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Uticaj cene na indikatore izvoznih performansi preduzeća
The impact of price on export performance indicators of companies
Ćirić, Maja
Vapa, Bojan
Grandov, Zorka
Sažetak: Sa aspekta kreiranja optimalnog međunarodnog marketing miksa od velike je važnosti da domaća preduzeća koja su međunarodno orijentisana primenjuju tržišno usmerene strategije formiranja cena. Bitno je da se pored troškova proizvodnje uvažavaju i faktori okruženja jer oni olakšavaju izbor adekvatnih metoda formiranja cena. Za ostvarivanje uspešnog međunarodnog poslovanja takođe je relevantno uočiti i promene kod konkurenata i sagledati njihov uticaj na poslovanje preduzeća. Iz tog razloga se smatra da je neophodno sakupiti i analizirati i informacije koje se odnose na konkurente, a koje se u ovom slučaju odnose na cenu. Intenzitet konkurentskog nadmetanja i konkurentski odnosi od izuzetnog su značaja za donošenje odluka o cenama. Sprovedeno istraživanje je imalo za cilj da utvrdi nivo uticaja cene u 50 preduzeća koja se na teritoriji Republike Srbije bave izvozom različitih vrsta proizvoda na izvozne performase preduzeća. Pri tome se pod indikatorima izvoznih performansi podrazumeva tržišno učešće, obim prodaje i profitabilnost. Takođe, utvrđena je i korelacija cene sa navedenim indikatorima izvoznih performansi. I pored različitih teorijskih stavova koji ističu relevantnost cene u međunarodnom poslovanju, rezultati u sprovedenom istraživanju su pokazali da uloga i značaj cene na indikatore izvoznih performansi nisu presudni.
Abstract: From the perspective of creating an optimized international marketing mix for internationally oriented domestic companies, it is of great importance to apply the market-oriented pricing strategy. Beside production costs, it is also important to take into consideration environmental factors because they facilitate the selection of the appropriate pricing methods. For achieving success in international business it is also relevant to observe the changes in competitors’ perception and their impact on business operations. That is why it is considered as important to collect and analyze information about competitors, in this case- particularly related to the price. The intensity of competition and competitive relations are of great importance for making decisions regarding prices. The aim of this research was to determine the impact level of price on export performance indicators for the chosen sample of 50 companies on the territory of the Republic of Serbia, which export various kinds of products. In more specific terms, export performance indicators imply market share, sales volume and profitability. The correlation between price and the mentioned export performance indicators has also been determined. Despite various theoretical approaches that emphasize the relevance of price in international business, our research results show that the role and importance of price indicators on export performance is not crucial.
srpski
2016
Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY 4.0 - Creative Commons Autorstvo 4.0 International License.
http://creativecommons.org/licenses/by/4.0/legalcode
Key words: price / international marketing / profitability / sales volume / market share / export
Ključne reči: cena; međunarodni marketing; profitabilnost; obim prodaje; tržišno učešće; izvoz
10.5937/etp1604001V