Model of brand processes management using lean concept

Opšti cilj istraživanja u ovoj doktorskoj disertaciji jeste razvoj pragmatičnog modela koji će omogućiti efikasnije upravljanje procesima brendiranja primenom lean koncepta u marketingu. Predmet istraživanja predstavljaju stavovi i zadovoljstvo korisnika o atributima proizvoda/usluga koji su ujedno rezultat primene lean-a i osnov za izgradnju brendova, sa posebnim akcentom na lojalnost korisnika datom proizvodu/usluzi tj. brendu. U disertaciji se istražuju pretpostavljene uzročno-posledične veze između primene lean principa u poslovanju i upravljanja procesima brendiranja, kao i intenzitet te (ko)relacije. Pregled vladajućih stavova u relevantnoj literaturi odnosi se na oblasti marketinga, upravljanja procesima brendiranja,primene lean koncepta, dimenzija kvaliteta, koncepta zadovoljstva i lojalnosti korisnika.The general aim of the research in this PhD thesis is the development of a pragmatic model that will enable more efficient management of branding processes by applying lean concept in marketing. The research subject are attitudes and customer satisfaction about the attributes of products/services which are both the result of implementing lean and basis for building brands, with special emphasis on customer loyalty to the given product/service ie. brand. The dissertation examines the assumed cause-and-effect relations between the application of lean principles in business operations and the management of branding processes, as well as the intensity of this (co)relations. An overview of the governing attitudes in relevant literature relates to areas of marketing, management of branding processes, application of lean concept, quality dimension, customer satisfaction and customer loyalty concept