Impact of Marketing Consulting on Performances of Agrarian Clusters in Serbia

Cvijanović, Drago and Mihailović, Branko and Čavlin, Miroslav and Čavlin, Gordana (2015) Impact of Marketing Consulting on Performances of Agrarian Clusters in Serbia. Sustainability, 7 (2). pp. 1099-1115. ISSN 2071-1050

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Abstract

The subject of this paper is the role of marketing consulting in development of performances of agrarian clusters in Serbia. The research that was carried out has pretensions to point out to many issues that are linked to these problems, initiate their solving, inform those that are obligated to be interested on the role and significance of consulting, as well as the methods of its use. About everything that could contribute to an increase in benefit and improvement of agriculture, including proposing solutions that resulted from exact researches through application of scientific methods by logical conclusions. The empirical research of impact of marketing consulting on the performances of agrarian clusters in Serbia was carried out by a survey. Audit was performed by a procedure by which some relevant scientific conclusions were achieved—by researching data in the field specifically, by collecting adequate data on the agrarian clusters which operate in Serbia. In this paper we started from the following hypothesis: Using marketing consulting improves marketing performances of agrarian clusters, which indirectly leads to an improvement in their financial performance. The basis of the research hypothesis is the so called, PIMS program whose starting point is the influence of the market’s strategy on an enterprise’s profit, i.e., it shows the connection between marketing and financial performance of an enterprise. Finally, regardless to the level of success of the research, and proving the obtained results, this paper will surely represent a basis for future researches of marketing consulting and their support to business management.

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