a tool of risk insurance it is important to quantify these changes. The dependence of option price changes on the underlying asset´s price changes is expressed by the parameter delta. The value of delta determines the composition of the portfolio to be risk-neutral. The parameter delta is expressed by derivation of the option price by the price of the underlying asset. Therefore, it is necessary to know the analytic formula for the option price. For different types of exotic options the analytical formula is not known, so that it is necessary to estimate the parameter delta numerically. The Finite difference method is the numerical method that can be used for the option price estimating. Using the principles of this method it is possible to estimate the value of delta numerically. In the paper the values of the parameter delta for a European call option calculated from the analytical formula and estimated from the Finite difference method are compared. It also deals with the impact of the values of input parameters on the accuracy of the parameter delta values using the Finite difference method. KEY WORDS: option, exotic option, European call option, Finite difference method, delta parameter, delta hedging. DETAILS ABOUT AUTHORS: MAREK ĎURICA ASSISTANT marek.durica@fpedas.uniza.sk LUCIA ŠVÁBOVÁ ASSISTANT lucia.svabova@fpedas.uniza.sk FOR BOTH AUTHORS: FACULTY OF OPERATION AND ECONOMICS OF TRANSPORT AND COMMUNICATIONS, UNIVERSITY OF ŽILINA ŽILINA, SLOVAKIA

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MULTIDISCIPLINARITY IN A GLOBALIZED WORLD – CONTEMPORARY CHALLENGES ZORAN JAŠIĆ STIPE BUZAR

ABSTRACT Multidisciplinarity has become a fundamental condition for business in a globalized world. Survival in a world of growing interdependence through modernization and technological development demands that scientists and business people should be able to synthesize elements from different fields of business and science. Ultimately, this means that global economic problems cannot be solved without a multidisciplinary approach that involves not only knowledge of classical economics and finance, but also knowledge and understanding of different cultures, ideologies, civilizations and worldviews. The authors attempt to identify which elements from various disciplines spanning across the natural sciences, social sciences and humanities, are necessary for obtaining global economic goals, especially the Millenium goals of the United Nations. All of the eight millennium goals, such as the eradication of poverty, universal primary education, combating deadly diseases, environmental sustainability etc., have an economic basis, but cannot be achieved without a multidisciplinary synthesis of elements from other scientific fields. Because of this, the authors put special emphasis on the Macrowikinomics approach as a new format for achieving the economic Millennium goals set by the United Nations. KEY WORDS: contemporary challenges, multidisciplinarity, globalized world, sciences, millennium goals. DETAILS ABOUT AUTHORS: ZORAN JAŠIĆ PROFESSOR EMERITUS http://www.mvep.hr/hr/predstavnistva/poslanici/jasic-prof-dr-zoran/. STIPE BUZAR PHD, LECTURER SCHOOL OF DIPLOMACY sbuzar@libertas.hr FOR BOTH AUTHORS: DIU LIBERTAS INTERNATIONAL UNIVERSITY ZAGREB, CROATIA

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PUBLIC EXPENDITURE AND GLOBAL ECONOMIC CRISIS – EU 15 ALEKSANDAR OSTOJIĆ DAVOR ŽMEGAČ

ABSTRACT: This paper analyzes the public sector EU-15 countries, with emphasis on public expenditure where it analyzes the trends in public expenditure EU-15 during the period from year 1995 until 2012. Public expenditures are measured at local and regional level (general government including social security funds) in relative proportion to the gross domestic product, in order to fully gauge the level of public expenditure. Classification of public expenditure for the EU -15 is made in accordance with the European System of Accounts (ESA -95) in order for data to be unified and thus adequate for research. This paper carries out studies to determine the average rate trend of public expenditure EU-15 in the reporting period, and the causes of that particular trend. Public expenditures are classified by functional classification of government (COFOG), and consist of expenditure on general public services, social protection, education, culture, health, housing and utilities, environmental protection, economic affairs, public order and security, and defence. The aim of this work is to determine the trend of public spending in three observation periods. The first period is the total time series, from 1995 until 2012. Another time series includes the period up to the beginning of economic crisis, i.e. the period from 1995- 2007, in order to determine the trend of public spending before the economic crisis. Last observation period includes time-series from year 2008 until 2012 in order to show the impact of the global economic crisis on public expenditure of the EU-15 countries, and the change in average rate dynamics. KEY WORDS: public expenditure, COFOG, economic crisis, social protection, average rate trend. DETAILS ABOUT AUTHORS: ALEKSANDAR OSTOJIĆ UNIV.SPEC.OEC. LIBERTAS BUSINESS SCHOOL aleksandar.ostojic@vps-libertas.hr DAVOR ŽMEGAČ MR.SC. UNIV.SPEC.OEC. DIU LIBERTAS INTERNATIONAL UNIVERSITY zmegac@gmail.com. FOR BOTH AUTHORS ZAGREB, TRG J.F. KENNEDY 6B CROATIA

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THE ANALYSIS OF COMPETITIVENESS OF THE REPUBLIC OF CROATIA STJEPAN DVORSKI VLADIMIR KOVŠCA ZRINKA LACKOVIĆ VINCEK

ABSTRACT The purpose of this paper is to describe and explain method and importance of measuring and determining competitiveness of national economies. This paper will present the situation of Croatian competitiveness compared to other European countries. Goal of this paper is to determine areas in which Republic of Croatia lags the most and in which areas it has potential for development and increase of competitiveness. Factor that is extremely significant for small economies is their degree of openness that is measured through their participation in international trade. Greater openness of national economy means increase of level of imports and exports and higher foreign competition on the domestic market, which leads to higher inflow of innovation. Also, domestic enterprises are being forced to introduce new technologies and modern achievements in their business in order to remain competitive, which raises the level of competitiveness of entire national economy. The growth of competitiveness of a country has multiple effects on its economic growth and development. According to all analyzed indicators of competitiveness (GDP, export, GCI, HDI, CPI, EFI and WCY) Republic of Croatia has the worst competitive position in relation to compared sample of countries, but it is encouraging that this position is generally improving. Changes are needed in the area of labor market reforms, macroeconomic environment, stronger stimulation of foreign investment and education, while innovation and new technologies should become priorities for government and business policy. For the Republic of Croatia, as economically small country, the growth of competitiveness is of great importance due to positive effect it has on faster economic growth and new employment and indirect effects on reduction of poverty, social inequality and increase of social inclusion of population. KEY WORDS: competitiveness, Republic of Croatia, indices for measuring competitiveness. DETAILS ABOUT AUTHORS: STJEPAN DVORSKI FULL PROFESSOR stjepan.dvorski@foi.hr VLADIMIR KOVŠCA ASSISTANT PROFESSOR vladimir.kovsca@foi.hr ZRINKA LACKOVIĆ VINCEK TEACHING ASSISTANT zlackovi@foi.hr FOR ALL AUTHORS UNIVERSITY OF ZAGREB FACULTY OF ORGANIZATION AND INFORMATICS PAVLINSKA 2, 42 000 VARAŽDIN REPUBLIC OF CROATIA 26


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EFFECTS OF DEPENDENCE ON EXPORTS OF NATURAL RESOURCES: COMMON FEATURES AND REGIONAL DIFFERENCES BETWEEN HIGHLY DEPENDENT STATES PETAR KUREČIĆ, ANICA HUNJET, INES PEREC

ABSTRACT Studies in geopolitics of natural resources deal especially with geopolitical impacts of exploitation and export of oil and gas, as well as the geopolitical impacts of exploitation and export of precious and rare, strategically important minerals and ores. This paper presents researches on the dependence of some countries on the export of natural resources which investigate if this dependence effects the risk of exposure to conflict. It also presents the knowledge about the effect of dependence on revenues from the export of non-renewable energy, ie fuel (primarily oil and natural gas) on the development of democracy in individual countries and concludes: the greater the degree of this dependence, the development of democracy is slower. According to the World Bank, the share of fuel in total exports of goods from certain countries is taken as a key indicator, and the countries that were investigated, according to the latest available data, had the share greater than 50%. It also includes data on the index of quality of life, the Corruption Perceptions Index by Transparency International data and information about individual freedom in society according to Freedom House. Comparative analysis was then made that included 30 countries highly dependent on the exploitation and export of non-renewable energy sources, from seven different regions across four continents. Significant similarities, but also noticeable differences were found within each region, and also significant differences between individual regions, given the data on the quality of life index, the index of perception of corruption and the degree of freedom in society, which indicates regional conditionality of quality of management of earnings achieved by exploiting non-renewable energy sources. KEY WORDS: addiction, natural resources, oil, democratization, the perception of corruption. DETAILS ABOUT AUTHORS: PETAR KUREČIĆ, ASSISTANT PROFESSOR UNIVERSITY NORTH, BUSINESS ECONOMY DEPARTMENT 104. BRIGADE 3, VARAŽDIN, CROATIA petar.kurecic@unin.hr ANICA HUNJET, ASSISTANT PROFESSOR UNIVERSITY NORTH, HEAD OF BUSINESS ECONOMY DEPARTMENT 104. BRIGADE 3, VARAŽDIN, CROATIA anica.hunjet@unin.hr INES PEREC, STUDENT OF MARKETING AND COMMUNICATIONS ZAGREB SCHOOL OF BUSINESS ULICA GRADA VUKOVARA 68, ZAGREB, CROATIA perec.ines@gmail.com

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CENTRAL AND SOUTHEAST EUROPEAN POST-COMMUNIST EU MEMBERS: HOW USEFUL WAS IT TO BECOME A MEMBER OF THE EUROPEAN UNION PETAR KUREČIĆ, GORAN KOZINA, ANICA HUNJET

ABSTRACT The states of Central and South-eastern Europe have after the breakup of communism and multinational communist federations, taken somewhat different paths in their socio-economic development. All of the states have opted for the market economy and reforms, and large majority of these states have opted for the process of European integration. However, some were more and some were less successful. Since 2004, the European Union has enlarged itself three times, accepting 13 states into its membership. Of these 13 states, 11 were postcommunist states, from Central and South-eastern Europe, that had to overcome the difficulties of political and economic transition, fulfilling many demands put before them by the European Commission. The aim of this paper is to study, through studying basic economic data, the 11 post-communist EU members and to examine if European integration (prior and after the accession) has benefited their economies. As a second group of states that were examined, the states that presently form the Western Balkans, which are not the EU members, were also studied, in order to compare their economic performance with the post-communist EU members. The differences between the 11 post-communist EU members were also studied in order to determine whether the geographic position and the year of the EU accession (2004, 2007 or 2013) were the factors that influenced economic performance of the studied states. The results have shown that despite the significant differences among the post-communist members of the EU, they have all benefited from the process of the EU integration. KEYWORDS: Central and South-eastern Europe, the Western Balkans, the European Union, economic growth, gross-domestic product (GDP), the economic crisis. DETAILS ABOUT AUTHORS: PETAR KUREČIĆ, ASSISTANT PROFESSOR BUSINESS ECONOMY DEPARTMENT petar.kurecic@unin.hr GORAN KOZINA, ASSISTANT PROFESSOR VICE-DEAN goran.kozina@unin.hr ANICA HUNJET, ASSISTANT PROFESSOR HEAD OF BUSINESS ECONOMY DEPARTMENT anica.hunjet@unin.hr FOR ALL AUTHORS: UNIVERSITY NORTH 104. BRIGADE 3, VARAŽDIN CROATIA 28


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GLOBAL MACROECONOMETRIC APPROACH TO MODELLING UNEMPLOYMENT IN THE CSEE COUNTRIES SASA JAKSIC

ABSTRACT The paper models unemployment in the group of selected Central and Southeast European (CSEE) countries using a global macroeconometric framework to account for the dynamics in the labour markets of the neighbouring countries. Traditionally, being the largest labour market in the region, Germany attracts workers from the CSEE countries as it offers higher salaries and provides better working conditions in comparison to their home economies. To appropriately account for possible spillovers from the German economy and its labour market the global model employed in this paper includes Germany as the dominant economy. The results of the study indicate that the CSEE countries labour markets are highly influenced by the dynamics on the German labour market. KEY WORDS: Global VAR, weak exogeneity, GFEVD, unemployment. DETAILS ABOUT AUTHOR: SASA JAKSIC TEACHING AND RESEARCH ASISTANT FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB; CROATIA sjaksic@efzg.hr

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THURSDAY 02ND OCTOBER 2014

1MS4 THURSDAY 02ND OCTOBER 2014 15:00 – 16:45 ROOM 4


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SHELF MANAGEMENT STRATEGY FOR BRAND MANAGEMENT MASAE KANAI, MASAAKI TAKEMURA

ABSTRACT This paper shall discuss a complemented strategy for brand management in Japanese companies. Brand management has been paid many attentions from not only academics but also practices. Even though many academic studies were based on consumer perception studies; most practices would like to know essence of luxury brand management know-how. Both studies are often insufficient for consumer brand management practices, especially consumer brand companies, because buying decision for these consumer goods had been decided in front of the shelf. In this paper, for our discussion, we will introduce a case of shelf management strategy against strong brand in Japan. In our case, there will be two companies, Lion Company and Earth Chemical Company. Lion is one of the biggest and famous toiletry goods companies in Japan. Lion was founded 1891, and the company produced not only toiletry goods, but also chemical and consumer medicine. The financial performance was JPY 352 billion (EUR2.5 billion, EUR 1=JPY 140 in 2013). Earth Chemical was established in 1892. The company produces mainly insecticides. It had 135 billion (EUR 964 million in 2013). Lion brought one of the best known brands “Varsan� in 2004 from Chugai Pharmaceutical Company. Varsan is a smoking in insecticides, and very powerful. So, it is not only a synonym for the smoking type insecticides, but also often used as a verb in Japanese. Lion had a plan to develop many Varsan branded products after merging it, and did it. Contrast with expectation, Varsan brand did not work well. Rather, it can be said that Varsan worked well, but shelf management of Earth Chemical worked more. In our paper, we will introduce this case and derive some insight to understand what happened in the retail stores. Through our case study, we revealed the distinctive brand strategies in the consumer goods business. KEY WORDS: strategy, shelf management, brand management, Japan. DETAILS ABOUT AUTHORS: MASAE KANAI ASSOCIATE PROFESSOR OSAKA UNIVERSITY OF ECONOMICS AND LAW FACULTY OF ECONOMICS 6-10 GAKUONJI, YAO, OSAKA JAPAN, 581-8511 masae.maaya@gmail.com MASAAKI TAKEMURA PROFESSOR MEIJI UNIVERSITY; SCHOOL OF COMMERCE 1-1 KANDASURUGADAI, CHIYODA, TOKYO JAPAN, 101-8301 takemura@meiji.ac.jp

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COMPARATIVE ANALYSIS OF THE EMOTIONAL AND CULTURAL BRANDING MODELS DIANA PLANTIĆ TADIĆ SANDRA ŠUĆA

ABSTRACT In the marketplace of the 21st century, where supply has been exceeding demand for a while now, having a successful brand is the Holy Grail that numerous companies aspire to obtain. A brand has become far more than a combination of names, jingles and logos – it represents the set of emotions evoked in the consumers´ conscience, mind and heart; the powerful trigger which will push masses into not only buying, but also following and worshipping certain products. As for companies, an efficiently managed brand could become the main source of competitive advantages and the starting point for forming a strategic course of a certain company. The crucial purpose of the brand management process is to constantly increase the importance and value of a brand, not only for a company but also for its consumers. This paper analyzes two different approaches to the process of branding. The emotional branding focuses on the emotional involvement or the emotional connection established between consumers and brands, meaning a consumer’s unique relationship with a brand. In that case, consumers feel and experience a brand. Again, personification, interaction, sensorial branding and experiments are the constituents of the dominant branding model of today’s market place – the emotional approach. Nevertheless, the discipline of branding has not ceased to develop and new theories and practices are constantly infiltrating modern marketing and branding. One of these new models is the cultural model, which isn’t as much a new approach as it is an extension and update of the emotional model. The cultural branding serves to explain the astonishing fact that there are two kinds of highly successful brands – the highly successful ones and the icons, which are always one step ahead of the rest. KEY WORDS: branding, branding models, cultural approach, emotional approach. DETAILS ABOUT AUTHORS: DIANA PLANTIĆ TADIĆ PHD diana.plantic-tadic@vern.hr SANDRA ŠUĆA BACC.OEC. sandra.suca@yahoo.com FOR BOTH AUTHORS UNIVERSITY OF APPLIED SCIENCES VERN‘ TRG BANA J. JELAČIĆA 3, ZAGREB, CROATIA

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RESULTS OF APPLYING KAIZEN METHODOLOGY IN THE PRODUCTION OF VENTILATION EQUIPMENT ZORAN STANKO ROBERT OBRAZ

ABSTRACT The examples of the Japanese business philosophy based on the Toyota manufacturing system show that Japanese automobile manufacturers, despite occasional crises and trend changes on the global market, have managed to achieve the flexibility of manufacturing systems, adapting fast and efficiently to the changeable consumer demands and needs in individual market segments. In order to meet consumer demands and consequently ensure survival and growth on the market, Japanese companies utilise a systematic approach to continually question their business processes and implement techniques for continuous advancement and improvement of business systems. The majority of successful, globally renowned companies such as the previously mentioned Toyota, then Honda, Nissan and Sony apply the Kaizen methodology in their business. The methodology is based on the incremental, daily advancements and improvements of the existing systems, without the need for larger investments. The opening hypothesis of the paper assumes that it is possible to apply the Kaizen methodology in adjusted form, in domestic businesses, by which a company‘s business would advance and improve in the long term. The testing ground was facilitated by a domestic business, with a long-established production of ventilation equipment. The Kaizen methodology in the observed company was applied to all levels of business, from administration to manufacturing processes, and the results of the application were systematically observed in the period of five years. KEY WORDS: Kaizen, Kaizen methodology, production improvement, cost reduction, process approach. DETAILS ABOUT AUTHORS: ZORAN STANKO MS, SENIOR LECTURER LIBERTAS BUSINESS SCHOOL ZAGREB, CROATIA zstanko@utilus.hr ROBERT OBRAZ UNIV.SPEC.OEC, MBA KLIMAOPREMA D.D. SAMOBOR, CROATIA robert.obraz@zg.ht.hr

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SUSTAINABLE MARKETING: MOVEMENT TOWARDS BETTER MARKETING SYSTEM ANA MULOVIĆ

ABSTRACT As a consequence of changes in society marketing has been changed. Human flourishing and well-being become the higher purpose of marketing that provides sustainable living. Sustainability is understood as a socio-cultural, inherently ethical, respectful, intellectual construction for a life of careful and equitable use of resources within limits and interdependencies. Among marketing scholars sustainability is a transcendent societal megamegatrend. Furthermore, the need for broader view of marketing management is reinforced by management problems arising from the severe adverse ecological, social, and economic impacts that have arisen from globally significant, market driven events. Corporate sustainability can be understood as an integrated perspective targeting social equity, economic prosperity, and environmental integrity, that takes an eco-centric view of resources, motivation, institutions, in terms of both the carrying capacity of natural systems, and not only eco-efficiency. Purpose of sustainable marketing is to create long term prosperity without causing harm to customers or resources and to produce positive value outcomes that enhance both environment quality and social well-being. The paper takes a view on three sustainable marketing models that academic literature emphasizes: a socioecological model, an ecological lifecycle model, and a macromarketing model. KEY WORDS: sustainable marketing, corporate sustainability, corporate marketing, macromarketing. DETAILS ABOUT AUTHOR: ANA MULOVIC LECTURER UNIVERSITY NORTH KOPRIVNICA, CROATIA ana.mulovic@unin.hr

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CSR AS A WAY TO BE COMPETITIVE AND ESTABLISH ITSELF ON THE MARKET - CASE OF CROATIAN COMPANY “IGO-MAT” PAVAO VRANEŠEVIĆ

ABSTRACT With so many products on the market it is harder than ever for a new company to distinguish its product(s), enter the market, establish itself on the market and then stay competitive on the market. In food industry especially, changes are gaining momentum. There is an increasing popularity towards green, natural products in contrast to modified, old-way manufactured products and thus increased tendency of new companies to plunge in that direction. Also, related to that, there is a shift in consumers´ attitudes (and thus behavior), in how and what they value in products, who now concern themselves about the environment much more and how the products are made. Accordingly, CSR (Corporate Social Responsibility) - a relatively recent phenomenon - is constantly gaining in popularity worldwide, especially in EU, and therefore is used more and more by companies as a tool for achieving competitive advantage and capturing market share. Due to that having implemented CSR is now a must for every company and therefore there are more products than ever with labels like FSC, Fair trade etc. making it harder for consumers to choose which product to trust. Thus, consumers are nowadays increasingly more willing to go even further than just look if a product has a label and to actually search just how socially responsible a company selling the product is. The purpose of this paper, in respect to that, is to show how well-thought and efficient implementation of CSR can allow company to establish itself on the market and be competitive. For this aim, the case of struggling Croatian SMEs as presented by the case of company “IGO-MAT” (and their “Samoborska salama” brand is taken), however with the mention of other companies as well. KEY WORDS: corporate social responsibility, branding, competitive advantages, SME. DETAILS ABOUT AUTHOR: PAVAO VRANEŠEVIĆ STUDENT FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB CROATIA pavovranes@gmail.com

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CROATIAN BRANDS: FUTURE CHALLENGES OF MARKET TRENDS MARIN PUCAR

ABSTRACT Some of the leading product brands are currently facing the greatest market challenges they have ever encountered. These challenges are even bigger in the consumer goods sector, because the market changes of the last decade show how only the best can survive. The market space for producer brands was made even smaller by expansion of private (retail) brands and by discount stores growing in market share.Consumers want to get what they have paid for and refuse paying high premium prices for products that do not really have that „something more“. This kind of consumer behaviour was made possible by reduction of entry barriers for the competition, i.e. through the availability of technology for production and surplus of production capacities. Some producers have specialized in producing supermarket brands, being unable to fight back these new market conditions created by the aggressive growth of discounter stores and retail brands in supermarkets. This business model ensures existence only for the best, who can reach a sufficient level of competitiveness, i.e. cost-efficiency with the help of good technology and competent work force. More and more companies today accept this business model - fully or only partially. Producers of established brands are expected and required to always offer something new in this merciless market game. Creating additional value is the priority of all strong brands companies. Every company that wants to secure a long-term existence for its brand has to continue developing new products and produce innovations, but no one can warrant that these products and innovations will be an immediate success: a big part of all new products fails to stabilize on the market, regardless of the recognizability of the brand itself. Except by developing new products, offering innovations and introducing new technologies, some Croatian companies with strong market brands tried to face the new market challenges and private brands expansion by introducing a „B-brand“, i.e. a second brand in the same product category, but in a lower price category. In order to get an overview on the entire market situation it is important to notice that the strongest Croatian brands have the privilege of being recognized among the consumers in countries of the former Yugoslavia (the Adria region) and that the consumers feel some kind of emotional connection with them; what is also to be taken into consideration are predictions of development and sustainability of strong and acknowledged brands which will be possible only if based on an ongoing differentiation and innovation when compared with other competitor companies on the market (which are often global brands), but also with private (retail) brands. KEY WORDS: challenge, brand future, market trends, retail brands, Adria region. DETAILS ABOUT AUTHOR: MARIN PUCAR MSC., CEO ZVEČEVO DD POŽEGA, CROATIA marin.pucar@zvecevo.hr

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CONSUMER BEHAVIOUR IN THE CATALOGUE RETAILING OF CLOTHING AND COSMETIC PRODUCTS VERONIKA KIŠUR KRISTINA PETLJAK

ABSTRACT This paper analyses consumer behaviour and attitude in the catalogue retailing of clothing and cosmetic products in Croatia. Catalogue retailing is one of the most prosperous retail channels for developed countries such as the United States of America, the United Kingdom, France and Scandinavian countries. The paper contains the analysis of catalogue retailing in Croatia and reasons for its small share in the overall Croatian trade. In addition, a survey was conducted to get a better insight into the influence of the consumers on the catalogue retailing channel. A primary research by means of questionnaire was conducted. It focused on catalogue retailing of two categories of products: clothing and cosmetics. The results showed that consumers lack information about the active catalogue companies on the market. Most of the respondents do not buy from catalogues. However, a majority of those who buy from catalogues buy cosmetic products. KEY WORDS: consumer behaviour, catalogue retailing, clothing and cosmetic products, Coatia. DETAILS ABOUT AUTHORS: VERONIKA KIŠUR STUDENT veronika.kisur@gmail.com KRISTINA PETLJAK SENIOR TEACHING AND RESEARCH ASSISTANT kpetljak@efzg.hr FOR BOTH AUTHORS: UNIVERSITY OF ZAGREB FACULTY OF ECONOMICS AND BUSINESS TRG J.F. KENNEDY 6, ZAGREB CROATIA

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MARKETING STRATEGY OF (RE-POSITIONING) PUBLIC CULTURAL INSTITUTIONS: THE EXAMPLE OF COOPERATION BETWEEN ZAGREB, BELGRADE AND SLOVENIAN PHILHARMONIC ORCHESTRAS MILJENKO PULJIĆ

ABSTRACT The author of this paper analyzes the change of the marketing strategy of three public music institutions: Philharmonic Orchestras in Zagreb, Belgrade and Slovenia. One of the main roles of marketing in the sector of culture is to define products, services or ideas which can effectively target demands on their specific market niche. Based on that, marketing strategy in culture develops particular cultural products that market is in need for. In this paper, the author provides an insight of the “Pika točka tačka” (eng. dot-dot-dot) project, whose mail goal was to change the marketing approach to the three institutions in order to expand the audience and increase media attention/interest. This paper analyses various empirical elements to describe the situations and environment of these institutions when starting this project and gives an insight of the strategy implemented during the project’s realization. After three years of the project’s implementation, it has shown that regional cooperation was the key of its success and that the new mutual approach to the market brought various synergic effects. KEY WORDS: public music institutions, cultural product, marketing approach, synergic effect. DETAILS ABOUT AUTHOR: MILJENKO PULJIĆ MASTER VIOLIN, UNIV. SPEC. OEC. ZAGREB PHILHARMONIC ORCHESTRA miljenko.puljic@gmail.com

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FRIDAY 03RD OCTOBER 2014

2MS1 FRIDAY 03RD OCTOBER 2014 10:30 – 13:15 ROOM 1


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FISCAL AUSTERITY AND PUBLIC SECTOR PERFORMANCE: CITIES IN SLOVENIA PRIMOĹ˝ PEVCIN

ABSTRACT The applications of the efficiency, productivity and performance measurement in general is growing in the amount in recent years, and management science, economics and operations research literature contains numerous examples of the empirical applications of performance measurement techniques in various sectors of the economy, involving public, for-profit and not-for-profit activities. This obviously indicates that performance measurement is rather universal, although relevant input and output variables should be utilized in each particular sector in order to generate benchmarks. This paper will assess the efficiency and productivity of municipal expenditures in Slovenian city municipalities in recent years, when economic slowdown was accompanied by increased fiscal austerity. The estimation of the efficiency will be based on contemporary non-parametric linear programming technique (i.e., Data Envelopment Analysis), and panel data will be utilized. This would enable also the assessment of dynamic efficiency and productivity changes during the report period, and these changes can potentially be decomposed into technological change and technical efficiency change. It should be expected that fiscal austerity might negatively affect in particular technological change in the form of the inward shift of production frontier, which should negatively affect also overall efficiency and productivity levels. KEY WORDS: performance measurement, public sector, cities. DETAILS ABOUT AUTHOR: PRIMOĹ˝ PEVCIN ASSOCIATE PROFESSOR UNIVERSITY OF LJUBLJANA; FACULTY OF ADMINISTRATION, GOSARJEVA ULICA 5, LJUBLJANA, SLOVENIA primoz.pevcin@fu.uni-lj.si

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MINI MULTINATIONAL COMPANIES – THE NEW FORCE IN THE GLOBAL ECONOMY DUŠKO PAVLOVIĆ

ABSTRACT Large companies, multinational companies of the industrially most developed economies have been the dominant force behind international economy since the 17th century. Their power became particularly prominent in the second half of the 20th century. Since the 1990s these companies have started facing competitors in the global market – the largest companies from the developing economies, thus changing the list of the greatest global multinational companies as well as the list of countries they are based in. Nevertheless, up until the end of the 20th century, the prerequisite for the presence on the global corporate scene was the size of the company. Technological changes above all, the development of online business and lower costs of telecommunication and transport services in the last 20 years have also enabled medium and small sized companies to organise their business on the global scale. A new type of company also appeared – the mini multinational company. The paper analyses the conditions of setting up and developing a mini multinational company, its work principles and current position in international economy. The paper also points to the possibilities of medium and small sized companies in the Republic of Croatia to use the mini-multinational experiences in order to expand their corporate activities onto the international market. KEY WORDS: multinational companies, mini multinational companies, foreign direct investment, international business. DETAILS ABOUT AUTHOR: DUŠKO PAVLOVIĆ PhD DIU LIBERTAS INTERNATIONAL UNIVERSITY TRG J.F KENNEDY 6B ZAGREB CROATIA dpavlovic@libertas.hr

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DEVELOPING MARKETING CAPABILITIES THROUGH EXPORT COMMITMENT AND INNOVATIVENESS MARGARIDA VICENTE, JOSÉ LUÍS ABRANTES, MÁRIO SÉRGIO TEIXEIRA, CLÁUDIA SEABRA

ABSTRACT The continued globalization of markets and the intensifying worldwide competition have made internationalization strategies particularly important (Morgan, Katsikeas, and Vorhies, 2012; Navarro et al., 2010b). In this context, exporting is the most common strategy to enter in international markets (Leonidou and Katsikeas, 2010; Leonidou, Katsikeas, and Samiee, 2002). Export activity emerges as the response to a new constantly changing environment, and its importance increases as markets become more globalized (Pla-Barber and Alegre, 2007). Therefore, understanding the drivers of export performance is critical for firms that view in export markets a way to achieve growth, survival and competitiveness (Kumcu, Harca, and Kumcu, 1995; Morgan, Katsikeas, and Vorhies, 2012). The competitive environment that characterizes export markets requires the development of distinctive marketing capabilities (O’Cass and Weerawardena, 2010). Distinctive marketing capabilities can be used to anticipate and respond to market needs, and outperform the competition (Day, 1992; Day, 1994). Marketing capabilities development requires an effective commitment of firm’s resources (Morgan, Kaleka, and Katsikeas, 2004), and innovative ways to develop, communicate, market, and deliver products and services with superior customer value (Day, 1994; Nasution et al., 2011; O’Cass and Weerawardena, 2010). From this perspective, export commitment, innovativeness and distinctive marketing capabilities are important resources and capabilities that enhance firm’s performance in foreign markets. Drawing on resource-based theory, the purpose of the present study is to analyze the way in which export commitment, innovativeness and marketing capabilities reciprocally act to improve the firm’s performance in export markets. The findings demonstrated that a high export commitment tends to develop a superior degree of innovativeness, which in turn allows the firm to build superior marketing capabilities. Both export commitment and marketing capabilities have a direct impact on performance. The results provide guidelines for managers and generate directions for future research. KEY WORDS: export commitment, innovativeness, marketing capabilities, performance. DETAILS ABOUT AUTHORS: MARGARIDA VICENTE*, ASSISTANT PROFESSOR margarida@estv.ipv.pt JOSÉ LUÍS ABRANTES*, PROFESSOR jlabrantes@estv.ipv.pt MÁRIO SÉRGIO TEIXEIRA, PROFESSOR UNIVERSITY OF TRÁS-OS-MONTES E ALTO DOURO, DEPARTMENT OF ECONOMICS, SOCIOLOGY AND MANAGEMENT, VILA REAL, PORTUGAL mariosergio@utad.pt CLÁUDIA SEABRA*, PROFESSOR cseabra@estv.ipv.pt FOR AUTHORS *: HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT, POLYTECHNIC INSTITUTE OF VISEU, PORTUGAL 44


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THE MACRO ELEMENTS’ CRITERIA EFFECTS ON TAX INCOMES AND THIS FACT’S ANALYZES IN DEVELOPING COUNTRIES A. NIYAZI ÖZKER

ABSTRACT In this study, we attempt to determine some financial components’ criteria effects aimed at developing countries’ tax incomes level as OECD countries that have important role in order to be established on OECD’s own responsibility. Tax income level is not important in developing countries, but is the serious matter that should be dealt with to catch the desired economic levels. And also this financial problem, as a phenomenon in some time, connected with the other related to countries’ financial components that have the diagnostic financial balances have integration problem in international economic association. It is appear that tax burden, foreign trade capacity, corporation tax levels or levels of debt amount and current balances to GDP etc. macro values have an remarkable impressions on the developing countries’ tax income levels. The econometric panel data analyzes’ finding results are meaningful explaining the effect of these macro components that have emphasize on economic growth and it is observed that if any country is in the deviation process related to these fiscal and macroeconomic component levels, the tax level of this country is the matter that not get in the same process. KEY WORDS: tax incomes, current deficits, foreign trade balances, debt capacity, payment balances. JEL Codes: E61, E62, H21, H23, H30. DETAILS ABOUT AUTHOR: A. NIYAZI ÖZKER ASSOC. PROF. DR. BALIKESIR UNIVERSITY FACULTY OF BANDIRMA ECONOMICS AND ADMINISTRATIVE SCIENCES TURKEY niyaziozker@yahoo.com

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THE IMPACT OF BANK CREDITS TO THE PRIVATE SECTOR ON ECONOMIC GROWTH AND MONEY SUPPLY - CASE CROATIA ANTE SAMODOL

ABSTRACT Paper examines the impact of bank credits to households and non-financial companies on economic growth and money supply. Using statistical methods aim of this study is to determine the direction and strength of the relationship between the variables in the period 1993-2013. Research results for the total period imply the existence of a positive statistical correlation between credit to the private sector with economic growth and money supply. However, in shorter periods of variable credit to the private sector in the model becomes statistically insignificant, regardless of whether the period of economic growth or decline. The conclusion is that bank credits to the private sector in Croatia have a positive effect on economic growth in the longer period. KEY WORDS: bank credits, GDP, money supply, Croatia. DETAILS ABOUT AUTHOR: ANTE SAMODOL DUBROVNIK INTERNATIONAL UNIVESITY LIBERTAS, TRG J.F. KENNEDYA 6B ZAGREB, REPUBLIC OF CROATIA asamodol@libertas.hr

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THE ROLE OF PUBLIC RELATIONS AND MARKETING IN BRANDING HIGHER EDUCATION INSTITUTIONS DAMIR JUGO, ZDESLAV MILAS, DOMAGOJ BUNČIĆ

ABSTRACT In this paper, the authors analyze the role of public relations and marketing communication in the branding of higher education institutions. The goal of this research is to define strategies of integrated communication campaigns and to combine public relations techniques and efficient marketing methods. Private higher education institutions, including to a large extent public colleges and universities, find themselves increasingly in conditions of market competition. The main question is placed on profiling colleges or universities: in which respect is the higher education institution different from the rest, why choose to carry out your studies at a particular institution? A higher education institution, within these complex conditions, needs to develop its own identity and to present itself as an irreplaceable educational institution with its own distinctive profile in the public, as well as to relevant stakeholders. It is therefore necessary to define more precisely its own stakeholders in the environment of the organization and to set communication objectives and messages for each stakeholder separately. Gaining trust and improving reputation is a permanent mission of public relations. In conditions of market competition, it is not enough to establish a public relations department and to appoint a spokesperson to perform reactive media relations, in order to handle queries from journalists, to prepare press releases, to hold press conferences or to release sporadic publications. The higher education institution should be recognizable, and in the perception of its stakeholders must clearly achieve the goal that sets it apart from the rest. Important in this approach are proactive, planned public relations. The proactive approach must be sustainable; public relations should be part of the strategic management of higher education institutions. The authors of this paper explore by case-study method the communication strategies of private colleges and universities, and provide their own thoughts and recommendations for branding and reputation management of higher education institutions. Competition in attracting outstanding students is a challenge, if only for the simplified mobility of students as anticipated by the Bologna Process. The key issue is employment opportunities for graduates in the labor market, and it is on this issue, in the long-term, that a higher education institution will survive or disappear from the higher education market. Finally, it is (will be) true that the student comes first, and that students and graduates should be regarded as the most important stakeholders or, in a marketing sense, as clients.

KEY WORDS: public relations, marketing communication, branding, higher education institutions, reputation management. DETAILS ABOUT AUTHORS: DAMIR JUGO, DEAN, SENIOR LECTURER damir.jugo@bernays.hr ZDESLAV MILAS, VICE DEAN, SENIOR LECTURER zdeslav.milas@bernays.hr DOMAGOJ BUNČIĆ, STUDENT, PUBLIC RELATIONS GRADUATE PROGRAM dobuncic@gmail.com FOR ALL AUTHORS EDWARD BERNAYS COLLEGE OF COMMUNICATION MANAGEMENT, ZAGREB, CROATIA 47


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CULTURE, DIASPORA AND TOURISM POTENTIALS AS A SOFT POWER IN A COUNTRY’S GLOBAL POSITIONING IVA ČULINA

ABSTRACT According to Joseph Nye’s concept of soft power, the image of a country, the strength of national values and their recognizability on the global market will not be determined solely by the country’s size, the number of its inhabitants, its military or economic power (GDP). Rather, the international recognizability of a country and its inhabitants will (also) be based on platforms of culture, education, language, human activity, humanitarian engagement, on the functioning of democracy - structures of so-called soft power. The echoes of cultural heritage, the country’s urban artifacts, creativity in organizing cultural events, cultivation of specific customs, even reflections of folk culture, music or film production, will broadcast on a global level images of national identity. On the other hand, they will foster, regardless of the identity, a specific identity reception; in other words, they will completely shape the country’s image on a global level. We will show that not only the image, but also its strength, i.e. resistance to negative impacts, will depend on the elements of soft power. In this paper, we will primarily focus on the potentials of culture, diaspora and tourism, which will be demonstrated on the examples from American, European and Croatian practice. Culture, or today even more importantly – cultural events – are strong mediators in the recognizability of national spaces. It is not treated as a commercial product. As Simon Anholt argues, it is trusted, and no hidden motives are sought in it. Diaspora is mentioned here because we dare to consider it a significant channel for the shaping of the national image. We believe that it is precisely through the personal experience of the recipient majority with immigrants that mentalities are perceived, as well as working and everyday habits of the whole ethnic group and indirectly, through mechanisms of shallow processing and categorizing, basic impressions or clichés about the country of origin are created. We tend to conclude that clichés about the country of origin of an immigrant whom we know, for example when we want to buy a product from his country, will lean on the impressions we have about the immigrants themselves (we may call this a modified country of origin effect). We will show that the image of emigrants, i.e. the evaluations of certain traits of emigrants, will correspond to the attractiveness of their country of origin, provided it is seen as a tourist destination. Finally, through theoretical concepts as well as through practical examples, we will establish that tourism is the strongest power of Simon Anholt’s concept of competitive identity, because it overpowers not only other negative personal experiences but also negative media influence. In this paper we will show which socio-cultural and communication levels the mentioned processes occur from and why. KEY WORDS: soft power, competitive identity, effect of the country of origin, immigrants, culture, tourism, image, national character. DETAILS ABOUT AUTHOR: IVA ČULINA PHD, CROATIAN RADIOTELEVISION, ZAGREB, CROATIA iculina@hrt.hr 48


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THE IMPACT OF THE HEALTH EXPENDITURE TO THE HEALTHCARE SYSTEM EFFICIENCY MÁRIA GRAUSOVÁ MIROSLAV HUŽVÁR JANA ŠTRANGFELDOVÁ

ABSTRACT Health is the most precious human value. It contributes to the economic potential of the country and therefore requires the interest of the state. How can countries effectively influence the health of their inhabitants? No doubt, appropriate number of hospital beds and practicing physicians are important. But what else? Health expenditure has a significant role in national economies. We examine healthcare systems efficiency in 19 European countries using Data Envelopment Analysis (DEA). Then we compare the impact of GDP per capita and the share of health expenditures to GDP to the efficiency scores of compared countries. We show that the share is preferable to use in DEA calculations, because it takes into account the „country‘s wealth“. KEY WORDS: Healthcare system efficiency, DEA, Super-SBM. DETAILS ABOUT AUTHORS: MÁRIA GRAUSOVÁ ASSISTANT PROFESSOR maria.grausova@umb.sk MIROSLAV HUŽVÁR ASSISTANT PROFESSOR miroslav.huzvar@umb.sk JANA ŠTRANGFELDOVÁ ASSISTANT PROFESSOR jana.strangfeldova@umb.sk FOR ALL AUTHORS: FACULTY OF ECONOMICS MATEJ BEL UNIVERSITY IN BANSKÁ BYSTRICA TAJOVSKÉHO 10, 975 90 BANSKÁ BYSTRICA SLOVAKIA

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BEHAVIOURAL FINANCES AS INTERDISCIPLINARY APPROACH TO BETTER DECISION MAKING VIŠNJA GROZDANIĆ GORAN BJELAJAC VLATKA JURIĆ

ABSTRACT The decision making process is widely researched by various professionals – mostly by psychologists, but also by philosophers, mathematicians, economists and others. Unlike psychology, some disciplines view the decision making process as a strictly rational process. One of them is economics, specifically finances. However, the assumption that managers will make financial decisions based solely on facts and figures is usually false. A number of empirical studies, as well as everyday experience, have established the presence of irrational behaviour of decision makers. Daniel Kahneman, the psychologist who shared the Nobel Prize for economics with Vernon L. Smith in 2002, has improved the understanding of the behaviour of decision makers in economics. He has inspired many researchers to deal with it in interdisciplinary contexts. Behavioural finances, behavioural economics, behavioural corporate finances are concepts that occupy a significant position in the field, which has until recently been reserved exclusively for economists or financial experts. The paper will present the role of psychology in improving financial decisions and provide an overview of the significant research in behavioural finances. The second part will present the results of a survey carried out in an investment fund. The survey simulated decision making situations for the employees of the fund and examined whether they were resistant to flaws in thinking that could affect the quality of their decisions. KEY WORDS: behavioural finances, decision making, psychology. DETAILS ABOUT AUTHORS: VIŠNJA GROZDANIĆ visnja.grozdanic@vern.hr GORAN BJELAJAC goran_bjelajac@hotmail.com VLATKA JURIĆ vlatka.juric@vern.hr FOR ALL AUTHORS: VERN’ UNIVERSITY OF APPLIED SCIENCES ZAGREB, CROATIA

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KNOWLEDGE MANAGEMENT AS A FUNCTION OF COMPETITIVENESS ROMANA NOVOSEL ZVONKO NOVOSEL – DOLNJAK

ABSTRACT The interweaveness of world processes in the globalization area has a very strong influence on knowledge dissemination through information and communication technologies. The opportunity to an accelerated development is first and foremost used by the rich countries of the world, but developing countries also have the opportunity of being involved in this worldwide process. Thus, classical economic paradigms are modified to benefit the economy and the knowledge management. Analyzing global competitiveness, the influence of intellectual capital is dominant over the general competitiveness of national economies. Knowledge management integrates human equity (abilities, education, skills) and business organization on overall acceptable manner with its strategies. Investing into education, research and technological infrastructure opens up competitive advantages of each economy. KEY WORDS: globalization, human equity, competitiveness, management. DETAILS ABOUT AUTHORS: ROMANA NOVOSEL MAG.REL.INT.ET.DIPL romana@grading-invest.hr ZVONKO NOVOSEL – DOLNJAK MR.SC. zvonko@grading-invest.hr FOR BOTH AUTHORS: GRADING INVEST D.O.O. CROATIA

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THE IMPACT OF PETROL AND DIESEL FUEL PRICE ON CAR DEMAND CONSIDERING THE ENGINE DISPLACEMENT TOMISLAV GELO IVAN ŠUŠNJAR

ABSTRACT The analysis of oil product price impact on demand for certain car segments divided according to engine displacement was carried out for the period from 2000 to 2011. A division of recently registered cars according to engine displacement was performed by placing the 0.8-1.6 liter engines into lower segment, 1.7-2.4 liter engines into middle segment and 2.5 and more liter engines into upper segment. An attempt was made to determine the impact of increasing petrol and diesel fuel prices on the drivers’ selection when purchasing a car considering that at the beginning of the observed period the share of cars running on diesel amounted to as little as 15% and that during the observed period the share had increased to 49%. In regard to cars running on petrol a decrease in the share of all car segments considering the engine displacement was noticed while in regard to cars running on diesel the share of middle and upper segment cars had decreased whereas the share of lower segment cars had increased. It is necessary to perform additional empirical testing in order to determine the distinction between the impact of income and petrol and diesel fuel price on total car demand, and on demand for particular car segments. KEY WORDS: oil, car, demand, prices, impact, income. DETAILS ABOUT AUTHORS: TOMISLAV GELO UNIVERSITY OF ZAGREB – CROATIA FACULTY OF ECONOMICS & BUSINESS ZAGREB tgelo@efzg.hr IVAN ŠUŠNJAR INA – INDUSTRIJA NAFTE D.D ZAGREB, CROATIA ivan.susnjar@ina.hr

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2MS2 FRIDAY 03RD OCTOBER 2014 10:30 – 13:15 ROOM 2


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PUBLIC MEDIA IN FOOD BUSINESS INNOVATION ORSOLYA FEHÉR, SZILÁRD PODRUZSIK, OLAF POLLMANN, GABRIELLA DARÁZS

ABSTRACT Internet as new mass media relative to traditional channels provides a more intensive communication platform for food businesses. The changing media consumption parallel to the international tendency can be pointed out in Hungary. Consumers spend increasing time with using Internet. The Internet penetration, the number of Internet users encourages food businesses to communicate to the food consumers directly and more actively. Internet enables food companies to get up-to-date information about consumers’ needs, attitudes. This market research method shorten the necessary time for acquiring information and support necessary innovation. On the other hand Internet is a new online platform and the food consumers become the producers of information. They use the public media to share the information about new products, brand, services, persons and topics. (Blackshaw & Nazzaro, 2004, Tariq & Wahid, 2011.) This interaction has an impact on the practices of food businesses. The companies become one of the partner of the consumers’ communication. On the basis of the number of registered users, the wide spread and most important public media platforms are Facebook, IWIW in Hungary. The focus of the investigation is on the users of Facebook as a worldwide multimedia centres. Facebook has three million users in Hungary which means one third of the Hungarian population. The aim of this paper is to evaluate the media communication of some of the most important food companies and their products. We used data mining techniques to get more precise and latest information about the Hungarian food consumers. This survey supports more efficient marketing communication and strategies for the innovation of the food products. The analysis of consumers’ preferences provides a precise view on the consumers’ attitudes, socio-demographic characteristics, consumers ethnocentrism, and food consumption behaviour. The results contributes to the discovering of latent consumers’ needs that support a more efficient food innovation and marketing. KEY WORDS: public media, food business, innovation, Internet, Facebook. DETAILS ABOUT AUTHORS: ORSOLYA FEHÉR FACULTY OF FOOD SCIENCES, DEPARTMENT OF FOOD ECONOMICS CORVINUS UNIVERSITY OF BUDAPEST, HUNGARY orsolya.feher@uni-corvinus.hu SZILÁRD PODRUZSIK FACULTY OF BUSINESS ADMINISTRATION DEPARTMENT OF AGRICULTURAL ECONOMICS AND RURAL DEVELOPMENT, CORVINUS UNIVERSITY OF BUDAPEST, HUNGARY OLAF POLLMANN NORTH-WEST UNIVERISTY, POTCHEFSTROOM CAMPUS SOUTH AFRICA 20942737@nwu.ac.za, o.pollmann@scenso.de GABRIELLA DARÁZS PHD IN LANDSCAPE ARCHITECTURE AND LANDSCAPE ECOLOGY CORVINUS UNIVERSITY OF BUDAPEST, HUNGARY darazs.gabriella@gmail.com 54


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AN APPLICATION OF THE THEORY OF INTERPERSONAL BEHAVIOR TO DIGITAL PIRACY AMONG ADULT CONSUMERS MATEJA KOS KOKLIC IRENA VIDA

ABSTRACT Digital piracy or consumer practice of illegally downloading files from the Internet, continues to represent a growing phenomenon and one of particular concern to movie, software and music industries as well as to final consumers. In this study, we aim to address this phenomenon by utilizing a relatively overlooked yet comprehensive model of choice behavior, the Theory of Interpersonal Behavior (TIB) (Triandis 1980), and testing the model on a sample of adult Internet users. Following the basic premise of TIB, we suggest an individual’s intention to engage in digital piracy is influenced by perceived consequences (benefits and risk), affect and norm susceptibility. Further, we hypothesize that piracy intention together subjective knowledge leads to actual piracy behavior. We use survey data from an EU member country to test the system of structural relationships. The results support the positive influence of piracy intention on digital piracy behavior. We also confirm that knowledge of how and where to share files leads to digital piracy behavior. Similarly, there is a significant positive relationship between perceived benefits and piracy intention. Although we expected a significant negative influence of perceived risk on intention, we could not provide empirical evidence for this relationship. However, there seems to be a strong positive relationship between affect and intention. Contrary to our expectations, we find a negative relationship between norm susceptibility and intention. That is, the more people adhere to norms and beliefs or relevant reference groups, the less likely they are to form piracy intentions. Our results show that piracy intention and subjective knowledge influence digital piracy behavior, while perceived positive consequences, affect and norm susceptibility significantly shape individual’s piracy intention. KEY WORDS: Digital piracy, theory of interpersonal behavior, perceived consequences, piracy intention. DETAILS ABOUT AUTHORS: MATEJA KOS KOKLIC ASSISTANT PROFESSOR mateja.kos@ef.uni-lj.si IRENA VIDA FULL PROFESSOR irena.vida@ef.uni-lj.si FOR BOTH AUTHORS: UNIVERSITY OF LJUBLJANA, FACULTY OF ECONOMICS KARDELJEVA PL. 17, 1000 LJUBLJANA, SLOVENIA

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COMPARISON OF WORD-OF-MOUTH AND VIRAL MARKETING CHANNELS IN MARKETING COMMUNICATION JADRANKA IVANKOVIĆ, MARIJA BRKIĆ, MIRJANA BAUTOVIĆ

ABSTRACT Companies have recognized the importance of viral marketing that has an increasing role in the marketing world because in this interactive process consumers may easily and quickly connect with companies and other consumers, they can exchange information about products and have complete freedom in the transfer of experiences. On the other hand, companies can directly approach to customers, get feedback regarding their satisfaction and thus create a long-term relationship with them. Regardless of the technology and the Internet that change the habits of consumers and strongly influence the buying decision, the effect of word-of-mouth and recommendations of people who are close to the customers will always be significant. The purpose of this paper is to compare the viral marketing and word of mouth, two very important marketing communication channels that function very similarly, and at the same time use different techniques to reach out the consumers. This paper attempts to compare the impact of viral marketing and word-of-mouth when making decisions about buying and to create awareness of the brand and strengthen the brand image through research. The aim of this research is to study the similarities and differences between viral marketing and word of mouth and to compare these two communication channels watching their effectiveness, persuasiveness and importance in making decisions about buying. Furthermore, it will be shown how a message may be transferred both through viral marketing and word of mouth. Also, the effects of each communication channel will be elaborated. The study will also try to find out what exactly stimulates consumers to transfer a marketing message to others, and how it affects the various reference groups. In addition, it will be shown why it is important that companies are involved in the process of viral marketing, but also why it is important not to neglect recommendations and criticisms of consumers. Primary research will be conducted through a questionnaire which will include questions about the influences on consumer‘s decision to buy, why consumers are willing to recommend a particular product or brand, the persons who have an important influence on the purchasing decision, if they trust the recommendations and information they receive through social media, and what their opinion is about viral marketing campaigns. KEY WORDS: word-of-mouth, marketing communication channels, viral marketing. DETAILS ABOUT AUTHORS: JADRANKA IVANKOVIĆ PHD; PODRAVKA D.D. – KOPRIVNICA, CROATIA jadranka.ivankovic@gmail.com MARIJA BRKIĆ MM; UNIVERSITY OF APPLIED SCIENCES VERN’ - ZAGREB, ZAGREB, CROATIA brki.marija196@gmail.com MIRJANA BAUTOVIĆ PROF.; UNIVERSITY OF APPLIED SCIENCES VERN’ - ZAGREB, ZAGREB, CROATIA mirjana.bautovic@vern.hr 56


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CLOUD COMPUTING AND MARKETING IVAN STRUGAR, IRIS MIHAJLOVIC

ABSTRACT Information technology development has very strong influence on different business areas. First wave of computer application brings the largest benefits to the company, replace simple and routine jobs which require intensive clerks work (processing invoices, salaries, etc.), was rather simple to develop, users were familiar to them, was possible to predict, number of users, documents, hardware requirements, other critical elements of application environment, profitability of them. Present business applications are oriented towards business decision making, on strategic and tactical management level, inter-organizational connecting, and creating strategic advantages. They are completely new applications, which never exists before, hard to predict or estimate costs and savings, application results, their usefulness - different opinions. IT investment are company specific, depends on seasonal fluctuation (top load), business perspective and dynamic. Application widening in new business and projects often changes not only HW needs but all other needs as well. IT investment is technology specific and is related fast to IT and application “ageing”, HW prices decreases but other IT costs increases. Marketing is one of the business areas in which this strong influence can easily be recognized. Information technology not only improves marketing, or changes some of the procedures, but introduce completely new possibilities and new opportunities which had very strong influence on company competitive strategy and marketing as well. Customer resource management is just one example which is very good illustration of how development of information technology, by data warehouses application and business analytics can influence on company competiveness and change relationship with customers and their expectations. On the information technology horizon relatively recently new cloud technology appears. Cloud technology signifies shift from traditional model of consuming information technology resources to more dynamic and more flexible models. Relaying on convergence of technologies and trends, cloud enables companies to build scalable, modular and more consumable infrastructure. Consequence is decrease of IT related expenditures, better resources usage, improved access to latest technology development, improving and speed up innovation and development and administrative cost decreased. Some authors cloud technology shift named as moving from “systems of transactions” to the “systems of engagement”. In this paper we will define, present and explain different models of cloud computing. Recent analysis of business trends shows strong increase in household and companies’ data consumption and storage needs. This will influence on the ease of access of digital marketers and ease of data transferred to the intended recipients. KEY WORDS: digital marketers, data transferred, cloud-computing, marketing, tourism. DETAILS ABOUT AUTHORS: IVAN STRUGAR, PROFESSOR FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF ZAGREB, CROATIA istrugar@efzg.hr IRIS MIHAJLOVIC, DOC. DR. SC. DEAPRTMENT OF ECONOMICS AND BUSINESS ECONOMICS, UNIVERSITY OF DUBROVNIK iris.mihajlovic@unidu.hr 57


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EFFECTS OF INTERNET MARKETING AND USE OF SMARTPHONES ON TEENAGER’S CONSUMPTION DECISIONS ŽELJKA MARČINKO TRKULJA

ABSTRACT Internet is a virtual social environment, which provides teenagers a possibility to interact, share opinions and form relationships in a global community. Internet environment allows, due to anonymity and lack of boundaries in research, rather active than passive mode of socialization of teenagers as consumers. Interactivity of Internet is revealing its full potential incrementally during exploration. Each new interaction is built upon previous experience with virtual medium, both as a source of information and social relationship environment. Additionally, use of smartphones on daily base changed consumer behaviour of teenagers. Businesses that invest in rapidly growing mobile sector in internet marketing will benefit from constantly connected number of consumers. This paper presents a research of influence of internet marketing activities and use of smartphones on consumption decisions in a teenage population. Research addressed analysis of consumer behaviour of teenagers in Internet environment and pointed out that most teenagers will search for information on product immediately on smartphone after seeing an interesting advertisement. Most of teenagers use smartphones daily for email and social networking. Smartphones are used in the teenage population to compare prices in real time and to gather information about product or service. Results of the study shows that searching for information on smartphones are often limited to first page which is important for search engine optimization. KEY WORDS: internet marketing, smartphones, consumption decision. DETAILS ABOUT AUTHOR: ŽELJKA MARČINKO TRKULJA LECTURER VISOKA POSLOVNA ŠKOLA LIBERTAS KENNEDYEV TRG 6B, 10 000 ZAGREB CROATIA zeljka.marcinko.trkulja@gmail.com

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CHANGE MANAGEMENT IN INTEGRATED MARKETING COMMUNICATIONS STRATEGY: A CASE OF “MEDIA-SOFT” COMPANY JADRANKA IVANKOVIĆ DARIO ŠAFARIĆ MARTINA MAJIĆ

ABSTRACT Innovations are the foundation of progress, especially innovations in fields with fast and dynamic cycles. The pupose of this paper is to give professional and concrete advice about implementing new marketing and communication channels. The paper proves that new and innovative marketing tools contribute to the overall succes of small and medium-sized companies; these often have limited budgets and therefore have to be more resourceful in selecting the ways to use them. A basis for the objective analysis is an overview of appropriate professional literature. Diversity and relevance of the source matter for the overall quality of the work and its practical application. First, the present status of the tools and channels is analyzed, then predictions are made about changes in a company after the introduction of the proposed changes in marketing and communication tools. KEY WORDS: marketing strategy, communication channels, marketing channels, innovation, change management. DETAILS ABOUT AUTHORS: JADRANKA IVANKOVIĆ PHD PODRAVKA D.D. - KOPRIVNICA jadranka.ivankovic@gmail.com DARIO ŠAFARIĆ MM MEDIA-SOFT D.O.O. - ZAGREB dariosafaric@gmail.com MARTINA MAJIĆ PROF. UNIVERSITY OF APPLIED SCIENCES VERN’ - ZAGREB martina.majic@vern.hr

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PERSONAL BRANDING IN THE CONTEXT OF MODERN MARKET ĐURO HORVAT MARINKO KOVAČIĆ NATAŠA TROJAK

ABSTRACT The expansion of mass media has redesigned marketing procedures through the imposition of interest to consumers. That is the beginning of systematic articulation of the brand and other intangible resources. The consequence is a new business philosophy in which a special place is given to employees and their potentials. Employees become a significant organizational resource and a key component of profitability. Creative people, experts and talented individuals are becoming aware that they are the owners of the most valuable organizational resource - knowledge. Modern technologies allow them the affirmation of personal potential and personal branding by which they articulate their own image. In such a manner they are becoming aware of their potentials and insist on their own advantages in business organization engagements. They are aware that the generation of new added value largely depends on them. Personal branding will become a standard component of market positioning and corporate human resources strategy in modern markets whose major components are innovation, new products, brands, loyalty, quality, speed, flexibility and teamwork. Analysis of this relationship will be based on the examination of good business practice examples and relevant empirical researches where we will examine the new economic principles with a theoretical analysis. Efficient personal branding has to be authentic and in line with corporate strategy and vision. KEY WORDS: branding, creative person, innovation, personal brand, social network. DETAILS ABOUT AUTHORS: ĐURO HORVAT PHD; UNIVERSITY COLLEGE EFFECTUS – COLLEGE FOR LAW AND FINANCE ZAGREB, CROATIA horvat@edukator.hr MARINKO KOVAČIĆ M.SC.; CROATIAN CHAMBER OF ECONOMY, ZAGREB, CROATIA mkovacic@hgk.hr NATAŠA TROJAK M.SC.; UNIVERSITY COLLEGE EFFECTUS – COLLEGE FOR LAW AND FINANCE, ZAGREB, CROATIA ntrojak@vsfp.eu

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INTEGRATED INFORMATION SYSTEM AS SUPPORT TO PORT MANAGEMENT DEŠA RATHMAN KATARINA VAREZ

ABSTRACT Port represents a very complex system that involves many actors with different roles, and their interaction. Model of port management in Croatia fundamentally distinguishes the role of public sector as holder of port management process and economic operators as operators of port activities. Well-defined elements of the system are a prerequisite for its efficient functioning. Information system management is a management sub-process and management support which is in the modern era of globalization and internationalization a prerequisite for a successful involvement into the world market. It is about increasing the competitiveness of port services, and also promotional elements through the increased availability of information and improvement of business climate. Designing an information system should be preceded by design of management and operational processes, and processes network in order to provide IT support to system regulations. In addition to integrated management at the port level, an integrated information system is suitable for networking at higher levels, according to the administrative and market criteria. KEY WORDS: port system, business processes, integrated port information system, business organisation, market. DETAILS ABOUT AUTHORS: DEŠA RATHMAN PH.D., PLOČE PORT AUTHORITY PLOČE, CROATIA desa.rathman@ppa.hr KATARINA VAREZ M.SC., DUBROVNIK PORT AUTHORITY DUBROVNIK, CROATIA dpa.katarina@portdubrovnik.hr

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COMMUNICATING WITH CUSTOMERS THROUGH WEB SITES - EXAMPLE OF LEADING COMPANIES IN CROATIA IVA GREGUREC TIHOMIR VRANEŠEVIĆ

ABSTRACT Although the Internet was originally developed for governmental and educational purposes, its marketing potential was observed at the outset, and today Internet has become one of the most significant and the greatest marketing tools for the global market in this revolutionary period. Role of Internet as marketing tool is growing every day, thus changing the direction of marketing, especially communication because it facilitates companies to identify and reach potential customers much easier and more accurate. Also, advances in information technology, provide companies new opportunities to communicate with their customers, and also to better understand their customer preferences. Today, in a time of crisis, every company knows how important it is for them to communicate with their customers through various Internet tools. One of the most important Internet tool to communicate with customers are companies’ websites, and the reasons for this may be low cost and communication with customers who are always active and online. The aim of this paper is to find out how often and in what way leading companies on the Croatian market communicate with customers through their website. This paper provides theoretical review of the websites as communication tool. It offers a big picture view of the current state of using websites by leading companies in Croatian market. Paper and shown results can be beneficial for marketing experts, as well as for companies and their customers. KEY WORDS: communication, customer, Internet, web sites, leading companies. DETAILS ABOUT AUTHORS: IVA GREGUREC TEACHING ASISTANT FACULTY OF ORGANIZATION AND INFORMATICS UNIVERSITY OF ZAGREB, CROATIA iva.gregurec@foi.hr TIHOMIR VRANEŠEVIĆ PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB, CROATIA tvranesevic@efzg.hr

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THE ROLE OF E-MARKETING IN THE CREATION AND PROMOTION OF AN ONLINE CLASSIFIEDS WEBSITE MAJA DAWIDOWSKY MAMIĆ, KARLA ŠKRIBULJA, BRANKA ŠUPUT

ABSTRACT The aim of this paper is to carry out how effective e-marketing is as a way of advertising and how much it is used in the creation and promotion of Croatian online classified websites. The additional aim is to suggest different applications of marketing tools on online classifieds. A comprehensive analysis of the use of e-marketing tools and techniques on both domestic and foreign markets has been shown, and the fundamental concepts necessary for understanding of this paper have been defined. Also the research was carried out in companies of different sizes and activities, which is an advantage considering that different information was collected adding variety to the research. Further, the possible solutions are presented by using the Internet marketing strategy as a strategic tool in the creation and promotion of online classifieds. Also the most effective and the most common Internet advertising techniques are proposed, which enables better promotion, increasing the number of clients, as well as being a good starting point for the expansion onto foreign markets. KEY WORDS: E-marketing, online classifieds website, Internet advertising. DETAILS ABOUT AUTHORS: MAJA DAWIDOWSKY MAMIĆ PRIVREDNA BANKA - ZAGREB maja.dawidowsky@gmail.com KARLA ŠKRIBULJA MM UNIVERSITY OF APPLIED SCIENCES VERN’ - ZAGREB kaskribulja@hotmail.com BRANKA ŠUPUT UNIVERSITY OF APPLIED SCIENCES VERN’- ZAGREB branka.suput@vern.hr

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ANALYTIC HIERARCHY PROCESS MODEL FOR EVALUATION OF SUSTAINABLE SUPPLY CHAIN MANAGEMENT SEDLAK OTILIJA, ČILEG MARIJA, KIŠ TIBOR, ĆIRIĆ IVANA, ĆIRIĆ ZORAN

ABSTRACT In this paper we study the sustainability of upstream supply chain management (SCM) considering the fact that supply management (strategic alliances, supplier section and its criteria) plays a major role in supply chain management. The main objective of our research is to investigate whether sustainable sourcing can positively impact company image and enhance the drive for business sustainability. One of the most useful and efficient tools for decision making process is fuzzy analytical hierarchy process (fuzzy AHP). The fuzzy AHP is easier to understand and can effectively handle both qualitative and quantitative data in the multi-attribute decision making problems. We apply fuzzy AHP for approve sustainable SCM. This paper examines effective factors of sustainable supply chain management by using fuzzy AHP approach in publishing industry. KEY WORDS: fuzzy analytical hierarchy process model; supply chain management; multi criteria decision making. DETAILS ABOUT AUTHORS: OTILIJA SEDLAK FULL PROFESSOR zotisz@tippnet.rs ČILEG MARIJA FULL PROFESSOR KIŠ TIBOR FULL PROFESSOR ĆIRIĆ IVANA PROFESSOR ĆIRIĆ ZORAN FULL PROFESSOR FOR ALL AUTHORS: UNIVERSITY OF NOVI SAD FACULTY OF ECONOMICS SUBOTICA SEGEDINSKI PUT 9-11, SUBOTICA, SERBIA

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2MS3 FRIDAY 03RD OCTOBER 2014 10:30 – 13:15 ROOM 3


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EXAMPLE OF DECISION MAKING IN HUMAN RESOURCE MANAGEMENT USING ANALYTIC HIERARCHY PROCESS SUZANA SRSEK, SANJANA BUC, SVEA KRSUL

ABSTRACT One of the functional domains within human resource management is the recruitment of employees for the organization. Selecting the best candidate is a complex issue that involves decision making based on multiple criteria. This paper explores the process of finding the best candidate for a particular area of work by applying multiple criteria decision making models. The practical application of the analytic hierarchy process (AHP) method in multicriteria decision making methods is shown as part of human resource management. It also demonstrates the utilization of this method when put in practice in the context of a greater satisfaction of employees and managers when decisions are taken. The application of the AHP multiple criteria decision making method has been performed in a state-owned organization in Croatia with the purpose of selecting candidates for a hypothetical position. For this purpose, the key criteria for evaluating the candidates have been identified and different weights have been set to each criterion. A total of 16 criteria have been used for the analysis of five alternatives using the Expert Choice Tools. A survey has been conducted (both among the candidates and the committee) and the results have shown that all the respondents have a positive attitude towards the application of AHP method in the selection of human resources. A recommendation for future research is: to create an AHP model for rewarding employees in the organization and to examine the impact of the group decision making in the AHP method on the entire candidate selection process. KEY WORDS: multi-criteria decision making, AHP method, human resource management, selection. DETAILS ABOUT AUTHORS: SUZANA SRSEK INDEPENDENT ASSOCIATE - FINANCIAL AGENCY ZAGREB, CROATIA suzana.srsek@gmail.com SANJANA BUC MSC., SENIOR LECTURER VERN’ UNIVERSITY OF APPLIED SCIENCES PROJECT MANAGER INSTITUT IGH D.D., ZAGREB ZAGREB, CROATIA sanjana.buc@igh.hr SVEA KRSUL PROF., LECTURER VERN’ UNIVERSITY OF APPLIED SCIENCES ZAGREB, CROATIA svea.krsul@vern.hr

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ATTITUDES OF CROATIAN STUDENTS ON IMPORTED PRODUCTS RADOJKA KRALJEVIĆ ZRINKA FILIPOVIĆ ALEN KOS

ABSTRACT Consumer ethnocentrism is strongly connected to appeals from domestic companies and the government to buy domestic products. In times of economic crises consumer ethnocentrism becomes an important consumer behavior issue, especially in highly import addicted countries. The authors were interested in finding out statistically significant attitude differences among Croatian students regarding this phenomenon. The level of ethnocentrism is analyzed on a representative sample of 150 students, measured by the consumer ethnocentrism tendencies scale (CETSCALE), Shimp and Sharma 1987. The aim is to explore facts related between a student’s study profile and the level of ethnocentrism, as well as possible gender differences. The theoretical and practical implications of the results were discussed. KEY WORDS: attitudes, students, imported products, Croatia. DETAILS ABOUT AUTHORS: RADOJKA KRALJEVIĆ PH.D. IN PSYCHOLOGY; ASSISTANT PROFESSOR DIU LIBERTAS INTERNATIONAL UNIVERSITY ZRINKA FILIPOVIĆ M.SC.; ASSISTANT LIBERTAS BUSINESS SCHOOL ALEN KOS BACC.UNIV.OEC., ASSISTANT LIBERTAS BUSINESS SCHOOL FOR ALL AUTHORS: J. F. KENNEDY 6 B ZAGREB CROATIA

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ANALYSIS OF MOTIVES OF GENERATION Y WINE CONSUMERS IN CROATIA IRENA PANDŽA BAJS SANJA MORALIĆ

ABSTRACT Purpose of this paper is to identify the main wine consumption motivators among generation Y in Croatia. Generation Y (Millenials) has become very interesting for markets, researchers and advertisers because of their proportion, their financial power and consumerist lifestyle. Researches on generation Y consumption and characteristics have brought a lot of benefits for companies to awake and understand needs and aspirations of generation Y consumers and also to adjust marketing strategies appropriate to this generation. Wine marketing nowadays is globally developed, but in Croatia it is still at the beginning. Wine culture and wine fashion in Croatia still have not improved their potentials to the fullest in the way they could, so it is of great importance to influence on young adults by using appropriate strategies. Properly understanding of consumers needs, optimum segmentation and various activities adapted to demands and expectations of various types of consumers are the key to successful wine marketing. The results of primary research has shown that key motivator of wine consumption among Croatian generation Y is food i.e. complementarity of food and wine, while sociability and tradition as a motivators don‘t have a special impact on wine consumption. Self-expression absolutely does not show any impact on wine consumption among Croatian Millenials. Those results could be useful for wine industries and for developing their marketing strategies related to young adult generation Y consumers. KEY WORDS: generation Y, wine consumption, motives. DETAILS ABOUT AUTHORS: IRENA PANDŽA BAJS PhD; UNIVERSITY OF ZAGREB FACULTY OF BUSINESS AND ECONOMICS ZAGREB J.F. KENNEDY SQUARE 6, ZAGREB, CROATIA ipandza@efzg.hr MORALIĆ, SANJA PREDOVEČKA 9, ZAGREB, CROATIA sanjamo1@gmail.com

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THE RELATIONSHIP BETWEEN ONLINE OPINION SEEKING AND CUSTOMER SATISFACTION WITH ONLINE STORES IN HUNGARY ÁKOS NAGY, ILDIKÓ KEMÉNY, KRISZTIÁN SZŰCS, JUDIT SIMON

ABSTRACT Since the early 1950s enormous amount of research has been dedicated to address the phenomenon of word-of-mouth. Initially based upon the direction and underlying motives, three major types can be differentiated (Flynn et al. 1996, Sun et al. 2006): opinion seeking, opining giving and opinion passing. This work analyses customers’ information seeking behaviour for others opinion on the internet in the typical stages of a purchase decision. The main aim of our research is to analyse the relationship between online opinion seeking, customer satisfaction with online stores and online opinion giving – especially the impact of online opinion seeking on the two other constructs – in Hungary, based on a representative sample of 1000 respondents. Valence of information is regarded as one of the major factors affecting opinion adoption, but it seems that a strong positive correlation exist between paying attention to positive and negative online word-of-mouth. Due to this result advanced opinion seeking behaviour could enable to reach higher level of customer satisfaction with online stores. According to multivariate statistical tests (in SPSS) and our model, we can conclude that online opinion seeking behaviour has a significant positive impact on customer satisfaction with online stores, as well as on opinion giving and opinion passing on the internet. This implies that opinion seekers are in fact mostly opinion leaders who not just share, but collect enormous amount of information about products and services and raise their expectations according to others’ feedback. By doing so their prior expectations are in relation to the true customer value of online stores and products. This means that customer satisfaction measured following the disconfirmation paradigm will reach a higher level and it is advisory for online retailers in Hungary to encourage customers to give feedback, because it will affect the customer satisfaction level in a positive manner.

KEY WORDS: online word-of-mouth, customer satisfaction, opinion seeking. REFERENCES: Flynn, L. R. - Goldsmith, R. E. - Eastman, J. K. (1996) Opinion leaders and opinion seekers: Two new measurement scales, Journal of the Academy of Marketing Science, 24(2), pp. 137–147. Sun, T. – Seounmi, Y. – Guohua, W. – Mana K. (2006) Online Word-of-Mouth (or Mouse): An exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication, 11 (2006), pp. 1104-1127.

DETAILS ABOUT AUTHORS: ÁKOS NAGY *, ASSISTANT LECTURER nagya@ktk.pte.hu ILDIKÓ KEMÉNY **, ASSISTANT RESEARCH FELLOW ildiko.kemeny@uni-corvinus.hu KRISZTIÁN SZŰCS * szucsk@ktk.pte.hu JUDIT SIMON **, PROFESSOR judit.simon@uni-corvinus.hu FOR AUTHORS: * UNIVERSITY OF PÉCS; FACULTY OF BUSINESS AND ECONOMICS, RÁKÓCZI STREET 80., CITY OF PÉCS, REPUBLIC OF HUNGARY ** CORVINUS UNIVERSITY OF BUDAPEST FŐVÁM SQUARE 8., CITY OF BUDAPEST, REPUBLIC OF HUNGARY 69


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IMPACT OF SALES TRAINING ON SALES RESULTS OF A CROATIAN COMPANIES PETAR MAJSTROVIĆ, MIRKO PALIĆ, MARIJA TOMAŠEVIĆ LIŠANIN

ABSTRACT At the time when most executives struggle with how salespeople should add value, especially in today’s multi-channel environment, ever greater sales effectiveness is needed. An important indicator of an effective sales force training program is the evaluation of whether or not the training has directly impacted professional selling. Despite of spending significant resources on sales trainings, assessing the training effectiveness often seems to be a challenging task for the Croatian companies. The main goal of this paper was to investigate the existence of direct relationship between sales trainings and sales results in the Croatian companies. Using the four level model (1 reactions, 2 learning, 3 transfer, 4 results) developed by Kirkpatrick evaluation has been done for each level. Information from each prior level served as a base for the next level’s evaluation. Thus each successive level represented a more precise measure of the effectiveness of the training program, but at the same time required a more rigorous and time consuming analysis. Research sample consisted of 200 sales professionals from different Croatian companies. Since there is little empirical work available as a guide in the design and implementation of sales training programs research results offered direct implications for enhancing sales training programs on the Croatian market. The results provided empirical evidence of the importance of sales trainings investment as a means of increasing sales performance. KEY WORDS: sales, sales training, training evaluation, Croatia. DETAILS ABOUT AUTHORS: PETAR MAJSTROVIĆ M.SC., BESTPRACTICE, D.O.O. PALINOVEČKA 19C ZAGREB, CROATIA petar@bestpractice.hr MIRKO PALIĆ PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA mpalic@efzg.hr MARIJA TOMAŠEVIĆ LIŠANIN PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB ZAGREB, CROATIA mtomasevic@efzg.hr

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IMPORTANCE OF EMPLOYEES IN CRM IMPLEMENTATION MIROSLAV MANDIĆ MATEJA ZBODULJA

ABSTRACT Following the trend of recent technological developments, customer relationship management is the future of any enterprise business today. The paper explaines the theoretical concept of customer relationship management, its characteristics, objectives and benefits. While implementing this strategy, it is necessary for the company to prepare itself for the upcoming changes and to eliminate or reduce the difficulties that may stand in the way. Because of the importance of the human factor in any company, this paper focuses on the employees affected by this change of implementation. Every CRM implementation has certain barriers that can directly affect on the behaviour of the employees. This paper demonstrates the difficulties that employees can experience, how this change affects them, what their thoughts are and what is the most important for them when introducing CRM as a new solution they’ll use in their business process. Also, this paper shows how can the company reduce difficulties and obstacles, which conditions must be satisfied in order to successfully implement the CRM and how to encourage the acceptance of the CRM by employees. KEY WORDS: customer relationship management, human resources, change management, CRM implementation. DETAILS ABOUT AUTHORS: MIROSLAV MANDIĆ ASSISTANT PROFESSOR UNIVERSITY OF ZAGREB FACULTY OF ECONOMICS AND BUSINESS ZAGREB TRG J. KENNEDY-A 6, 10000 ZAGREB, CROATIA mmandic@efzg.hr MATEJA ZBODULJA POST - SALES AND MARKETING MANAGER LEMAX D.O.O., ITRAVEL SOFTWARE ZAGREB, CROATIA mateja.zbodulja@gmail.com

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THE ANALYSIS OF THE CORRELATION BETWEEN EXPERIENCES ACQUIRED BY DOING SPORTS AND EXPERIENCES NEEDED FOR A SUCCESSFUL START UP RINO MEDIĆ, ANA BAČIĆ, DORA MEDIĆ

ABSTRACT Doing sports has, from the ancient times, been characterised as something that contributes to the general health of an individual (“Mens sana in corpora sane”). By developing sport and by bringing it to a higher level, one develops a range of experiences typical for athletes. Professional athletes invest years in their psychological and physical development and regardless of whether they are doing an individual or a team sport, they develop qualities and skills which can prove useful for their future careers. Since a professional career of an athlete has a time limit, depending on the sport they do, a high number of athletes decide to set up a business during or after their athletic career. Will experience they had acquired during their career be an advantage or a disadvantage? This paper tries to establish the correlation between experiences acquired when doing sports professionally and experiences needed for setting up a successful start up. The paper also tries to show to what extent the two are dependent on each other as well as to what extent they can be useful or harmful when launching a new business. For the purposes of this paper a secondary research was conducted, i.e. the available literature on entrepreneurs and athletes was analysed as well as on the qualities and skills typical for each of the professions. As the primary research a questionnaire was circulated to interview former athletes who set up their own businesses, successfully or unsuccessfully, and the gathered information was used as the basis for an analysis. The paper also lists athletes who started a business successfully as well as those who did not succeed in doing so. Based on this, the paper tries to establish experiences which increase or decrease the chances for success and to find the correlation. KEY WORDS: sport, entrepreneurship, a start up, athletic experiences, entrepreneurial experiences. DETAILS ABOUT AUTHORS: RINO MEDIĆ MBA, VERN’ UNIVERSITY OF APPLIED SCIENCES - ZAGREB rino.medic@gmail.com ANA BAČIĆ VERN’ UNIVERSITY OF APPLIED SCIENCES - ZAGREB ana.bacic@vern.hr DORA MEDIĆ UNIVERSITY OF ZAGREB, FACULTY OF HUMANITIES AND SOCIAL SCIENCES dora.medic7@gmail.com

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PERSPECTIVES OF FASHION DESIGN AS A PART OF THE CREATIVE INDUSTRY – CASE OF CROATIAN FASHION DESIGNERS ALICA GRILEC KAURIĆ JOSIP MIKULIĆ LANA LOVRENČIĆ BUTKOVIĆ

ABSTRACT Fashion design is a part of growing and fast developing creative industry. Researchers, when doing researches in fashion, mostly focus on textile and apparel industry and fashion designers remain unexplored. In this paper, economic importance of fashion designers, as part of creative industry, is defined and explained as well as marketing strategies they are using. Secondary and primary data sources are used (interviews with Croatian fashion designers). Furthermore, the SWOT analysis of Croatian fashion designers is presented in the paper and the research objectives - defines specific marketing strategies of fashion designers and analyses their economic perspectives, are achieved. KEY WORDS: fashion design, creative industry, SWOT analysis, marketing strategies. DETAILS ABOUT AUTHORS: ALICA GRILEC KAURIĆ PHD alica.grilec@ttf.hr JOSIP MIKULIĆ PHD jmikulic@efzg.hr LANA LOVRENČIĆ BUTKOVIĆ MSC llovrencic@grad.hr FOR ALL AUTOHORS: UNIVERSITY OF ZAGREB CROATIA

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WINE CONSUMPTION BEHAVIOURS: INVOLVEMENT, LIFESTYLES, RISK AND ATTRIBUTES MIGUEL SANCHES, CLÁUDIA SEABRA, JOSÉ LUÍS ABRANTES, MARGARIDA VICENTE

ABSTRACT The main goal of the current work is to present a generic and global view of wine consumer behavior, by developing different dimensions to a better understanding of such behavior. For that, it was developed the theoretical background of consumer behavior and then specifically decision making process in wine purchase. It was developed an empirical research, supported in an online survey that allowed deductions on the study questions presented. From a 311 individuals sample, this study identifies the main wine consuming occasions, all with public (friends, family, parties), with the consumption association of red wine as the wine type more consumed. It is also possible to assess that consumer take into account its own experience and family and friends opinion to take decisions. Also, consumers buy wine essentially on hypermarkets, supermarkets and restaurants. Yet consumers refer flavor, origin region and wine type as the most valued attributes in wine, by a consumer with a moderated involvement but that considers wine choices very important. This work finds its originality in the fact that it explores the wine consumer behavior in a global and embracing way, also there is not that much investigation works in this specific area, about Portuguese consumer. So we hope, that this work may provide a valuable background to marketing strategies, to producing regions and producers as well to other agents involved, and also to the development of other studies. KEY WORDS: consumer behavior, attributes, lifestyles, involvement, risk, wine marketing. Acknowledgments: Portuguese Foundation for Science and Technology and Center for Studies in Education, Technologies and Health. DETAILS ABOUT AUTHORS: MIGUEL SANCHES SUPERIOR SCHOOL OF EDUCATIONU miguelsanches.thr@gmail.com CLÁUDIA SEABRA cseabra@estv.ipv.pt JOSÉ LUÍS ABRANTES jlabrantes@estv.ipv.pt MARGARIDA VICENTE margarida@estv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU PORTUGAL

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A COMMUNITY FOR ELDERLY BORIS HUDINA

ABSTRACT A condominium for elderly designates an area, a settlement, designed exclusively for people belonging to the third age. The specific feature of such a community is relative homogeneity, and the existence of a range of activities and forms of assistance, like health-care, social, cultural and entertainment activities, and other services, which can sometimes become indispensable in old age. Condominium managed company engaged in real estate, health and social care, and other services related to the elderly. The basic idea of the elderly is selling their current property in exchange for buying a new smaller and more adequate living space in the condominium. Such transaction gives the elderly a new property in the condominium, and the difference in the price of the old property and the property in condominium serve the elderly as savings that can improve their quality of life, because their pension is usually cover basic overhead and living costs in the condominium. Besides a feeling of material independence and care, health security, the feeling of being useful in the sense of being able to leave material possessions to one’s heirs, life in a condominium gives to the elderly a lasting sense of existence, a motivation for remaining active and taking care of themselves. The company that owns a condominium conducts all activities related to these sales transactions, dealing with the purchase and sale of acquired properties. Descendants of elderly after their death have ownership in condominium with restrictions on trading that property or using it, due to condominium rules. By accepting a way of life that is common elsewhere, and through the building of the condominium as a community in Croatia, one part of the third age population will gain an interesting alternative to the only choice they have had so far – the institutionalization. KEY WORDS: community, elderly, condominium, third age. DETAILS ABOUT AUTHOR: BORIS HUDINA PSYCHOLOGIST HD PRO LTD., COUNSELING&COUNSALTING SERVICE LAURENCICEVA 6, 10000 ZAGREB, CROATIA boris.hudina@hd-pro.hr

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DESCRIPTIVE (QUANTITATIVE) RESEARCH DESIGN IN BUSINESS MANAGEMENT TIHOMIR VRANEŠEVIĆ, DORIS PERUČIĆ

ABSTRACT Descriptive research design is type of „conclusive“ research with aim to describe the researched population or phenomena. Business management should know what is happening with the products and / or services on the market: who are the customers and users, where and how often they buy, in which situations are used, how much they are (dis) satisfied, what actions conduct main competitors ... As in other research designs („studies“) is always necessary to begin by defining the problem, the objectives and purposes of research and hypotheses. In a descriptive study - it seems - is much easier to formulate its than in explorative and/or qualitative research design. The reason is that often descriptive research is „up-graded“ on explorative and/or qualitative researchs. So, in many cases, well-defined hypotheses in descriptive research design, results already obtained results of previously conducted - explorative and/or qualitative research design. This is most important in case that the problem is a complete unknown - in that situations previously conducted explorative research have to be realized. In general, descriptive (quantitative) research have to describe the problem and / or business situation in details. The purpose of collecting precise data for purpose of descriptive (quantitative) researchs must be, in advance clearly identified to the questions who, what, when, where and how ... get answers that they can help solve business problem, challenge or business situations. So, the process of conducting a descriptive study have to be clearly structured because very often the information as a result of descriptive research serve as main basis for strategic decision making. But, top-level managers should be aware that descriptive research does not measure the direct level (or impact) „cause-and-effect relationships“ because it is not possible wit descripitve research design (it is the task of causal research designs). Descriptive research describes „just“ the phenomena or situation but very often - detail description is enough to demonstrate and evaluate the mutual causal connection between two or more phenomena. Beacuse of that, the results of descriptive research in a numerous situations are used as a basis for the evaluation of the correlation effects, even for the prediction of occurrence in the future nedded for strategic business decisions. Sometimes i KEY WORDS: descriptive research, quantitative research design, decisions, top levelmanagement. DETAILS ABOUT AUTHORS: TIHOMIR VRANEŠEVIĆ, PROFESSOR FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF ZAGREB, CROATIA tvranes@gmail.com DORIS PERUČIĆ, PROFESSOR ACI D.D. OPATIJA, CROATIA dperucic@gmail.com 76


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2MS4 FRIDAY 03RD OCTOBER 2014 10:30 – 13:15 ROOM 4


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FINANCIAL LITERACY OF UNIVERSITY STUDENTS PETRA MEDVEĎOVÁ MARTA URBANÍKOVÁ

ABSTRACT In modern society of today‘s world emphasis is placed on ensuring financial literacy and financial education of population. Without basic financial knowledge and skills it is not possible to make informed decisions that affect personal and family budget. This paper focuses on finding the level of financial literacy of students in selected economic faculty using a questionnaire survey to determine the existence of a relation between the level of correct answers in the questionnaire and selected sociodemographic characteristics as gender, level of education, year and time study, field of study, completed financial education. The questionnaire tested aspect suitable choice – to know basic information about financial products and to be able to choose the right one under the circumstances. From the survey results, we can conclude that the level of financial literacy of respondents is not sufficient. To increase the level of financial literacy of students one must increase knowledge, skills and competencies through financial education of young economically active people entering into financial situations. KEY WORDS: financial literacy, financial education, hypothesis, Mann-Whitney test. DETAILS ABOUT AUTHORS: PETRA MEDVEĎOVÁ ASSISTANT PROFESSOR MATEJ BEL UNIVERSITY; FACULTY OF ECONOMICS TAJOVSKÉHO 10, 975 90 BANSKÁ BYSTRICA, SLOVAK REPUBLIC petra.medvedova@umb.sk MARTA URBANÍKOVÁ ASSOCIATE PROFESSOR CONSTANTINE THE PHILOSOPHER UNIVERSITY FACULTY OF NATURAL SCIENCES TR. A. HLINKU 1, 949 74 NITRA, SLOVAK REPUBIC murbanikova@ukf.sk

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HOW AND WHY TO TEACH ENTREPRENEURSHIP INTERDISCIPLINARY? CASE OF JOSIP JURAJ STROSSMAYER UNIVERSITY LEGAL-ECONOMIC CLINIC OSIJEK ANAMARIJA DELIĆ, SUNČICA OBERMAN PETERKA

ABSTRACT Developing entrepreneurs, or teaching students how to behave entrepreneurially requires a complex set of activities that encompass wide range of knowledge, behaviours and motivation in the identification, evaluation and development of opportunities. This approach requires an equally complex combination of activities and methods that can allow students to understand the required entrepreneurial abilities. In creating this pedagogy, it should be taken into account that complexity of today’s global problems demands a multidisciplinary and cross-disciplinary approach in their solving. Complexity of today’s problems demands combination of skills and knowledge of different roles - of new type of professionals (i.e. both economist and lawyers at the same time), so called “hybrid professionals”. One of the ways to achieve all these educational goals is through experiential education, which provides just such a set of activities that allows teaching of complex situations and activities. Clinicalbased education provides all above stated goals and objectives. This article will present theoretical background for development of effective experiential educational pedagogy in entrepreneurship, based on good experiences and results of clinical-based education in law schools around the world. Clinical education is a common method of legal instruction developed to broaden legal education, which was traditionally focused mainly on systematic training in learning law. But lately clinical law education was criticized as too narrow, because it failed to develop knowledge and skills necessary for practicing law – entrepreneurial skills in students. Following the necessity to find appropriate learning approach that will allow adoption of complex knowledge, but also to amend criticism towards the existing teaching models, clinical-based education was recognized as the most suitable method. At the end of the article, Legal-Economic Clinic Osijek will be presented as a unique clinical-based training in law and business. KEY WORDS: entrepreneurship, multidisciplinarity, clinical education. DETAILS ABOUT AUTHORS: ANAMARIJA DELIĆ, ASSISTANT PROFESSOR adelic@efos.hr SUNČICA OBERMAN PETERKA, ASSOCIATE PROFESSOR suncica@efos.hr FOR BOTH AUTHORS JOSIP JURAJ STROSSMAYER UNIVERSITY IN OSIJEK FACULTY OF ECONOMICS IN OSIJEK TRG LJUDEVITA GAJA 7, OSIJEK CROATIA

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NEURO-LINGUISTIC PROGRAMMING TECHNIQUES FOR PERFECTING PRESENTATION SKILLS DANIELA N. ILIEVA-KOLEVA RADOSTIN VAZOV

ABSTRACT This paper aims to present the Neuro-linguistic programming (NLP) communication techniques which can be used by people in business or in academia. NLP gives reasonable and affordable solutions to a variety of communication problems. It provides suggestions for further individual improvement and research. Through this practical discipline people can achieve more flexible thinking, self-discovery, and develop their communication strategies and presentation skills. The author aims to critically distinguish between the NLP techniques for perfecting presentation skills and the NLP techniques used for other problematic areas. The research methodology includes an overview of the different methods NLP uses to enhance modelling practices, behavioral development and strategic understanding. The paper highlights the NLP strengths and varieties of instruments, techniques and processes to improve presentation skills and to bring them on another level. KEY WORDS: presentations, presentation skills, communication, NLP, development, management, interpersonal communication. DETAILS ABOUT AUTHORS: DANIELA N. ILIEVA-KOLEVA UNIVERSITY OF SHEFFIELD SOFIA, BULGARIA dkoleva@city.academic.gr RADOSTIN VAZOV VUZF UNIVERSITY SOFIA SOFIA, BULGARIA vazov_rado@vuzf.bg

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STUDENTS’ MOTIVATION, LEARNING RESOURCES AND STYLES: THE IMPACT ON LEARNING PERFORMANCE CLÁUDIA SEABRA RUI MOREIRA JOSÉ LUÍS ABRANTES

ABSTRACT Modern education is based on a completely different teaching-learning process approach. The role of participants changed: the teacher is a guiding element and promoter of learning, however, the student is an active and essential element in the learning. It is clear that this change in the learning process, involves the teacher in a more technological education. To meet and motivate the students, the teacher which needs to be self-taught, integrator, communicator, questioning, creative, collaborative, efficient, generator of knowledge and an information diffuser committed to the changes of this new era. The main goal of the present study is to deepen the understanding of the influence of learning resources, namely ICT in learning styles and learning performance in lower education students. Using a sample of more 357 students, a structural model reveals that students’ learning performance depends directly on their learning styles, motivation and involvement with ICT and teachers’ learning resources and interest and motivation with a specific subject. Discussion centers on the implications of this scale for theory development and management decisions. The results yield recommendations for schools, teachers, and education administrators. Teachers and schools managers may better understand the learning environment preferred by students and what impacts their learning performance. Directions for future research are also presented. KEY WORDS: pedagogy, learning performance, learning resources, learning styles. DETAILS ABOUT AUTHORS: CLÁUDIA SEABRA HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT cseabra@estv.ipv.pt RUI MOREIRA HIGHER SCHOOL OF EDUCATION rjfmoreira@gmail.com JOSÉ LUÍS ABRANTES HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT jlabrantes@estv.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU PORTUGAL

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A SCALE TO MEASURE STUDENT’S MOTIVATION, LEARNING RESOURCES AND STYLES RUI MOREIRA, CLÁUDIA SEABRA, JOSÉ LUÍS ABRANTES, BELMIRO REGO

ABSTRACT The world has changed and our students too! They are now more demanding and know what they want and like. Teachers must be alert and keep interaction to motivate them daily. Since very young people learn to live with the Information and Communication Technologies (ICT). The use of technology in our day to day lives is unavoidable. Information, games and other tools placed at the service of education made this new virtual environment the preferred context to learn. Thus becomes important to consider the role of ICT in society and at school, including its impact on the teaching-learning process transformation. The use of ICT should be done in an integrated and inclusive way, teach how to use, consume and interact with technology so critical. The study presented here intends to contribute to a more depth study of the impact of ICT in the teaching-learning process, specifically in the History subject to lower education students. The main objective is to create a scale to measure the Interest and Motivation to the Subject, Motivation and Involvement with Learning Resources and Learning Styles. Insights from an empirical study of 357 lower education students indicate that this multi-dimensional scale incorporates the following constructs: a) Interest and Motivation with History Subject, b) Motivation and Involvement with ICT’s Learning Resources, c) Motivation and Involvement with Teachers’ Learning Resources and d) Non Literary Learning Styles. Discussion centers on the implications of this scale for theory development and management decisions. Teachers and schools managers may better understand the learning resources and styles preferred by students and create more motivational learning programs. Directions for future research are also presented. KEY WORDS: pedagogy, student behavior, learning resources, learning styles. DETAILS ABOUT AUTHORS: RUI MOREIRA HIGHER SCHOOL OF EDUCATION rjfmoreira@gmail.com CLÁUDIA SEABRA HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT cseabra@estv.ipv.pt JOSÉ LUÍS ABRANTES HIGHER SCHOOL OF TECHNOLOGY AND MANAGEMENT jlabrantes@estv.ipv.pt BELMIRO REGO HIGHER SCHOOL OF EDUCATION brego@esev.ipv.pt FOR ALL AUTHORS: POLYTECHNIC INSTITUTE OF VISEU PORTUGAL

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THE IMPACT OF IMPLEMENTING A QUALITY CONTROL MANAGEMENT SYSTEM ON THE PERFORMANCE OF CROATIAN COMPANIES JOSIP KERETA KRUNOSLAV BABOGREDAC IRENA MEDVEŠEK

ABSTRACT This paper analyses the impact of implementing quality management on financial results in Croatian companies. Implementation and certification of quality management systems according to international standard ISO 9001:2008 is important for companies that want to offer a competitive advantage in domestic and international markets. The subjects of this paper are specialized companies that have implemented quality management system according to international standard ISO 9001:2008, as well as the way their operations have changed and influenced the financial performance of operations. The starting point of the research consists of 119 companies that have implemented quality management system according to the international standard ISO 9001:2008. The paper describes the importance of quality in modern business conditions and the importance of quality in Croatian companies selected from various sectors. Costs of quality as well as their distribution are also defined. The purpose of this paper is to present the results of the study and provide a conclusion analyzing the impact of applying quality management in the selected enterprises in the Republic of Croatia and offer recommendations for their improvement. KEY WORDS: quality, quality management system, international standard ISO. DETAILS ABOUT AUTHORS: JOSIP KERETA M.SC.; TRIGLAV OSIGURANJE D.D. ZAGREB, CROATIA josip.kereta@triglav-osiguranje.hr KRUNOSLAV BABOGREDAC MAG.OEC, LECTURER UNIVERSITY OF APPLIED SCIENCES VERN’- ZAGREB ZAGREB, CROATIA krunoslav.babogredac@vern.hr IRENA MEDVEŠEK PROF.; UNIVERSITY OF APPLIED SCIENCES VERN’- ZAGREB ZAGREB, CROATIA irena.medvesek@vern.hr

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SUSTAINABLE DEVELOPMENT AND ALTERNATIVE FUELS MERICA PLETIKOSIĆ

ABSTRACT Sustainable development based on fossil fuels with an alternative fuels replacement concept in order to adaptation to climate changes, requires strong activity in mitigation and carbon dioxide emissions reduction. All measures taken must be seen as an investment to avoid the risks of very severe consequences in the future. The economic costs switching to alternative fuels due to of the impact on climate changes requires good management and risk reduction. In order to achieve such high set global targets, there is a need for big efforts in public information and sensitization. This paper presents the results of empirical research knowledge and opinion of the public concerned about the use of waste as an alternative fuel in the cement industry in Croatia. The study was conducted in the targeted sample using depth interviews and participatory observation. In the analysis of the empirical material used is a qualitative method of grounded theory and calculated with a computer package Statistic Ver. 11:00. The aim of the research was to determine the awareness and attitudes of the concerned public about the differences of municipal waste incineration and co-incineration in cement industry as an alternative fuel and environmental impact, as well as knowledge about the use of alternative fuels in the EU cement plants. By the research it was determined the level of awareness of the targeted and sector groups related to the possibility of using alternative fuels in the cement industry in accordance with sustainable development. Representatives of all subsamples defined, largely argue that there is no difference between waste incineration and waste co-incineration in the cement industry. They believe that alternative fuels usage has detrimental effects on the environment and human health, but it is legally authorized to use such fuel in cement plants in EU countries. KEY WORDS: sustainable development, carbon emissions, alternative fuels. DETAILS ABOUT AUTHOR: MERICA PLETIKOSIĆ M.SC.; ENVIRONMENTAL MANAGER CEMEX CROATIA D.D. F. TUĐMANA 45, 21212 KAŠTEL SUĆURAC CROATIA merica.pletikosic@cemex.com

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COST-BENEFIT ANALYSIS OF GREEN ROOFS IN A BUDAPEST DISTRICT GABRIELLA DARÁZS ISTVÁNNÉ HAJDU

ABSTRACT More and more green roofs are built all over the world irrespectively of climatic conditions. They are capable of reducing the anticipated effects of climate change and urbanization. Several studies have already been made analysing one or more advantages of green roofs (water retention, insulation, noise muffling, provision of new habitats for flora and fauna), but only some of them tries to quantify these advantages. Besides, we need to deal with advantages of green roofs, it is also important to show exact figures. Decision makers and investors are interested in not only the fact that green roofs are able to retain rainwater, increase insulation or building’s life span, but the extent of these factors and the required expenditure. That is the reason why we need to collect the incentives and quantify them. In the case of Budapest, most of the districts are suitable to make a study and a survey of existing green roofs and roofs that suitable for establishing green roof onto that can help us providing their advantages by figures. Collecting figures in a district regarding to water retention, insulation, noise muffling etc. makes possible to quantify the contribution to environmental development when each feasible green roofs are built. In respect to nonquantified figures (recreation value, improved working conditions) interviews or questionnaires help us to get useful information. Summarizing these figures a comprehensive study could be made for investors and decision makers such as an incentive tool on proving the worth of building a green roof on each suitable roof. KEY WORDS: green roofs, cost-benefit analysis, quantified-, non-quantified figures. DETAILS ABOUT AUTHORS: GABRIELLA DARÁZS PHD IN LANDSCAPE ARCHITECTURE AND LANDSCAPE ECOLOGY darazs.gabriella@gmail.com ISTVÁNNÉ HAJDU DR.; PROFESSOR, FACULTY OF FOOD SCIENCE dalma.balogh@uni-corvinus.hu FOR BOTH AUTHORS: CORVINUS UNIVERSITY OF BUDAPEST H 1118 BUDAPEST, VILLANYI UT 29-43.

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ORGANIC FOOD PREFERENCES: SIGNIFICANCE OF SOCIO-DEMOGRAPHIC AND ATTITUDINAL MARKET SEGMENTATION VARIABLES RUŽICA KOVAČ P. ŽNIDERŠIĆ, INES ĐOKIĆ, NENAD ĐOKIĆ

ABSTRACT Although supply is still not meeting Serbian organic food market demand, increasing consumers’ organic food acceptance will be crucial for significant future market development. As previous researches have shown, important role for future organic food consumption will belong to young and more educated people. However, for creating, implementing and controlling adequate marketing mix in order to target this market segment, additional market segmentation variable research is necessary. In this paper, organic food preferences of young and educated respondents were considered as basis for further segmentation (the research was conducted in Autonomous province of Vojvodina in February 2014, n=140). The choice of preferences can be understood in context of insufficient organic food supply at domestic market as well as future increasing of respondents’ income as basis for transforming preferences into food consumption. Respondents were segmented into consumers with low organic food preferences (prefer to consume it once in several weeks or less frequent), consumers with medium organic food preferences (prefer to consume it once a week) and consumers with high organic food preferences (prefer to consume it several times a week, every day or several times a day). Furthermore, consumers’ segments were compared regarding different socio-demographic and attitudinal market segmentation variables. Out of socio-demographic variables, segments were statistically significantly different only regarding gender – the percent of women was increasing in segments more preferring organic food. Consumers’ attitudes reflecting their natural product interest were also significant for organic food preferences – consumers’ segment preferring organic food highly was statistically significantly different in comparison to other segments in terms of respondents rating these items higher. Besides, recommendations at tactical marketing level were given in the paper. KEY WORDS: organic food preferences, organic food market segmentation variables, young and educated consumers. DETAILS ABOUT AUTHORS: RUŽICA KOVAČ P. ŽNIDERŠIĆ, FULL PROFESSOR znikor@ef.uns.ac.rs INES ĐOKIĆ, TEACHING ASSISTANT mines@ef.uns.ac.rs NENAD ĐOKIĆ, TEACHING ASSISTANT djokicn@ef.uns.ac.rs FOR ALL AUTHORS: UNIVERSITY OF NOVI SAD; FACULTY OF ECONOMICS SUBOTICA, SEGEDINSKI PUT, 9-11, SUBOTICA, REPUBLIC OF SERBIA

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NEW KIND OF COMPETITION: THE RISE OF CUSTOMER – ARE WE BUILDING A MONSTER? MIRNA CORIC

ABSTRACT The aim of the paper is to provide insights into how competition changes and develops across the value chain to the end customer. Furthermore, the paper will describe increasing power of customer and his/her competitive advantage against companies which leads, in the long term, to more transparency of how companies function, what input they are using, how they produce, where they produce, their communication strategies and output they offer to customers. Additionally it will elaborate about the increasing power of customers that has allowed a framework for a fair competition on the market as well as protection of consumer interests. The paper will include aspects such as role of regulation and environmental concerns as well as social sensitiveness which has been a result of customers‘ increased interest in what else companies do besides earning profit. Paper will also argue about whether, in what way and to what extent (if any) consumers are taking advantage of the new increased competitive power taking into consideration increased use of social media and digital marketing, as well as companies’ perspective on how well they keep up with customers increasing power through external communication strategies. Last but not the least, paper will offer empirical perspective based on case illustration of Croatian telecom industy. KEY WORDS: customer, competitiveness, competition, social, media, communication, abuse. DETAILS ABOUT AUTHOR: MIRNA CORIC HEAD OF MARKETING AND MANAGEMENT DEPARTMENT AND LECTURER EDWARD BERNAYS FIRST COLLEGE OF COMMUNICATION MANAGEMENT RATKAJEV PROLAZ, ZAGREB, CROATIA mirna.coric@bernays.hr

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DESTINATION BRANDING – THE UNIQUE DESTINATION PROPOSITION CREATION – MEDITERRANEAN AS IT SHOULD BE MIRNA CORIC, IGOR VUKASOVIĆ

ABSTRACT Destination branding is more than an image-building campaign: it requires a long term commitment and it has to synergize with different influential stakeholders both in the building process as well as in brand implementation. The latest literature argues that the truly powerful destination brands are linked with internal stakeholders having a clear idea what their destination represents and how it differs from other destinations. Country can never be branded in traditional sense, but one can work on place reputation management and advertise its resources, peculiarities and unique propositions. A strong brand provides added value and brings a powerful identity benefit, it drives consumers‘ behavior and influences their perception of reality, creates trust and possible relationships with the origin and finally increases positive expectations that result in positive economic impact. For a long time Croatian touristic offer has been a shallow exploration of natural resources and concept of „sea, sun, sand”. As well, Croatian offer neglected potential of Croatian authenticable products, country specific products and services (for example food and drinks). In other words, there has be no institutional and national consensus on destination branding strategy and unique direction Croatia should follow in order to position itself on the market. The aim of the paper is to explore Croatia as a brand, product and beyond, as well as to point out and strategize already existing positive associations which should be a foundation to build upon in order to boost attractiveness and subsequently investments of the country. The research objective is to provide a unique proposition (using „country of origin effect“) and offer ways in which Croatia can adopt strategic marketing in order to manage its reputation and unique proposition and move from already used concept of „Mediterranean as it once was“ and to upgrade its offer into “Mediterranean as it should be”. Additionally, paper will argue that Croatia and its destination branding strategy need to ‚catch the train‘ of demographic change and lifestyles of European customers, who are willing to pay more for a product that is produced in a natural way, according to high quality standards, which are not GMOs. Key words: Mediterranean, destination, branding, unique, proposition, authenticable, country of origin, production, natural. DETAILS ABOUT AUTHORS: MIRNA CORIC, HEAD OF MARKETING AND MANAGEMENT DEPARTMENT AND LECTURER mirna.coric@bernays.hr IGOR VUKASOVIĆ, LECTURER MARKETING AND MANAGEMENT DEPARTMENT i.vukasovic@gmail.com FOR BOTH AUTHORS EDWARD BERNAYS FIRST COLLEGE OF COMMUNICATION MANAGEMENT RATKAJEV PROLAZ, ZAGREB, CROATIA

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THE NEW HIGHER EDUCATION STELLA ANTOLOVIĆ

ABSTRACT Higher education includes many kinds of complex processes and terms such as: enrolment procedures, national systems, universities, schools, laws, internal processes of the organizations and so on. Nevertheless, the beginning and the end of every process is the student. The numbers demonstrate just how important the student is. In Croatia the year 2011/2012 was the year with the largest number of students (197.418), while in the year 2012/2013 their number slightly decreased to 188.285 students. What does it mean to be one of 188.285 students in Croatia? Today, this means to be involved in at least three significant trends: rising costs, changing demand and disruptive technology. Today, students have to deal with more expensive education, reduced business opportunities due to labour automatization and disruptive technology in education. These changes force students to either demand changes in higher education at home or change the address of their higher education to a more global one. Due to these powerful changes that a new term is introduced: reinventing the university. The changes that the development imposes are inevitable and this goes to higher education also. At this moment the change is not the question, the question is how not to become a victim of the change? This paper is about the good practices of the universities that reinvented themselves with the help of new technologies and thereby adjusted to the new market and student demands. KEY WORDS: higher education, good practices, new technology. DETAILS ABOUT THE AUTHOR: STELLA ANTOLOVIĆ ASSISTANT THE “BALTAZAR ADAM KRČELIĆ” COLLEGE OF BUSINESS AND MANAGEMENT ZAPREŠIĆ, CROATIA stella.antolovic@gmail.com

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AUTHOR INDEX A

F

ABRANTES, JOSÉ LUÍS 14, 44, 74, 81, 82 ANTOLOVIĆ, STELLA 89 AWDZIEJ, MARCIN 3

FAIAS, CLÁUDIA 14 FEHÉR, ORSOLYA 54 FILIPOVIĆ, ZRINKA 67

G GELO, TOMISLAV 52 GRAUSOVÁ, MÁRIA 49 GREGUREC, IVA 62 GRILEC KAURIĆ, ALICA 73 GROZDANIĆ, VIŠNJA 50

B BABOGREDAC, KRUNOSLAV 83 BAČIĆ, ANA 72 BALAŠKO, MILJENKO 6 BAUTOVIĆ, MIRJANA 56 BJELAJAC, GORAN 50 BRKIĆ, MARIJA 56 BUC, SANJANA 66 BUDIMIR, IVAN 7 BUNČIĆ, DOMAGOJ 47 BUZAR, STIPE 24

H HAJDU, ISTVÁNNÉ 85 HORVAT, ĐURO 60 HUDINA, BORIS 75 HUNJET, ANICA 27, 28 HUŽVÁR, MIROSLAV 49

C

I

CAREV, DANIJEL 16 CORIC, MIRNA 9, 87, 88

ILIEVA-KOLEVA, DANIELA N. 80 IVANA, ĆIRIĆ 64 IVANKOVIĆ, JADRANKA 56, 59

Č ČULINA, IVA 48

J JAKSIC, SASA 29 JAŠIĆ, ZORAN 24 JUGO, DAMIR 47 JUGOVIĆ, ALEN 19 JURIĆ, VLATKA 50

D DARÁZS, GABRIELLA 54, 85 DARIUSZ, WŁODAREK 3 DAWIDOWSKY MAMIĆ, MAJA 63 DELIĆ, ANAMARIJA 79 DRÁBIK, PETER 22 ĎURICA, MAREK 23 DVORSKI, STJEPAN 26

K KANAI, MASAE 32 KEČA, KSENIJA 18 KEMÉNY, ILDIKÓ 69 KERETA, JOSIP 83 KIŠUR, VERONIKA 38 KLARIĆ, DRAŽEN 15

Đ ĐOKIĆ, INES 86 ĐOKIĆ, NENAD 86 91


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OSTOJIĆ, ALEKSANDAR 25 OTILIJA, SEDLAK 64

KLARIĆ, VLASTA 18 KOS, ALEN 67 KOS KOKLIC, MATEJA 55 KOVAČIĆ, MARINKO 60 KOVAČ P. ŽNIDERŠIĆ, RUŽICA 86 KOVŠCA, VLADIMIR 26 KOZINA, GORAN 12, 28 KRALJEVIĆ, RADOJKA 67 KRSUL, SVEA 66 KUREČIĆ, PETAR 27, 28

P PAIVA, ODETE 14 PALIĆ, MIRKO 70 PANDŽA BAJS, IRENA 68 PAVLOVIĆ, DUŠKO 43 PEREC, INES 27 PERKOV, DAVOR 6 PERUČIĆ, DORIS 76 PETLJAK, KRISTINA 38 PETROVIĆ, MARIO 15 PEVCIN, PRIMOŽ 42 PLANTIĆ TADIĆ, DIANA 33 PLETIKOSIĆ, MERICA 84 PODRUZSIK, SZILÁRD 54 POLLMANN, OLAF 54 PUCAR, MARIN 37 PULJIĆ, MILJENKO 39 PUPAVAC, DRAGO 8

L LACKOVIĆ VINCEK, ZRINKA 26 LESAKOVA, DAGMAR 2 LOVRENČIĆ BUTKOVIĆ, LANA 73

M MAJIĆ, MARTINA 59 MAJSTROVIĆ, PETAR 70 MANDIĆ, MIROSLAV 71 MARČINKO TRKULJA, ŽELJKA 58 MARIJA, ČILEG 64 MARINKOVIĆ, LANA 17 MEDIĆ, DORA 72 MEDIĆ, RINO 72 MEDVEĎOVÁ, PETRA 78 MEDVEŠEK, IRENA 7, 83 MIHAJLOVIC, IRIS 57 MIKULIĆ, JOSIP 73 MILAS, ZDESLAV 47 MORALIĆ, SANJA 68 MOREIRA, RUI 81, 82 MOROVIC, VINKO 12 MULOVIĆ, ANA 35

R RATHMAN, DEŠA 61 RATKIĆ, HRVOJE 5 REGO, BELMIRO 82 REHÁK, RÓBERT 22 RIGOVA, ZUZANA 13

S SABLJAR, PETRA 5 SAMODOL, ANTE 46 SANCHES, MIGUEL 74 SEABRA, CLÁUDIA 14, 44, 74, 81, 82 SILVA, CARLA 14 SIMON, JUDIT 69 SIMOVIC, VLADIMIR 12 SKOKO, BOŽO 15 SRSEK, SUZANA 66 STANKO, ZORAN 34 STRUGAR, IVAN 57 STUMPF, GORANA 19 SZŰCS, KRISZTIÁN 69

N NAGY, ÁKOS 69 NIYAZI ÖZKER, A. 45 NOVOSEL, ROMANA 51 NOVOSEL – DOLNJAK, ZVONKO 51

O OBERMAN PETERKA, SUNČICA 79 OBRAZ, ROBERT 34 92


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ŠAFARIĆ, DARIO 59 ŠKRIBULJA, KARLA 63 ŠTRANGFELDOVÁ, JANA 49 ŠUĆA, SANDRA 33 ŠUPUT, BRANKA 63 ŠUŠNJAR, IVAN 52 ŠVÁBOVÁ, LUCIA 23

VAREZ, KATARINA 61 VAZOV, RADOSTIN 80 VICENTE, MARGARIDA 44, 74 VIDA, IRENA 55 VRANEŠEVIĆ, PAVAO 36 VRANEŠEVIĆ, TIHOMIR 62, 76 VRHOVSKI, IVANA 5 VUČETIĆ, MARCEL 6 VUKASOVIĆ, IGOR 88

T TAKEMURA, MASAAKI 32 TEIXEIRA, MÁRIO SÉRGIO 44 TIBOR, KIŠ 64 TKACZYK, JOLANTA 3, 4 TOMAŠEVIĆ LIŠANIN, MARIJA 70 TROJAK, NATAŠA 60

Z ZBODULJA, MATEJA 71 ZILIC, IVANA 7 ZORAN, ĆIRIĆ 64 ZUBAK, ANAMARIJA 19 ZUBANOV, VIOLETA 8

U

Ž

URBANÍKOVÁ, MARTA 78

ŽMEGAČ, DAVOR 25

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3rd International M-Sphere Conference, 02nd – 04th October 2014 For Multidisciplinarity in Business and Science 3rd International M-Sphere Conference

Book of Abstracts Zadar, Croatia 02nd - 04th October 2014

M-Sphere 2014 Book of Abstracts  

M-Sphere 2014 Book of Abstracts 2014 M-Sphere International Conference 02.-04.10.2014 Zadar - Croatia