Veza između orijentacije ka brendu i finansijskih performansi
Sažetak
Cilj članka je bio da pronađemo vezu između orijentacije ka brendu i finansijskih performansi u preduzećima koja posluju u Srbiji. Anketirali smo generalne menadžere, marketing menadžere i brend menadžere u cilju ispitivanja njihovih pogleda na dimenzije orijentacije ka brendu u njihovim preduzećima. Rezultate ove ankete doveli smo u vezu sa finansijskim performansama ovih kompanija (marža EBITDA) u cilju pronalaženja veze između tih promenljivih. Dobili smo očekivane rezultate u smislu da jaka orijentacija ka brendu i slabije barijere brendu dovode do boljih finansijskih performansi. Ukupna orijentacija ka brendu je značajno pozitivno korelisana sa ovim merilom, a barijere brendu su značajno negativno korelisane sa istim merilom. Analizirali smo orijentaciju ka brendu i barijere brendu između grupa preduzeća klasifikovanih prema veličini, internacionalizaciji, poreklu vlasništva nad preduzećem, poreklu brenda, specifičnog poslovnog područja ključnih brendova i vrste robe koja je predmet poslovanja. Zanimljivo, nesumnjive razlike u orijentaciji ka brendu i barijerama brendu postoje samo prilikom poređenja stranih i domaćih preduzeća. Ove razlike se mogu shvatiti kao jedan od glavnih razloga razlika u njihovim EBITDA maržama. Takođe, uvideli smo neke razlike u orijentaciji ka brendu i barijerama brendu u slučaju preduzeća koja rade sa internacionalnim brendovima u odnosu na preduzeća koja rade sa domaćim brendovima, ali je ovih razlika u manjem broju, a i po veličini su manje. Nismo pronašli nikakve druge statistički značajne razlike. Značaj ovog rada ogleda se u naglašavanju da unapređenje orijentacije ka brendu domaćih preduzeća može da vodi unapređenju njihove profitabilnosti i konkurentnosti.
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