PREDUSLOVI ZA USVAJANJE STRATEGIJE ADAPTACIJE CENE I NJEN UTICAJ NA IZVOZNE PERFORMANSE PREDUZEĆA U SRBIJI

Katarina (Radosavljević) Njegić; Ines Đokić

doi:10.5937/skolbiz1-19756

Katarina (Radosavljević) Njegić Visoka škola za poslovnu ekonomiju i preduzetništvo
Ines Đokić Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici

DOI: https://doi.org/10.5937/skolbiz1-19756

Sažetak

Dosadašnja istraživanja uticaja strategije adaptacije cene na izvozne performanse (IP) dala su oprečne rezultate. Cilj ovog rada je da ispita uticaj primene strategije adaptacije cene na IP, oslanjajući se na kontingentni pristup. Model koji je predložen u radu ispituje kako nivo konkurencije na izvoznim tržištima, posvećenost izvozu i raspoloživost stručnog kadra utiču na usvajanje strategije adaptacije cene i na koji način adaptacija cene doprinosi ostvarivanju izvoznih rezultata. Model je testiran na uzorku od 60 izvoznika koji posluju na teritoriji Republike Srbije, a istraživanje se odnosilo na poslovnu 2017. godinu. Statistička metoda koja se koristila je strukturno modelovanje primenom tehnike najmanjih parcijalnih kvadrata. Dobijeni rezultati ukazuju na direktan i pozitivan uticaj nivoa konkurencije na posvećenost izvozu. Ustanovljeno je da nivo adaptacije cene i raspoloživost stručnog kadra direktno i pozitivno utiču na IP. Testiranje indirektnih odnosa između varijabli u modelu pokazalo je da nivo konkurencije posredstvom povećanja posvećenosti izvozu utiče na nivo primene strategije adaptacije cene. Pokazano je i da postoji potpuni medijatorni uticaj posvećenosti izvozu i nivoa adaptacije cene na vezu između nivoa konkurencije i IP. Na osnovu rezultata istraživanja, predloženi su zaključci za istraživače, preporuke za menadžere izvoznih preduzeća u Srbiji kao i smernice za dalja istraživanja.

Biografije autora

Katarina (Radosavljević) Njegić, Visoka škola za poslovnu ekonomiju i preduzetništvo

docent, katedra za ekonomiju i finansije

Ines Đokić, Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici

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