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Vol. 13 Issue 4 International Journal of Management Cases Special Issue CIRCLE Conference University of Dubrovnik, Croatia 27th-29th April 2011 Friday Volume 13 Issue 4 EDITORS PRODUCTION EDITOR Gianpaolo Vignali Western Europe Manchester Metropolitan University, UK Professor Barry J. Davies [email protected] Professor of Marketing, University of Gloucestershire, UK [email protected]. www.ijmc.org The Rest of the World Professor Claudio Vignali Arnold Ziff Chair in Retailing, Leeds Metropolitan University, UK [email protected] www.circleinternational.co.uk Central Europe ISSN 1741-6264 Professor Tihomir Vranesevic The Graduate School of Economics, The University of Zagreb International Journal of Management Cases is published by: [email protected] EDITORIAL BOARD Access Press UK, Dr. Leo Dana 1 Hillside Gardens , University of Canterbury, New Zealand Darwen, [email protected] Lancashire, Professor Alberto Mattiacci BB3 2NJ Professor of Retailing and Marketing,The University of Sienna, Italy UK mattiaccialbunisi.it Dr. Hans-Rüdiger Kaufmann University of Nicosia, Cyprus [email protected] Professor Dr. Jürgen Polke Virtual University of Munich, Germany [email protected] Professor Carlo A. Pratesi Professor of Retailing Marketing, University of Urbino, Italy [email protected] Professor Brenda Sternquist Professor, International Retail Management, Michigan State University, USA [email protected] Dr. Tomasz Wisniewski The University of Szczecin Poland [email protected] Professor Irena Neganova Ural Sate University, Russia [email protected] Dr Ulrich Scholz Fontys Fachhochschule, Nederlands [email protected] Professor Sanda Renko Graduate School of Economics Zagreb, Croatia [email protected] Professor Lutz Sommer University of Albt, Germany [email protected] Dr. Jantima Banjongprasert Silpakon University, Thailand [email protected] Professor Vitor Ambrosio University of Estoril, Portugal [email protected] Professor Bernd Britzelmaier Pforzeim University, Germany [email protected] Professor Nirmaalya B Biswas Bangalore Management Academy, India [email protected] Professor Ihn Hee Chung Kumoh Institute of Technology, South Korea [email protected] Professor Gianpaolo Basile University of Salerno [email protected] Professor Marija Tomasevic Graduate School of Ecopnomics, Zagreb, Croatia [email protected] Dr Carsten Bartsch FH Vorarlberg, Austria [email protected] Copyright © Access Press UK International Journal of Management Cases 1 International Journal of Management Cases Subscription Fees 2010 subscriptions are available in a number of major currencies. Exchange rates and prices will be held throughout 2011. Subscription fees per volume are: $US 300 £Stg 150 $Aus 370 € 210 SFr 345 ¥ 33,740 Individual journal editions can be purchased at the following prices: 10 Journals @ £15 per journal 20 Journals @ £10 per journal 50 Journals @ £7 per journal Subscription information is available from the Publishers at: Access Press UK 1 Hilllside Gardens Darwen Lancashire BB3 2NJ UK +447815737243 Reproduction Rights The publishers of the International Journal of Management Cases have granted, free of charge, unlimited photocopying and other reproduction rights to subscribers, for teaching and study use within the subscribing organization. Authors may also photocopy or otherwise reproduce their particular case from International Journal of Management Cases, subject to an acknowledgement of publication and copyright details. 2 International Journal of Management Cases Contents MANAGEMENT OF THE NATIONAL TOURISTIC BRAND: THE ROLE OF THE BRANDING STRATEGY IN CROATIA 6 NeveN Šerić EVALUATING THE INNOVATION OF ONLINE LEARNING SYSTEMS IN HIGHER EDUCATION 12 RAZAQ RAJ MANAGEMENT OF SUSTAINABLE TOURISM DEVELOPMENT: CASE STUDY PLITVICE LAKES NATIONAL PARK 24 DaNiela GračaN, ZriNka ZaDel & aNDreja ruDaNčić-luGarić A METHODOLOGY TO EXPLORE FAMILY BUSINESS SUCCESSION 34 BERND SCHWENDINGER INNOVATIVE ROAD FREIGHT LOGISTICS 42 aNDrei aNGHeluTa & aDriaN uNGureaNu THAI YOUTH AND MARKETING COMMUNICATION IN GLOBALIZATION AGE 53 voraviT PaTaNaiTTikul & WoraWaN oNGkruTrakSa INTERCULTURAL DIFFERENCES IN KNOWLEDGE TRANSFERS IN THE CONTEXT OF GENERATIONAL CHANGE OF SMES IN GERMANY, UK AND ITALY 61 PATRIC FINKBEINER SELL-EBRATING JAPAN: CONSUMING, CRITIQUING AND CURATING AVANT-GARDE FASHION IN THE UNITED KINGDOM 65 NICOLAS CAMBRIDGE MULTINATIONAL ENTERPRISES – ORGANIZATIONAL CULTURE VS. NATIONAL CULTURE 73 SABINE SCHEFFKNECHT INVESTMENTS IN INNOVATIONS: AN ANALYSIS OF RUSSIAN COMPANIES NEEDS 79 iriNa NeGaNova & lubov ZaPolSkiH THE RECOGNITION OF ITALIAN FASHION BRANDS AND THE PERCEPTION OF ITALIAN FASHION IMAGE IN KOREA 87 IHN HEE CHUNG REGULATION OF TRANSFER PRICING IN CROATIAN BANKING INDUSTRY 94 iriS loNCar, ZriNka GoleMaC & NiveS viDak GLOBALIZATION TENDENCIES IN ORGANIZATIONAL ARCHITECTURE IN EU (SOCIETAS EUROPEA AND ITS IMPACT ON CORPORATE GOVERNANCE) 107 MILAN MALY IFRS FOR SMES - A NEW CHALLENGE FOR WORLDWIDE FINANCIAL REPORTING 115 LIBOR VASEK 3 International Journal of Management Cases THE ROLE OF PERSONAL VALUES FOR MANAGERIAL WORK 121 ZlaTko NeDelko & vojko PoToCaN CASE STUDY OF GUCCI VS. GUESS – THE FAILURE OF BRAND STRATEGIES THAT RELY ON VEBLEN’S CONSPICUOUS CONSUMPTION 132 olivera jurkoviC MajiC & HeleNa MajiC EXPLORING GOVERNMENT-LED SOCIAL MARKETING CAMPAIGNS: ALCOHOL, THINK BEFORE YOU DRINK…TOO MUCH 141 alexaNDra j. keNyoN & eMMa H. WooD THE EVENT MARKETING IN CAR-SELLING INDUSTRY IN RUSSIA: THE EXPERIENCE AND THE EFFICIENCY 151 lariSa kaPuSTiNa & TaTiaNa reSHeTilo THE CLOTHING BRAND LOYALTY OF TEENAGERS: DIFFERENCES BETWEEN LOYALTY AND DESIRE TO BE LOYAL 156 Maja STraCeNSki kalauZ, TiHoMir vraNeŠević & MiroSlav TraTNik THE IMPORTANCE OF DATABASE MARKETING IN SOCIAL NETWORK ADVERTISING 165 iva GreGureC, TiHoMir vraNeŠević & DaMir DobriNić MUSEUM MARKETING : SHIFT FROM TRADITIONAL TO EXPERIENTIAL MARKETING 173 OZGE KIREZLI ORGANIZATIONAL CLIMATE AND ORGANIZATIONAL EFFICACY IN CROATIAN MANUFACTURING ENTERPRISES 185 Mario boGDaNović INFLUENCE OF CONSUMER AND CATEGORY CHARACTERISTICS ON PRIVATE LABEL ATITTUDES AND PURCHASE INTENTION IN EMERGING MARKET: A CONCEPTUAL MODEL 191 SANDRA HORVAT PRIVATE EQUITY INVESTMENT IN CENTRAL AND EASTERN EUROPE 199 ALEXEJ SATO WHAT TYPES OF CONSUMER VALUE WOOD AS PRODUCT MATERIAL EN-HANCES? 207 MINNA-MAARIT JASKARI TRUST AND LEADERSHIP - LEARNING CULTURE IN ORGANIZATIONS 218 ANTJE DUDEN DEVELOPMENT OF MARKETING PRACTICE IN THE CROATIAN FOOD COMPANIES 224 jaDraNka ivaNković EVALUATING INTELLECTUAL AND ENVIRONMENTAL CAPITAL – THE WHATS AND HOWS – PERFORMANCE EVALUATION IN THE INFORMATION ERA 233 kálMáN kóSi & PiroSka HaraZiN THE IMPACT OF IMAGE ON EMERGING CONSUMERS OF FASHION 242 PHOEBE R. APEAGYEI 4 International Journal of Management Cases A COMPARATIVE ANALYSIS OF STAKEHOLDER AND ROLE THEORIES IN PROJECT MANAGEMENT AND CHANGE MANAGEMENT 252 kaTaliN PáDár, bÉla PaTaki & ZolTáN SebeSTyÉN DEVELOPMENT OF INNOVATION PRODUCTS BASED ON THE CONSUMERS’ PREFERENCES 261 valeNTiNa NeGaNova & iriNa NeGaNova MARKET SELECTION AND COMPETENCE MANAGEMENT IN THE CZECH REPUBLIC 267 jürGeN MüHlbaCHer, MiCHaela NeTTekoveN & aNNa PuTNová MARKET RESEARCH IN FUNCTION OF BUSINESS PROCESS MANAGEMENT 279 DiaNa PlaNTić TaDić & Maja DaWiDoWSky MaMić HOW TRANSNATIONAL COMPANIES ARE AFFECTED BY GLOBALIZATION 286 CarMeN CoSTea, aNCa varGa (uNGureaNu) & FloreNTiN CiNaTTi INFORMATION TECHNOLOGY AND ITS EFFECTS IN SME. THE CASE OF ALBANIA 291 ilir elMaZi, HelGa vukaj, elSa GeGa & liljaNa elMaZi PERCEIVED VALUE IN THE CULTURAL SERVICES 299 IDA ERCSEY WEB 2.0 PROMOTION TECHNIQUES IN HOSPITALITY INDUSTRY 310 DraGo ruZiC, beriSlav aNDrliC & ivaN ruZiC CREATING KNOWLEDGE SOCIETY 320 TaMara DjuriCkoviC & DijaNa kovaCeviC EVENTS AND DESTINATION MANAGEMENT – CAR LAUNCH IN LISBON 331 viTor aMbróSio, leila MaNuel & TereSa Faria 5 International Journal of Management Cases MANAGEMENT OF THE NATIONAL TOURISTIC BRAND: THE ROLE OF THE BRANDING STRATEGY IN CROATIA NeveN Šerić UNIVERSITY OF SPLIT, CROATIA Abstract different approach to the brand, especially to the strategic platform of tourism. Management of the Management of the national touristic brand is a national tourist brand is one way of differentiation. new weapon on the global market. Each national Marketing activities in tourism practise grow from touristic brand need to be more differentiated. There business function to the key connection of the are a growing number of national touristic offers brand management. Organizational systems of finding the way how to manage by national brand. value depend on tourist market behaviours today. Applying of the branding concepts to the touristic Consequences are obvious even in the field business could be different. But few of them treat of generating the market needs. Suitable way in a wider sense branding strategy toward the of shaping the brand strategy in tourism is the brand management. Choosing a right branding precondition for wished market positioning of the strategy for the brand management is paramount brand. The right way of the brand management for achieving a substantial growth that ensures a in tourism could be the way of survival on the steady future development of the national income global tourism market. Suitable practical model of of tourism. The work deals with issues that define brand strategies is a presumption. Methodological how branding strategy can protect and preserve approach to this issue in the recession time could the integrity of the brand through next premises: be very useful. Today
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