Milica Đokić, Ivana Janjić
Inovacioni centar Univerziteta u Nišu, Univerzitetski trg 2, 18000 Niš, Srbija; doktorand Ekonomskog fakulteta Univerziteta u Nišu

DOI: https://doi.org/10.31410/EMAN.2019.263
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3rd International Scientific Conference – EMAN 2019 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 28, 2019, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty –  Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-17-2, ISSN 2683-4510


Sadržaj:

Međunarodno poslovanje predstavlja ne samo ekonomski već i socio-kulturološki fenomen. Ono se značajno razlikuje od delovanja u nacionalnim okvirima zbog prisutnosti brojnih specifičnosti vezanih za nacionalno uređenje, privrednu politiku, zakonodavstvo i kulturna obeležja svake zemlje. Kompanije sve češće umesto potpune standardizacije svojih proizvoda i usluga moraju prilagođavati svoj marketing miks zahtevima lokalnog okruženja. Internacionalizacija poslovanja na globalnom tržištu i nove mogućnosti razvoja vodile su ka nužnosti upoznavanja kulturnih vrednosti, načina ponašanja i poslovne prakse u različitim društvima i kulturama. Tradicija, verovanja, religija, jezik i pojedini običaji na određenom segmentu tržišta u značajnoj meri oblikuju potrebe i navike ljudi, pa samim tim i njihovo ponašanje u procesu kupovine, te su često od presudnog uticaja na uspeh marketing programa kompanija. Pripadnici različitih kultura mogu imati potpuno drugačije stavove o istoj stvari, drugačije reakcije u identičnim okolnostima i na drugačiji način zadovoljavati iste potrebe. Te razlike mogu biti rezultat pripadnosti drugoj religiji, koja determiniše postojeće običaje, rituale i stavove, pa čak i direktno utiče na prihvaćenost nekih proizvoda u društvu. Zabrane, predrasude ili obaveze vernika značajne su u formiranju sistema potrošnje i njihovog ponašanja u ulozi potrošača s jedne strane, ali i na način poslovanja i posebno obavljanja marketing aktivnosti od strane kompanija. Od spremnosti menadžmenta da uvaži specifičnosti pojedinih kultura zavisiće i mogućnost uklapanja u inostrani ambijent, odnosno uspeh u komunikaciji sa potrošačima i efikasnost sprovođenja planiranih akcija.
Svrha ovog rada jeste da identifikuje specifičnosti islamske kulture i prikaže uticaj religije na potrebe i ponašanje muslimana kao potrošača. Pored toga, biće analizirane poteškoće sa kojima se kompanije suočavaju pri poslovanju u islamskim zemljama i načini na koje vrše prilagođavanje svojih marketing aktivnosti u skladu sa zahtevima okruženja.

Ključne reči:

kulturološke razlike, islam, međunarodni marketing

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