Contents of No. 177
1. SCIENTIFIC PAPERS
1.1 Author: Natalija Bogdanov, David Meredith, Sophia Efstratoglou
JEL Classification: O18, Q18, R12, R58
Pages: 7-29
A Typology of Rural Areas in Serbia
DOI:10.2298/EKA08177007B
1.2 Author: Aleksandra Prašcevic
JEL Classification: B20, B22
Pages: 30-58
The Return to Keynesianism in Overcoming Cyclical Fluctuations?
DOI: 10.2298/EKA08177030P
2. COMMUNICATIONS
2.1 Author: Bojan Ðordevic
JEL Classification: F21, F23, M31
Pages: 59-88
Corporate Strategic Branding: How Country and Corporate Brands Come Together
DOI:10.2298/EKA08177059D
2.2 Author: Ðorde Kalicanin
JEL Classification: M10, M30
Pages: 89-102
A Question of Strategy: To Be a Pioneer or a Follower?
DOI: 10.2298/EKA08177089K
2.3 Author: Katica Radosavljevic
JEL Classification: M3, Q13, M31
Pages: 103-122
The Market Chain of Fruit Production in Serbia – A Case Study of Raspberry and Sour Cherry Cultivation
DOI: 10.2298/EKA08177103R
ABSTRACTS
SCIENTIFIC PAPERS
1.1 Natalija Bogdanov, David Meredith, Sophia Efstratoglou
A Typology of Rural Areas in Serbia
DOI:10.2298/EKA08177007B
ABSTRACT: The goal of this paper is to present a method to establish the typology of rural areas in Serbia. Initially the OECD rurality criterion was applied to define the rural areas in Serbia. Subsequently, relevant indicators were selected (demographic, geographic, economic, employment-related, human capital, agricultural, tourism and infrastructure) and used to define and distinguish relatively homogeneous rural regions, based on correlation analysis, factor analysis (VARIMAX method) and cluster analysis. Cluster analysis revealed six regions of different sizes and characteristics. Practical considerations reduced this to four types, resulting in a robust scheme which accurately reflects the heterogeneous nature of rural Serbia.
KEY WORDS : rurality, typology, rural regions, Serbia
1.2 Aleksandra Praščević
The Return to Keynesianism in Overcoming Cyclical Fluctuations?
DOI: 10.2298/EKA08177030P
ABSTRACT: The problems faced by the American economy in the second half of 2007 , which intensified in 2008 , have once again asked economic science, and even more so economic policy, questions relating to business cycles – the reasons for cyclical fluctuations, the character of business cycles and, naturally, economic policy measures that can be implemented to alleviate and overcome an economic recession. Since the 1970s, business cycle theories have been intensively developed – ranging from monetary theories, developed within monetarism and the first phase of New Classical Macroeconomics, to the real business cycle theory of New Classical Macroeconomics. Consequently, the triggers for the beginning of a cycle can be monetary (monetary theories) or real in the form of technological shocks (real business cycles). In essence economic policy conducted since the 1970s, has rejected the Keynesian explanations of the functioning of the economic system, and thus the policy of aggregate demand management. However, the measures that are now being implemented in the USA point to a return to Keynesianism. This refers, above all, to attempts to compensate for the inefficiency of monetary policy with fiscal expansion. All three psychological propensities (propensity to consume, propensity to invest and liquidity preference) in Keynes’s theory and applied in Keynesian economic policy, are still the significant determinants of monetary and fiscal policies. The return to Keynesianism points to the depth of the crisis faced by the USA , but also confirms the vitality of Keynesian economics and affirms the view that – although Keynes wished to present his theory as being “general” – it is actually the theory of economic depression.
KEY WORDS : cyclical fluctuations, recession, Keynesian economic policy
COMMUNICATIONS
2.1 Bojan Ðorđević
Corporate Strategic Branding: How Country and Corporate Brands Come Together
DOI:10.2298/EKA08177059D
ABSTRACT: The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products’ country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation), which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilise all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.
KEY WORDS : country brand, corporate brand, value-transfer, associations, BMS
2.2 Đorđe Kaličanin
A Question of Strategy: To Be a Pioneer or a Follower?
DOI: 10.2298/EKA08177089K
ABSTRACT: One of the most important questions faced by business leaders in the strategic management process is a choice of timing to launch new product/technologies and enter new markets. There are two options: to be a pioneer or to be a follower. Both have advantages and risks. Pioneers often have higher profitability, greater market share, and a longer business life, but the relative success of each strategy depends on several factors, both internal and external (pace of evolution of technology and markets).
KEY WORDS: pioneer, follower, first-mover advantage
2.3 Katica Radosavljević
The Market Chain of Fruit Production in Serbia – A Case Study of Raspberry and Sour Cherry Cultivation
DOI: 10.2298/EKA08177103R
ABSTRACT: The trade in fresh and frozen fruit is complex and fragmentary. Currently producers are forced to use a variety of marketing channels – farmers’ markets, processing industries, trade companies and brokers. To increase quality, production, profitability and exports, it is essential to maximize cooperation between producers, processors, wholesalers and retailers. Vertically and laterally integrated fruit marketing channels demand the smallest number of intermediaries and direct relations with consumers. In past decades, fruit production in Serbia was characterized by irrational resource allocation. Neglect of the agribusiness marketing concept led to supply shortages. As a result, prices increased while quality decreased. Only integrated marketing concepts can boost quality, yields, profitability and competitiveness.
KEY WORDS: marketing channels, raspberry, sour cherry, agribusiness, Serbia