Nedanovska, Vaska

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  • Nedanovska, Vaska (2)
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Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe

Stojanovska, Makedonka; Nonić, Dragan; Baumgartner, Jana; Nedeljković, Jelena; Stojanovski, Vladimir; Nedanovska, Vaska; Posavec, Stjepan

(2015)

TY  - JOUR
AU  - Stojanovska, Makedonka
AU  - Nonić, Dragan
AU  - Baumgartner, Jana
AU  - Nedeljković, Jelena
AU  - Stojanovski, Vladimir
AU  - Nedanovska, Vaska
AU  - Posavec, Stjepan
PY  - 2015
UR  - https://omorika.sfb.bg.ac.rs/handle/123456789/688
AB  - Background and Purpose: The South-East Europe (SEE) region is facing a new market economy era where establishing new businesses is more than needed in all sectors. The forest sector, faced with new market emerging opportunities, is affected by the constant increase of a number of forest related enterprises. This paper describes the challenges and opportunities related to the use of marketing tools for improving business of the small and medium enterprises (SMEs) dealing with non-wood forest products (NWFPs) in SEE region. The research on this subject in the SEE region is scarce despite the rich biodiversity as a solid base for establishing eco-businesses. Materials and Methods: The method used in this paper is quantitative, based on survey data collected from enterprises in the NWFPs sector followed by statistical data analyses using Statistical Package for Social Sciences (SPSS). The survey was conducted during 2011 and 2012 in four SEE countries: Croatia, Bosnia and Herzegovina, Serbia and Macedonia. Results: The results showed that developed channels of distribution, branding and advertising of NWFPs are recognized in all countries as important and very important, but these marketing tools are used only few times per year. The majority of respondents pointed out advertising as the most frequently used and as the most successful tool. Interviewees' future investments are to be focused on improving equipment for drying, packing, refrigerating and transport. Several entrepreneurs from Macedonia pointed out that they would invest in increasing the number of buying points and herb plantations while almost all Croatian entrepreneurs will invest in advertising, branding and promotion. Majority of respondents from Serbia are also of the opinion that financial resources should be invested in new equipment. The reasons for these investments can be summarized in reducing costs and increasing profit or in faster turnover. Conclusions: The use of marketing tools is important because they have positive influence on sale, improve communication and cooperation between enterprises and with consumers, build reliable buyers and increase the number of consumers, which leads to higher profit and creates new opportunities for NWFPs based enterprises. Intensive use of promotion tools should be seen as an opportunity for these enterprises in the SEE region to overcome current challenges and improve their business. The main reason for this situation, as it was stated in the interviews, is the fact that most of the enterprises do not have a final product. Another reason is lack of funds, because of which the question: "If you have financial sources where you should invest?" was answered with promotion, branding and other marketing tools.
T2  - SEEFOR-South-East European Forestry
T1  - Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe
EP  - 106
IS  - 1
SP  - 97
VL  - 6
DO  - 10.15177/seefor.15-02
UR  - conv_848
ER  - 
@article{
author = "Stojanovska, Makedonka and Nonić, Dragan and Baumgartner, Jana and Nedeljković, Jelena and Stojanovski, Vladimir and Nedanovska, Vaska and Posavec, Stjepan",
year = "2015",
abstract = "Background and Purpose: The South-East Europe (SEE) region is facing a new market economy era where establishing new businesses is more than needed in all sectors. The forest sector, faced with new market emerging opportunities, is affected by the constant increase of a number of forest related enterprises. This paper describes the challenges and opportunities related to the use of marketing tools for improving business of the small and medium enterprises (SMEs) dealing with non-wood forest products (NWFPs) in SEE region. The research on this subject in the SEE region is scarce despite the rich biodiversity as a solid base for establishing eco-businesses. Materials and Methods: The method used in this paper is quantitative, based on survey data collected from enterprises in the NWFPs sector followed by statistical data analyses using Statistical Package for Social Sciences (SPSS). The survey was conducted during 2011 and 2012 in four SEE countries: Croatia, Bosnia and Herzegovina, Serbia and Macedonia. Results: The results showed that developed channels of distribution, branding and advertising of NWFPs are recognized in all countries as important and very important, but these marketing tools are used only few times per year. The majority of respondents pointed out advertising as the most frequently used and as the most successful tool. Interviewees' future investments are to be focused on improving equipment for drying, packing, refrigerating and transport. Several entrepreneurs from Macedonia pointed out that they would invest in increasing the number of buying points and herb plantations while almost all Croatian entrepreneurs will invest in advertising, branding and promotion. Majority of respondents from Serbia are also of the opinion that financial resources should be invested in new equipment. The reasons for these investments can be summarized in reducing costs and increasing profit or in faster turnover. Conclusions: The use of marketing tools is important because they have positive influence on sale, improve communication and cooperation between enterprises and with consumers, build reliable buyers and increase the number of consumers, which leads to higher profit and creates new opportunities for NWFPs based enterprises. Intensive use of promotion tools should be seen as an opportunity for these enterprises in the SEE region to overcome current challenges and improve their business. The main reason for this situation, as it was stated in the interviews, is the fact that most of the enterprises do not have a final product. Another reason is lack of funds, because of which the question: "If you have financial sources where you should invest?" was answered with promotion, branding and other marketing tools.",
journal = "SEEFOR-South-East European Forestry",
title = "Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe",
pages = "106-97",
number = "1",
volume = "6",
doi = "10.15177/seefor.15-02",
url = "conv_848"
}
Stojanovska, M., Nonić, D., Baumgartner, J., Nedeljković, J., Stojanovski, V., Nedanovska, V.,& Posavec, S.. (2015). Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe. in SEEFOR-South-East European Forestry, 6(1), 97-106.
https://doi.org/10.15177/seefor.15-02
conv_848
Stojanovska M, Nonić D, Baumgartner J, Nedeljković J, Stojanovski V, Nedanovska V, Posavec S. Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe. in SEEFOR-South-East European Forestry. 2015;6(1):97-106.
doi:10.15177/seefor.15-02
conv_848 .
Stojanovska, Makedonka, Nonić, Dragan, Baumgartner, Jana, Nedeljković, Jelena, Stojanovski, Vladimir, Nedanovska, Vaska, Posavec, Stjepan, "Challenges and Opportunities in the Use of Marketing Tools and the Promotion of Non Wood Forest Products-Based Small and Medium Enterprises in the South East Europe" in SEEFOR-South-East European Forestry, 6, no. 1 (2015):97-106,
https://doi.org/10.15177/seefor.15-02 .,
conv_848 .
1
2

Influence of policy instruments on non-wood forest products commercialization in Croatia, Macedonia and Serbia

Nedeljković, Jelena; Lovrić, Marko; Nonić, Dragan; Stojanovska, Makedonka; Nedanovska, Vaska; Lovrić, Natasa; Stojanovski, Vladimir

(2013)

TY  - JOUR
AU  - Nedeljković, Jelena
AU  - Lovrić, Marko
AU  - Nonić, Dragan
AU  - Stojanovska, Makedonka
AU  - Nedanovska, Vaska
AU  - Lovrić, Natasa
AU  - Stojanovski, Vladimir
PY  - 2013
UR  - https://omorika.sfb.bg.ac.rs/handle/123456789/518
AB  - In accordance with the principles of sustainable forest management, non-wood forest products (NWFPs) are increasingly gaining in importance when it comes to forest policy and nature and environmental protection policy. In addition to the global level, the interest in NWFP, in recent decades, increases at the regional level, as well. In the region of Southeast Europe has been an increase in the number of studies that deal with the issue of NWFP. However, policy instruments, which are related to this area, are still poorly understood. In this connection, the main goal of this research is to discuss the impact of specific policy instruments on NWEPs-based business in selected countries of Southeast Europe (Croatia, Macedonia and Serbia), as well as the analysis of the attitudes of representatives of small and medium-sized enterprises (SMEs) for purchase, processing and placement of NWFPs in terms of procedures related to the NWFP-based business and cooperation with relevant institutions. The purpose of the research is to find opportunities for improvement of policy instruments and administrative procedures of the NWFP, in selected countries, in order to improve development of the sector. The subject of the research are strategic, legal and institutional frameworks related to NWFP, and the attitudes of SME representatives towards the documentation required for the entire process of purchase, processing and placement of NWFPs and cooperation with relevant institutions. This paper presents the results of research conducted within FOPER II project "Entrepreneurship, markets and marketing of non-timber forest products in the SEE region". In the research are applied descriptive, comparative, content analysis and statistical methods. As a research technique is used door to door survey. The questionnaire consisted of 51 questions, grouped into 6 topics. In this paper are analysed 7 questions, related to the subject of research. The sample consisted of 27 representatives of NWFP-based enterprises in Croatia, 36 in Macedonia and 91 in Serbia. Analysed legal documents were adopted in the last two decades, which indicates that the governments in all analysed countries made some step forward in the recognition of NWFPs importance, after the political and social changes that have occurred in the region during the transition period. Strategic documents (Table 1) in all 3 countries emphasize, as priorities, implementation of the national inventory and control of trade in protected species. However, only a strategic document in Macedonia point out the need for the support to development of entrepreneurial activities in this part of the forest sector. However, although the importance of NWFPs has been recognized, in these countries is still present a problem in terminology. In most legal documents (Table 2), these products are, still, named as "minor" (Croatia), "secondary" (Macedonia) or "other" (Serbia) forest products. Legal documents in analyzed countries prescribe the inclusion of NWFP in forest management planning process. In analysed is present an overlapping of responsibilities of institutions (Table 3) in the sectors of forestry, nature and environmental protection, in terms of NWFP. However, what is very important for forestry sector is that the ministries in charge of forestry are only partially responsible for NWFPs. Regarding respondents' attitudes towards the documentation needed for the entire process of purchase, processing and placement of NWEPs, only the majority of representatives of SMEs in Serbia believe that it is too large (Table 4). Cooperation with the ministry responsible for forestry has the majority of respondents only in Croatia, but it is mostly related to agriculture and the use of subsidies. Majority of respondents in Croatia and Macedonia, and all of them in Serbia cooperate with the ministry in charge of environmental protection and it mainly related to obtaining permits for collecting, import, export and transit of NWFPs (Table 5). Cluster analysis showed clustering of respondents in 3 groups in Croatia, 2 in Macedonia and 4 in Serbia, based on 3 categorical variables (largeness, time and costs related to documentation), as shown in Table 6. However, in Croatia and Macedonia are clearly distinguished 2 groups, the first cluster is composed of representatives of SMEs who believe that collection of documentation is a problem in their business, while the other cluster members indicate that this procedure does not interfere them in their business activities. In Serbia, there is not second cluster. These 4 clusters are formed on the basis of the problems caused by different factors, which influence the process of collection of necessary documentation. In order to improve the situation in the future, it is necessary to: - Adopt a single policy document, which will clearly define the directions of policy relating to NWFPs; - Include representatives of regional and local authorities, NWFPs-based enterprises, and local residents, to ensure the presence of all stakeholders during the preparation of planning documents, rules and regulations, as well as possible strategies for sustainable use of NWFPs; - Clearly outline the responsibilities for the implementation and control of laws and by-laws; - Develop and improve collaboration with ministries of forestry and environmental protection; - Establishment of a monitoring system, which would follow and document collection and use of NWFPs; - Simplify the procedure required to obtain permission for commercial NWFP collection in Croatia and Serbia, as it was done in Macedonia (on-line application and gathering a license for 1 to 2 days). It is important to emphasize that, in formulating policies related to the NWFPs, the results presented here should be taken carefully, since they relate only to the surveyed representatives of SMEs and not to the all SMEs in the region. Similarly, the conclusions and recommendations presented in this paper refer only to the NWFPs policy and legislation and the institution responsible for these products and, therefore, can not be directly applied to other aspects of forest policy in the analyzed countries.
T2  - Šumarski list
T1  - Influence of policy instruments on non-wood forest products commercialization in Croatia, Macedonia and Serbia
EP  - 486
IS  - 9-10
SP  - 473
VL  - 137
UR  - conv_2176
ER  - 
@article{
author = "Nedeljković, Jelena and Lovrić, Marko and Nonić, Dragan and Stojanovska, Makedonka and Nedanovska, Vaska and Lovrić, Natasa and Stojanovski, Vladimir",
year = "2013",
abstract = "In accordance with the principles of sustainable forest management, non-wood forest products (NWFPs) are increasingly gaining in importance when it comes to forest policy and nature and environmental protection policy. In addition to the global level, the interest in NWFP, in recent decades, increases at the regional level, as well. In the region of Southeast Europe has been an increase in the number of studies that deal with the issue of NWFP. However, policy instruments, which are related to this area, are still poorly understood. In this connection, the main goal of this research is to discuss the impact of specific policy instruments on NWEPs-based business in selected countries of Southeast Europe (Croatia, Macedonia and Serbia), as well as the analysis of the attitudes of representatives of small and medium-sized enterprises (SMEs) for purchase, processing and placement of NWFPs in terms of procedures related to the NWFP-based business and cooperation with relevant institutions. The purpose of the research is to find opportunities for improvement of policy instruments and administrative procedures of the NWFP, in selected countries, in order to improve development of the sector. The subject of the research are strategic, legal and institutional frameworks related to NWFP, and the attitudes of SME representatives towards the documentation required for the entire process of purchase, processing and placement of NWFPs and cooperation with relevant institutions. This paper presents the results of research conducted within FOPER II project "Entrepreneurship, markets and marketing of non-timber forest products in the SEE region". In the research are applied descriptive, comparative, content analysis and statistical methods. As a research technique is used door to door survey. The questionnaire consisted of 51 questions, grouped into 6 topics. In this paper are analysed 7 questions, related to the subject of research. The sample consisted of 27 representatives of NWFP-based enterprises in Croatia, 36 in Macedonia and 91 in Serbia. Analysed legal documents were adopted in the last two decades, which indicates that the governments in all analysed countries made some step forward in the recognition of NWFPs importance, after the political and social changes that have occurred in the region during the transition period. Strategic documents (Table 1) in all 3 countries emphasize, as priorities, implementation of the national inventory and control of trade in protected species. However, only a strategic document in Macedonia point out the need for the support to development of entrepreneurial activities in this part of the forest sector. However, although the importance of NWFPs has been recognized, in these countries is still present a problem in terminology. In most legal documents (Table 2), these products are, still, named as "minor" (Croatia), "secondary" (Macedonia) or "other" (Serbia) forest products. Legal documents in analyzed countries prescribe the inclusion of NWFP in forest management planning process. In analysed is present an overlapping of responsibilities of institutions (Table 3) in the sectors of forestry, nature and environmental protection, in terms of NWFP. However, what is very important for forestry sector is that the ministries in charge of forestry are only partially responsible for NWFPs. Regarding respondents' attitudes towards the documentation needed for the entire process of purchase, processing and placement of NWEPs, only the majority of representatives of SMEs in Serbia believe that it is too large (Table 4). Cooperation with the ministry responsible for forestry has the majority of respondents only in Croatia, but it is mostly related to agriculture and the use of subsidies. Majority of respondents in Croatia and Macedonia, and all of them in Serbia cooperate with the ministry in charge of environmental protection and it mainly related to obtaining permits for collecting, import, export and transit of NWFPs (Table 5). Cluster analysis showed clustering of respondents in 3 groups in Croatia, 2 in Macedonia and 4 in Serbia, based on 3 categorical variables (largeness, time and costs related to documentation), as shown in Table 6. However, in Croatia and Macedonia are clearly distinguished 2 groups, the first cluster is composed of representatives of SMEs who believe that collection of documentation is a problem in their business, while the other cluster members indicate that this procedure does not interfere them in their business activities. In Serbia, there is not second cluster. These 4 clusters are formed on the basis of the problems caused by different factors, which influence the process of collection of necessary documentation. In order to improve the situation in the future, it is necessary to: - Adopt a single policy document, which will clearly define the directions of policy relating to NWFPs; - Include representatives of regional and local authorities, NWFPs-based enterprises, and local residents, to ensure the presence of all stakeholders during the preparation of planning documents, rules and regulations, as well as possible strategies for sustainable use of NWFPs; - Clearly outline the responsibilities for the implementation and control of laws and by-laws; - Develop and improve collaboration with ministries of forestry and environmental protection; - Establishment of a monitoring system, which would follow and document collection and use of NWFPs; - Simplify the procedure required to obtain permission for commercial NWFP collection in Croatia and Serbia, as it was done in Macedonia (on-line application and gathering a license for 1 to 2 days). It is important to emphasize that, in formulating policies related to the NWFPs, the results presented here should be taken carefully, since they relate only to the surveyed representatives of SMEs and not to the all SMEs in the region. Similarly, the conclusions and recommendations presented in this paper refer only to the NWFPs policy and legislation and the institution responsible for these products and, therefore, can not be directly applied to other aspects of forest policy in the analyzed countries.",
journal = "Šumarski list",
title = "Influence of policy instruments on non-wood forest products commercialization in Croatia, Macedonia and Serbia",
pages = "486-473",
number = "9-10",
volume = "137",
url = "conv_2176"
}
Nedeljković, J., Lovrić, M., Nonić, D., Stojanovska, M., Nedanovska, V., Lovrić, N.,& Stojanovski, V.. (2013). Influence of policy instruments on non-wood forest products commercialization in Croatia, Macedonia and Serbia. in Šumarski list, 137(9-10), 473-486.
conv_2176
Nedeljković J, Lovrić M, Nonić D, Stojanovska M, Nedanovska V, Lovrić N, Stojanovski V. Influence of policy instruments on non-wood forest products commercialization in Croatia, Macedonia and Serbia. in Šumarski list. 2013;137(9-10):473-486.
conv_2176 .
Nedeljković, Jelena, Lovrić, Marko, Nonić, Dragan, Stojanovska, Makedonka, Nedanovska, Vaska, Lovrić, Natasa, Stojanovski, Vladimir, "Influence of policy instruments on non-wood forest products commercialization in Croatia, Macedonia and Serbia" in Šumarski list, 137, no. 9-10 (2013):473-486,
conv_2176 .
2