THE IMPLEMENTATION OF CONTEMPORARY MANAGEMENT AND MARKETING METHODS IN IMPROVING COMPETITIVENESS OF COMPANIES IN SERBIA IN THE PROCES OF ITS INTEGRATION IN THE EUROPEAN UNION

The starting point of the project is the assumption that competitiveness of companies and economic performance of an economy directly depend on the chosen management technology implementation efficiency. It includes the research on the degree and the way of contemporary management and marketing methods and techniques implementation in companies in Serbia, and the influence it has on the competitiveness of Serbian companies and economic performance of the Serbian economy. The research will explain the interdependence of contemporary management and marketing methods implementation in companies in Serbia and its process of accession to the EU and will identify the limitations on contemporary management and marketing methods implementation in companies in Serbia that originate from the institutional and cultural context, deficiency of the resources, and other sources. The result will be identifying of a possible course of action of authorities, educational institutions, and the companies’ management with the purpose to eliminate limitations on contemporary efficient management and marketing methods implementation in companies in Serbia. The research will be theoretical and empirical, conducted on the sample of about 100 companies of all types in Serbia. The management methods and techniques implementation will be explored in the following areas: planning, performance and quality management, organization and human resource management, marketing, international business.