Sales Improvement Strategies in Serbian Food Industry

Vukmirović, Valentina and Kostić-Stanković, Milica and Vasilić, Slobodan (2018) Sales Improvement Strategies in Serbian Food Industry. In: Inovacije i preduzetništvo: pokretači razvoja i zapošljavanja, zbornik radova. Univerzitet u Banjoj Luci, Ekonomski Fakultet, Banja Luka, pp. 105-116. ISBN 978-99938-46-76-5

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Abstract

n the era of intense changes in food industry, which are significantly provoked and influenced by shifts in consumer needs, demands and excpectations, food producers are, as well, faced with increasingly intense competition. Therefore, in order to establish and retain its position in the market, food producers tend to create alternative manners to position and differentiate themselves from competition in cost-effective method. The aim of this paper is to analyze the possibility of introducing brand alliance strategy as a method of reaching business success through achieving partnership with business entities from the same or other industries. This paper focused on gaining an insight in possibility of implemeting this strategy among Serbian food industry companies. Results of the research and reccomendation for future research were provided.

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