Slavica Mitrović

Study on human capital gaps for effective innovation strategies in the knowledge era

Purpose – The purpose of this paper is to identify relevant gaps in human capital (HC) related to innovation performance, which might be the basis for creation of more effective innovation strategies. Design/methodology/approach – The proposed approach contains the following four steps: HC survey, assessment of HC value drivers, identification of gaps related to the HC value drivers and recommendations for an innovation strategy based on identified gaps. The HC survey includes 554 managers from Serbian companies within seven different industries. Findings – The biggest gaps in observed Serbian industries are related to crucial HC value drivers for innovation process, such as innovativeness, education and knowledge sharing and social skills. Research limitations/implications – Although there are limitations in measuring HC and innovation drivers, this approach seems to be valid in recommending more effective innovation strategies/policies on micro and macro level. Practical implications – This research rev...

Differences between adaptors and innovators in the context of entrepreneurial potential dimensions

The purpose of this paper is to investigate the differences between adaptive behaviour and innovative behaviour of individuals according to Kirton adaptation-innovation (KAI) model and determine how these differences impact entrepreneurial potential dimensions. Research sample consisted of student population from three countries: Serbia, Bosnia and Herzegovina (EU candidate countries) and Belgium (EU country). Research results will be valuable for the development of entrepreneurship in EU candidate countries. Data were collected from a sample of 1,008 university students from these three countries. KAI inventory, questionnaire on entrepreneurial traits (QET) and the scale of entrepreneurial potential (SEP) were used to obtain data. The canonical discriminant analysis determined differences and structure of differences between the adaptive and innovative persons, described by KAI model and their scores on the dimensions of the entrepreneurial traits model, as well as on entrepreneurial potential model.,In this study, the first research question concentrates on the existence of differences among students from Bosnia, Serbia and Belgium with regard to the dominant style of problem-solving according to KAI model to determine whether students from EU countries and non-EU countries differ in regard to problem-solving style. Second research question is the existence of differences in the development of entrepreneurial potential by EQT and SEP among student adaptors and student innovators according to KAI model to investigate to what extent the dominant style of solving problem contributes to differences in the development of entrepreneurial potential among students.,The research has confirmed the existence of significant differences between the adaptors and innovators described by the KAI model in terms of developed characteristics of entrepreneurial potential in the student population. Results of the research prove that young innovators possess to a greater extent developed key characteristics important for entrepreneurship, as well as intellectual and organizational skills, motivational factors and social capacity, self-confidence and constitutional factors. This research also revealed key differences among students with regard to the country of origin.,The practical implications of the research are reflected in the creation of the initial guidelines and structural support for the promotion of entrepreneurial potential in young people, where it can be concluded that it is particularly important to encourage innovation and creative approach to problem-solving, but also awareness of young individuals and development of their knowledge of entrepreneurship.,The main objective of this research was the examination of differences between students who belong to the category of adaptors and students innovators according to the KAI model (Kirton, 1976, 1998, 2003), with regard to the researched dimensions of entrepreneurial potential, to explicitly as possible identify differences in personal characteristics of young people who are predisposed for entrepreneurship and those who are not. Young innovators and adaptors significantly differ according to the researched dimensions of the EQT and SEP models of entrepreneurial potential and young innovators possess more developed entrepreneurial potential than adaptors.

Job Satisfaction, Organizational Commitment and Job Involvement: The Mediating Role of Job Involvement

We conducted an empirical study aimed at identifying and quantifying the relationship between work characteristics, organizational commitment, job satisfaction, job involvement and organizational policies and procedures in the transition economy of Serbia, South Eastern Europe. The study, which included 566 persons, employed by 8 companies, revealed that existing models of work motivation need to be adapted to fit the empirical data, resulting in a revised research model elaborated in the paper. In the proposed model, job involvement partially mediates the effect of job satisfaction on organizational commitment. Job satisfaction in Serbia is affected by work characteristics but, contrary to many studies conducted in developed economies, organizational policies and procedures do not seem significantly affect employee satisfaction.

Quality as a Determinant of the Customer’s Satisfaction on the Mobile Communication Market

The telecommunication market is characterized by continuous growth in the last fifteen years, especially in the field of mobile telephony and internet communications. The aim of this paper is to examine the level of users’ satisfaction regarding the quality of services that is offered by mobile operators in the Montenegrin market of mobile communications, as well as to provide guidance to mobile operators in which direction should the improving of the quality of services go. The proposed process, research methodology and research results may be important for mobile operators, who operate not only on the Montenegrin market. Research has shown that users of mobile communications have clearly defined views regarding the quality of the service that is being provided. On the basis of the research, it can be concluded that if mobile operators understand market demands and requests, transform their knowledge into appropriate service as well as deliver the service with the least possible difference between the delivered and what was promised to customers, the positive effects of service quality management will be multiple.

Green (Ecological) Marketing in Terms of Sustainable Development and Building a Healthy Environment

The environmental (ecological) marketing is increasingly present issue at the global level while environmental changes have created a new segment of environmentally responsible consumers, known as green consumers. Previously said, led to the emergence of new forms of marketing, also known as green marketing, which means that the production processes, products, services, and all marketing activities are created and implemented in accordance with the impact that can have on building a healthy environment and society as a whole. In this paper, besides theoretical basis of understanding key terms related to the segment of green marketing and green consumer, we will present the results of primary data from our own research, which aims to determine the awareness and attitudes about green marketing, green consumers and products. The conclusion to which the authors come states that although there is a relatively large consumer awareness about the concept of green marketing, it is still a very small percentage of those who regularly buy these products, which is largely a consequence of higher prices that green products have over conventional (traditional) ones.