Search

Engineers are educated and trained to take the lead in sustainable development, tackling worldwide difficulties like depletion of natural resources, contamination, fast-growing populations, and ecological degradation. The relevance of government entities dealing with sustainable development is linked to the societal problem of future education. While all social-economical and/or technical variables play a role in determining the outlook in which each competence originates, novel-adaptive thinking, social intelligence, design mentality, and sense-making, social imagination (cross-sectoral fertilization), cognitive load management, virtual collaboration and networking, and novel media literacy suggest representing crucial drivers for the development of each ability. An extensive selection of continuing education programs enables graduates to improve subject-specific skills and extend their professional networks, with the objective of preparing motivated and highly-trained professionals for the job market. It is feasible to achieve the aim of a sustainable engineering future by recognizing the relevance of these criteria, comprehending, and adequately fulfilling them.

In this paper, an analysis of the semantic structures of the English verb play and the Serbian verb igrati has been carried out according to the principles of the prototype theory as well as an analysis of the lexicographic representation of these structures in Oxford Dictionary of English (in its online version) and Rečnik srpskoga jezika Matice srpske (2011) as leading representatives of the lexicographic practice of the two languages. Since it has been observed that relations among senses of each of the two verbs are not all quite obvious and clear, the aim of the analysis has been to examine mutual semantic-derivational relatedness of these senses and, simultaneously, to answer the question whether semantic structures of these verbs are polysemous and, consequently, whether displaying all senses of each of these verbs within the same dictionary entry is justified. Also, the analysis has aimed at discovering how faithfully and precisely the structure and organization of entries in the two dictionaries reflect the internal organization of the given semantic structures and mutual relatedness of their senses taking into account the results of the analysis. An inventory of senses of the two verbs has been collected on the basis of their entries in the analysed dictionaries. For each sense, its derivational path has been identified including the sense which it has been derived from as well as the mechanism employed in this semantic derivation. This analysis has revealed that there are four motivated semantic networks within the semantic structure of the verb play and three such networks in the semantic structure of the verb igrati. Each of these networks includes senses which are derived from the common basic or prototypical sense directly or indirectly and, therefore, related on the basis of the family resemblance principle. The basic senses of all the networks identified within the structure of each of the verbs are also mutually related due to the fact that they share the same prototype. Hence, the identified networks, in the case of both verbs, form a unified semantic structure, which can be regarded as polysemous. This observation leads to the conclusion that the representation of these structures in the analysed dictionaries within one entry is justified. It has also been observed that the structure and organization of the entry for the verb play in the analysed dictionary of English quite precisely reflect the internal organization of the given polysemous structure since it adequately groups senses according to their semantic-derivational relatedness within the identified motivated networks and clearly emphasizes the basic sense of each network. The faithfulness of this reflection is achieved to a great extent, though not completely. However, the structure and organization of the entry for the verb igrati in the analysed dictionary of Serbian does not match the internal organization of the given polysemous structure.

To be able to effectively manage changes, the management of modern enterprises is forced to constantly create new business opportunities and respond to the challenges that arise under the influence of a number of primarily technological and market factors. It is required from company managers to understand the sources of advantage, which has become considerably more complicated than before. Only a small number of companies, especially from countries in transition, have a harmonized organization and strategies that support research demands and sustainable business and marketing strategy creation. The transformation from traditional to socially responsible marketing is imperative to the success of both economy and society. The authors highlight the role and importance of a marketing manager for company's successful transformation into the system which should create and manage market. Based on specificity of markets of countries in transition, such as Serbia, they perform the analysis of challenges of marketing practice development, confirming the hypothesis that the level of both marketing development and market orientation significantly affects business and national competitiveness, and therefore the economic and social development.

This paper has proposed a model of treatment of polysemy in monolingual dictionaries of Serbian, which is based on the idea of the solid grounding of lexicographic practice in cognitive linguistic theory. A polysemous structure is understood here as a prototype-based category whose senses are mutually related on the basis of family resemblance, while the derivation of senses is motivated and the whole structure is hierarchically organised. The proposed model has been built on the foundation comprised of these main features of polysemy as understood within the framework of prototype theory. In order to be in accordance with the idea of the firm theoretical foundation of lexicographic practice, the presentation of the model has been divided into a lexicological and a lexicographic aspect. The lexicological aspect has included the formation of a polysemous structure. This model enables a clear insight into all derivational paths within a polysemous structure, mutual relations among senses as well as the hierarchical position of each individual sense. As such, it represents a theoretical basis or even a pattern for the formation of a dictionary entry for a polysemous word, i.e. for the lexicographic aspect of the proposed model. The main characteristics of the lexicographic aspect are the following: sense definitions contain a formal indication of the derivational link between a superordinate sense and its subsense and a dictionary entry is hierarchically structured. A sample entry for a highly polysemous verb in Serbian has been formed as an illustration of the proposed principles for tailoring a dictionary entry. The given principles result in achieving the transparency of motivated derivation of senses, their mutual relatedness on the basis of family resemblance as well as their hierarchical organisation, which is a necessary prerequisite for a reliable lexicographic description of a polysemous word expected to satisfy the needs of various types of dictionary users more efficiently. Overall, the solid scientific foundation of this model ensures the higher practical efficiency of the treatment of polysemy. [Project of the Serbian Ministry of Education, Science and Technological Development, Grant no. 178002]

One of the features of modern tourism is that an increasingly frequent travel motive is just a sport in terms of own participation as a factor of active vacation. The role of sports in tourism has been completely changed today, so sports tourism in recent times represents a specific relationship between the two interdependent phenomena, sport and tourism. In that sense, sport has become a very important content of stay, in which tourists are participants of various sports activities, such as skiing, swimming, sailing, rafting, etc.

The main aim of research presented in this paper is to determine how factors related to market size influence national competitiveness of Republic of Serbia. Additional aims of this research pertain to identification of level and scope of Serbian enterprises' activities on international market and activities related to development of innovations. The rationale is the following: activities on international market, especially export, are very important for increasing the size of the market, especially in cases of small economies as Serbian. Development of innovations is one of the best strategies for achievement of these goals. Various methods have been used in this research. In order to investigate positioning of Serbia related to its overall global competitiveness and according to determinants related to its market size, authors used desk research methods. Main sources of evidence included relevant reports of World Economic Forum and other referent international institutions. In addition to this, field research was carried out in order to gather primary data relevant for providing answers to defined research questions. Research results show that Serbia has very unfavourable position according to its global competitiveness, market size, export activities and level of innovativeness. More detailed analyses show that representatives of business organizations do not fully comprehend the importance of networking with organizations and institutions from other countries, of activities on foreign markets, of innovations related to products, services and business processes. Therefore, main recommendation refers to necessity of organizational learning as basis for innovations, export activities and collaboration with organization from international surrounding in general. Finally, that would lead to increased size of the market, and global competitiveness of Serbian national economy.

In this paper, authors examine the role of marketing in overcoming the discrepancies between supply and demand, with a special emphasis on agricultural markets. Discrepancies arise as a result of specialization in production and mass production, whereby individual companies tend to make the best use of existing resources and produce large amounts of a narrow assortment, because in this way they achieve the best business results using economy of scale. Consumers, on the other hand, have diverse needs, preferences and aspirations and often demand non-standardized, customized and specific products. The result is a conflict of relatively narrow supply of individual companies and the diverse needs for products and services manifested by consumers. One of the fundamental roles of marketing is to efficiently connect supply and demand and eliminate the existing discrepancies, which is achieved by use of effective marketing channels. Specifics of agricultural products to a certain extent make harmonization of supply and demand even more difficult, taking into account the existence of a large number of small producers on the supply side, the limited seasonality of agricultural products, specific requirements related to storage, and dispersion of demand, which hinders the realization of all marketing activities in overcoming discrepancies. Taking into account previous specifics, there is a need of specialization of intermediaries who act in marketing channels, in order to efficiently eliminate discrepancies between supply and demand in the market of agricultural products.

In order to face increasing competition on the market and address other new challenges, higher education institutions (HEIs) started to apply new business approaches which led to the development of higher education management and marketing. As efficient marketing communications are necessary for survival and development on higher education market, topics related to this field have had a distinct place in higher education marketing since the establishment of this discipline. Various strategies and activities, types and means of marketing communications have been defined in theory. The modern tendency is their integration for achievement of communication and strategic goals. After the review of marketing communications specifics in the mentioned context, the author presents the realized empirical research related to HEIs in the Republic of Serbia. Starting from the facts that domestic higher education market has widened relatively recently and competition has been significantly increasing since 2000, the author hypothesizes that numerous marketing communications activities are being used. The main research question is: Which types and means of marketing communications are used and how well are they integrated? The research relies on web sites of HEIs as main sources of information, as they are legally obligatory means of communication in Serbia. The author searches for other types and means which are embedded or at least mentioned on the websites, and treats that as indication of integration. The main research findings support the assumption on use of various types and means of marketing communications, but reveal problems in integration and show that HEIs use similar activities while innovative and original means and types of marketing communications are scarce.

The purpose of this paper is to explore the essence of the concept of brand value and valuation of brand as an important intellectual (intangible) asset of the enterprise, as well as to identify the key elements that affect the financial value of the brand. Identifying these elements (ie. factors and drivers of brand value) is very relevant for brand management aiming to ensure a greater contribution of a brand to the growth of the market value and improving competitiveness of an enterprise in future. The aim of this paper is to analyze the advantages and limitations of different methodologies for financial valuation of the brand. The structure of the paper consists of several parts. First, our attention focuses on the key differences between the brand value and brand equity. After that, follows an analysis of the general aspects of the methodology of measuring the financial value of the brand, and more detailed analysis of income, cost and market valuation approaches. The results of this paper are identified strengths and limitations of the analyzed methodologies for financial valuation of the brand, as well as guidelines for their practical application. The results of research, regarding the methods of financial valuation, are directed to facilitating adequate selection by marketing managers and executives of enterprises who should use them for effective everyday brand management, but also to make important strategic business decisions effectively in realizing certain business and financial transactions.

Enterprise's competitiveness and strategic position are influenced by numerous factors. Market factors represent significant group that cause the need for developing new business models and implementing strategic shifts in business orientations of enterprises. Development of innovations and marketing capabilities are critical factors of modern enterprises' success. Theory and practice show that both innovations in marketing and marketing of innovations contribute to improving competitiveness on all levels, and also more efficient use of limited resources. This paper is structured as follows: first the competitiveness of Serbian economy is analyzed, then role of market orientation and open innovation models are explained as well as their importance for improving competitiveness. At the end, based on results of researching theory and practice of enterprises in Serbia, authors present identified relation of business performance, innovativeness and market orientation, followed by conclusions and directions for further research.

Business conditions in which modern enterprises do business are more and more complex. The complexity of the business environment is caused by activities of external and internal factors, which imposes the need for the turn in management focus. One of key turns is related to the need of adaptation and development of new business performance evaluation systems. The evaluation of marketing contribution to business performance is very important however a complex task as well. The marketing theory and practice indicates the need for developing adequate standards and systems for evaluating the efficiency of marketing decisions. The better understanding of marketing standards and ways that managers use is a very important factor that affects the efficiency of strategic decision-making. The paper presents the results of researching the way in which managers perceive and apply marketing performance measures. The data that were received through the field research sample enabled the consideration of the managers' attitudes on practical ways of implementing marketing performance measurement and identifying measures that managers imply as used mostly in business practice.

It is widely accepted that only informed consumers are protected from potential violation of their consumer rights. Advertising represents one of the main ways of informing consumers, so it is of crutial importance for it to include adequate information that can facilitate decision making proces regarding the purchase. With aim of preventing violation of basic consumer rights, advertising is regulated by legislation, both on EU level and on national level in Republic of Serbia, and while so special attention is dedicated to defining advertising that can possibly lead to deception of consumers. Authors of this paper are focused on analysing legislation and theoretical explanations of deceptive advertising. Results of the research regarding advertising in Serbia and ability of consumers to protect themselves from deceptive advertising are presented. The main aim of the authors is to contribute to increasing level of consumers' self-protection through increasing level of their counciousness on deceptive advertising and its concequences.

The research on consumer behavior and the consumption system is one of the crucial tasks for destination marketing. The information on consumers' needs, priorities in satisfying them, motives, their solvency and the degree of realized satisfaction represent the basis for the development of marketing strategies and value creation. It is of special importance to identify and clarify the factors that determine consumers' preferences in the process of different options evaluation and the choice of a tourist destination. Consumer behavior and the consumption system are determined by the influence of a large number of factors: geographical, economic, demographic, social, psychological, etc. Only through simultaneous interaction of these factors, the complex processes of translating stimuli in the minds of consumers into their certain reactions in the process of purchasing and using the products could be understood.

In contemporary knowledge-based economy characterized by fast and turbulent changes, the achieved competitive advantage is much more exposed to hazards in contrast to earlier periods. Companies are forced to constantly create new business opportunities in order to respond to the challenges that are generated by the impact of numerous primarily technological and market changes. However, there is a small number of companies, with arranged organization and strategy, that support the requests for the research and creation of sustainable business and marketing strategies. The global scene conditioned by the development of new markets and developing economies requires changes in marketing approaches and strategy adaptation. The realization of superior business performances in global environment is related to the acquirement and adaption to new challenges and trends. The trend that questions the business activity of many companies is the requests for responsible behavior of enterprises in the market and acceptance of ethical, moral and environmental principles. There are more and more evident requests for aligning of business and marketing decisions with the aims of socially responsible business. The development of socially responsible marketing is the imperative of economic and social success. The authors point to the role and importance of innovation in marketing approaches, the need for enhancement of socially responsible marketing with the aim of improving its business performance and successful positioning.

Brand valuation is considered for one of the most significant challenges of not only theory and practice of contemporary marketing, but other disciplines, as well. Namely, the complex nature of this issue implies the need for multidisciplinary approach and creation of methodology which goes beyond the borders of marketing as a discipline, and includes knowledge derived from accounting, finance and other areas. However, mostly one-sided approaches oriented towards determining brand value either based on research results of consumer behavior and attitudes or based on financial success of the brand are dominant in marketing and financial literature. Simultaneously with these theoretical methodologies, agencies for consultancy and marketing and other subjects have been developing their own brand valuation methods and models. Some of them can be appointed to comprehensive approach to brand valuation, which overcomes mentioned problem considering one-sided analysis of brand value. The comprehensive approach, namely, presumes brand valuation based on benefits which brand provides to both customers and enterprise that owns it, in other words - based on qualitative and quantitative measures respectively reflecting behavior and attitudes of consumers and assumed financial value of the brand, or, more precisely, brand value capitalization. According to the defined research subject, this paper is structured as follows: importance and problem of brand value are reviewed in the Introduction, and three most well-known brand valuation methodologies developed by consultancy agencies - Interbrand methodology and BrandZ and BAV models are analyzed in the next section. In the further considerations the results of comparative analysis of these methodologies are presented and implications for adequate brand valuation suggested.