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The objective of this paper is to emphasize, branding as one of the possible ways to take concrete steps towards reaffirming the local values and traditional knowledge of rural populations in Serbia. Based on information gathered in the field, as well as from existing literature sources, the main goal of this study is to promote products from the Visok microregion. Due to very alarming demographic data, this may be the last chance for revitalizing this region. In this study, we highlighted the following products: Pirot kilim (Pirot rug), Pirot/Stara Planina lamb, Pirot Kachkaval cheese, Stara Planina honey, and Stara Planina potato. Besides agriculture, micr oregion Visok also has exceptional tourist potential. The conclusion of this paper emphasizes that the only viable path to revitalization is through planned investment. Such investment would facilitate the development of local infrastructure and help restore the population, thus enabling the creation of sustainable development. [ABSTRACT FROM AUTHOR]

Agribusiness in the Republic of Serbia is on the very beginning of its preparations for European integrations. There is a need to modernize the organizational structure, change the approach to human resources management, and introduce project approach in the realization of tasks of all businesses in this industry. Project teams are crucial for the coordination of strategic management approach and the basis for organizational strengthening and productivity growth. If project approach is not implemented properly, organizations in agribusiness will not be able to cope successfully with needed reforms. The aim of this paper is to highlight the importance of successful communication of project team members in agribusiness industry which can help to improve motivation while avoiding or minimizing misunderstandings. To analyze the problem of project team communication in agribusiness we have conducted a research on a sample of 16 project managers and 98 project staff members.