The Potential of The Big Data Implementation, in Serbia, in the context of Marketing Research

Ana Zekavica; Aleksandar Djordjevic; Aleksandra Vukmirovic; Jovanka Vukmirovic; Milica Brankovic

doi:10.7595/management.fon.2018.0017

Ana Zekavica Belgrade Business School, Serbia
Aleksandar Djordjevic University of Belgrade, Faculty of Economics, Serbia
Aleksandra Vukmirovic Belgrade Business School, Higher Education Institution for Applied Studies, Serbia
Jovanka Vukmirovic Belgrade Business School Higher Education Institution for Applied Studies and University of Belgrade, Faculty of Organizational Sciences, Serbia
Milica Brankovic Belgrade Business School, Higher Education Institution for Applied Studies, Serbia

DOI: https://doi.org/10.7595/management.fon.2018.0017

Abstract

Research question: Big Data represents a true business revolution in many areas, and, as such, in marketing research, as well. The subject of this study is the analysis of the existing stage, as well as of the achieved results in the implementation of the Big Data Technology in Serbia. Motivation: The success in managing the company depends on the ability to provide quality and comprehensive information by establishing personalized (1:1) communication with consumers on the global market in real or near real-time. This form of communication has become an imperative of the modern business decision-making process. Advanced Internet technologies, Cloud Computing (Cloud Technology), Big Data and Artificial Intelligence open a significant business potential for companies in Serbia to emerge on global markets. Idea: of this study is to perceive current business environment in Serbia through the prism of research development based on the Big Data technologies. Relevant hypotheses and conducted research have been set up with the aim of pointing to the potential of applying modern information-communication technologies, with an emphasis on artificial intelligence and the Big Data concept. Data: The survey was conducted on 154 business entities from the Serbian Business Register Agency’s database. The applied sampling method was a random analysis (selection was made randomly from the total number of selected companies, with the same probability of choice). Tools: An online survey was used, and respondents were contacted via e-mail. Findings: Research results, opinions and attitudes of managers, experts in the fields of marketing research and information technology, indicate a significant degree of justifiability of investments in new technologies in the Republic of Serbia and result in several proposals of certain measures and recommendations of incentives that should be conducted by the State. Contribution: The solutions in this paper are based upon the implementation of standardized procedures and advanced tools that could be used to overcome a "bottleneck" in the existing IT infrastructure, in order to enable a rapid collection and implementation of enabled data.

Author Biographies

Ana Zekavica, Belgrade Business School, Serbia

Ana Zekavica, MSc, is a Teaching Assistant at the Belgrade Business School, Higher Education Institution for Applied Studies. She was born in Belgrade where she completed her bachelor and master studies at the Faculty of Economics, University of Belgrade. After graduating, she worked at Simens as the Head of Corporate Communications. She has successfully completed several world-class courses related to communications crisis, customer relations and internal communications, and participated in various marketing projects. In 2014 she started her new business engagement in the Belgrade Business School. Since 2015, Ana has been appointed as a Director of Fondation for Young Talents of the City of Belgrade. She is married and mother of three children.

Aleksandar Djordjevic, University of Belgrade, Faculty of Economics, Serbia

Aleksandar Djordjevic, PhD, is an Assistant Professor at the Faculty of Economics in Belgrade, teaching courses at the Department of Business Economics and Management. He completed his master’s degree studies at the HEC business school in Paris (Master Economy et Management, HEC Paris) which is one of the most prestigious and most eminent schools of business economics in Europe. He earned his PhD degree from the Faculty of Economics in Belgrade. In 2008, as part of a summer research school, he attended the Princeton University in the USA. He published numerous scientific papers both in international and national scientific journals, two scientific monographs and took part in a number of scientific and professional conferences in the country and abroad. He participated in the preparation of a number of development projects for the Government of the Republic of Serbia and provided consulting services to several leading companies in Serbia. His areas of interest are as follows: marketing and management focused on the consumers, marketing and management in tourism, strategic marketing.

Aleksandra Vukmirovic, Belgrade Business School, Higher Education Institution for Applied Studies, Serbia

Aleksandra Vukmirovic is a professor at the Belgrade Business School, Higher Education Institution for Applied Studies. She is the author of several scientific studies of national and international importance. She participated in and managed a number of projects in the fields of e-business and marketing research.

Jovanka Vukmirovic, Belgrade Business School Higher Education Institution for Applied Studies and University of Belgrade, Faculty of Organizational Sciences, Serbia

Jovanka Vukmirovic is an Assistant Professor at the University of Belgrade, Faculty of Organizational Sciences, as well as the Professor at the Belgrade Business School, Higher Education Institution for Applied Studies. She was the Head of the Department for Policy of Regional Development in Ministry of Economy and Regional Development in Serbia, mainly responsible for creating a Policy of Regional Development founded on relevant statistical indicators from local and regional levels. She was a coordinator in more than one hundred projects, author of many papers of great scientific importance, including the book “Marketing research” (2011).

Milica Brankovic, Belgrade Business School, Higher Education Institution for Applied Studies, Serbia

Milica Branković, MSc, is a Teaching Assistant at the Belgrade Business School, Higher Education Institution for Applied Studies. She completed her graduate studies at the Faculty for management of small and medium enterprises and her Master studies at the Faculty of Applied Sciences management, economics and finance. Currently she is a PhD student at the European University in Belgrade. She has a working experience as a collaborator on project development and coordinator for analysis and sales. She is the author of several scientific papers.