Zoran Krupka

School Principals, Environments and Stakeholders: The Blessings and Heresies of Market Organization

In this chapter, the authors emphasize the need for schools and their principals to focus on the needs of their students and other relevant stakeholder groups. This orientation also implies flexibility in the management of educational systems, instead of the bureaucratic accountability currently prevailing in the South-East European education. Schools and their principals are advised to recognize the nature of market orientation and apply the ambidextrous integration of strategies that are both market-driven (implying adaptation to the educational environment) and market-driving (implying active exploration of the target market, influencing the market structures and managing relevant stakeholder relationships).

Celebrity Endorsement in Brand Management in Croatia

A number of studies have investigated the impact of celebrity endorsers on consumers’ attitudes towards brands and on their purchase intentions. Despite the existence of extensive marketing literature and a growing use of celebrity endorsement in Croatia, little is known about how Croatian consumers react to celebrities in advertisements. Moreover, there is scarce knowledge about consumer opinion of or attitudes towards a celebrity endorsement strategy. This study represents preliminary, exploratory efforts to examine whether Croatian consumers recognize brands endorsed by national celebrities and to understand their opinions of and attitudes towards celebrity endorsement as a common and effective marketing practice employed for the purposes of brand management.