Openness of companies in Serbia to creativity, new ideas and innovation

The COVID-19 pandemic and other global challenges that have appeared in the past years have caused market transformation and crucial changes on the demand side, forcing manufacturers and retailers to rethink their sales and marketing strategies. In particular, high-frequency durable consumer products such as wristwatches have proven to be sensitive. This paper aims to analyze the consumers' needs and define the indicators that directly influence the decisions to buy wristwatches in the Serbian market. The research was organized in two phases. Theoretical research has identified indicators influencing purchase decisions, such as price, brand, design, ease of use, and warranty. Empirical research examined their influence on the purchase decision depending on different segments of respondents: gender, age, education, and employment status. The obtained results showed significant differences as to how the mentioned indicators influence the purchase decision, depending on the demographic indicators. According to these results, a series of measures was proposed to improve the sales and marketing strategy for placing wristwatches on the Serbian market. Guidelines for future research are outlined in the paper.

Key determinants of consumers' decision making on the purchase of wristwatches on the Serbian market

Nuševa¹,

Marić²,

Vukmirović³

et al. 2024

Analysis of development and effects of electronic trade in Serbia based on SF-TOPSIS and TOPSIS methods

Lukić

2023

The issues of measuring and analysing the development dynamics and effects of electronic trade are currently topical, significant and complex in any country, including Serbia. In the observed period from 2017 to 2021, according to the obtained empirical results based on the SF TOPSIS method, the largest number of trading companies introducing e-business (IT technology) and e-trading appeared in Serbia in 2017. According to the obtained empirical results based on the classical TOPSIS method, the largest number of trading companies introducing e-business (IT technology) and e-trading was recorded in Serbia in 2019. The following is the ranking according to the SF-TOPSIS method: 2021, 2018, 2019 and 2020. The ranking according to the TOPSIS method is as follows: 2020, 2021, 2018 and 2017. The digitalisation factors of overall business operation of trade industry in Serbia are the global trend and requirements, degree of development of contemporary IT technology and the possibility of application in all the segments of trading operations, the economic climate, financial opportunities, entry of international retail chains, development of multichannel sale-classic and e-retail facilities, around-the clock business operations without time and geographical barriers etc. Considering the positive effects, significantly more should be invested in new information and communication technology in the future.

Impact of knowledge transfer on ecological innovations of acquired companies in Serbia

Milojević,

Savićević,

Dimitrijević

2024

Knowledge transfer is a key determinant of the development and implementation of innovations. It has not yet been sufficiently investigated how knowledge transfer can influence the environmental innovations of acquired companies in Serbia. This study investigates the role of knowledge transfer in acquired companies in Serbia and examines the impact of knowledge transfer on environmental innovation, i.e. on environmental innovation activities and strategy. The research was conducted based on the answers of 91 respondents, i.e. employees from five companies that were part of the acquisition process in Serbia. Collected primary data were processed in the SPSS program, using statistical analysis such as descriptive statistical analysis, correlational statistical analysis, and regression statistical analysis. Empirical results show that knowledge transfer in acquisition processes has a positive impact on the environmental innovations of acquired companies. The results show that knowledge transfer activities encourage the development and implementation of environmental innovations in those acquired companies. Since there is a lack of studies investigating the environmental orientation of acquired companies, this study contributes to the understanding of how knowledge sharing promotes the development of environmental innovations in acquired companies.