INTERNACIONALIZACIJA MALOPRODAJE – KOMPARATIVNA ANALIZA HRVATSKE I SRBIJE

Globalization and integration of the world market leads to internationalization of retail and overall trade. At the turn of the century, internationalization has become a widespread retail phenomenon. Thus, it has become a permanent and inevitable process. Internationalization of trade, especially retail, covers a large number of countries, but with varying intensity. The subject of this work is the achieved level of internationalization of trade, especially retail, on the markets of the Republic of Croatia and the Republic of Serbia. Arguments for the selection of these countries are numerous. One of them is the fact that both countries originated from the former Yugoslav federation. At the same time, Croatia is the newest member of the European Union (as of 1 July 2013), and Serbia signed the Stabilization and Association Process, and is on the way of opening membership negotiations. For these reasons, Croatian experience can serve Serbia as a landmark in the implementation of activities in the segment of trade and its internationalization. The paper aims at mapping Serbian activities in the process of further internationalization of retail.Globalizacija i integracija svetskog tržišta za svoju posledicu ima internacionalizaciju maloprodaje i ukupne trgovine. Krajem 20. i početkom 21. veka internacionalizacija postaje sveprisutna pojava odnosno fenomen u maloprodaji. Tako postaje permanentan i neminovan proces. Internacionalizacija trgovine, posebno maloprodaje, zahvata mnoge zemlje, s tim što se odvija različitim intenzitetom. Predmet istraživanja ovog rada jeste dostignuti nivo internacionalizacije trgovine, posebno maloprodaje, na tržištu Republike Hrvatske i Republike Srbije. Razlozi odabira upravo ovih zemalja su brojni. Jedan od njih jeste i činjenica da obe država potiču od bivše jugoslovenske federacije. S druge strane, Hrvatska je najnovija članica Evropske unije (od 1. jula 2013. godine), a Srbija je potpisala Sporazum o stabilizaciji i pridruživanju i nalazi se na putu otvaranja pregovora o članstvu. Iz ovih razloga, iskustvo Hrvatske može da posluži Srbiji kao orijentir u realizaciji aktivnosti iz segmenta trgovine i njene internacionalizacije. Cilj rada jeste mapiranje aktivnosti Srbije u procesu dalje internacionalizacije maloprodaje