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Megatrend Review the International Review of Applied Economics Vol Megatrend Review The international review of applied economics Vol. 9 (1) 2012 Megatrend University, Belgrade Megatrend Review The international review of applied economics Vol. 9 (1) 2012 Published by: For publisher: Megatrend University Nevenka Trifunović Publishing director: Branimir Trošić Editorial board: Professor Mića Jovanović, PhD, President - Megatrend University, Belgrade Professor Dragana Gnjatović, PhD, Vice-President - Megatrend University, Belgrade Professor Nataša Cvetković, PhD - Megatrend University, Belgrade Professor Jean Jacques Chanaron, PhD - Grenoble Ecole de Management, France Professor Sung Jo Park, PhD - Free University, Berlin, Germany Professor Ioan Talpos, PhD - West University of Temisoara, Romania Professor Dagmar Lesakova - University of Economics Bratislava, Slovak Republik Professor Norbert Pap, PhD - University of Pécs, Hungary Professor Žarko Lazarević, PhD - Institute for Contemporary History, Ljubljana, Slovenia Professor Slobodan Pajović, PhD - Megatrend University, Belgrade Professor Janko Cvijanović, PhD - Megatrend University, Belgrade Professor Momčilo Milisavljević, PhD - Megatrend University, Belgrade Professor Oskar Kovač, PhD - Megatrend University, Belgrade Professor Mijat Damjanović, PhD - Megatrend University, Belgrade Professor Mirko Kulić, PhD - Megatrend University, Belgrade Professor Veljko Spasić, PhD - Megatrend University, Belgrade Professor Milivoje Pavlović, PhD - Megatrend University, Belgrade Professor Jelena Bošković, PhD - Megatrend University, Belgrade Professor Vladimir Prvulović, PhD - Megatrend University, Belgrade Professor Vesna M. Milanović, PhD - Megatrend University, Belgrade ISSN 1820-4570 Address: Megatrend Review UDK 33 Goce Delčeva Street 8, 11070 Belgrade, Serbia The review is published twice a year in Serbian Tel: +381 11 220 30 61 and twice a year in English language. Fax: +381 11 220 30 47 All papers have been reviewed. E-mail: [email protected] Editorial staff Editor-in-chief: Professor Dragana Gnjatović, PhD Guest editor: Assistant Professor Smiljka Isaković, PhD Members: Professor Maria de Monserrat Llairó, PhD - Faculty of Economic Sciences, Buenos Aires University, Argentina Professor Laura Ruis Jimenez, PhD - University Institute Hose Ortega y Gasset, Complutense University of Madrid, Spain Professor Jana Lenghardtová, PhD - The University of Economics, Bratislava, Slovakia Professor Vladimir Davidov, PhD - Institute for Latin America, Russian Academy of Sciences, Moscow, Russia Professor Marija Mojca Terčelj, PhD - Faculty of Humanities, University of Primorska, Koper, Slovenia Professor Vladimir Grbić, PhD - Megatrend University, Belgrade Professor Ivica Stojanović, PhD - Megatrend University, Belgrade Professor Ana Langović Milićević, PhD - Megatrend University, Belgrade Professor Tatjana Cvetković, PhD - Megatrend University, Belgrade Professor Dušan Joksimović, PhD - Megatrend University, Belgrade Professor Gordana Komazec, PhD - Megatrend University, Belgrade Professor Živko Kulić, PhD - Megatrend University, Belgrade Professor Vesna Aleksić, PhD - Megatrend University, Belgrade Snežana Grk, PhD, Principal Research Fellow - Institute of Social Sciences, Belgrade Professor Vladan Pavlović, PhD - Megatrend University, Belgrade Secretary & Serbian language editor: Irina Milutinović, MA Technical editor: Ana Dopuđa Cover design: Milenko Kusurović The financing of journal edition has been supported by the Ministry of Education and Science of the Republic of Serbia. “Megatrend Review” is registered as the leading scientific review of national interest (M 51), by settlment of the Board of Social Sciences, Ministry of Science of Republic of Serbia, on May 14th, 2009. *** “Megatrend Review” is registered in The International Bibliography of the Social Sciences (IBSS) produced by the London School of Economics and Political Science since May 17th, 2007. *** “Megatrend Review” is registered and published in EBSCO's (EBSCO Publishing Inc.) Database "Business Source Complete": http://www.ebscohost.com/titleLists/bth-journals.xls *** “Megatrend Review” is registered in GESIS "Knowledge Base SSEE", Leibniz Institute for the Social Science: http://www.cee-socialscience.net/journals/ The Library of Congress Catalog Megatrend review: the international review of applied economics. LC Control No.: 2007201331 Type of Material: Serial (Periodical) Uniform Title: Megatrend Revija. English. Main Title: Megatrend review : the international review of applied economics. Published/Created: Belgrade : ill. ; 24 cm. Description: v. : Megatrend University of Applied Sciences, [2004]- Year 1, no. 1 (’04)- ISSN: 1820-4570 CALL NUMBER: HB1 .M44 CIP – Каталогизaција у публикацији Народна библиотека Србије, Београд 33 *MEGATREND revija : međunarodni časopis za primenjenu ekonomiju / glavni urednik Dragana Gnjatović . - God. 1, br. 1 (2004)- . - Beograd (Makedon- ska 21) : Megatrend univerzitet primenjenih nauka, 2004- ([Beograd : Megatrend univerzitet primenjenih nauka]). - 24 cm Dva puta godišnje ISSN 1820-3159 = Megatrend revija COBISS.SR-ID 116780812 CONTENTS THE GUest EDItoR’S WORD ECONOMIC POLICY AND DE V E LO P M E NT Snežana Grk, PhD, Principal Research Fellow Institute of Social Sciences, Belgrade SERBIA – SO CLOSE, YET SO FAR AWAY FROM EUROPE 1 Original scientific paper Professor Nataša Bogavac Cvetkovic, PhD Graduate School of Business Studies, Megatrend University, Belgrade Professor Tatjana Dragičević Radičević, PhD Graduate School of Business Economics, Valjevo, Megatrend University, Belgrade Ranka Mitrović Graduate School of Business Studies, Megatrend University, Belgrade ENTREPRENEURIAL ENVIRONMENT – OPPORTUNITIES AND LIMITATIONS 17 Original scientific paper Professor Maja Levi Jakšić, PhD Faculty of Organizational Sciences, University of Belgrade Assistant Professor Milica Jakšić, PhD Graduate School of Business Studies, Megatrend University, Belgrade ENTREPRENEURSHIP IN THE KNOWLEDGE BASED ECONOMY – THE CASE OF SERBIA 35 Scientific review paper Katarina Radosavljević, PhD Student High School of Business Economics and Entrepreneurship, Belgrade PERSONAL CONSUMPTION EXPENDITURE IN THE REPUBLIC OF SERBIA FROM 2003 TO 2011 55 Original scientific paper Assistant Marija Lakićević, M.A. Faculty for Hotel Management and Tourism, Vrnjačka Banja, University of Kragujevac Assistant Milica Žarevac Faculty for Hotel Management and Tourism, Vrnjačka Banja, University of Kragujevac Assistant Nemanja Pantić Faculty for Hotel Management and Tourism, Vrnjačka Banja, University of Kragujevac GASTRONOMIC FESTIVALS IN RURAL REGIONS OF SERBIA 73 Scientific review paper ECONOMICS OF CULTUR E AND ME DIA Professor François Colbert, PhD The Carmelle and Rémi-Marcoux Chair in Arts Management, HEC, Montréal, Canada FINANCING THE ARTS: SOME ISSUES FOR A MATURE MARKET 83 Scientific review paper Vol. 9 (1) 2012 ii Contents Professor J. Dennis Rich, PhD Columbia College Chicago, USA BAUMOL’S DISEASE IN AMERICA 97 Original scientific paper Assistant Professor Smiljka Lj. Isaković, PhD Graduate School of Culture and Media, Megatrend University, Belgrade SERBIAN CULTURE AND ART – WHERE ARE WE AND WHERE ARE WE HEADING? 107 Scientific review paper Associate Professor Mária Tajtáková, PhD College of Management, City University of Seattle, Bratislava, Slovakia Professor Štefan Žák, PhD Faculty of Commerce, University of Economics in Bratislava, Slovakia Professor Peter Filo, PhD Faculty of Commerce, University of Economics in Bratislava, Slovakia SHIFTS IN AUDIENCE DEVELOPMENT STRATEGIES IN THE TIMES OF ECONOMIC CRISIS 125 Original scientific paper Associate Professor Marta Bakucz, PhD Faculty of Business and Economics, University of Pécs, Hungary SUSTAINABLE CITY TOURISM OR HIGHER QOL FOR LOCAL RESIDENTS? – AN ex post analysIS of THE PÉcs 2010 EURopean CapItal of CUltURE (ECOC) PROJect – 141 Original scientific paper Milena Gnjatović, Graduate Student and Graduate Assistant Faculty of Philosophy, University of Arts in Belgrade Ana Gnjatović, Assistant Professor Faculty of Arts, Priština - Zvečan University of Priština FESTIVALS AS CARRIERS OF CULTURE IN SERBIA - PROBLEMS AND LIMITATIONS - 161 Original scientific paper Professor Yun Tai, PhD Department of Sociology, Emory University, Atlanta, Georgia, USA THE EFFICACY OF AUDIENCE BUILDING AMONG NONPROFIT CULTURAL ORGANIZATIONS: THE IMPACT OF MARKETING STRATEGIES AND ORGANIZATIONAL ATTRIBUTES 173 Original scientific paper MANAG E M E NT AND MARK E TING Assistant Professor Srđan Žikić, PhD Graduate School of Management, Zaječar, Megatrend University, Belgrade Assistant Professor Aneta Marinović, PhD Graduate School of Public Administration, Megatrend University, Belgrade Assistant Professor Igor Trandafilović, PhD Graduate School of Management, Zaječar, Megatrend University, Belgrade PROMOTION OF CONFLICT MANAGEMENT STRATEGIES IN TERMS OF MODERN BUSINESS 201 Original scientific paper Megatrend Review Contents iii Petar Babić, M.A. “Privredni savetnik“ Ltd., Belgrade OLD VS. NEW BRANDS IN TRANSITIONAL ECONOMIES: A STUDY OF CONSUMERS IN SERBIA 223 Scientific review paper Mileta Tomić, M.A. Ministry of the Interior of the Republic of Serbia, Belgrade MOBBING: THE INCIDENCE OF MOBBING ACTIVITIES AND DIFFERENCES REGARDING WORKPLACE AND GENDER 243 Original scientific paper Assistant Professor Mirjana Vuksanović, PhD Health Center “Dr. Milutin Ivković”, Belgrade IS MANAGER’S GENDER AN IMPORTANT FACTOR IN SELECTION TO A POSITION? 253 Original scientific paper GLOBAL ECONOMY Assistant Professor Jelena Batić, PhD Graduate School of
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