| Three-dimensional (3d) Contribution Matrix of Mustainability
Strategy, Brand Value and Financial-market Results in Car-industry | Trodimenzionalna (3d) matrica doprinosa strategije ekološke održivosti, vrednosti brenda i finansijsko-tržišnih rezultata u auto-industriji |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2010.56.8 Number: 56 Year: 2010 UDC: 005.51:629.33 [tmx] [bow] |
Dženis Bajramović
Institution: Faculty of Economics, Niš | Dženis Bajramović
Institucija: Ekonomski fakultet u Nišu |
Abstract
Financial and world economic crisis from the end of 2008 and the past 2009 had, without doubt, a very bad impact
on the world’s automotive giants, with significant reduction in demand. As the crisis slowly passing, again car-industry
is to the front imposed by two problems: a) re-increase movement of oil prices and b) strict legal decisions about
gas emissions (or fuel consumption depending on the country). The question of whether the car industry should/must
invest in “green technologies” through greater or lesser commitment to the sustainability strategy, no longer sets, because
the two mentioned “problems” certainly forced them, but the question is in what kind of correlation are sustainability
strategy with brand value and financial-market results.
Therefore in this work using the triple approach, while at the same time we measure the impact (contribution) of
three (3) factors in the car-industry, the impact of: 1) the sustainability strategy (Z axis), 2) brand value (Y axis), 3)
Financial- market results (X axis), we’ll give a one new three-dimensional (3D) matrix. This new matrix using the
integral and simultaneous observations of the impact of these three factors, give answers on: what kind of position
can take the car manufacturers in the car-industry, what solutions are impose to them, and what are the risks. | Apstrakt
Finansijska i svetska ekonomska kriza sa kraja 2008. godine i tokom minule 2009. godine je bez dileme veoma loše uticala na svetske automobilske gigante, značajnim smanjenjem tražnje. Kako kriza polako jenjava, ponovo se u prvi plan pred auto-industriju nameću dva problema: a) ponovno uzlazno kretanje cene nafte i b) stroga zakonska rešenja oko emisije gasova (ili potrošnje goriva u zavisnosti od zemlje). Pitanje da li auto-industrija tre-ba/mora da ulaže u „zelene tehnologije“ kroz veću ili manju posvećenost strategiji ekološke održivosti, više se ne postavlja, jer je dva pomenuta „problema“ na to svakako primoravaju, već se postavlja pitanje u kakvoj je korelaciji strategija ekološke-odr'ivosti sa vrednošću brenda i finansijsko-tr'išnim rezultatima.
Upravo zato u ovom radu koristeći trostruki pristup, pri čemu istovremeno merimo uticaj (doprinos) tri (3) faktora na auto-industriju i to uticaj: 1) strategije ekološke odr'ivost (Z osa); 2) vrednosti brenda (Y osa); 3) finansijsko-tržišnih rezultata (X osa), daćemo jednu novu tro-dimenzionalnu (3D) matricu. Ova nova matrica, koristeći integralni i istovremeni pristup posmatranja uticaja ova tri faktora, daje odgovor na to: kakvu poziciju mogu zauzeti proizvođači u auto-industriji, koja se rešenja nameću pred njih i koji su rizici.
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| Pages: 69-77 | Strane: 69-77 |