The position of the brand in the market of the 21st century is a very important question of the theory and practice of marketing. Brands rule the markets. Consumers feel more confident buying brands. Pandemics, wars, economic crises and the appearance of a large number of producers contribute to the fact that consumers feel insecure and that ...

By Miljenko Strnad, Biljana Rađenović Kozić

 Visualization in medicine represents one of the innovative ways of patient education where, through the use of 3D animations, surgical procedures are visually represented based on detailed data about anatomy, surgical protocols, and expert opinions in the field. In this study, the process of creating and implementing 3D animation in patient e...

By Milan Miščević, Aleksandra Bobić, Lazar Velicki, Ratko Obradović, Ivana Vasiljević

 Calculation and measurement of the impact of achieved business results with the contribution of marketing and product branding is a continuous process in every business environment. This type of evaluation is necessary so that management can determine the validity of various marketing concepts focusing on planning adequate marketing strategy ...

By Vucelja Lekić, Mladen Janjić, Nada Damljanović

 Traditional media are losing their attractiveness in the modern business environment, particularly among the younger population. At the same time, more and more people are shifting towards social media and relying on influencer endorsements. In these circumstances, it becomes evident that integrating influencers into the company's marketing s...

By Marija Vranješ, Dragana Gašević, Dragana Tomašević

 Social networks play an important role in various fields of companies' businesses. Numerous studies deal with analyzing the content shared with followers through these modern communication channels. What is shown through social networks are promises that are created and presented to followers to make a sale and build an emotional connection w...

By Dragana Gašević, Marija Vranješ, Dragana Tomašević

 Cultural differences have significantly influenced business management during the past twenty years. Internationally, cross-cultural management is currently a prominent topic in modern business. Hofstede's model consists of six variables that are utilised to evaluate cross-cultural implications and cultural aspects: power distance, uncertaint...

By Milovančević Miloš, Srđan Stojičić, Mirjana Miljanović, Nikola Simonović

 The pandemic caused by the coronavirus (COVID-19) has had a significant impact on the global economy and in a very short period of time it changed society as a whole, the daily social activities of people, as well as the business activities of economic entities. "New Reality" has had an effect on international marketers, and accordingly on In...

By Miljenko Strnad, Biljana Rađenović Kozić

 The COVID-19 pandemic affected all countries both in social and economic dimensions. Currently, vaccination is considered to be one of the most efficient solutions which can stop the further spread of the virus. Therefore, the paper aims to understand the factors that determined the social approval of the COVID-19 vaccines in Romania. To get ...

By Balázs Boga

 In today’s volatile business environment, the Blue Ocean Strategy (BOS) has proved as a prominent framework for creating an uncontested market space for achieving sustainable growth. Applying this strategy also achieves a new way of adding value for consumers, clients, stakeholders, and consequently, the local community. This paper exam...

By Tatjana Mamula Nikolić, Svetlana Kralj, Mirjana Milovanović

 There is a complex relationship between competition in the product market and investment in business. On one hand, the relationship may be positive, while on the other hand, it might be negative. Various methodologies have been proposed to assess market power for the purpose of developing steps to mitigate or eliminate it. Commonly utilised m...

By Srđan Stojičić, Miloš Milovančević, Mirjana Miljanović, Nikola Simonović