Enterprise culture influence on product and services branding in Republika Srpska and Bosnia and Herzegovina

• Published in: International review (Faculty of Business Economics and Entrepreneurship) 2014 (3-4), p.69-86
• Main Authors: Đokić, Snježana, Đokić, Aleksandar, Jovančević, Dragica
• Format: Article
• Language: English
• Subjects: Economy
• ISSN: 2217-9739; 2560-3353

This paper is focused on the analysis of the influence of organizational culture on product and services branding in the enterprises of Republika Srpska (hereinafter: RS) and Bosnia and Herzegovina (BH). The first part of the paper presents the results of contemporary research regarding the building of organizational culture focused on branding and gives multidisciplinary views on the meaning and the significance of the culture in accomplishing extraordinary business results. To analyze the assumed causality between the level of organizational culture construction and success in product and services branding in domestic enterprises, a survey was conducted on a sample of 33 enterprises from RS and BH, in the period from April 1, 2014 until July 1, 2014. The sample was structured to reflect a cluster of companies from RS, adhering to the following criteria: the enterprise business activity, form of organizing and location. The questionnaire examined and afterward analyzed the organizational culture of the enterprises in the context of branding, the brand history of the examined sample, the number of brands in those enterprises, brand identity and the perception of the significance of the brands for the total success of business activities of an enterprise, the relation of the surveyed enterprises toward existing customers and their intentions in attracting new consumers. In the analysis of the survey results, used were the methods of analysis, synthesis, induction, and correlation analysis in the purpose of a complete clarification of perception and relations of the respondents toward the process of brand building and managing.