HOLISTIC MARKETING IN THE FUNCTION OF COMPETITIVENESS OF THE APPLE PRODUCERS IN BOSNIA AND HERZEGOVINA

  • Dalibor Dončić, M.Sc., Ph.D. Student Syngenta, Gradiška
  • Nenad Perić, PhD Metropolitan University, Belgrade
  • Radivoj Prodavnović, M.A. Faculty of Economics and Engineering Management, University Business Academy, Novi Sad

Abstract

The aim of the work is the analysis of current business situation in which the apple producers in Bosnia and Herzegovina are positioned with development and use of holistic marketing concept as a model for improving the competitiveness of apple producers in Bosnia and Herzegovina. The methodology, which is applied in this work, is a combined qualitative and quantitative research technique. The in-depth interview is used for qualitative research, and for quantitative research the analysis of the import, export, production, trade and the cash flow data, available from statistical agencies, were used. The results showed that the new, developing, apple production strategy is necessary in order to correspond to the business challenges of the 21st century. In the new model of developing, it is suggested that the holistic approach to marketing has the central role. Holistic marketing, with its elements, has a potential to improve competitiveness on the domestic market and to create conditions for stable development of the apple production in Bosnia and Herzegovina.

Downloads

Download data is not yet available.

References

1. Agency for Statistics of B&H (ASBH), Statistical yearbooks for the period 2006 to 2014, database of ASBH, Sarajevo, available at: http://www.bhas.ba/index.php?option=com_publikacija&view=publikacija_pregled&ids=4&id=14&n=Poljoprivreda, accessed at: February, 2015.
2. Cvijanović D., Milenković, S. (1995): Marketing poslovna orijentacija agroindustrijskog preduzeća - Institut za kukuruz “Zemun Polje” Beograd, Zbornik radova, Simpozijum Inovacije u agrobiznis menadžmentu, Aranđelovac, pp. 3-5.
3. Cvijanović, D. (2000): Uticaj istraživanja marketinga na donošenje odluka i njihova povezanost u poljoprivrednom preduzeću, Proceedings, Naučni skup sa međunarodnim učešćem, Razvoj sela i agrobiznisa – šta posle sankcija?, jun 2000, Kopaonik, pp. 299-307.
4. Cvijanović, D., Popović, V. (2002): Marketinška orijentacija preduzeća uslov razvoja malih i srednjih preduzeća u agrobiznisu Srbije, Ekonomika Poljoprivrede, vol. 49, no. 3-4, pp. 129-135.
5. Ćejvanović, F., Ivanković, M., Lasić, M., Vaško, Ž. (2014): The Impact of Foreign Trade in Agricultural products of Bosnia and Hercegovina within the Framework of CEFTA 2006, Economics of Agriculture, vol. 61, no. 4, pp. 975-987.
6. Davčik, N. (2006): Integralni ili integrisani marketing, Marketing, vol. 37, no. 3, pp. 133-138.
7. Dončić, D. (2014): Analiza poslovnog koncepta proizvođača voća, unpublished internal documentation (in-depth-interviews with selected fruit producers), Lijevče polje and Pokozarje, BiH.
8. Đukić, S. (2008): Holističko upravljanje markom zasnovano na povjerenju i emocionalnoj privrženosti potrošača, tematski zbornik, Razvijanje konkurentske prednosti preduzeća u Srbiji u uslovima evropskih integracija, Univerzitet u Nišu, Ekonomski fakultet, pp. 123-134.
9. European Commission (2005): Putting rural development to work for jobs and growth, Directorate-General for Agriculture and Rural Development, available at: http://ec.europa.eu/agriculture/publi/newsletter/lisabon/special_en.pdf, accessed at: February, 2015.
10.FAO (2014): Annual report, FAO STAT, available at: www. faostat.fao.org, accessed at: February, 2015.
11. Grgar, D., Radinović, B. (2013): Implementacija koncepta holističkog marketinga kao osnova uspešnosti reformi javnog sektora Republike Srbije, Poslovna Ekonomija, no. 1, pp. 177-194.
12.Gligorijević, M. (2006): Od marketinga do holističkog marketinga, Ekonomske teme, no. 1-2, pp. 233-239.
13.Kotler, Ph. (2006): Marketing menadžment, Beograd: Data status. 14.Lifelong Learning program (2008): Holistic Marketing for Women Farmers, Project type: Development of Innovation, contact person: Malschinger, A., available at: www.adameurope.eu/prj/4706/project_4706_en.pdf, accessed at: February, 2015.
15. Lifelong Learning program (2012): Holistic Marketing for Micro-enterprises in the Handicraft Sector, Center of the Republic of Slovenia for Mobility and European Educational and Training Programs, Slovenia, Ljubljana, Project no. LLP-LDV-TOI-03/12, available at: http://ec.europa.eu/education/tools/llp_en.htm, accessed at: February, 2015.
16.Panić, S. (2011): Holistički marketing u funkciji tržišne transformacije preduzeća iz sektora namenske proizvodnje, Vojno delo, vol. 63, no. 3, pp. 332-341.
17.Patwardhan, M., A. (2014): A partial theory of holistic frm-level marketing capability: An empirical investigation, Journal of Management and Marketing Research, vol. 16, pp. 1-46, available at: http://www.aabri.com/manuscripts/141880.pdf
18.Paraušić, V., Cvijanović, D., Subić, J. (2007): Afrmacija udruživanja i marketinga u funkciji kreiranja konkurentnosti agrarnog sektora Srbije, Institut za ekonomiku poljoprivrede, Beograd.
19.Purcarea, V., T., Ratiu, P., M. (2011): How to keep loyal relationships with service customers using holistic marketing, Holistic Marketing Management, vol. 1, no. 1, pp. 27-32, available at: http://holisticmarketingmanagement.ro/RePEc/hmm/v1i1/1/7.pdf
20.Rakić, B., Rakić, M. (2007): Holistički marketing organske hrane u funkciji održivog razvoja poljoprivrede, Zbornik radova, XV Naučno-stručni skup sa međunarodnim učešćem o prirodnim vrednostima i zaštiti životne sredine - EkoIst’ 07 – Ekološka Istina, Sokobanja, pp. 218-222.
21. Stanković, Lj. (2007): Holistička organizacija marketinga, Ekonomske teme, no. 3, pp. 39-52.
22.Munteanu, C., Pagalea, A., Cristea, A. (2014): A Holistic approach on internal marketing implementation, Business Management Dynamics, vol. 3, no. 11, pp. 9-17.
23.Vaško, Ž., Ostojić, A., Drinić, Lj., Figurek, A. (2010): Utvrđivanje optimalnog momenta prodaje jabuka sa stanovišta uticaja troškova skladištenja, Agroznanje, vol. 11, no. 3, pp. 157-164.
24.Vlahović, B. (2011): Tržište i marketing poljoprivredno-prehrambenih proizvoda, Poljoprivredni fakultet, Novi Sad.
25.Vukmirović, N. (2004): Agricultural market in Bosnia and Herzegovina, Project: “Inventory of Post-War Situation of Land Resources in Bosnia and Herzegovina”, GCP/BOSNIA AND HERZEGOVINA /002/ITA, available at: www.agrowebcee.net/...ba/.../Agricultural_market_in_Bosnia and Herzegovina 1.pdf, accessed at: February, 2015.
Published
2015-06-30
How to Cite
DONČIĆ, Dalibor; PERIĆ, Nenad; PRODAVNOVIĆ, Radivoj. HOLISTIC MARKETING IN THE FUNCTION OF COMPETITIVENESS OF THE APPLE PRODUCERS IN BOSNIA AND HERZEGOVINA. Economics of Agriculture, [S.l.], v. 62, n. 2, p. 309-323, june 2015. ISSN 2334-8453. Available at: <http://ea.bg.ac.rs/index.php/EA/article/view/ekoPolj1502309D>. Date accessed: 30 oct. 2020. doi: https://doi.org/10.5937/ekoPolj1502309D.
Section
Original scientific papers

Most read articles by the same author(s)