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Contemporary higher education institutions act as agents on a highly competitive market. Therefore, they have been obliged to modify their management approaches to attract and retain students, in order to ensure survival and development on such a market. These new management approaches include more explicit use of marketing principles and activities. Research presented in this paper is focused on positioning strategies of higher education institutions in the Republic of Serbia. The paper analyzes the content of accredited higher education institutions' Internet presentations (websites) in order to identify the bases of strategies used for differentiation from other institutions. More specifically, it searches for characteristics that higher education institutions highlight to show their superiority over other institutions to the general public, and most importantly - to prospective students. Those characteristics are treated as implicit/explicit competitive advantages, on which positioning strategies are based. The aim of this paper is to identify different elements used as bases for the positioning strategies of Serbian higher education institutions. Additional objective is to identify the most frequently used competitive advantages and the ones that are theoretically conceptualized, but not sufficiently used in the practice of Serbian higher education institutions. The paper includes three parts. The first part overviews the theoretical background related to positioning strategies in the higher education context. The research related to the bases of Serbian higher education institutions' positioning strategies is described in the second part of the paper, together with the obtained results. The main finding of this empirical research shows that conclusions from previously conducted studies are valid for Serbia, as well - positioning strategies of higher education institutions are mostly based on the same characteristics, while explicit implications of specific, unique, competitive advantages are missing. The majority of higher education institutions in Serbia tend to position themselves based on institutional reputation as well as on opportunities for students to find employment after graduating from those institutions. The final part of the paper includes conclusions and directions for further research.

Innovative responses of enterprises in modern business conditions become a crucial prerequisite to achieve business success and to ensure long-term competitive advantage. Innovation as a key means of competitiveness and strategic positioning is particularly important for the survival, growth, and development of small and medium-sized enterprises (SMEs) considering the fact that they are exposed to many risks. In times of globalization, risks are more pronounced and the managements of these companies are required to search for new ways to compete. Combining their flexibility with the orientation to create superior value for customers, small and medium-sized enterprises can provide competitive advantage. This paper uses the existing theoretical views on the importance of creating innovative business models to explore the innovative capacity of SMEs in Serbia and to identify opportunities for its increase in order to improve business performance and integrate faster into the global economic trends.

Development of processes related to an enterprise’s decision making and strategic responding is, among other factors, influenced by timely and confident information about many indicators for measurement of decision making processes efficiency and effectiveness. Contemporary enterprises are increasingly exposed to pressure to create new business models accordant with aims of various stakeholders and demands regarding sustainable development. Innovations related to performance valuation, measurement system design and presentation of certain indicators represent an imperative for successful growth and development of economy and society. During several recent years, significant developments in creating sustainability performance measurement system have been made. Still, the generally accepted measurement system does not exist. In this paper, the authors have presented potential framework for corporate sustainability performance measurement.

Possibilities for achieving strategic aims and preferred market positioning are influenced by enterprise's abilities to discover changes in consumer behavior and create superior value for them. However, identification and understanding of consumers' needs and demands is more difficult because of growing globalization of market and business, and intensive changes in structure and priorities of modern consumers. Differences in consumers' preferences are more and more emphasized, so they are becoming key bases for market segmentation. Enterprises' strategic response is therefore being more oriented towards developing long-lasting relations and creation of customized value for highly valuable consumers. Loyalty programs are integral part of strategies of such kind. These programs are based on combination of financial and nonfinancial benefits that are being used for making long-term relationship of consumer with a touristic destination, enterprise, product or brand. In this paper authors are focused on identification of key trends that profile touristic market and enable understanding of consumer behavior in the processes of buying and using the purchased value. The understanding of these trends is necessary and represents the basis for developing Customer Relationship Marketing strategy and profitable loyalty programs. .

Business conditions under which modern enterprises operate are becoming more and more complex. The complexity of the business environment is caused not only by external but also by internal factors, which imposes the need for turnover in management focus. The turnover is reflected primarily in the change of business models. The changes are evident at all management stages. Development and enhancement of business performance measurement system is the area where the changes are most evident considering the interest of the academic and professional public. The changes in understanding that the basic purpose of business performance measurement is control have come about. Aside from control, the purpose of business performance measurement is enhancing, inciting and rewarding, i.e. connecting the aims and strategies. There is no universal innovation performance measurement system that could be suitable for all organizations. Hence, it is necessary to continually enhance value systems and adapt them in compliance with defined aims. The paper analyzes the contemporary systems of business performance evaluation and suggests the model of an enterprise's innovation performance measurement.

APSTRAKT: Kompleksnost proučavanja ponašanja potrošača posebno je izražena kada se umesto tradicionalnog analizira onlajn okruženje. Otuda je interesovanje za determinisanje faktora koji opredeljuju ponašanje potrošača u takvom okruženju jedan od krucijalnih zadataka savremene marketinške teorije i prakse. Posebno bitan aspekt izučavanja jeste poverenje potrošača u onlajn ambijentu. Marketinški izazovi su utoliko veći kada se posmatra specifičan segment potrošača, kao što je to slučaj u doktorskoj disertaciji. U tom smislu, osnovni cilj disertacije odnosi se na generisanje validnih naučnih saznanja o tome u kojoj meri sklonost ka poverenju, kvalitet web sajta, percipirani rizik i elektronska interpersonalna komunikacija utiču na kreiranje onlajn poverenja potrošača generacije Y. Korišćenjem modela strukturalnih jednačina potvrđeno je da sve dimenzije sklonosti ka poverenju i kvaliteta web sajta imaju pozitivan i statistički značajan uticaj na kreiranje onlajn poverenja potrošača generacije Y. Zatim, ustanovljeno je da rizik proizvoda i finansijski rizik imaju negativan uticaj na onlajn poverenje ovog segmenta potrošača. Što se tiče elektronske interpersonalne komunikacije, istraživanjem je potvrđeno da kvalitet informacija i kredibilitet izvora pozitivno utiču na onlajn poverenje milenijalaca. Zaključeno je i to da onlajn poverenje utiče na kognitivne i afektivne stavove, onlajn satisfakciju i nameru o onlajn kupovini. Holistički pristup tokom izučavanja onlajn poverenja potrošača generacije Y daje mogućnost detaljnog analiziranja specifičnosti ove generacije. Korišćenjem rezultata istraživanja pružaju se teorijske i praktične implikacije, kao osnov budućih marketinških strategija za privredne subjekte koji svoje poslovanje prilagođavaju zahtevima onlajn ambijenta. ABSTRACT: The complexity of studying consumer behavior is especially emphasized when we analyze the online environment instead of the traditional one. Therefore, the interest in determining the factors that govern consumer behavior in such an environment is one of the crucial tasks of contemporary marketing theory and practice. A particularly important aspect of the research is consumer confidence in the online environment. Marketing challenges are bigger when looking at a specific consumer segment, as it is the case in this doctoral dissertation. In that sense, the main goal of the dissertation is to initiate valid scientific knowledge about the extent to which the tendency to have trust, the quality of the website, perceived risk and electronic interpersonal communication influence the creation of online trust of consumers who belong to Generation Y. By using the model of structural equations, it has been confirmed that all dimensions of the tendency to trust and website quality have a positive and statistically significant impact on creating online trust of consumers who belong to Generation Y. Moreover, it has been confirmed that product's risk and financial risk have negative impact on online trust of the consumers when it comes to this segment Regarding electronic interpersonal communication, research has confirmed that the quality of information and the credibility of sources have a positive effect on the online trust of millennials. It was also concluded that online trust affects cognitive and affective attitudes, online satisfaction and intention to shop online. A holistic approach while studying the online trust of consumers who belong to Generation Y provides a possibility to have more detailed analysis regarding the specifics of this generation. The use of research results provides theoretical and practical implications, as a basis for future marketing strategies for businesses and legal entities which adjuts their business to the requirements of the online environment.

School-based programs focused on externalizing problems in students are recognized as an important part of school life and work. The aim of this paper is the systematization of scientific studies in the form of systematic presentations and meta-analysis of school programs, in which externalizing problems in students is among the criteria for assessing the effectiveness of the program. Scientific results published in English in the last seven years are included in the systematization. Bases searched during research are: Google Scholar, PsycINFO, Web of Science (WOS), Education Resources Information Center (ERIC) and Scopus. The results of the research indicate that the most successful school-based interventions resulting in the prevention and reduction of externalizing problems are based on socio-emotional learning, that they are mostly implemented by teachers, that they are incorporated into the curriculum, and that their success depends on the quality of implementation. Школски програми којима се унапређује социемоционални статус ученика препознају се као важан део школског живота и рада. Циљ рада представља систематизација научних студија у форми систематских приказа и метаанализа школских програма, где се међу критеријумима за процену ефективности програма налазе екстернализовани проблеми у понашању ученика. Укључени су научни резултати објављени у последњих седам година на енглеском језику. Претраживане су базе: Google Scholar, PsycINFO, Web of Science (WОS), Education Resources Information Center (ERIC) и Scopus. Резултати истраживања указују на то да су најуспешнији школски програми са исходом превенције и редукције екстернализованих проблема засноване на социоемоционалном учењу, да их најчешће спроводе наставници, да су инкорпориране у наставни план и програм, као и да њихова успешност пре свега зависи од квалитета примене.

Intense competition, dynamic business conditions, development, and increasing application of modern information and communication technologies have caused changes in the way of performing business activities of service organizations and in achieving communication with consumers. In such conditions, it is necessary for organizations to analyze the impact of marketing messages on consumer attitudes and preferences and to adjust the marketing communication strategy accordingly. Integrated Marketing Communications (IMC) play a significant role in the efforts of organizations to communicate effectively with target consumer segments. The concept of IMC represents a paradigm shift from mass marketing to consumer orientation. The goal is to achieve a coordinated approach in combining the instruments of the promotional mix and developing a marketing communication strategy. Effectively achieving a defined goal means that all forms of marketing communication deliver a consistent message. Integrated marketing communications create consumer awareness of the brand, encourage positive reactions to the brand, contribute to the establishment, development, and maintenance of long-term relationships of the organization with consumers. Their role is to create a positive image and a good brand position by integrating all marketing instruments. As an important strategic tool, a valuable brand enables organizations to achieve a better position in the market, greater profitability, and competitiveness. In modern conditions where organizations and consumers face numerous opportunities and when it is more difficult for them to make a choice, the valuable brand simplifies making a purchase decision. The brand communicates with consumers through its value. It gives them a relevant and distinctive promise, facilitates the choice and decision to purchase, minimizes perceived risk. As a guarantee of quality, the brand is an instrument for attracting and retaining consumers.

In modern business environment, which is characterized by extreme turbulence, uncertainty, dynamism and high intensity of competition, companies that want to survive, to grow and develop, must direct all their efforts, primarily marketing ones, towards establishing a solid relationship with their customers. The main objective of marketing in today's conditions is gaining and maintaining customers. The service sector is in itself unique, and this uniqueness arises from the nature of services themselves. Buyers of products, before a purchase, have a possibility to carry out an evaluation of a product, based on some of its properties such as design, packaging, ingredients, etc.., while service users, before buying them, are not able to do that. Unlike the marketing of products, where customers are loyal to brands, the concept of loyalty to a service company arises in the marketing of services. Customers' satisfaction encourages their loyalty, and one of the key factors that contribute to increase of customers' satisfaction and loyalty is quality. Satisfaction is the foundation for building loyalty, trust and long-term customer relations and loyalty, on the other side, is the basis for a successful company operation. Customers' expectations of quality and value of services are becoming more complex as a result of a higher level of their knowledge, but also as a result of even better offerings from the service companies, which are leaders in the field of service quality. The main problem is that companies spend most of their efforts on acquiring new customers, and just a small portion of it on the retention of existing customers and of growing the company, which is exercised as a result of them. Companies spend up to 70% of its budget, allocated to a marketing sector, to attract new customers, ignoring the fact that 90% of revenues are generated thanks to existing customers. It is essential that companies understand the value of existing customers and be more involved in establishing and nurturing long-term relationships with them, because nowadays it is much harder and more expensive to attract a new customer than to retain an existing one. Service companies must understand that achieving customers’ satisfaction and loyalty through the delivery of superior value is a basis for gaining competitive advantage in the market. All employees of an organization, and not just the ones from a marketing sector, should be involved in the process of creating value for costumers. The main contribution of marketing is to recognize the needs and motivations of costumers, to anticipate and to satisfy them with the achievement of long/term company goals. The role of all employees in the company should be to deliver superior value by raising satisfaction and by delivering services, which meet or even exceed customers’ expectations in quality and value. The results of a detailed analysis of the causal relationship, which exists between customers’ satisfaction and loyalty and quality of services, can serve as a guide to organizations in making decisions on how to direct their marketing efforts in terms of improving the quality of their services by using different techniques and methods. The application of an adapted TQM for a service area is essential and therefore a special emphasis should be placed on the analysis of TCS and TQS concepts, as well as on benefits that are gained by organizations through application of these concepts.

Apstrakt: Predmet istraživanja ove doktorske disertacije je sagledavanje teorijskih i praktičnih saznanja kako o unapređenju prodaje, tj. o kratkoročnim promotivnim metodama koje su dizajnirane da podstaknu potrošače da kupe proizvode proizvođača, a ne konkurentske, tako i o konceptu ponašanja potrošača, sa akcentom na impulsivno ponašanje potrošača. Stoga, ova doktorska disertacija ima za osnovni cilj da istraži uticaj posmatranih metoda unapređenja prodaje na impulsivno ponašanje potrošača pri kupovini proizvoda i/ili usluga. Drugim rečima, osnovni cilj ove doktorske disertacije je da utvrdi koja od posmatranih metoda unapređenja prodaje je najefikasnija u podsticanju potrošača na obavljanje impulsivnih kupovina. Upravo u istraživanju međuzavisnosti posmatranih promenljivih, ogleda se originalnost ove doktorske disertacije. U skladu sa navedenim ciljem, analiza prikupljenih podataka se obavlja uz pomoć nekoliko statističko-ekonometrijskih metoda: ANOVA-e, t-testa, faktorske, regresione i analize pouzdanosti. Realizovano istraživanje u doktorskoj disertaciji je pokazalo da su popusti najefikasnija metoda unapređenja prodaje u kreiranju većine odgovora u ponašanju potrošača, dok su kuponi u tome najneefikasniji. Tačnije, prema rezultatima sprovedenih istraživanja, popusti su ona metoda koja potrošače najviše motiviše na obavljanje impulsivnih kupovina. Zahvaljujući ovako dobijenim rezultatima, ova doktorska disertacija će imati doprinos kako za marketare i menadžere brenda (kompanije), tako i za potrošače i buduća istraživanja na ovu ili sličnu temu. Abstract: The research subject of this doctoral thesis is to overview the theoretical and practical findings firstly about sales promotion, i.e., short-term promotional tools that are designed to encourage consumers to buy manufacturer's products but not from competitors, and secondly about concept of consumer behavior, with emphasis on consumers’ impulse buying behavior. Therefore, this doctoral thesis has the primary objective to investigate the impact of observed sales promotion tools on consumers’ impulsive behavior when purchasing products and/or services. In other words, the main objective of this doctoral thesis is to investigate which of observed sales promotion tools is the most effective in encouraging consumers to perform impulsive purchases. The originality of this doctoral thesis is reflected in exploring the interdependence of observed variables. In accordance with the stated objective, analysis of collected data is done with the help of several statistical-econometric methods: ANOVA, t-test, factor analysis, regression analysis and reliability analysis. Realized research in doctoral thesis has shown that discounts are the most effective sales promotion tool in creating the majority of responses in consumer behavior, while on the other hand coupons are the most inefficient in that. Precisely, according to the results of researches carried out, discounts are the tool that most motivate consumers to perform impulsive purchases. Thanks to these research results, this doctoral thesis will have a contribution to the marketers and brand managers (companies), as well as to consumers and future researches on this or similar topic.

In a turbulent environment, organizations face different challenges in everyday business. Companies are forced to respond quickly applying different marketing strategies in order to preserve and eventually improve their competitive position in the market. In order to be able to react in the right way, companies need to implement marketing orientation. The main aim of the research in this dissertation is to determine the extent to which the application of marketing orientation contributes to the success of fruit and fruit juice producers. The research on the relationship between marketing orientation and business performance of the company was carried out in the following way: in the first step, it was analyzed to which extent the surveyed companies were marketing oriented, and then, in the second step, it was examined whether there is a statistically significant link between the application of marketing orientation and chosen business indicators. Following performances of fruit juice producers were selected: business success, competitive position, innovation capacities, ability to create value for all participants in the chain and long-term linkages with consumers and other stakeholders. The obtained research results have led to significant findings. It was established that fruit and fruit juice producers continue to develop marketing, but they are even insufficiently focused on consumers, and even less on competition. It was proven that the application of marketing orientation is significantly associated with their business success, competitive position and innovation capacities. The research also identified the existence of a positive impact of marketing concept on reducing the differences between perceptions and expectations of consumers on one side and the delivered value on other side, which ultimately results in value increase for all participants in the chain. The hypothesis about the positive correlation between long-term linkages of fruit juice producers with consumers and other stakeholders with business and national competitiveness is supported. Finally, the directions of further research that would lead to more complete examination of the analyzed links are proposed.

Public relations can be seen as a management function, whose task is to establish and foster relationships of mutual understanding and goodwill between the organization and various groups of publics who can impact on its success or failure, but also as one of the most important marketing communications tools. Since public relations could potentially have great power and influence on the formation of public opinion, on the creation of the image and reputation of the organization, as well as on the establishment and maintenance of high quality and long-term relationships with various business and market structures, for the needs of the doctoral dissertation a research was carried out in the higher education institutions in Serbia, in order to determine the degree of development and forms of application of public relations in the context of the overall promotional activities of these institutions. The main objectives of this paper are related to: a comprehensive theoretical consideration of marketing communications tools; a theoretical consideration of public relations as a management function, and then determining the place, role and importance of public relations in the marketing communications system; a review of the application of the most important areas of public relations, as well as the importance and role of the public relations as the marketing communications instrument in the higher education institutions in Serbia. Based on the defined objectives and goals, hypotheses were formulated. In order to test the hypotheses, the domestic and foreign literature and Internet sources were used, as well as the results obtained through primary and secondary empirical research. For the purposes of primary research, the structured questionnaire was designed. Elemental analysis of statistical data obtained through primary research, was conducted by calculating frequencies, percentages and cumulative percentages for all dependent variables. The paper is structured in three parts: the first part is entitled "Marketing Communications Development"; the second part, titled "Place and Role of Public Relations in the Marketing Communications System", deals with the most important characteristics and areas of public relations, and then on the mutual relations between marketing and public relations. The third part is called "Empirical Research". First, the position of the public relations profession in Serbia is presented, based on the researches conducted by the Serbian Association of Public Relations (DSOJ) in 2008 and 2012; afterwards, the results of the research conducted in March 2015 in the higher education institutions in Serbia for the purposes of this dissertation are presented. In the final part of the dissertation the hypotheses were tested and the final assessment of the results obtained are presented.

One of the main goals of contemporary higher education institutions refers to achieving and developing sustainable competitive advantage. That fact is among the main causes for affirmation of marketing concept application in higher education sector. Namely, in the higher education market, more and more various institutions are offering their services to the same target group – prospective students. Competition on this market is stronger and more numerous than ever, and that makes more explicit application of marketing – a necessity. In order to survive and develop on the market, higher education institutions have to attract, enrol and retain sufficient number of students. That is possible only if these institutions succeed to establish and continuously enhance their competitive advantage. In profit sector context, marketing concept is used for achieving mentioned aims, as this business orientation has positive influence on organisation’s performances. Marketing concept refers to systematic gathering and dissemination of market intelligence, and decision-making based on this information, with final aim – to provide superior value and to cater the needs of clients better than the competition does. Although application of marketing concept in higher education sector has originally faced some objections, numerous researches have proven that not only is it possible in this sector, but marketing activities are commonly used in higher education institutions. On the other hand, studies about marketing concept and its effects are relatively scarce in higher education context. Therefore, the main aim of the research presented in this Doctoral Dissertation is to determine whether marketing concept application contributes to success of higher education institutions (HEIs). In that respect, the main scientific contribution of this dissertation refers to filling in the identified gaps in theoretical and empirical researches realized so far. This aim is especially reflected in the specific context of the realized research. Namely, most of the previous studies pertain to unique language or geographical area and context of developed countries. This research includes the context of developing country (Serbia), but also comparative analysis with developed country (Finland) – developed not only in terms of economy, but also in terms of outstanding educational sector performances. Research on interrelation of marketing concept application and performances of HEIs was realized in the following manner. Application of marketing concept (market orientation) was analysed as one option of business orientations, alongside production and sales concept. HEIs were classified into three groups based on implemented business orientation, and then their performances were compared in order to test whether market oriented HEIs had better performances when compared to the rest of the sample. Several criteria were used for classification of HEIS into groups that relate to implemented business orientation. The main criterion refers to decision making in the institution. It is considered that market oriented HEIs base their decisions on systematically gathered and disseminated market intelligence. Performances that were analysed include: (overall) success, competitiveness, reputation and innovativeness of the institution, as well as satisfaction of students and employees. These performances were selected because of their specific importance in the context of market orientation. Positive influence that market orientation has on all these performances was firstly confirmed by theoretical findings. Based on these findings, research questions and aims were set for empirical research that includes comparative analysis of interrelation of market orientation and performances of HEIs in Serbia and Finland. Research of this kind usually includes experimental research design, which here was not fully applicable because of impossibility to introduce experimental factor when needed. Therefore, the research method that was chosen instead is poll research that follows the logic of ex post facto experiment. The research was carried out on the population of study programmes, not HEIs, as it is assumed that management of institutions can use different business orientations in managing different programmes on the same institution. In accordance with the aims of this research, the research sample is defined. The sample is stratified, disproportional and random and includes study programmes of HEIs in Serbia and Finland. The realized sample includes 97 units (study programmes, 65 from Serbia and 32 from Finland). Data needed for hypotheses testing was gathered from December 2014 till March 2015. Interviewees (persons included in structures that manage study programmes from the sample or persons familiar with the relevant issues) were personally contacted. The ones that agreed to contribute to the research filled in the questionnaire uploaded on web locations. Gained data was analysed for the purpose of defined research hypotheses testing i.e. for determining eventual influence that market orientation has on HEIs' performances. Two levels of analysis were applied. First the analysis on the whole sample was realized in order to get zero level correlation. In addition to that, relation of market orientation and HEIs' performances was controlled by the factors for which it was assumed that they might have influence on this relation: 1. location of HEI on which study programme is realized (Serbia or Finland), 2. size of study programme, and 3. type of HEI on which study programme is realized (private and state-owned in Serbia; university and university of applied sciences in Finland). The defined aims determined the manner of hypotheses testing and achieving the aims set for empirical research, i.e. the use of specific statistical methods. Primarily the χ2test (and Fischer's exact test) and t-test (and Leven's test of equal variances) were used for testing the significance of the differences identified in the sample, i.e. to test if market oriented HEIs differ from non-market oriented, and to test the influence that controlling factors have on the market orientation-performances relation. All statistical analyses were one-tailed and performed on level of significance of 95%. Analysis of the results has identified some very significant findings. Higher education institutions that apply marketing concept are more successful, competitive and reputable that institutions that implement other business orientations. Also, students and employees of these institutions are more satisfied than students and employees of non-market oriented HEIs. Research findings also indicate that application of marketing concept in HEIs contributes to competitiveness and innovation capacities of national economy. Assumptions about positive influence that marketing concept has on innovativeness of Higher Education Institutions were theoretically proven. But, empirically they were not confirmed, as the research results do not provide sufficient evidence for identifying positive/negative influence of market orientation on innovativeness of HEIs. Therefore, directions for necessary further research in this field were defined. It was foreseen in the research design to test whether significant difference exist between level of market orientation as a cause for different positioning of HEIs from Serbia and Finland on international higher education market. Research findings show that HEIs from Finland are slightly more market oriented, but much more successful /according to manager's evaluation), competitive and selective than institutions in Serbia. It is obvious that market orientation is one of the significant factors that cause these differences. On the other hand, research findings reveal that students and employees of HEIs located in Serbia are more satisfied than students and employees in Finland. Author's assumption is that lower satisfaction is caused by more sophisticated needs, requests and preferences of students and employees in Finland. But, this needs to be tested in further research. Research findings also indicate that market orientation’s influence on performances of higher education institutions (and therefore national economy) is very high in the case of large study programmes. All large programmes in the sample are market oriented and vast majority is successful. Having in mind that popularization of higher education is a global trend and that it includes augmentation of study programmes, need for further theoretical and empirical researches on marketing concept as important success factor of those programmes, is even more pronounced.