GODINA 2. BROJ 2 (JUN 2014.) www.oikosinstitut.org/economics.html GRAD BIJELJINA www.sobijeljina.org IZDAVAČ: „OIKOS INSTITUT“ D.O.O. ZA IZDAVAČA: Doc. dr Zoran Mastilo Direktor GLAVNI I ODGOVORNI UREDNIK: Prof. dr Petar Đukić, Univerzitet u Beogradu UREDNIK: Suzana Simić, master ekonomista, finansije, bankarstvo i osiguranje UREDNIŠTVO: Božidar dr Stavrić, emeritus; Šefkija dr Berberović, emeritus; Danica dr Berberović; Mira dr Šunjić, emeritus; Kadrija dr Hodžić; Branko dr Krsmanović; Pajo dr Panić; Hamid dr Alibašić; Ljubomir dr Trifunović; Nenad dr Suzić; Aleksandar dr Stojanović; Marko dr Šarčević; Goran dr Popović; Miladin dr Jovičić; Radmila dr Čičković; Zoran dr Mastilo; Vladan dr Nastić; Zijad mr Krnjić; Dražen mr Cvijanović; Mladen mr Fulurija; Jelena mr Vitomir; Biljana mr Stanivuk MEĐUNARODNO UREDNIŠTVO: Dragoljub dr Stojanov; Đuro dr Medić; Marko dr Sekulović; Milivoje dr Radović; Gojko dr Rikalović; Nenad dr Vunjak; Petar dr Đukić; Gordana dr Kokeza; Siniša dr Ostojić; Lorena dr Škuflić; Boban dr Melović TEHNIČKI UREDNIK I GRAFIČKI DIZAJN: Marko Mastilo LEKTOR ZA SRPSKI JEZIK: Prof. dr Cvijetin Ristanović PREVOD NA ENGLESKI JEZIK: Nemanja Jovanović, prevod i lektorisanje za engleski jezik od 1-84; 149 -160 strane Dejan Mastilo RADOVE OBJAVLJENE U ČASOPISU ECONOMICS REFERIŠU BAZE: EBSCO Publishing, Ipswivh, USA DOI Srpska ADRESA UREDNIŠTVA: „OIKOS INSTITUT“ D.O.O. Neznanih junaka 9-11 76300 Bijeljina Republika Srpska Bosna i Hercegovina e-mail: economics.oikos.institut@gmail.com Veb sajt: http://www.oikosinstitut.org/economics.html Žiro račun: 5550000004916269, Nova banka, Filijala Bijeljina JIB: 4403572460004 Časopis izlazi polugodišnje PRETPLATA PO IZDANJU: Za pravna lica 250 KM (12 kom.) Za fizička lica 30 KM (1 kom.) ŠTAMPA: Mojic, d.o.o. Bijeljina Tiraž: 300 primjeraka KATALOGIZACIJA: Štampano izdanje: ISSN 2303-5005 Online izdanje: ISSN 2303-5013 Rješenjem Ministarstva prosvjete i kulture Republike Srpske br: 07.061-053-52-12/13, od 10.12.2013. godine, “Economics” Bijeljina upisano je u Registar javnih glasila pod rednim brojem 645. PUBLISHED BY: „OIKOS INSTITUT“ D.O.O. FOR THE PUBLISHER: Doc. dr Zoran Mastilo, assisstant profesor Manager EDITOR-IN-CHIEF: Petar Đukić Ph.D., University of Belgrade EDITOR: Suzana Simić, M.Sc. (Economics, Finance, Banking and Insurance) EDITORIAL BOARD: Božidar Stavrić Ph.D., emeritus; Šefkija Berberović Ph.D., emeritus; Danica Berberović Ph.D.; Mira Šunjić, Ph.D., emeritus; Kadrija Hodžić Ph.D.; Branko Krsmanović Ph.D.; Pajo Panić Ph.D.; Hamid Alibašić Ph.D.; Ljubomir Trifunović, Ph.D.; Nenad Suzić Ph.D.; Aleksandar Stojanović Ph.D.; Marko Šarčević Ph.D.; Goran Popović Ph.D.; Miladin Jovičić Ph.D.; Radmila Čičković Ph.D.; Zoran Mastilo Ph.D.; Vladan Nastić Ph.D.; Zijad Krnjić M.Sc.; Dražen Cvijanović M.Sc.; Mladen Fulurija M.Sc.; Jelena Vitomir M.Sc.; Biljana Stanivuk M.Sc. INTERNATIONAL BOARD: Dragoljub Stojanov Ph.D.; Đuro Medić Ph.D.; Marko Sekulović Ph.D.; Milivoje Radović Ph.D.; Gojko Rikalović Ph.D.; Nenad Vunjak Ph.D.; Petar Đukić Ph.D.; Gordana Kokeza Ph.D.; Siniša Ostojić Ph.D.; Lorena Škuflić Ph.D.; Boban Melović Ph.D. TECHNICAL EDITOR AND GRAPHIC DESIGN: Marko Mastilo LANGUAGE EDITOR FOR SERBIAN: Cvijetin Ristanović Ph.D. TRANSLATION TO ENGLISH: Nemanja Jovanović, BA (English Language and Literature), English translation and review pages 1-84; 149 -160 Dejan Mastilo PAPERS BUBLISHED IN “ECONOMICS” JOURNAL ARE ABSTRACTED AND INDEXED BY: EBSCO Publishing, Ipswivh, USA DOI Srpska ADRESS OF THE EDITORIAL BOARD: „OIKOS INSTITUT“ D.O.O. Neznanih junaka 9-11 76300 Bijeljina Republic of Srpska Bosna and Hercegovina e-mail: economics.oikos.institut@gmail.com Web site: http://www.oikosinstitut.org/economics.html Žiro račun: 5550000004916269, Nova Banka, Filijala Bijeljina ID No.: 4403572460004 Issued semianually SUBSCRIPTION PER ISSUE: For entities 250 KM (12 pcs.) Individuals 30 KM (1 pcs.) PRINTED BY: Mojic, d.o.o. Bijeljina Number of copies: 300 copies CATALOGIZATION: Printed issue: ISSN 2303-5005 Online issue: ISSN 2303-5013 Decision of the Ministry of Education and Culture of the Republic of Srpska No.: 07.061-053-52-12/13, from 10/12/2013 The “Economics” Bijeljina entered in the Register of Public Media as item No. 645 SADRŽAJ - CONTENT UVODNIK - EDITORIAL 1-4 Petar Đukić REGION U ZNAKU POPLAVLJENIH KATASTROFA; GLOBALNA EKONOMIJA - NA KLACKALICI THE REGION MARKED BY NATURAL DISASTERS; GLOBAL ECONOMY - AT A TURNING POINT MEĐUNARODNA EKONOMIJA - INTERNATIONAL ECONOMY 5 - 22 Goran Popović UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST U EVROPSKOJ UNIJI IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH IN THE EUROPEAN UNION ODRŽIVI RAZVOJ - SUSTAINABLE DEVELOPMENT 23 - 50 Petar Đukić NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ODRŽIVOG RAZVOJA KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE SUSTAINABLE DEVELOPMENT CONCEPT 51 - 68 Igor Ferjan HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX PREDUZETNIŠTVO I MARKETING - ENTREPRENEURSHIP AND MARKETING 69 - 78 Miladin Jovičić; Mirna Vukadin NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA METHOD OF EVALUATION OF APPLICATION OF PUBLIC-PRIVATE PARTNERSHIPS 79 - 98 Marko Šarčević; Tihomir Spremo MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA U USLOVIMA PRIVREDNE RECESIJE MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES IN THE CONDITIONS OF ECONOMIC RECESSION 99 - 108 Boris Valjevac; Ljiljana Sorak; Miloš Sorak RAZVOJ METODOLOGIJE ZA PRIMJENU BSC METODE U MALIM I SREDNJIM PREDUZEĆIMA DEVELOPING METHODOLOGY FOR BSC METHOD IMPLEMENTATION IN SMALL AND MEDIUM ENTERPRISES Mlađan Stanić 109 - 116 MARKETING U SAVREMENIM USLOVIMA POSLOVANJA MARKETING IN THE MODERN BUSINESS ENVIRONEMENT REINDUSTRIJALIZACIJA I REFORME - REINDUSTRIALIZATION AND REFORM Valentina Vukmirović; Nikola Vukmirović 117 - 132 NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION OF REINDUSTRIALIZATION Rajko Stevanović 133 - 144 KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU PREDUZEĆA U OBLASTI ELEKTROPRIVREDE CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING OF ELECTRIC POWER COMPANIES FINANSIJE I BANKARSTVO - FINANCE AND BANKING Suzana Simić 145 - 162 KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE INTEREST RATES ON INTERBANK LOANS DIGITALNA EKONOMIJA - DIGITAL ECONOMY Renata Gligorević 163 - 174 CYBER KRIMINAL CYBER CRIME Petra Pantić 175 - 184 UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI THE IMPACT OF INFORMATION TECHNOLOGY ON THE PERFORMANCE OF ECONOMIC ACTIVITIES PRIKAZ KNJIGE - BOOK REVIEW Vesna Đukić Mahmutefendić, T. (2014). Economic Performance in South-East European Transition Countries after the Fall of 185 - 194 Communism. Bloomington: Xlibris Mahmutefendić, T. (2014). Ekonomske performance u zemljama tranzicije u Jugoistočnoj Evropi nakon pada komunizma. Bloomington: Xlibris 195 - 198 UPUTSTVO ZA AUTORE INSTRUCTIONS FOR AUTHORS UVODNIK, ECONOMICS, Br. 2 - EDITORIAL, ECONOMICS, No.2 REGION U ZNAKU PRIRODNIH KATASTROFA; GLOBALNA EKONOMIJA – NA KLACKALICI THE REGION MARKED BY NATURAL DISASTERS; GLOBAL ECONOMY IN 2014 – AT A TURNING POINT Da je ovaj tekst nastao samo nedelju dana ranije, njegov sadržaj bio bi potpuno drugačiji. Nažalost, osnovni utisak koji nosi današnji Dan žalosti u BiH (u Srbiji u znaku žalosti slede čak tri naredna) je da se u srcu Jugoistočne Evrope desila takva prirodna katastrofa kakva se ne pamti na ovim prostorima. If this text had been completed only a week ago, its contents would have been completely different. Unfortunately, the main impression carried by today’s day of mourning in Bosnia and Herzegovina (in Serbia the mourning days are the following three) is that the heart of Southeastern Europe was struck by a natural catastrophe not remembered of happening in this area. Žalost, neverica, solidarnost – u regionu Grief, disbelief, solidarity – in the region Poplavni talas koji je, bez obzira na dobre prognoze, najave, pa i pripreme, faktički bez života privremeno ostavio čitave gradove i sela srednje veličine, odneo je i desetine života. Bosna i Hercegovina, Srbija i Hrvatska bile su žrtve, ovaj put, neočekivane prirodne, pošasti velikih razmera. Gotovo biblijski potop koji nam se desio pokazao je svu silinu prirodne stihije u ekstremnim okolnostima. Ali nije samo na tome. Pokazalo se i to da vodoprivreda, rečni tokovi, kanali, jezera, i drugi akvatični sistemi zahtevaju sistematsko stručno upravljanje, održavanje, čišćenje, ekološku zaštitu i bezbednosne procese i akcije. Ne bi se baš moglo reći da su zemlje regiona u tom smislu bile dovoljno revnosne. Možda su ih dosadašnja (pretežno umerena) vremenska zbivanja na izvestan način i uljuljkala, jer region nije osobito poznat po ekstremnim zbivanjima i prirodnim katastrofama. Ako je, istini za volju, bilo relativno malo verovatno da će da se desi nešto što se dešava “jednom u hiljadu godina”, to ipak ne znači da takve mogućnosti nikada ne treba očekivati. Da li će ovdašnji scenariji sa “vrhovima poplavnih talasa”, “alternativnim rečnim tokovima”, “snagom neviđenih bujica” i vode koja probija i odnosi sve pred sobom, ili pro- The flood wave, which, despite optimistic forecasts, announcements and even preparations, actually temporarily desolated entire towns and medium size villages, took dozens of lives. Bosnia and Herzegovina, Serbia and Croatia were the victims of an unexpected large scale nature-based catastrophe. A flood of nearly biblical proportions that struck us demonstrated the full force of nature’s elements in extreme circumstances. However, the story does not end there. It also turned out that water management, river flows, canals, lakes, and other aquatic systems require systematic professional management, maintenance , cleaning , environmental protection and security processes and actions. It cannot really be said that the countries of the region were sufficiently zealous with respect to that matter Perhaps they were lulled by the former (mostly moderate) weather events in a certain way, because the region was not particularly known for extreme events and natural disasters. Truth be told, it was relatively unlikely for a “once in a thousand years” event to happen, but it does not mean that such possibilities should never be expected. Will the local scenarios with “peaks of flood waves”, “alternative river flows”, “water torrents of unseen power” and water that penetrates and takes away everything in its path, or the problems with the evacuation 1 blemima sa evakuacijom ljudi, nedostatkom pumpi za vodu i održavanjem vitalnih sistema u funkciji, biti sistematizovana i pretočena u novu bezbednosnu praksu, to treba da se tek pokaže? Treba imati u vidu da ima zemalja i regiona gde su ovakve i slične pojave mnogo češće, pa su i posledice i troškovi veći. Konačno, bujice i poplavni talasi u iščekivanju, doneli su i nešto veoma pozitivno i tako potrebno na ovim prostorima. To je solidarnost, spremnost za pomoć pa i žrtvovanje. Koliko je samo ljudi iz susednih, kao i najudaljenijih gradova zemlje i regiona, stranih država priticalo u pomoć, prikupljalo hranu, higijenska sredstva, opremu, kao da se to isto upravo njima dešava. Dobija se utisak da postoji daleko viši nivo empatije i solidarnosti prema drugima kada su oni ugroženi od prirode, a ne od nekih drugih ljudi. Pri tome ni od kakve važnosti nije etnička, verska, sociokulturna i druga pripadnost. Zapravo pred razjarenom prirodom čovek je toliko mali i ponekad u toj meri nemoćan, da nema nikakvog smisla razmišljati o pripadanju. Jednostavno, tada je sve besmisleno izuzev čovečnosti. A ona se pokazuje na delu u kritičnim momentima, koji su mnogo više od scena katastrofe na filmu ili u romanima. Verovatno, zato jer je ona prva pretpostavka civilizovanog društvenog i života. of people, lack of water pumps and maintain vital systems in operation, be systematized and converted into new security practice, remains to be seen. It should be borne in mind that there are countries and regions where such and similar phenomena are more often, therefore making the consequences and costs higher. Finally, floods and expected flood waves brought something very positive and so much needed in this area - solidarity, willingness to help others and even sacrifice yourself for them. Numerous people both from nearby, and from the most remote towns of the country and the region, from foreign countries rushed to help collect food, hygienic products, equipment, in the same manner as if the same event struck their own people. This gives the impression that there is a much higher level of empathy and solidarity with others when they are threatened by nature, and by some other people. While doing so, ethnic, religious, socio-cultural and other affiliations were of no importance at all. Actually, compared to the raging nature a man is so small, sometimes being rendered powerless therefore making the concept of belonging meaningless. Simply put, in such events, all the other aspects are meaningless except humanity, which is demonstrated in action at critical moments, which are much more of a disaster scene in a movie or a novel. Probably because it is the first assumption of a civilized social life. Da li će u svetu prevladati potreba za dinamičnijim rastom ili motivi za novi hladni rat? Will the need for dynamic growth or the motives for a new Cold War prevail? Možda bi ovaj uvodnik trebalo ovde završiti, ali valja se pozabaviti onim što preostaje, a nalazi se u samom naslovu časopisa – oikos (kuća dom). Naime, šta preostaje u individualnoj i zajedničkoj kući kada oluja prođe? Valja pospremiti i osposobiti domove, individualne, porodične, preduzetničke, državne, međunarodne, tačnije rečeno, proizvođačke i potrošačke jedinice koje nastavljaju privredni život. Današnje globalno okruženje nije im baš naklonjeno. Naime, Perhaps this editorial should end here, but one has to deal with what is left, and is mentioned in the very title of the Journal - oikos (home). Specifically, what is left in the individual and mutual home when the storm passes? Home, regardless of whether it is an individual, family, entrepreneurship, government, international home, should be cleaned and restored, more precisely, manufacturing and consumer units which continue the economic life. Today’s global environment is not very favourable to them. Not even the entire six year 2 ni čitavih šest proteklih godina svetske krize nije bilo dovoljno da se svetska ekonomsko-politička scena orijentiše isključivo ka potencijalima ekonomskog rasta. Da li će međunarodna trgovina, tehnološka razmena i saradnja ostati u senci naglog pogoršanja političkih odnosa zbog geopolitičkih razlika u vezi sa ključnim žarištima, kao što su do pre nekoliko meseci bila ona na severu Afrike, u Siriji, ili trenutno u Ukrajini? Interesi velikih geopolitičkih igrača na globalnoj sceni uveliko prete da svet odvedu daleko unazad, u stanje zaoštravanja političkih relacija, sa elementima tzv. konktrolisanih lokalnih sukoba, što bi sigurno donelo velike ekonomske štete, svim involviranim stranama, ali, posebno, globalnoj ekonomiji. Tranzicija vojno-političkih konfrontacija na plan ekonomije (parcijalnim ili frontalnim ekonomskim sankcijama) predstavlja nešto što je viđeno i što je donelo neprocenjive štete, naročito na ovim prostorima. Poznato je da su početkom modernog trgovačkog doba prosperirale zemlje i gradovi koji su bili otvoreni za trgovinu i preduzetništvo. Jedan od takvih bio je Amsterdam, centar trgovine i slobodne ekonomske saradnje. U tom smislu bio je otvoren za sve nacije sveta i u svakom vremenu, a još u XVI i XVII veku bio je globalna prestonica preduzetništva i trgovine, centar mecenarstva i likovne kulture i umetnosti. Holanđani su bili poznati po tome što su omogućavali miran i pouzdan rad čak i pripadnicima onih nacija sa kojima su bili u ratu. Upravo tako, krčili su put u svetsku ekonomsku scenu, kao zemlja sa izrazito oskudnim prirodnim resursima i još nepovoljnijim prostornim uslovima. Četvorostruka linija odbrane Amsterdama od poplava, u uslovima gotovo jedinstvene kriptodepresije u svetskim razmerama, dostojna je istorijskog divljenja. I ugledanja – posebno u našem slučaju. Možda zato što je priroda tamošnji živalj manje mazila i nešto češće opominjala. Ali, možda Holandija nije imala sve argumente i raspoloživa sredstva koja danas imaju velike sile koje se nadmeću u nadnacionalnoj „volji za moć” course of the crisis were enough to orientate the global economic and political scene exclusively towards the potentials of economic growth. Perhaps the international trade, technology exchange and cooperation shall remain in the shadow of the rapid deterioration of political relations due to geopolitical differences with regards to key hot spots, such as the ones in North Africa or in Syria, which were active a couple of months ago, or perhaps those in Ukraine, which are currently in the limelight? The interests of great global geopolitical forces greatly threaten to lead the world far back, into a state of intensifying the political relations with the elements of, so called, controlled local conflicts, which would certainly bring great economic damage to all the parties involved but both to world trade and technological cooperation as well. The transition of the military-political confrontation onto the field of economy (either by partial or frontal economic sanctions) represents something that has already been seen and that has brought immense damage, particularly in this region. It is well known that at the beginning of the modern commercial era, the countries and cities that were open for trade and entrepreneurship prospered the most. One of them was Amsterdam, the centre of trade and free economic cooperation. In this regard it was open to all nations of the world causing it to become the global capital of business and trade, centre of fine art and culture, a symbol of patronage and art in XVI and XVII century. The Dutch were known for providing peaceful and reliable work even to the members of those nations with whom they were at war. That was exactly the manner they cleared their way into the economic stage of the world, as a country with extremely scarce natural resources and even less favourable physical conditions. Amsterdam’s quadruple line of defence against floods, in terms of a unique crypto-depression, even on a world scale, is worthy of a historical admiration and being a perfect role model, at least in our case. Perhaps because the nature warned the Dutch and did not pamper their nation as much as it does ours. But perhaps the Netherlands did not have all the arguments and resources available to great powers of today competing in the supra-national “will to power” 3 (Niče), ako je ta filozofska sintagma uopšte primerena današnjoj međunarodnoj politici. Sigurno je jedino to da ukrajinska kriza već uveliko odnosi danak globalnom rastu i tehnološkom razvoju. Ukoliko zaoštravanje na ukrajinskoj klackalici eskalira, ni ostali svetski igrači kao što je Kina, prvenstveno, sigurno ne bi mogli da kapitalizuju posledice tog zaoštravanja, s obzirom na globalni uticaj koji bi u čitavom svetu zasigurno doneo niže stope rasta od onih koje se očekuju u tekućoj godini. Naime, MMF je u najnovijoj reviziji svog Outlooka za april 2014. godine predvideo ne baš minoran rast globane privrede od 3,7 odsto, a u narednoj čak 3,9 odsto. Rast ekonomije (SAD) ove godine trebalo bi da se ubrza na 2,8 odsto, a u MMF-u očekuju i da će rast eurozone u cjelini u ovoj godini iznositi jedan odsto, a u narednoj godini 1,4 odsto. To bi bilo veoma optimistično, za posustalu Evropu da se trgne iz duge letargije i ostvari bar ikakav rast. (Nietzsche), if such philosophical phrase is at all appropriate for the international politics of today. One thing is certain, the Ukrainian crisis already takes toll onto global growth and technological development. If the strain at the Ukrainian seesaw escalates, not even any of the other global powers, such as China, primarily, would not be able to capitalize on the consequences of such escalation, given the global impact which would surely bring lower growth rates than those expected in the current year, on a global scale. Namely, in its latest revision of the Outlook for April of 2014, the IMF predicted not so minor an increase of the global economy of 3.7 per cent, followed by the increase as much as 3.9 percent in the following year. The growth of the economy of the United States in this year should accelerate to 2.8 percent, and the IMF expects the growth in the euro area, as a whole, shall amount to one percent this year, and 1.4 percent next year. Such forecast would be a very optimistic one, for faltering Europe to achieve any growth this year after a long period of lethargy. Da li će izazov obnove da podstakne region? Will the reconstruction challenge stimulate the region? Za zemlje srednje i istočne Evrope kojima pripada i naš region, projekcija rasta za 2014. iznosi svega 2,8 odsto (jedva malo povoljnija od one prethodne), dok je projektovana stopa rasta za narednu 2015. godinu snižena na 3,1 odsto. Na kratak pa i srednji rok ne može se mnogo šta promeniti, jer nema izgleda za povećanu tražnju kako izvoznu tako i unutrašnju, pa su izgledi za rast i razvoj veoma skromni. Međutim, šok prirodne katastrofe, zajedno sa uspostavljanjem sistema insitucija i „dobre vladavine”, koja promoviše makrostabilnost, konkurenciju, investicije, a destimuliše korupciju i političko mešetarenje, možda bi mogao da popravi šanse. For the countries of Central and Eastern Europe, which out region belongs to, the growth projections for 2014 amounts to only 2.8 percent (barely more favourable than the previous one) and the forecasted growth rate for the next 2015 year has been reduced to 3.1 percent. Unfortunately, in this respect, both in the short and medium term, not many things can be changed, for there is no prospect of increased export demand nor of the internal demand, therefore resulting in a very modest prospect for growth. However, the natural disaster shock, alongside with the establishment of a system of institutions and “good governance”, which promotes macro-stability, competition, investment, and discourages corruption and political manipulation, could turn the odds to our favour. Dana 20. maja 2014. godine 4 20 May 2014 MEĐUNARODNA EKONOMIJA - INTERNATIONAL ECONOMICS UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST U EVROPSKOJ UNIJI IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH IN THE EUROPEAN UNION Prof. dr Goran Popović Univerzitet u Banjoj Luci, Ekonomski fakultet University of Banja Luka, Faculty of Economics Mirko Savić, dipl. ek. Izvorni naučni članak DOI 10.7251/OIK1402004P, UDK 340.137:339.727.22(4-672EU) Original scientific paper REZIME SUMMARY Investicije su faktor ekonomskog rasta i razvoja bez obzira na njihovo unutrašnje ili eksterno porijeklo. Strane direktne investicije su konstituent ukupnih investicija, što znači da i one imaju uticaj na ekonomski rast. Motivi investitora za transfere kapitala u druge zemlje su brojni, pa strane direktne investicije u svijetu kontinuirano rastu. Ove trendove povremeno ugrožavaju periodi nestabilnosti na globalnom nivou. Većina svjetskih ekonomija je otvorena za priliv, ali i odliv investicija u druge zemlje. Ekonomija Evropske unije je vodeća svjetska privreda sa najvišim stepenom otvorenosti kako za uvoz tako i za izvoz kapitala. Polazna hipoteza rada je dokaz o korelativnoj vezi stranih direktnih investicija i rasta bruto domaćeg proizvoda. Za ukupno analizirani period od 2004. do 2012. godine utvrđena je zanemarljiva, ali pozitivna korelacija (r=0,183), što samo u određenoj mjeri dokazuje hipotezu o uticaju stranih direktnih investicija na rast. Korelacija ukazuje na određeni, ali ne značajan i veći doprinos stranih direktnih investicija ekonomskom rastu. Analize po subperiodima potvrđuju hipotezu, jer je u stabilnom subperiodu od 2004. do 2007. godine ostvarena jaka i pozitivna korelativna veza (r1=0,992), što ukazuje na značajan doprinos stranih direktnih investicija rastu, dok ekonomski nestabilan period karakteriše negativna i zanemarljiva korelaciona veza između Investments represent a factor of economic growth and development, regardless of their internal or external origin. Foreign Direct Investments (FDI) represent a constituent of the total investments, meaning that they have a certain impact on economic growth. The motives of investors in capital transfers to other countries are numerous, causing worldwide foreign direct investment to continuously increase. Such trends are periodically threatened by instability periods on a global scale. Most of the world economies are open to the inflow and to the outflow of investments into other countries. The economy of the European Union is the world’s leading economy with the highest level of transparency for both import and export of capital. The starting hypothesis of this paper is the evidence of correlation between foreign direct investment and gross domestic product growth. For the total period analyzed from year 2004 to 2012 there was a minor but a positive correlation (r=0.183), which to a certain extent proves the hypothesis about the FDI impact on economic growth. The correlation indicates a certain, but not a significant contribution of FDI to economic growth. Analyses per sub-periods confirm the hypothesis, for during a stable sub-period from year 2004 to 2007 a strong and positive correlation was made (r1=0.992), indicating a significant contribution of foreign direct investment to the growth, while the economically unstable period is characterized by negative and insignificant correlation between 5 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... stranih direktnih investicija i rasta BDP/GDP (r2=-0,237). Dokazano je da su kretanja analiziranih veličina identična sa makroekonomskim teorijama i relevantnom ekonomskom praksom. foreign direct investment and GDP growth (r2=0.237). It has been proven that the trends of the values analyzed are identical to the macroeconomic theories and relevant economic practice. Ključne riječi: Investicije, strane direktne investicije, rast, Evropska unija Key words: investments, foreign direct investment, growth, the European Union STRANE DIREKTNE INVESTICIJE FOREIGN DIRECT INVESTMENTS Opšti pristup General approach Investicije predstavljaju jedan od najvažnijih makroekonomskih agregata. Klasici i savremeni teoretičari se slažu da su investicije nužne za rast svake privrede, odnosno da bez investiranja nema privrednog rasta. Ovo se odnosi, kako na domaće, tako i na investicije iz inostranstva. Apsolutni i relativni iznosi eksternih investicija razlikuju se po zemljama i ne zavise uvijek od ekonomske snage određene privrede. Strane direktne investicije ulaze u bilansnu jednačinu bruto domaćeg proizvoda, jer čine jedan od najvažnijih oblika ukupnih investicija. Investicije (I), kao što se može vidjeti iz jednačine Investments are one of the most important macroeconomic aggregates. Both classic and contemporary theorists agree that the investments are necessary for the growth of any economy, and that there could be no economic growth without investments. This applies both to domestic and to foreign investments. Absolute and relative amounts of external investments differ from country to country and are not always dependant on the economic power of a given economy. Foreign direct investments are included in the balance equation of the gross domestic product, as they constitute one of the most important forms of total investment. Investments (I), as can be seen from equation Y=C+I+G+NX gdje su: C - potrošnja, I - investicije, G - državna portošnja, NX - neto izvoz. Strane direktne investicije predstavljaju sve oblike međunarodnih investicija koje čine rezidenti iz jedne zemlje (direktni investitori) u cilju preuzimanja trajnog udjela u firmama koje posluju u drugim zemljama. Smatra se da postoje trajni udjeli ukoliko je direktni strani investitor preuzeo najmanje 10% običnih akcija (ili drugog vida vlasničkog kapitala), ili glasačkih prava firme direktne investicije.1 wherein: C - consumption, I - investments, G - government spending, NX - net export. Foreign direct investments represent all forms of international investments provided by residents of a country (direct investors) in order to obtain a permanent share in the companies operating in other countries. It is believed that there are permanent shares if the foreign direct investor obtained at least 10% of the common stock (or other form of equity), or of the voting rights of the company direct investment.1 1 Definicije i klasifikacije stranih direktnih investicija su bazirane na: IMF Balance of Payments Manual, Fifth Edition; BPM5 OECD Benchmark Definition of Foreign Direct Investment, Third Edition; i Manual on Statistics of Internacional Trade in Services sa kojima je usklađena klasifikacija Eurostat-a i evropske nacionalne statističke službe. 1 Definitions and classifications of Foreign Direct Investments are based on: IMF Balance of Payments Manual, Fifth Edition; BPM5 OECD Benchmark Definition of Foreign Direct Investment, Third Edition; and Manual on Statistics of Internacional Trade in Services with which the classification of Eurostat and the European national statistical service was synchronised. 6 G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... Strane direktne investicije se prema zemlji investitora i zemlji destinacije, odnosno zemlji prema kojoj se usmjeravaju mogu podijeliti na: (1) unutrašnje strane direktne investicije (Invard Foreign Direct Investment), ili investicije u posmatranoj privredi, odnosno investicije stranaca u firmama rezidenta u posmatranoj nacionalnoj privredi i (2) spoljne strane direktne investicije (Outward Foreign Direct Investment), ili investicije u inostranstvu, tj. investicije rezidenata u firmama filijala u inostranstvu. Bilansno, unutrašnje strane direktne investicije predstavljaju priliv, a spoljne strane direktne investicije odliv kapitala iz posmatrane zemlje. Strane direktne investicije uključuju inicijalne i naknadne investicije direktnog investitora u formi vlasničkog kapitala, zajmova i reinvestirane zarade, a mogu biti uključene i investicije filijala u inostranstvu koje pripadaju direktnom investitoru. Postoje dva osnovna oblika međunarodnih tokova investicionog kapitala: strane portfolio investicije (SPI) i strane direktne investicije (SDI). Ova dva oblika kapitala se u osnovi razlikuju u kontrolnoj i upravljačkoj funkciji. Strane portfolio investicije su ulaganja u vlasništvo. Upravljačke, i, u velikoj mjeri, kontrolne funkcije su prenesene na menadžere. Strane direktne investicije objedinjavaju vlasničke, upravljačke i kontrolne funkcije u rukama investitora. U cilju praćenja investicija, izdvajaju se sljedeći glavni analitički pokazatelji vezani za strane direktne investicije. 1. Tokovi stranih direktnih investicija, koji predstavljaju nove investicije u toku posmatranog perioda (najčešće period od godinu dana). Oni predstavljaju pozicije kapitalnog računa platnog bilansa. Ukupni tokovi se dijele prema instrumentima korišćenim pri investiranju, i predstavljaju ih: vlasnički kapital (vlasništvo u filijalama), i akcije u zavisnim i pridruženim preduzećima; reinvestirana zarada kao dio neraspoređene zarade investitora koja nije raspoređena; ostali kapital SDI, koji čini zaduživanje i kreditiranje fondova, uključujući i dužničke finansijske Foreign direct investment may be divided on the basis of the investor country and the destination country, i.e. the country which the investment is intended for: (1) Inward Foreign Direct Investment, or investments in the respective economy, i.e. investments of foreigners into resident companies of the respective national economy and (2) Outward Foreign Direct Investment, or investments abroad, i.e. investments by the residents in overseas subsidiary companies. From the balance sheet basis, Inward FDI represents the inflow, while Outward FDI represents the outflow of capital from a given country. Foreign Direct Investments include both initial and subsequent investments of a direct investor in the form of equity, loans and reinvested earnings, and may be involved in the investments of the abroad affiliates belonging to the direct investor. There are two main forms of International Investment Capital Flows: Foreign Portfolio Investment (FPI) and Foreign Direct Investment (FDI). These two forms of capital essentially differ both in control and in management function. Foreign Portfolio Investments are investments in the ownership. Control, and to a large extent, management functions are delegated to the managers. Foreign Direct Investment unify ownership, management and control functions in the hands of investors. In order to monitor the investments, the following main analytical data related to Foreign Direct Investment are specifically marked: 1. Foreign Direct Investment Flows, representing new investments over the observed period (usually one year). They represent the position of the capital account of balance of payments. Total flows are divided by the instruments used in investment, and are represented as follows: equity (ownership of affiliates), and shares in subsidiaries and associated companies; reinvested earnings as a part of earnings not allocated to investors; other FDI capital, comprised of borrowing and lending of funds, including debt instruments and 7 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... instrumente i trgovačke kredite između investitora i firme direktne investicije. 2. Stokovi stranih direktnih investicija su vrijednosti investicija na kraju perioda. Bilansno, spoljne strane direktne investicije su aktiva, a unitrašnje pasiva za posmatranu zemlju. Stokovi stranih direktnih investicija se dijele na: vlasnički kapital i reinvestirane zarade, koje čini vrijednost sopstvenog kapitala firme, uključujući i vrijednost sopstvenih rezervi akumuliranih iz ranije reinvestiranih zarada; ostali kapital stranih direktnih investicija je stok dugovanja (aktive i pasive) između direktnog investitora i firme direktne investicije. 3. Dohodak stranih direktnih investicija je dohodak pripisan direktnim investitorima tokom perioda, tj. prirast dohotka. On se dijeli na tri kategorije: dividende naplative u posmatranom periodu i profite filijala doznačene direktnom investitoru, bez odbitka poreza na prihod; reinvestirane zarade; kamate na zajmove, koje čine pripisane kamate u posmatranom periodu na zajmove filijalama, bez odbitka poreza na dobit. Pored navedenog, važan je i intenzitet stranih direktnih investicija mjeren kao procenat bruto domaćeg proizvoda (odnos prosječnih tokova unutrašnjih i spoljnih stranih direktnih investicija i GDP). Viši intenzitet znači veći obim stranih direktnih investicija u odnosu na veličinu privrede. trade credits between the investor and direct investment company. 2. Stocks of Foreign Direct Investments are the investments worth at the end of a given period. From the balance sheet basis, outward Foreign Direct Investments are the assets, with the Inward FDI being the liabilities for the given country. Stocks of FDI are classified as follows: equity capital and reinvested earnings, making the value of the company’s own equity, including the value of their own reserves accumulated from earlier reinvested earnings; other FDI capital is a debt stock (assets and liabilities) between the direct investor and direct investment company. 3. FDI Income is attributable to direct investors during the given period, i.e. income increase. It is divided into three categories: Dividends payable in the given period and affiliates profits remitted to the direct investor, without deduction of income tax; reinvested earnings; interest on loans, which account for the interest accrued during the given period to the loans given to the affiliates, without deduction of income tax. In addition, the intensity of Foreign Direct Investments measured as a percentage of GDP (ratio of the average Inward and Outward FDI flows and GDP) is also very important. The higher intensity means a higher volume of Foreign Direct Investments relative to the size of the economy. Strane direktne investicije u privredni razvoj Foreign Direct Investments in economic development Ulogu i značaj stranih direktnih investicija za nacionalnu privredu Todaro i Smit (2006, str. 680-683) prvenstveno vide u ključnim makroekonomskim momentima. One predstavljaju jedan od najpovoljnijijih oblika angažovanja strane privatne štednje u procesu finansiranja ekonomskog razvoja, odnosno smanjivanja jaza između planiranih investicija i lokalne štednje. Drugo, postoji značajan doprinos stranih direktnih investicija u prevazilaženju spoljnotrgovinskog jaza zemlje The role and importance of Foreign Direct Investments in the national economy is primarily visible in key macroeconomic moments, as explained by Todaro and Smith (2006, p. 680683). They represent one of the most favourable forms of engaging foreign private savings in the financing of economic development, and reducing the gap between planned investment and local savings. Secondly, there is a significant contribution of FDI in overcoming the foreign trade gap of the country in which the investment 8 G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... u koju se ulaže. Dakle, strane investicije efikasno pokrivaju nesklad između planiranih javnih prihoda i prikupljenih poreza, te drugih oblika prihoda za potrebe javne potrošnje. Postoje velike koristi od stranih direktnih investicija kroz prenos menadžerskih i preduzetničkih iskustava. Konačno, one danas predstavljaju glavni kanal za prenos modernih tehnologija među zemljama. Direktne strane investicije za stranog ulagača mogu donijeti brojne prednosti (Jovanović-Gavrilović, 2006), među kojima se posebno ističu: uštede u troškovima transporta (kako inputa, tako i gotovih proizvoda), niži troškovi radne snage, raspoloživa infrastruktura, uštede u carinskim troškovima i preferencijalima prilikom uvoza robe, blizina kupaca, mogućnost brzih isporuka, te dostupnost informacija o preferencijama kupaca i kontinuirano prilagođavanje proizvoda zahtjevima tržišta. Odnos investicija i ekonomskog rasta. Ova međuzavisnost se dokazuje u analizi makroekonomskih agregata, stopa rasta, kretanju investicija, spoljne razmjene i sl. Promjene se odnose na ekonomska kretanja na nacionalnom nivou, na osnovu kojih je moguće ocijeniti uspješnost razvojne politike. Kada pozitivni elementi bilježe rast, postoje pozitivne strukturne promjene. U periodima kriza negativne promjene jačaju (usporavanje rasta i investicija, povećanje nezaposlenosti, rast deficita i sl.) (Vinski, 1967; Samuelson & Nordhaus, 1992; Paul, 1993). U tom kontekstu su karakteristični su slijedeći agregati i pokazatelji: (1) podaci o ekonomskim performansama kao vrijednosti ključnih makroekonomskih agregata (GDP i investicija), (2) trgovinski odnosi i finansijski položaj nacionslne privrede (uključujući i SDI), pri čemu je izbor ovih agregata logičan i praktičan, (3) GDP per capita (McEachern, 1994) je količnik najznačajnijeg makroekonomskog agregata i broja stanovnika (zemlja, regionalna integracija, region).2 is made. Thus, foreign investments effectively cover the discrepancy between the planned public revenue and tax collected, as well as other forms of revenue meant for public consumption. There are great benefits from Foreign Direct Investments through the transfer of managerial and entrepreneurial experience. Finally, today they represent a major channel for the transfer of modern technology between countries. Foreign Direct Investment may provide many advantages for foreign investors (Jovanović-Gavrilović, 2006), among which the most important are: savings in transport costs (both of inputs and finished products), lower labour cost, available infrastructure, reduced custom cost and preferential tariff on imported goods, vicinity of the customers, the possibility of fast delivery and the availability of information on customers preferences and continuous adaptation to the market demands. The ratio of investments and economic growth. This interdependence is evidenced in the analysis of macroeconomic aggregates, growth rates, investment trend, foreign exchange and so on. The changes are related to economic trends at the national level, on the basis of which it is possible to evaluate the success of development policy. When the positive elements are increased, there are positive structural changes. In times of crisis, there is a rise in negative changes (slowing down of growth and investment, rise of unemployment, increase of deficit, etc.) (Vinski, 1967; Samuelson & Nordhaus, 1992; Paul, 1993). In such context, the following aggregates and indicators are considered as characteristic ones: (1) Data on economic performance as the values of key macroeconomic aggregates (GDP and investments), (2) Trade relations and financial position of the national economy (including FDI), where the selection of the aggregates is logical and practical, (3) GDP per capita (McEachern, 1994) is the ratio of the most important macroeconomic aggregate and the population (country, regional integration, region).2 2 Za izračunavanje DBP se koriste tri pristupa: (1) zbir bruto dodate vrijednosti, (2) zbir dohodaka u tekućoj proizvodnji i (3) zbir vrijednosti dobara i usluga finalne potrošnje, umnjena za uvoz. 2 Three approaches are used in calculating GDP: (1) the sum of gross value, (2) the sum of income in the current production, and (3) the sum of the value of goods and services of final consumption, minus the import. 9 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... Visina outputa govori o razvijenosti određene nacionalne privrede. Dakle, GDP je determinanta razvoja i relevantan makroekonomski pokazatelj ekonomske snage. Dinamika GDP, agregatno ili per capita determinišu stopu rasta i razvoja. Tačnije, dugoročni realni rast GDP, agregatno ili na per capita osnovi praćen željenim strukturnim promjenama predstavlja fundamentalni pokazatelj razvoja, bez obzira na to da li je riječ o klasičnim, ili o savremenim teorijama. Društvene odnose oslikava ,,mnogodimenzionalnost razvojnih ciljeva, što prouzrokuje i različite pokazatelje društveno-ekonomskog napredovanja“ (Dragutinović, Filipović & Cvetanović, 2005, str. 329). Visoke stope rasta i visok nacionalni dohodak zahtijevaju postojanje proizvodnih i drugih kapaciteta, što, pored ostalog, neminovno podrazumijeva kontinuirano investiranje kako sredstvima domaće akumulacije tako i svim oblicima stranih direktnih investicija. Inače, odnos investicija i GDP je odnos kapitala (ili fiksnih fondova) i outputa, tj. makroekonomski pokazatelj kapitalni koeficijent (računaju se na bruto ili neto osnovi, kao prosječni ili marginalni, obični, tehnološki itd. Jednostavno, mjerenje ekonomske efikasnosti uloženih investicionih sredstava učešćem investicija u GDP (proizvodnji) predstavlja postupak ocjene efikasnosti investicija na makroekonomskom nivou. Iako su kapitalni koeficijenti veoma jednostavni i statični, korelacionom i regresionom analizom se mogu dobiti relevantne informacije o stanju nacionalne privrede ili određene teritorijalne cjeline (regionalna integracija, region). Output level indicates the development of a particular national economy. Thus, GDP is the determinant of development and a relevant macroeconomic indicator of economic strength. Dynamics of GDP, by aggregate or per capita, determine the rate of growth and development. Specifically, a long-term real growth of GDP, either on an aggregate or per capita basis, followed by the desired structural change is a fundamental indicator of development, regardless of whether it is a classic or a modern theory. Social relations are reflected by a multidimensionality of Development Goals, causing different indicators of socio-economic progress” (Dragutinović, Filipović & Cvetanović, 2005, p. 329). High growth rates and high national income require the existence of manufacturing and other capacities, which, among other things, inevitably involves continuous investment in both domestic accumulation funds and all forms of Foreign Direct Investments. Normally, the ratio of investment to GDP is the ratio of capital (or fixed funds) and the output, e.g. macroeconomic indicator a Capital-Output-Ratio (calculated on a gross or net basis, as the average or marginal, ordinary, technological, etc.) Simply, measuring the economic efficiency of the investment funds invested by the share of the investment in GDP (production) is the process of evaluating the investment efficiency at the macroeconomic level. Though capital coefficients are very simple and static, correlation and regression analysis can provide relevant information on the state of a national economy or a certain territory (regional integration, region). STRANE DIREKTNE INVESTICIJE I RAST U EVROPSKOJ UNIJI FOREIGN DIRECT INVESTMENTS AND GROWTH IN THE EUROPEAN UNION Strane direktne investicije u Evropskoj uniji Foreign Direct Investments in the European Union Ukupne investicije u Evropskoj uniji iznose nešto manje od jedne petine (ispod 20%) bruto domaćeg proizvoda. Stopa investicija (I/Y) Total investments in the European Union are less than one-fifth (below 20%) of the GDP. The investment rate (I/Y) is stable on a 10 G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... je dugoročno stabilna. Stopa investicija u najrazvijenijim zemljama Unije je niža i kreće se do jedne šestine, dok u novim i slabije razvijenim članicama stopa investicija dostiže čak i do jedne četvrtine autputa (Popović, 2009, str. 108-110). Kao makroekonomski pokazatelj predmet našeg interesovanja su tokovi priliva stranih direktnih investicija i njihov uticaj na kretanje bruto domaćeg proizvoda. long-term. The investment rate in most developed EU countries is lower and ranges up to one sixth, while with the newer and less developed countries the investment rate reaches up to one-quarter of the output (Popović, 2009, p. 108-110). As a macroeconomic indicator, the subject of our interest are the inflows of Foreign Direct Investments and their impact on the GDP trend. Tabela1 Tokovi SDI u milionima evra za EU 27 (Eurostat, 2012) Table 1 FDI flows in millions of Euros in EU 27 (Eurostat, 2012) Godina [Year] 2004. 2005. 2006. 2007. 2008. 2009. 2010. 2011. 2012. TOKOVI [FLOWS] Odlivi SDI [Outflow FDI] 369.134 669.041 879.818 1.278.121 919.366 612.534 585.530 725.924 392.379 Prilivi SDI [Inflow FDI] 244.179 591.234 726.462 1.065.473 582.517 512.626 480.892 652.062 345.096 Iz tabele 1. se vidi da se prilivi i odlivi tokova stranih direktnih investicija u početnim godinama posmatranog perioda od 2004. do 2007. godine permanentno povećavaju. Ako se, npr., 2004. posmatra kao bazna godina, onda je odliv stranih direktnih investicija u 2005. godini enormno porastao sa 369.134 miliona evra na 669.041 miliona evra, dok se priliv povećao sa 244.179 miliona na čak 591.234 miliona evra, ili preko 100%. Dinamičan trend rasta je nastavljen do kraja 2007. godine. Početkom 2008. godine dolazi do svjetske finansijske krize koja se iz SAD prenosi i na globalnu ekonomiju. Zahvaćeni su svi segmenti svjetske ekonomije, uključujući i strane direktne investicije. Tokom 2008. godine dolazi do pada tokova u prilivu i odlivu stranih direktnih investicija. Stok (ukupna vrijednost) SDI [Stock (total value) FDI] Odlivi SDI Prilivi SDI [Outflow FDI] [Inflow FDI] 5,420,856 4,846,365 6,305,140 5,690,696 7,183,987 6,519,759 8,388,610 7,664,230 8,901,697 7,866,082 9,589,730 8,507,086 10,590,724 9,168,061 11,920,013 10,119,687 13,169,449 11,112,386 Table 1 shows that the inflows and outflows of Foreign Direct Investments in the early years of the observed period from year 2004 to 2007 are constantly increasing. If, for example, year 2004 is observed as the base year, then the outflow of FDI in 2005 was enormously increased from EUR 369,134 million to EUR 669,041 million, while the inflow increased from EUR 244,179 million to as much as EUR 591,234 million, or more than 100%. The dynamic growth trend continued until the end of 2007. At the beginning of 2008 a global financial crisis spread from the U.S. onto the global economy. All segments of the world economy were affected, including Foreign Direct Investment. During 2008 a decline in the inflow and outflow of Foreign Direct Investments was noted . 11 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... Dakle, kriza se sa globalnog finansijskog tržišta reflektuje na ekonomiju Unije. Kako je prouzrokovana neskladom finansijskog i realnog sektora ekonomije, njene posljedice su se manifestovale u padu agregatne tražnje, usporavanju stopa rasta, deflaciji i rastu nezaposlenosti. Bez obzira na prelijevanje krize sa američkih finansijskih tržišta, Evropska unija i dalje ima bliske odnosa sa SAD kao najvećim spoljnotrgovinskim partnerom sa kojim realizuje ogroman promet roba, usluga i kapitala, koji je na dnevnom nivou znatno veći od milijardu evra. Isto tako, Unija kontinuirano ulaže napore na povećanju učešća u svjetskoj trgovinskoj razmjeni, rastu svih oblika investicija i inovacija, uz poboljšanje preduzetništva i razvoj korporativne društvene odgovornosti. Nesporno je da je ova razvojna orijentacija garancija bržeg i bezbolnijeg izlaska iz krize i očuvanja postojećih međunarodnih odnosa i sadašnjeg svjetskog poretka. Evropske zemlje kao i većina svjetskih ekonomija tokom finansijske krize smanjuju investicione aktivnosti, posebno, van svojih granica. Uz ostale, i tim mjerama pokušavaju ublažiti negativne efekte globalne ekonomske krize. Negativan trend velikog pada tokova stranih direktnih investicija se nastavlja i u 2009. godini, u kojoj je i kriza eskalirala. Mnoge svjetske ekonomije su se privremeno zatvorile zbog brige za unutrašnju ekonomsku situaciju. Isto tako, i tokom 2010. godine bilježe se negativni tokovi priliva i odliva stranih direktnih investicija. Tokom 2011. godine u EU 27 se prvi put nakon 2007. uočava oporavak i rast stranih direktnih investicija. Rast je bio neznatan da bi popravio opšti nivo investicija, imajući u vidu da su strane direktne investicije u 2007. godini bile znatno veće, na strani priliva i odliva. U 2012. godini ponovo padaju tokovi stranih direktnih investicija u odnosu na prethodnu godinu zbog drugog talasa globalne krize i posebne finansijske i fiskalne krize u koju ulaze pojedine članice EU, a, posebno, Grčka. Tokovi stranih direktnih investicija varijaju iz godine u godinu i povećavaju se u periodima rasta, a 12 Thus, the crisis of the global financial market is reflected onto the economy of the EU. As the crisis was caused by the mismatch of the financial and real financial sectors, its effects manifested as the decline in aggregate demand, slowing the rate of growth, deflation and rise of unemployment. Regardless of the spillover of the crisis from the U.S. financial markets, the European Union still has close relations with the United States as the largest foreign trade partner with which a vast traffic of goods, services and capital is made, being much higher than EUR 1 billion on a daily basis. Similarly, the EU is continuously making efforts to increase participation in world trade, the growth of all forms of investment and innovation while improving entrepreneurship and the development of corporate social responsibility. There is no doubt that such development orientation guarantees a faster and painless exit from the crisis and a preservation of existing international relations and the current world order. European countries, as well as most of the world’s economies, reduced their investment activities, especially outside their borders, during the financial crisis. Alongside with the others, they try to utilise such measures to mitigate the negative effects of the global economic crisis. The negative trend of collapsing flows of Foreign Direct Investment continues in year 2009, in which the crisis escalated. Many of the world’s economies have been temporarily closed due to concerns for their internal economic situation. Likewise, during the year 2010 the negative cash inflows and outflows of Foreign Direct Investments were recorded. During the year 2011, for the first time since 2007 a recovery and growth of Foreign Direct Investment is observed in EU 27. The growth was negligible to improve the overall investment level, given that the FDI in 2007 were significantly higher, on the side of the inflow and outflow. The 2012 year was marked by another drop of FDI flows compared to the previous year due to the second wave of the global crisis and special financial and fiscal crisis which included some of the EU members, notably Greece. FDI flows vary from year to year and increase in periods of growth, while decreasing G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... smanjuju u periodima recesije. U Evropskoj uniji nakon pada od 60% u 2008. godini, priliv stranih direktnih investicija se oporavlja u 2009. godini za 28%, što je u velikoj mjeri posljedica rasta sopstvenog kapitala i reinvestiranja zarade (Eurostat, 2012). Prilikom prikaza stoka stranih direktnih investicija javlja se problem manjka zvaničnih podataka stoka SDI za 2012. godinu na teritoriji Evropske unije, gdje su joj partneri zemlje iz cijelog svijeta. Pošto postoje baze podataka iz prethodnih godina, vrijednost stoka u 2012. godini dobiće se prosječnom stopom rasta za sve godine unazad do 2004. godine. Za razliku od tokova stranih direktnih investicija koji fluktuiraju, ukupni stok SDI po godinama ne opada, već konstantno raste, što pokazuje da su zemlje EU atraktivne za strana ulaganja. Sljedeći grafikon prikazuje kretanje toka priliva SDI. in periods of recession. After the 60% drop in 2008, the Foreign Direct Investment inflow in the EU recovered in 2009 by 28 %, which was largely due to the equity growth and reinvestment of profits (Eurostat, 2012). When viewing a stock of Foreign Direct Investments, there is a problem of a lack of official FDI stock data in the European Union for year 2012, with its partners being the countries from all over the world. Since there are databases containing data from previous years, the value of the stock in 2012 will be obtained via the average growth rate for all the years back to the 2004. Unlike FDI flows, which fluctuate, the total FDI stock is not declining per year, but growing steadily, indicating that the EU countries are attractive for foreign investments. The following chart demonstrates the trend of the FDI inflow. Grafikon 1. Tokovi priliva stranih direktnih investicija (Eurostat, 2012, str. 93) Chart 1. Foreign Direct Investment Inflows (Eurostat, 2012, p. 93) Bruto domaći proizvod i rast u Evropskoj uniji Gross Domestic Product growth in the European Union Bruto domaći proizvod i stopa rasta za Evropsku uniju je prikazana za period od 2003. do 2013. godine (EU se od polovine 2013. godine proširila). Očigledno je da posljednje godine posmatranog perioda prati nestabilnost u stopama rasta, što je posljedica uticaja globalne krize i dužničke krize Evrozone. Podaci o GDP i stopama rasta prikazani su u tabeli br. 2. Gross Domestic Product and growth rate in the European Union is presented for the period from 2003 to 2013 (The EU expanded starting from mid 2013). Obviously, the final years of the given period are marked by the growth rate instability which is the result of the global crisis and the eurozone debt crisis. Data on GDP and growth rates are shown in Table 2. 13 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... Tabela 2. GDP i rast u EU u periodu (Eurostat, 2012) Godina [Year] 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014* 2015* 2003–2015 Realni BDP (u milijardama evra) [Real GDP (in billion EUR)] 9.664,40 9.913,20 10.127,30 10.467,80 10.802,70 10.842,80 10.354,90 10.564,30 10.740,30 10.697,70 10.696,74 10.872,70 11.080,30 Tabela prikazuje vrijednosti i kretanje realnog bruto domaćeg proizvoda od 2003. do 2012. godine za 27 zemalja Evropske unije, dok su za period od polovine 2013. do 2015. godine prikazane prognozirane (projektovane) vrijednosti GDP. Realni bruto domaći proizvod do 2008. godine kontinuirano raste. Pod uticajem ekonomske krize krajem 2008. i početkom 2009. godine dolazi do pada vrijednosti GDP sa 10.842,8 milijardi evra, koliko je iznosio 2008. godine, na 10.354,9 milijardi evra na kraju 2009. godine (Krugman, 2010). Dakle, 2009. godine pada ekonomska aktivnost zbog recesije evropske privrede. Tokom 2010. godine dolazi do neznatnog rasta GDP, ali je stopa ispod nivoa koji je privreda ostvarivala do kraja 2008. godine. Dužnička kriza Evrozone, a posebno problemi koji se javljaju u Grčkoj, Španiji i Italiji zbog implementacije mjera štednje u javnom sektoru i otežane situacije u ekonomijama najvećih članica Evropske unije, doveli su do pada ukupnog i usporavanja rasta realnog segmenta bruto domaćeg proizvoda. Takođe, u spomenutom kritičnom periodu dolazi do rasta cijena nafte i hrane, dva proizvoda ključna za formiranje cijena važnijih proizvoda i realnih nadnica. 14 Table 2. GDP growth in the EU in the period 20032015 (Eurostat, 2012) Rast (%BDP) Growth (% GDP) 1.5 2.6 2.2 3.4 3.2 0.4 -4.5 2.0 1.7 -0.4 0.0 1.4 1.9 The table shows the values and trends of the real gross domestic product from 2003 to 2012 for the 27 countries of the European Union, while the period from mid 2013 to 2015 contains the forecasted (projected) GDP values. The Real GDP is continuously increasing until 2008. Under the influence of the economic crisis at the end of 2008 and at the beginning of 2009 there was a decline in the GDP value from EUR 10,842.8 billion, to EUR 10,354.9 billion at the end of the 2009 (Krugman, 2010). Thus, the decline in economic activity due to the recession of the European economy occurs in 2009. During 2010, there was a slight growth in GDP, but the growth rate remained below the level achieved by end of 2008. Eurozone debt crisis and particularly the problems arising in Greece, Spain and Italy due to the implementation of austerity measures in the public sector and the difficult situation in the economies of most member states of the European Union, led to a decrease in total and slowing growth in real segment of GDP. Likewise, the above referenced critical period was marked by an increase in oil and food prices, the two products critical for the pricing of major products and real wages. G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... Od 1.6.2013. godine Evropska unija se širi na 28 članica. U tom periodu se uočava stagnacija rasta i realnog bruto domaćeg proizvoda. Prema procjeni Eurostata , realni GDP u periodu od 2013. do 2015. godine će sporo rasti (u 2014. godini će doći do ozbiljnijeg rasta u odnosu na 2013. godinu, a ohrabrujuća procjena rasta za 2015. godinu ukazuje na dugoročnu stabilizaciju i izlazak iz krize). Ipak, ako se uporedi realni nivo GDP iz 2008. godine i predviđeni za 2014. godinu, može se zaključiti da ekonomija EU još uvijek nije prebrodila ekonomske probleme izazvane aktuelnim krizama. Prognoze za 2015. godinu su obećavajuće, jer se predviđa rast od skoro 2% u odnosu na prethodnu godinu. Apsolutna vrijednost GDP će prvi put (2014, a zatim i 2015. godine) biti veća od one iz 2008. godine. Kad bi se komparirali samo podaci o GDP 2008. godine sa prognozama za 2015. godinu, moglo bi se zaključiti da je period recesije prošao. Na osnovu promjena bruto domaćeg proizvoda iz tabele 2. izveden je grafikon br. 2. From 01 June 2013, the EU expanded to 28 member states. During this period, the stagnation of growth and real GDP is registered. According to Eurostat estimates , real GDP in the period from 2013 to 2015 will increase slowly (there will be a more significant growth in 2014 compared to 2013, with a reassuring assessment of growth in 2015 indicates the long-term stabilization and recovery from the crisis). However, if the level of real GDP from the 2008 is compared to the planned GDP for 2014, it can be concluded that the EU economy has not yet overcome the economic problems caused by the current crisis. Forecasts for the year 2015 are promising, for an increase of nearly 2% over the previous year is expected. The absolute value of GDP will, for the first time (in 2014 and then in 2015) be greater than the one from 2008. If only the data on GDP from 2008 would be compared to the forecasts for 2015, it could be concluded that the period of the recession has passed. Chart 2 has been derived based on the GDP changes from Table 2. Grafikon 2. Kretanje bruto domaćeg proizvoda (rast u %) Chart 2. GDP trend (growth in %) Na grafikonu se uočava da od 2003. do 2006. godine postoji kontinuiran rast. I 2007. godine, pred eskalaciju krize u SAD, stopa rasta od preko 3% bila je za evropske prilike izuzetno visoka. Međutim, 2008. godine stopa rasta dramatično pada na svega 0,4%. Ipak, ona je i dalje pozitivna, iako ekonomija The chart notes that from 2003 to 2006 there was a continuous growth. Likewise, in 2007, just before the escalation of the crisis in the U.S., the growth rate of over 3% was extremely high for the European standards. However, in 2008 the growth rate drops rapidly to 0.4%. Nevertheless, it was still positive, even though the economy of the European 15 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... Evropske unije zbog širenja američke krize već posluje u otežanim okolnostima. Kako se ističe, u 2009. godini dolazi do pada GDP, što je pokazatelj da je privreda Evropske unije već tada u ozbiljnoj ekonomskoj krizi. Tokom 2009. godine u Evropskoj uniji dolazi do smanjenja odliva, ali i do nešto većeg priliva stranih direktnih investicija, što se, uz ostale faktore, odrazilo pozitivno na rast GDP. U 2010. godini je ostvaren značajan rast. Međutim, priliv stranih direktnih investicija ne utiče promptno na rast BDP. Može se reći da između aktiviranja investicija i njihovog konačnog stavljanja u funkciju u smislu makroekonomskih rezultata, postoji određeni vremenski pomak. S druge strane, i dužnička kriza koja je zahvatila Evrozonu, a najviše njene članice Grčku, Španiju i Italiju, u 2012. godini je dovela do novih nestabilnosti, što se snažno reflektovalo i na oblast stranih i domaćih investicija. Union, due to the expansion of the U.S. crisis was already operating in hampered conditions. As it was stated, in 2009 there was a drop of GDP, which was an indication that the economy of the European Union was in a serious economic crisis at the time. During 2009, there was a reduction of outflow in the European Union, but also with a somewhat higher inflow of Foreign Direct Investments, which, along with other factors, reflected positively onto GDP growth. In 2010 a significant growth was achieved. However, the inflow of Foreign Direct Investments does not immediately affect the GDP growth. It can be stated that between the activation of investments and their final putting in the operation in terms of macroeconomic performance, there is a certain time lag. On the other hand, the debt crisis that has engulfed the Eurozone, primarily its member states Greece, Spain and Italy, lead to new instabilities in 2012, which was strongly reflected onto the area of foreign and domestic investments. UTICAJ STRANIH DIREKTNIH INVESTICIJA NA RAST U EVROPSKOJ UNIJI INFLUENCE OF FOREIGN DIRECT INVESTMENTS ONTO GROWTH IN THE EUROPEAN UNION U ovom dijelu će se pokazati u kakvoj su vezi tokovi priliva SDI i kretanje bruto domaćeg proizvoda, kao osnovne determinante privrednog rasta. Jer, nesporno je da strane direktne investicije imaju pozitivan uticaj na rast bruto domaćeg proizvoda, što predstavlja i polaznu hipotezu ovoga rada. Kako bi se što bolje prikazao intenzitet i kvalitet uticaja toka priliva stranih direktnih investicija na kretanja bruto domaćeg proizvoda, i druge specifičnosti tog odnosa, koristiće se regresiona i korelaciona analiza. This section shall demonstrate the relationship between FDI inflows and Gross Domestic Product trend, as the main determinant of economic growth, because it is undisputed that FDIs have a positive impact on the growth of GDP, which is the initial hypothesis of this paper. In order to properly show the intensity and the quality of FDI inflow influence to GDP trends, as well as the other specifics of such relationship, a regression and correlation analysis shall be used. Promjena jednog obilježja nekog statističkog skupa često ima uticaj na promjenu drugih obilježja zbog međusobne povezanosti. Veza između obilježja može se razlikovati po smjeru i veličini. U funkcionalnoj vezi svakoj vrijednosti jednog obilježja odgovara Change of an attribute of a statistical population often has an impact on changing other characteristics due to the interconnection. The interconnection between the attributes can vary in size and direction. In the functional relation, a value of an attribute corresponds to the value of the oth- Korelaciona i regresiona analiza: opšti dio 16 Correlation and regression analysis: the general part G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... određena vrijednost drugog. Labavije veze su podložne odstupanjima (korelativne, stohastičke veze). Jedna promjenljiva se identifikuje kao nezavisna (h), a druga kao zavisno slučajna promenljiva (y). U radu nezavisno promjenljivu čine tokovi priliva SDI, a zavisno promjenljiva je GDP. Statističke metode koje proučavaju uzajamne veze statističkih obilježja i pojava (smjer, jačina, oblik) su teorije korelacije. Pokazatelji korelacionih veza su jednačina regresije i koeficijent korelacije. Dakle, ispitivanje zavisnosti u statističkoj analizi ima dva osnovna pravca: oblik zavisnosti koji ispituje regresiona analiza i jačinu zavisnosti koju određuje korelaciona analiza. Regresiona analiza pokazuje oblik veze dvije promjenljive regresionom linijom. Odnos promjenljivih može biti različit, i zato je prvi korak ka otkrivanju oblika povezanosti dijagram rasturanja, ili dijagram disperzije između dva obilježja. Da bi se kvantifikovala približno linearna veza, može se konstruisati pravac koji najbolje opisuje podatke. To se može učiniti ako je približno jednak broj tačaka iznad pravca i ispod njega. Egzaktan matematički način koji ukazuje na najbolje prilagođen pravac linearne veze je metoda najmanjih kvadrata. Tako određen pravac povezanosti između dvije varijable prikazuje se regresionom linijom. Regresiona linija izražava se jednačinom regresije: er. Loose connections are subject to deviations (correlative stochastic connections). A variable is identified as an independent (x), with the other occurring as a dependent random variable (y). In the paper, the independent variable are the FDI inflows, with GDP being the dependant variable. Statistical methods studying the mutual interconnection of statistical features and occurrences (direction, intensity, form) represent the correlation theory. Data correlation indicators are the regression equation and the coefficient of correlation. Therefore, dependency testing in statistical analysis has two main directions: a form of dependency examined by regression analysis and dependence intensity determined by correlation analysis. Regression analysis shows a form of connection between the two variables by a regression line. The relationship between the variables may be different, and therefore the first step towards discovering the type of dependence is the dispersion diagram between the two features. In order to quantify an approximately linear relationship, a line can be made in order to describe the data in the best manner possible. This can be done if the number of points above the line and below it is approximately the same. The exact mathematical method indicating the direction line best suited to linear relationship is the least squares method. Such defined direction line of correlation between the two variables is shown by a regression line. The regression line is expressed by the regression equation: y=a+b*x gdje su: y – zavisno promjenljiva, x – nezavisno promjenljiva, a – regresiona konstanta, b – koeficijent regresije. wherein: y - dependent variable, x - independent variable, a – regression constant, b - regression coefficient. Korelaciona analiza pokazuje stepen zavisnosti između zavisnosti promjenljivih, tj. korelacija mjeri jačinu utvrđene povezanosti između dvije promjenljive. Stepen intenziteta povezanosti između promjenljivih koje su u linearnom odnosu mjeri se: kovarijansom kao apsolutnom mjerom intenzitieta korelacije i koeficijentom proste linearne korelacije kao relativnom mje- The correlation analysis shows the dependence level between the variables, that is, the correlation measures the intensity of the established interconnection between the two variables. The level of interconnection intensity between the variables that are in a linear relation is measured as follows: by a covariance as an absolute measure of correlation intensity and by a coefficient of a simple linear correlation as a relative 17 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... rom intenziteta korelativne mjere. Najprihvatljivija mjera je koeficijent proste linearne korelacije ili Pirsonov koeficijent koji se može izračunati pomoću sljedeće formule: measure of intensity of the correlative measure. The most acceptable measure is the simple linear correlation coefficient or Pearson coefficient, which can be calculated using the following formula: Poslije izračunavanja Pirsonovog koeficijenta neophodno je primjeniti skalu za tumačenje koeficijenta korelacije3. After calculating the Pearson coefficient, it is necessary to apply the scale to interpret the correlation coefficient3. Korelaciona i regresiona analiza na primjeru Evropske unije Correlation and regression analysis on the example of the European Union Kako bi se utvrdio oblik i jačina zavisnosti između rasta GDP i toka priliva SDI, mogu se uzeti već pomenute vrijednosti bruto domaćeg proizvoda i toka priliva SDI u Evropskoj uniji za period od 2004. do 2012. godine. Potrebno je formirati i uporednu tabelu sa prikazom apsolutnih vrijednosti obje varijable u posmatranom periodu. In order to determine the shape and intensity of dependency between the GDP growth and the FDI inflow, the above mentioned values of Gross Domestic Product and the FDI inflow in the European Union for the period from 2004 to 2012 can be used. It is necessary to establish a comparative table showing the absolute values of both variables in the given period. Tabela 4 Uporedni prikaz GDP i toka priliva SDI Table 4 Comparative review of GDP and the FDI Inflow Godina [Year] 2004 2005 2006 2007 2008 2009 2010 2011 2012 Prilivi SDI [Inflows FDI] 244.179 591.234 726.462 1.065.473 582.517 512.626 480.892 652.062 345.096 3 За коефицијент корелације r који има вриједност -1<r<-0,8 ради се о јакој негативној корелационој вези; за -0,8<r<-0,6 ради се о средње негативној вези; за -0,6<r<-0,3, ради се о слабој негативној вези; за -0,3<r<0,3, постоји занемарљива корелациона веза; за 0,3<r<0,6 слаба позитивна веза; за 0,6<r< 0,8 ријеч је о средње позитивној вези; и за 0,8<r<1 постоји јака позитивна веза. 18 Vrijednost BDP [Value GDP] 9.913,20 10.127,30 10.467,80 10.802,70 10.842,80 10.354,90 10.564,30 10.740,30 10.697,70 3 For the correlation coefficient r, which has a value of -1<r<-0.8 it is an intensive negative correlation; for -0.8<r<-0.6 it is an average negative correlation; for -0.6<r<-0.3, it is a weak negative correlation; for -0.3 <r < 0.3, it is a negligible correlation; for 0.3<r<0.6 it is a weak positive correlation; for 0.6<r< 0.8 it is a medium positive correlation; and 0.8<r<1 there is a strong positive correlation G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... Na osnovu podataka iz prethodne tabele formira se dijagram raspršenosti. Takođe, pomoću funkcija u Excelu moguće je dobiti i liniju regresije. Based on the data from the previous table, a scatter diagram is formed. Likewise, by using functions in Excel, it is possible to obtain the regression line. Bruto doma [Gross Domestic Product] 11.800,00 10.800,00 10.600,00 10.400,00 10,200,00 10.00,00 9.800,00 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 Strane direktne investicije [Foreign Direct Investments] Grafikon 3. Linija regresije Chart 3. Regression line Iz prezentovanih podataka se dolazi do zaključka da ucrtane tačke koje aproksimuju regresionu liniju pokazuju težnju ka rastu, i to pozitivnom. Ovo znači da rast toka priliva stranih direktnih investicija prati rast bruto domaćeg proizvoda. Ovim se konstatuje osnovna svrha regresione analize - oblik zavisnosti između rasta GDP i toka priliva SDI. Korelaciona analiza će utvrditi jačinu zavisnosti među varijablama. Koeficijent korelacione analize izračunaće se Pirsonovom formulom. Prvo se izvodi ukupan koeficijent korelacije za period od 2004. do 2012. godine. Ukupni koeficijent korelacije iznosi r=0,183. Dakle, u posmatranom periodu postoji zanemarljiva pozitivna korelacija. Ovo je period velikih ekonomskih turbulencija i promjena, što je jedan od uzroka niske korelacije među posmatranim varijablama. Međutim, ukoliko se posmatrani vremenski period podijeli na dva subperioda, i to prvi do pojave recesije (od 2004. do početka 2008. godine) i subperiod od 2009. do 2012. godine, dobiće se potpuno drugačiji koeficijenti korelacije. Koeficijent korelacije za period 2004 2007. godina iznosi r1=0,992, što znači da u ovom subperiodu postoji jaka pozitivna ko- From the data presented it can be concluded that the marked points that approximate the regression line shows the tendency towards a positive increase. This means that an increase in the FDI inflow is followed by a growth of GDP. This concludes the main purpose of regression analysis - a form of dependence between the growth of GDP and the FDI inflow. Correlation analysis shall determine the intensity of dependence between the variables. The correlation analysis coefficient shall be calculated by the Pearson formula. Firstly the overall correlation coefficient is derived for the period from 2004 to 2012. The overall correlation coefficient is r=0.183. Therefore, in the given period there is a negligible positive correlation. This is a period of great economic turbulences and changes, which is one of the reasons for the low correlation between the variables observed. However, if the given time period is divided into two sub-periods, i.e. the first sub-period lasting until the recession (from 2004 to the beginning of 2008), and the second sub-period starting from 2009 to 2012, a completely different correlation coefficients shall be shown. The correlation coefficient for the period 2004 - 2007 is r1=0.992, which means that there is a strong positive correlation between 19 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... relacija između toka priliva SDI i rasta bruto domaćeg proizvoda. Ako se posebno posmatra period 20092012. godina, koeficijent korelacije iznosi r2=-0,237. Ovaj koeficijent nam pokazuje da postoji negativna, ali zanemarljiva korelaciona veza između posmatranih varijabli. Rezultati korelacione i regresione analize ukazuju da između posmatranih pojava za čitav posmatrani period postoji zanemarljiva pozitivna korelacija. U prvom stabilnijem subperiodu zabilježena je jaka pozitivna korelacija, dok je drugi, znatno nestabilniji subperiod karakterističan po zanemarljivoj negativnoj korelaciji. the FDI inflow and GDP growth in the given sub-period. If the period from 2009 to 2012 is observed specifically, the correlation coefficient is r2=-0.237. This ratio indicates that there is a negative but an insignificant correlation between the variables observed. The results of correlation and regression analysis indicate that there is a negligible positive correlation among the observed occurrences within the entire observed period. A strong positive correlation was observed in the first stable sub-period, while the second, significantly less stable sub-period is characterized by a negligible negative correlation. ZAKLJUČAK CONCLUSION Investicije predstavljaju značajan faktor podsticaja ekonomskog rasta i razvoja za svaku zemlju. Pri tome nije primarno jesu li investicije unutrašnjeg ili spoljnjeg porijekla, posebno za otvorene ekonomije kakve su svakako privrede zemalja članica Evropske unije. Smatra se da su strane direktne investicije kao konstituent ukupnih investicija značajnije, pa time i poželjnije od internih investicija jer donose i brojne druge prednosti. Polazna hipoteza ovog rada se odnosi na dokazivanje korelativne veze između kretanja stranih direktnih investicija i rasta društvenog proizvoda. Kako je za ukupno posmatrani period utvrđena zanemarljiva i pozitivna korelacija, može se konstatovati da je u određenoj mjeri dokazana hipoteza da strane direktne investicije imaju određeni uticaj na rast u Evropskoj uniji. Tačnije, pozitivna korelacija ukazuje na određeni, ali ne značajan ili veliki doprinos stranih direktnih investicija privrednom rastu. Međutim, analize po subperiodima dodatno potvrđuju postavljenu hipotezu, jer je u ekonomski stabilnom subperiodu ostvarena jaka i pozitivna korelativna veza, što je potvrdilo hipotezu o značajnom doprinosu stranih direktnih investicija rastu u Evropskoj uniji. Suprotno, u nestabilnom subperiodu zabilježena je negativna i zanemarljiva korelaciona veza između stranih direktnih investicija i rasta GDP/BDP. The investments represent an important incentive factor for economic growth and development of any country. Wherein it is not essential whether the investments are of internal or external origin, especially for open economies such as the economies of the European Union. It is believed that Foreign Direct Investments are a major constituent of the total investment, therefore being more desirable than internal investments since they bring other numerous benefits as well. The initial hypothesis of this paper refers to demonstrating correlations between FDI trends and GDP growth. Since for the total observed period an insignificant and positive correlation was established, it can be concluded that the hypothesis of FDI having some impact on the EU growth, has been proven to a certain extent. To be more specific, a positive correlation indicates a certain, but not a significant or major contribution of FDI to the economic growth. However, the analyses by sub-periods additionally confirm the hypothesis, for a strong positive correlation was generated in an economically stable sub-period, confirming the hypothesis of a significant contribution of FDI to the EU growth. In contrast, a negative and insignificant correlation between Foreign Direct Investments and GDP growth was recorded during the unstable sub-period. 20 G. Popović, M. Savić: IMPACT OF FOREIGN DIRECT INVESTMENTS ON ECONOMIC GROWTH... Na ovaj način su kompletirani relevantni zaključci o kretanju stranih direktnih investicija i bruto domaćeg proizvoda Evropske unije u različitim unutrašnjim i eksternim (globalnim) okolnostima. Međusobne veze i tendencije u kretanju ovih makroekonomskih agregata, koeficijenata i pokazatelja su identične sa ključnim makroekonomskim teorijama, ali i relevantnom ekonomskom praksom. In this manner, the relevant conclusions on the Foreign Direct Investment trend and Gross Domestic Product of the European Union in a variety of internal and external (global) circumstances, have been reached. The interconnections and tendencies of movements of such macroeconomic aggregates, coefficients and indicators are identical to the key macroeconomic theories, but also to the relevant economic practices. LITERATURA LITERATURE Burda, C. M. & Wyplosz, C. (2001). Macroeconomics-A European Text. Oxford University Press. Dragutinović, D., Filipović, M. & Cvetanović, S. (2005). Teorija privrednog rasta i razvoja. Ekonomski fakultet Beograd. Eurostat. (2012). Europe in Figures, eurostat yearbook 2012. Eurostat, European Commission. IMF. (n.d.). IMF Balance of Payments Manual, Fifth Edition. Preuzeto 17. marta 2014. sa sajta: https://www.imf.org/external/pubs/ ft/bopman/bopman.pdf. Jovanović-Gavrilović, P. (2006). Međunarodno poslovno finansiranje. Ekonomski fakultet u Beogradu. Krugman, P. (2010). Return of depression of economic and the Crisis 2008. Smederevo: Heliks. Lovrić, M., Komić, J. & Stević, S. (2006) Statistička analiza - metodi i primjena. Ekonomski fakultet Banja Luka. McEachern, W. (1994). Macroeconomics. Cincinnati Ohio: College division SouthWestern Publishing Co. OECD. (1999). Benchmark Definition of Foreign Direct Investment, Third Edition. Preuzeto 23. marta 2014. sa sajta: http:// www.oecd.org/daf/inv/investmentpolicy/2090148.pdf. Popović, G. (2009). Ekonomija Evropske unije, makroekonomski aspekti i zajedničke politike. Ekonomski fakultet u Banjoj Luci. Burda, C. M. & Wyplosz, C. (2001). Macroeconomics-A European Text. Oxford University Press. Dragutinović, D., Filipović, M. & Cvetanović, S. (2005). Theory of Economic Growth and Development. Ekonomski fakultet Beograd. Eurostat. (2012). Europe in Figures, eurostat yearbook 2012. Eurostat, European Commission. IMF. (n.d.). IMF Balance of Payments Manual, Fifth Edition. Retrived March 17, 2014 from: https://www.imf.org/external/ pubs/ft/bopman/bopman.pdf. Jovanović-Gavrilović, P. (2006). International Business Finance. Ekonomski fakultet u Beogradu. Krugman, P. (2010). Return of depression of economic and the Crisis 2008. Smederevo: Heliks. Lovrić, M., Komić, J. & Stević, S. (2006) Statistical Analysis - Methods and Applications. Ekonomski fakultet Banja Luka. McEachern, W. (1994). Macroeconomics. Cincinnati Ohio: College division SouthWestern Publishing Co. OECD. (1999). Benchmark Definition of Foreign Direct Investment, Third Edition. Retrived March 24, 2014 from: http:// www.oecd.org/daf/inv/investmentpolicy/2090148.pdf. Popović, G. (2009). EU Economy, Macroeconomic Aspects and Common Policies. Ekonomski fakultet u Banjoj Luci. 21 G. Popović, M. Savić: UTICAJ STRANIH DIREKTNIH INVESTICIJA NA EKONOMSKI RAST... Samuelson P. & Nordhaus W. (1992). Privredni rast, dugoročno najznačajniji faktor ekonomskog uspeha nacija. McGraw-Hill. Todaro, M.P. & Smit, S.C. (2006). Ekonomski razvoj. Sarajevo: TKD Šahinpašić Turner, P. (1993). Modern macroeconomic analysis. McGraw-Hill. Vinski, I. (1967). Uvod u analizu nacionalnog dohotka i bogatstva. Zagreb: Naprijed. 22 Samuelson P. & Nordhaus W. (1992). Economic growth as the most important long-term factor in the economic success of nations. McGraw-Hill. Todaro, M.P. & Smit, S.C. (2006). Economic Development. Sarajevo: TKD Šahinpašić Turner, P. (1993). Modern macroeconomic analysis. McGraw-Hill. Vinski, I. (1967). Introduction to the Analysis of National Income and Wealth. Zagreb: Naprijed. ODRŽIVI RAZVOJ - SUSTAINABLE DEVELOPMENT NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ODRŽIVOG RAZVOJA* KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE SUSTAINABLE DEVELOPMENT CONCEPT* Prof. dr Petar Đukić Univerzitet u Beogradu, Tehnološko-Metalurški fakultet Beograd University of Belgrade, Faculty of Technology and Metallurgy Belgrade Izvorni naučni članak DOI 10.7251/OIK1402008DJ, UDK 340.137: 330.332.5 Original scientific paper REZIME SUMMARY Ako je ekonomija zasnovana na znanju tajna savremenog društvenog razvoja, onda nema dilema o tome koji proizvodni faktor je dominantan u današnjoj strukturi i kompoziciji izvora ekonomske aktivnosti i napretka. Informacija je deo znanja i saznanja koji se proteže na mnogo širu oblast društverne stvarnosti nego što je tek zbirna ekonomska aktivnost merena brutodomaćim proizvodom. Svojevremeno nove teorijske sintagme kao što su „postindustrijskoko društvo” „informatička era” (Danijerl Bel) ili, čak, „postkapitalističko društvo” (P. Drucker) samo su različite refleksije iste ideje i stvarnosti. Osnovna poruka tih teorija bila je da za rast i razvoj nisu odlučujući materijalno i energetski obimne operacije, masa sredstava i materijalne tehnologije, već upravo obrnuto. U današnjem ekonomskom sistemu u sve manjim materijalnim razmerama koncentrisana je sve veća dodata tržišna vrednost. Ona se ostvaruje u najvećoj meri znanjem, ali i osposobljavanjem ljudi da ga generišu, prenose i koriste. Tehnologije u savremenom značenju, predstavljaju spoj zanata, umeća, i nauke, odnosno primenjeno znanje na tehnike proizvodnje i potrošnje, kao i na sve oblike društvenog života. One su danas sve više zasnovane na disperziji znanja, uključujići i nauku, a sve manje na pukoj veštini i materijalima. If knowledge-based economy is the actual secret of modern social development, then there is no dilemma regarding which production factor is dominant in today’s structure and composition of the sources of economic activity and progress. The information is a part of knowledge and cognition that covers a much wider area of social reality than an aggregate economic activity as measured by Gross Domestic Product. Once new theoretical phrases such as “Post-industrial society”, “computer era” (Daniel Belle), or even “post-capitalist society” (P. Drucker) are simply different reflections of the same idea and reality. Basic message of those theories was that material and energy-demanding operations, scope of material and material technologies were not the crucial factor for growth and development, but quite the opposite. In today’s economic system, in constantly decreasing material exchange a continuously increasing market value is added. It is mainly achieved by knowledge, but also by training people to generate, transmit and use it. Technology in the modern sense represents a combination of craft, skill, and science, i.e. applied knowledge in the techniques of production and consumption, as well as on all forms of social life. They are now increasingly based on the dispersion of knowledge, including science, and less on sheer skill and materials. * Ovaj rad rađen je u okviru projekta “Modeliranje razvoja i integracije Srbije u svetske tokove u svetlu ekonomskih, društvenih i političkih gibanja”, evidencioni broj 179038, koji finansira Ministarstvo za nauku i tehnološki razvoj Republike Srbije * This paper was made as a part of the project “Modeling of Serbia’s development and integration into global trends in light of the economic, social and political movement” file number 179038, funded by the Ministry of Science and Technological Development of Republic of Serbia. 23 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... Tzv. postsocijalističke zemlje, za koje se još uvek govori da su „u tranziciji” ka nekom novom drugačijem sistemu proizvodnje i društvenih vrednosti, najvažniji korak u tom velikom prelazu mogle bi da prevale razumevanjem, usvajanjem i institucionalnom organizacijom ekonomski zasnovanoj na znanju. The so-called post-communist countries, which are still considered as being “in a transition process” to a new, different system of production and social values, could overcome the most important step in such great transition by understanding, acquisition and institutional organization economically based on knowledge. Ključne riječi: proizvodni faktori, ekonomski razvoj, savremene i tradicionalne tehnologije, organizacija znanja, informacije, tranzicija, reforme zemalja JIE Keywords: production factors, economic development, modern and traditional technologies, knowledge organization, information, transition, reform of SEE countries EKONOMIJA ZASNOVANA NA ZNANJU KAO NOV NAČIN RAZMIŠLJANJA KNOWLEDGE BASED ECONOMY AS A NEW METHOD OF THINKING Prava eksplozija sektora usluga i njihova disperzija, sa jedne strane, kao i promena odnosa uloga poslovnog i javnog sektora, posebno rast nevladinog sektora, civilnog društva, predstavljaju promene koje sve više oblikuju ne samo današnji privredni život već i ekonomsku budućnost ljudi. Pri tome treba imati u vidu da se „...nova svetska privreda odlikuje radikalno drugačijim sistemima poslovanja, od kojih mnogi nemaju veze sa internetom i uskim konceptom ‘nove ekonomije’ koji je postao njen deo. Nova svetska privreda je pre nov način razmišljanja koji su omogućili privredna i tehnološka revolucija.“ (Rišar, 2008, str. 39). Iz toga nikako ne bi trebalo izvlačiti zaključke da su ostali faktori kao što su kapital (finansijski, ljudski, prirodni) infrastruktura ili prirodni resursi nebitni. Šta više, prethodno ostvarena sve snažnija dominacija proizvodnje usluga umesto dobara, pokazalo se, u vreme ekonomskih kriza učinila je mnoge ekonomije u većoj meri ranjivim na finansijske stresove, monatarne krize, kao i na generalni pad tražnje. Zaposlenost u ekonomiji zasnovanoj na znanju lako može da se poremeti, a pojedine usluge brzo da se pokažu kao manje-više nepotrebne, u stanju smanjenja dohotka ili pesimističke percepcije neposredne budućnosti. Upravo takve tendencije oborile su ekonomsku aktivnost An “explosion” of the service sector and its dispersion on one hand, and changes in the balance of business and public sector, particularly regarding the growth of the NGO sector and civil society, represent the changes that increasingly mould not only the today’s economy life but also the economic future of people. It should be borne in mind that “... the new world economy is characterized by a radically different business systems, many of which have nothing to do with the Internet and the narrow concept of the ‘new economy’ that has become its integral part. The new global economy is rather a new way of thinking that made possible the economic and technological revolution.” (Rišar, 2008, p. 39). Certainly, the above statement should not be used to draw the conclusions that other factors, such as resources (financial, human, natural) or infrastructure are irrelevant. Moreover, the previously established, increasingly potent domination of service production instead of goods during the economic crisis has, as it turned out, made many economies more vulnerable to financial stress, monetary crises, and to a general decline in demand. The employment in a knowledge-based economy can easily be disrupted, while certain services may quickly prove to be more or less redundant, in order to reduce the income or a pessimistic perception of the near future. Such tendency brought reduced eco- 24 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... u većoj meri nego što se očekivalo u prvom (2009) kao i u drugom talasu krize koji je, posebno pogodio Evropu počevši 2011. godine, sa slabim izgledima da se okonča tekuće godine. Fleksibilizacija ekonomske strukture, radnog vremena, drugačija struktura ekonomskih faktora – to je nova činjenica koja je dobila i poseban sadržaj tokom globalne ekonomske krize. Zemlje, koje su u strukturi svog BDP imale veće učešće materijalne proizvodnje, industrije ili koje su sopstvenu ekonomiju i izvoz u većoj meri zasnivale na prirodnim resursima (kao što su zemlje BRIKSA), pokazalo se, bile su otpornije na globalne krizne tokove i izazove finansijsih turbulencija. Još jedna bitna činjenica od značaja na ekonomsku aktivnost dolazi do izražaja uprkos izmenjenoj strukturi ekonomije koja se zasniva na znanju. Naime prirodni resursi naročito energenti, kako neobnovljivi tako i obnovljivi, kao i obradivo zemljište, vodotokovi itd. u današnjoj ekonomiji postaju sve značajnija pretprostavka razvoja. Naravno ne i dovoljna. Naime, ako je nekada obilje prirodnih izvora važilo za preovlađujući faktor, moderna epoha tehnologije i sve većeg oslonca na znanje, naročito u drugoj polovini XX veka, relativizovala je prirodni faktor. Međutim, narasli energetski problemi, zagađenje i degradacija životne sredine, kao i oskudica većine prirodnih resursa (nedovoljnost obradivog zemljišta, kvalitet i raspoloživost vode, šuma itd.) ponovo postaju veoma urgentni za ljudsku populaciju, pa i njen opstanak i (održivi) razvoj. Sledeće bitne činjenice uslovljavaju ovakvo stanje: 1. jedna je eksplanzija ljudske populacije koja je u prvoj deceniji XXI veka već, prešla preko 7 milijardi sa velikim izgledima da dostigne 9,5 milijardi do 2040. godine. Međutim, projekcije Rimskog kluba govore da bi maksimum oko 2040. godine mogao da iznosi samo nešto preko 8 milijardi, nakon čega bi globalna populacija neko vreme stagnirala i onda počela nomic activity more than initially expected in the first (2009) and in the second wave of the crisis that particularly struck Europe in 2011 and with little prospect to end by the end of the current year. Flexibilisation of economic structure, working hours, a different structure of economic factors - it is a new fact that got a special content during the global economic crisis. The countries that, in the structure of their GDP had an increased share of material production, industry or which mainly based their own economy and exports on natural resources (such as BRICS countries), were, as it turned out, more resistant to the global crisis trends and challenges posed by financial turbulence. Another important fact of importance for the economic activity is accentuated despite the modified structure of the knowledge-based economy. The natural resources, particularly energy sources, both of non-renewable and renewable energy, as well as arable land, water flows, etc. are becoming increasingly important development factor. Of course, not completely sufficient by itself. Namely, although the abundance of natural resources was used to be considered as the predominant factor, the modern era of technology and the increasing reliance on knowledge, particularly in the second half of the 20th century, relativized the natural factor. However, increased energy problems, pollution and environmental degradation, as well as the lack of most natural resources (insufficient arable land, bad quality and lack of water, forests, etc.) are, once more, becoming extremely important for the human population and its survival and (sustainable) development. The following important facts cause such situation: 1. the first one being the rapid expansion of the human population in the first decade of the XXI century. The world’s population has already exceeded the 7 billion mark, with great prospects to reach 9.5 billion by 2040. However, the estimate made by the Club of Rome says that a maximum of just above 8 billion people would be reached by 2040, followed by a stagnation and later deteriora25 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... lagano da opada.1 Bez obzira na smanjenje globalne stope priraštaja stanovništva, kao i kontroverze na drugoj strani oko depopulacije i starenja stanovništva jednog dela Planete, demografski faktor sve više potencira značaj ograničenih prirodnih resursa; 2. druga bitna činjenica je rast ljudskih potreba i način njihovog zadovoljavanja, koji zahteva sve više materijalnih potrošnih dobara i energije po stanovniku. To je višestruki izazov, koji se tiče održivosti kako prekomerne upotrebe prostora i prirodnih resursa tako i degradacije životne sredine (Goodstain, 2003, str. 37-86; Kanton, 2010, str. 158; Đukić, 2011, str. 147); 3. treći faktor su klimatske i druge promene koje smanjnuju izdašnost zemlje i drugih prirodnih resursa za sve veći broj ljudi. Na taj način preostaje da se globalna ekonomija bitno restrukturira i pripremi za nove ogromne troškove globalnog otopljenja, sadržane u problemima migracija priobalne populacije, vodosnabdevanja, hrane, klimatizacije (Đukić, 2011a, str. 11-40). Sve u svemu, treba verovati da će prirodni faktor opstanka i razvoja čoveka u ekonomskoj aktivnosti dobijati na značaju. Međutim, tu se krije još jedna bitna odrednica za situiranje ekonomije znanja. Naime, prirodni faktor može biti od manje ili veće koristi za neku populaciju samo u kombinaciji prirodnih resursa i odgovarajućih sposobnosti za postupanje sa njima. Znanje kao faktor ekonomije i svih ostalih faktora doprinosi boljem i efikasnijem korišćenju prirodnih prednosti, posebno vode, ze- tion of the global population.1 Regardless of the decrease in the global rate of population growth, as well as of the controversies arising in respect to the depopulation and aging population of one part of the planet, the demographic factor increasingly accentuated the importance of limited natural resources; 2. the second important fact is the growth of human needs and ways to fulfil them, which require more tangible consumer goods and energy consumption per capita. It is a multiple challenge that concerns sustainability both of the excessive use of land and natural resources and environmental degradation as well (Goodstain, 2003, p. 37-86; Kanton, 2009, p. 158; Đukić, 2011, p. 147); 3. The third factor is climate and other changes which reduce the land yield and other natural resources for the constantly growing population. What remains is to significantly restructure the global economy and prepare for new great cost of global warming, contained in the migration problems of coastal populations, water, food and air conditioning (Đukić, 2011a, p. 11-40 ). All in all, it is to expect that the natural factor of human survival and development in the economic activities shall gain in importance. However, there lies another important determinant for the positioning of the knowledge economy. Namely, the natural factor can be more or less useful for a population only if used in a combination of natural resources and corresponding abilities for their handling. Knowledge as an economical factor and a constituent part of all the other factors contributes to a better and more efficient use of natural resources, especially water, land, 1 Rimski klub je 1972. godine, objavio studiju „Granice rasta“. Više puta je iznosio svoje prognoze i viđenja razvoja čovečanstva. U najnovijem izveštaju pod naslovom „2052“ tvrdi se da će globalni rast svetskog stanovništva početi da stagnira ranije nego što se očekivalo, usled dramatičnog smanjenja broja novorođenih u gradskom stanovništvu. Broj stanovnika naše planete će 2040. dostići najviši nivo sa 8,1 milijardom ljudi, a zatim će početi da opada, a „svetski bruto domaći proizvod će takođe rasti sporije nego što se očekivalo, jer će se smanjivati i rast proizvodnje” (The Club of Rome, 2012). 1 Rimski klub je 1972. godine, objavio studiju „Granice rasta“. Više puta je iznosio svoje prognoze i viđenja razvoja čovečanstva. U najnovijem izveštaju pod naslovom „2052“ tvrdi se da će globalni rast svetskog stanovništva početi da stagnira ranije nego što se očekivalo, usled dramatičnog smanjenja broja novorođenih u gradskom stanovništvu. Broj stanovnika naše planete će 2040. dostići najviši nivo sa 8,1 milijardom ljudi, a zatim će početi da opada, a „svetski bruto domaći proizvod će takođe rasti sporije nego što se očekivalo, jer će se smanjivati i rast proizvodnje” (http://www. clubofrome.org/?p=2107, pristup maja 2012. 26 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... mljišta, energije, prostora, biodiverziteta... S tim u vezi, poseban značaj na dugi rok ima ekološko znanje i kapacitet zajednice i okruženja da generišu održivi razvoj, u kome čovek i njegova zajednica mogu da smanje ekološki pritisak i podrže ekološku ravnotežu proizvodnih i ostalih procesa života, ljudi i ekosistema. U najužem smislu ekologija, kao nauka o odnosu živog sveta prema životnoj sredini, ondnosno o ekosistemima u širem smislu, dakle i o društvu, odnosno prirodnoj i društvenoj ekonomiji, u velikoj meri pomaže ljudima da prebrode teškoće poremećaja lanaca života i ishrane, energetskih bilansa, voda, zemlje i staništa (Bibi & Brenan, 2008, str. 365). energy, space, biodiversity... With regards to the above, a special long-term significance is given to environmental knowledge and capacity of the community and the environment to generate sustainable development, in which a man and his community can reduce the environmental pressure and support the environmental balance of production and other processes of life, people and ecosystems. In the narrowest sense, ecology, as a science studying the relationship of the living world towards the environment, i.e. of ecosystems in the wider sense, including the society and the natural and social economy, greatly helps people to overcome the difficulties of disorders of life and nutrition chains, energy balance, water, land and habitats (Bibi & Brennan, 2008, p. 365). ZNANJE KAO PRODUKTIVNI FAKTOR U TEORIJSKOJ EKONOMIJI KNOWLEDGE AS A PRODUCTIVE FACTOR IN THEORETICAL ECONOMICS Od Adama Smita, rodonačelnika moderne ekonomske misli, pa na ovamo, teorija proizvodnje ekonomske vrednosti i strukture proizvodnih faktora u stalnom su preispitivanju. Jedan deo novih ideja treba pripisati ideologijama, ali se mnoge brže i značajnije promene u razumevanja produktivnosti i tržišnih vrednosti dešavaju upravo kao rezultat napretka tehnologije, tržišnih struktura, razvoja potreba i specifičnosti odnosa prema prirodi i životnoj sredini (Drucker, 1995; Kanton, 2009). Naime, od Smita, preko, Rikarda, Mila, Marksa, pa do Alfreda Maršala, sistem ekonomske analize bio je preokupiran onim što jeste (pozitivnim činjenicama aktuelnog privrednog života) odnosima na tržištu, promenama u sistemu proizvodnje čemu su doprinosile tehnologija, društvena i međunarodna podela rada, globalna trgovina, sa jedne strane, ali i socijalnim implikacijama, odnosno društvenim vrednostima koje su stajale iza ekonomske aktivnosti (posebno marksizam). Tako su klasičnim smitovskim faktorima proizvodnje kao što su rad, kapital i zemlja, pojedini autori dodavali uticaj preduzetništva Kantijon, Sej, kasnije Šumpeter, ili „organizacije“ kako je skoro isti taj faktor na- From the time of Adam Smith, the founder of modern economic thought, to this day, the theory of production of economic value and the structure of production factors are in constant reconsideration. A part of the new ideas should be attributed to ideologies, but many more rapid and more significant changes in the understanding of productivity and market values occur as a result of advances in technology, market structures, development of needs and the specifics of the relationship towards nature and the environment (Drucker, 1995; Kanton, 2009). Namely, from Smith through Ricardo Mill, Marx to Alfred Marshall, the system of economic analysis has been preoccupied by what it actually is (positive facts of current economic life), relationships on the market, changes in the production system, which were influenced by technology, social and international division of labour and global trade, on one hand, and social implications, i.e. social values that have supported economic activities (particularly Marxism). Thus, certain authors (Cantillon, Say, Schumpeter) added the impact of entrepreneurship, or “organizations” as Alfred Marshall named the same factor, to classic Smith factors of production, such as labour, 27 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... zvao Alfred Maršal (Marshall, 1987, str. 378; Drucker, 1993). U marskističkoj interpretaciji, u skladu sa ideološkim i socio-ekonomskim razumevanjem kapitalističkog sistema proizvodnje, jedino rad (u raznim formama, kao „minuli“, „živi“, opredmećeni, odnosno onaj „apstraktni“ - u analitičkom smislu) označen je kao tvorac vrednosti, dok sve ostalo, kao što je kapital u svim formama, novac ili zemlja, odnosno priroda, postoji samo kao pretpostavka proizvodnje, ili puka sredstva za proizvodnju, sredstva rada i predmeti rada (sirovine, materijal, energija, valjda i priroda u tom smislu kao izvor i srovina) kojima opet samo ljudski rad pridaje vrednost. Na stranu logičke nedoslednosti i nekonsekventnost pri poimanju tog i takvog „apstraktnog“ ali društveno-potrebnog rada, ali je problem što relativno obilni materijali i sirovine, po sebi (voda, vazduh, geografski prostor, geografska pozicija, morska obala, jezera i planine, pa i rudna nalazišta i rezerve energenata) prema takvim „klasičnim“ teorijama nemaju vrednost kako sa marskističkog stanovišta tako i sa stanovišta teorije retkosti klasičnih ekonomista. Razume se samo dotle dok su obilna i dok ne dobiju vrednost kao oskudna i tražena dobra, čija marginalna korisnost raste sa stepenom retkosti. Vratimo se za trenutak Smitu. On smatra da prema „prirodnom toku stvari, veći deo kapitala svakog društva koje raste upućen je na poljoprivredu, zatim na manufakturu, i najzad na spoljnu trgovinu“. Ali ovaj prirodni poredak je „morao biti preokrenut u svim modernim državama Evrope“, pošto je „spoljna trgovina nekih gradova uvele sve njihove fine manufakture ili one koje su bile prikladne za prodaju na udaljenim tržištima“ (Smith, 1970, str. 536-537). Ovi kratki citati naveni su samo radi ilustracije da se o nekoj vrsti „nove ekonomije“ koja menja prirodni poredak stvari razmišljalo još u vreme Adama Smita. To nije slučajno pošto je kraj XVII veka upravo bio period početka nove tehnološke ere u kojoj je masovna manufakturna (industrijska ) proizvodnja u sprezi sa spoljnom trgovinom 28 capital and the land (Marshall, 1987, p. 378; Drucker, 1993 ). According to the Marxist interpretation, in accordance with the ideological and social-economic understanding of the capitalist production system, only work/labour (in various forms, such as “past work”, “human labour”, embodied labour, and the “abstract work” - in an analytical sense) is designated as the creator of value, while everything else, such as the capital in all the forms, money, land, or nature, exists only as a presumption of production or means of production, means of labour and objects of labour (raw materials, supplies, energy, and nature in the sense as the source of raw materials) which are valued only with the introduction of human labour. While leaving aside all the logical inconsistencies in conceiving such “abstract” but socially - necessary labour, the problem is that relatively abundant supplies and raw materials (water, air, geographical area, geographical position, seashore, lakes and mountains, mineral deposits and energy reserves) have no value by itself according to such “classic” theories either from the Marxist standpoint or from the standpoint of the rarity theory supported by classic economists. Of course, the above stands only while the supplies and materials are abundant and until they are valued as scarce and sought goods, whose marginal usefulness is increased on the basis of the rarity level. Let us return to Smith for a moment. He believes that by “natural course of things, the greater part of the capital of every growing society is focused onto agriculture, then onto the manufacture, and finally to foreign trade.” But this natural order “had to be reversed in all the modern countries of Europe”, since Smith believes that, to some cities, foreign trade brought development of manufactures which were suitable for trade with very distant markets (Smith, 1970, p. 536-537). These short quotes were given only as an illustration that a “new economy” that changes the natural order of things was considered even in the time of Adam Smith. It is not a coincidence since the end of the seventeenth century was a period of beginning of a new technological era in which a mass (industrial) production was in conjunction with foreign trade and as such it took P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... preuzimala primat poljoprivredi ili, jednostavnije rečeno, korisnicima prirodnih faktora proizvodnje, odnosno primarnom sektoru proizvodnje sirovina i bazne hrane. Kako klasična, tako i markistsička teorija proizvodnje i vrednosti, odnosno marginalne korisnosti, ne daju odgovore na mnoga savremena pitanja privrednog razvoja, ali to se, u kontekstu tadašnjih ekonomskih, tehnoloških socijalnih i demografskih pa i prirodnih činjenica, od njih nije ni moglo očekivati. Sasvim je drugačija stvar sa potonjim i današnjim ekonomskim, tehnološkim i razvojnim činjenicama. Svet proizvodnje i tehnologije se, u svakom slučaju, menjao daleko brže nego teorija o tim promenama i novim faktorima društvenog razvoja. Tehnologija je pružala mnogo, ali je dobijala i zastrašujuće potencijale. Engleskog književika Oldusa Hakslija je veoma interesovala optimistička slika budućnosti, tako popularna početkom XX veka, pa je već 1932. godine objavio roman „Vrli novi svet“ u kome je predstavio valjda prvu antiutopiju ekonomije zasnovane na znanju. Naime, sumorna priča njegovog romna predviđa takav spoj reproduktivne tehnologije i „učenja u snu“ koji dovodi do razvoja i stvaranja „novog društva“, pred kojim je čovek ništa, a sistem sve. Radnja se odvija u Londonu, ali su ideje inspirisane američkim iskustvom snažnog organizacionog, tehnološog i industrijskog razvoja, u kome se znanje povezuje sa novim nehumanim karakterom ekonomskog i društvenog sistema. Karakter i sadržaj ekonomske aktivnosti menjaju se relativno brzo, u skladu sa dinamičnom proizvodnjom novih potreba. Tako je nastala i jedna neobična knjiga Alvina Toflera „Šok budućnosti“ (1972), koja je poslužila kao sintagma osećaja za brzinu promena. Tofler je dokazivao da dolazeće društvo nudi neveverovatno intenzivne i brze promene, pravu revoluciju od industrijskog ka „superindustrijskom društvu“, koje će donositi „suviše brze promene u suviše kratkim intervalima“. Promene će brzinom i novinama šokirati ljude, tako da će mnogi patiti od nesnalaženja, over the primacy from the agriculture or, to put it more simply, from the users of natural production factors, i.e. the primary sector of raw materials production and basic food production. Both classic and Marxist theory of production and value, or of marginal utility, do not provide answers to many contemporary issues of economic development, but such action, in the context of the former economic, technological, social, demographic and even natural facts, could not have been expected. As for the latter and today’s economic, technological, and developmental facts, the situation is completely different. The world of production and technology, in any case, has been changing far quicker than the theory on those changes and new factors of social development. The technology provided many things, but it also gained frightening potential. English author Aldous Huxley became very interested in optimistic picture of the future, which was very popular in the early twentieth century. Therefore, in 1932 he published the novel “Brave New World” in which he introduced the allegedly first dystopia of knowledge-based economy. Namely, the grim story of his novel predicts a connection between reproductive technology and “dream learning” that leads to the development and creation of a “new society”, in which a man is nothing, while the system is everything. The plot takes place in London, but the ideas were inspired by the American experience of a potent organisational, technological and industrial development, in which the knowledge is associated with the new inhuman character of the economic and social system. The character and content of economic activities are changing relatively rapidly, in accordance with the dynamic production of new needs. This created an unusual book by Alvin Toffler, “Future Shock” (1972), which served as the syntagm of senses for the pace of the changes. Toffler argued that the incoming society offers incredibly intense and rapid changes, a true revolution from an industrial to a “superindustral society” that will bring “too rapid changes in too short intervals.” The changes shall shock people by their pace and innovations, so that many people will suffer from disorientation, which is 29 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... što se uveliko danas i dešava kao informatičko nesnalaženje dela starije poppulacije širom sveta. To, razume se, donosi i različite troškove i uslove života, kod neprilagođenih u odnosu na prilagođene. Faktor znanja kao pretpostravka razvoja povezuje se sve više sa dinamikom savremenog razvoja. Ekonomisti danas idu veoma daleko od klasičara pa u faktore savremenog razvoja ubrajaju ljudski kapital, prirodne resurse i „tehnološke promene i inovacije“. Tako, na primer, Samjuelson i Nordhaus smatraju da je to „najvažniji točak za tehnološki napredak“a kao ključne podsticaje za ovaj razvojni stub vide „oponašanje tehnologije“ i „preduzetništvo i inovacije“ (Samuleson & Nordhaus 2010, str. 583). Ova poslednja sintagma predstavlja i naslov čuvene studije američkog pisca nemačkog porekla Petera Druckera, u kojoj on na obiman i sistematičan način istražuje istorijsku, globalnu, empirijsko-teorijsku težinu inovacija u kombinaciji sa preduzetničkim faktorom kao izvorom ekonomskog rasta i zapošljavanja, širom sveta (Drucker, 1993, str. 150-162). largely what is happening today as an IT disorientation of the older population worldwide. This, of course, entails different costs and living conditions with the unadapted population in comparison to the adapted ones. The knowledge factor, as a presumption of development is increasingly associated with the pace of modern development. The economists today are distancing themselves from the classic experts and include human resources, natural resources and “technological change and innovation.” as contemporary development factors. Samuelson and Nordhaus, for example, find that it is “the most important wheel for technological advancement” while they perceive “the emulation of technology” and “entrepreneurship and innovation” as the major incentive for such pillar of development (Samuelsson & Nordhaus 2010, p. 583). This last phrase is also the title of the famous study of an American writer of German origin - Peter Drucker, in which he, in an extensive and systematic manner, explores the historical, global, empirical and theoretical difficulty of innovation combined with entrepreneurial factor as a source of economic growth and employment around the world (Drucker , 1993, p . 150-162). EKONOMIJA ZASNOVANA NA ZNANJU I ODRŽIVI RAZVOJ KNOWLEDGE BASED ECONOMY AND SUSTINABLE DEVELOPMENT Kada se (najpre u političkoj) teoriji i praksi pojavio pomalo magloviti koncept održivog razvoja, malo ko je direktno povezivao ovu sintagmu sa idejom nove ekonomije ili ekonomije zasnovane na znanju. Naime, i pored činjenice da je u jednom zvaničnom izveštaju OUN već 1987. godine (Uor Common Future) održivi razvoj definisan kao „razvoj u pravcu zadovoljavanja potreba sadašnjih generacija koji ne ugrožava mogućnost budućim generacijama da zadovolje svoje potrebe“. Na konferenciji Organizacije ujedinjenih nacija o životnoj sredini i razvoju u Rio de Žaneiru 1992. godini usvojena je tzv. Rio deklaracija. Međutim, sam pojam održivog razvoja nije stavljen u originalni naslov deklaracije, koja glasi „Rio deklaracija o životnoj sre- When a somewhat hazy concept of sustainable development appeared in (political) theory and practice, few people directly linked this phrase with the idea of a new economy or knowledge-based economy. Namely, despite the fact that in an official report for the UN in 1987 (Our Common Future) the sustainable development was defined as “development toward meeting the needs of present generations without compromising the ability of future generations to meet their own needs.” At the United Nations Convention on Environment and Development in Rio de Janeiro in 1992 a so-called Rio Declaration was adopted. However, the concept of sustainable development was not placed in the original title of the declaration, which reads “Rio Declaration on Environment and Development.” The sustainable development is mentioned in a rather short text 30 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... dini i razvoju“. Održivi razvoj se provlači kroz neveliki tekst Deklaracije koja sadrži 27 načela održivog razvoja i preporučuje da svaka zemlja uradi „sopstvenu nacionalnu strategiju održivog razvoja“ kako bi se ostvarivali zajednički definisani ciljevi. Ali, ključni i najvažniji princip je princio br. 1. Deklaracije koji poručuje „da su ljudska bića u centru brige za održivi razvoj“ jer „ljudi imaju pravo na zdrav i produktivan život, u skladu sa prirodom“ (Rio Declaration UN, 1992). U ovom principu krije se specifičnost humanog pristupa koncepta kojim se pokušava izbeći apstraktni ili tzv. radikalni ekologizam (u smislu zaštite i čuvanja prirode i resursa) kao cilja po sebi, van vizure humanog razvoja i percepcije budućnosti čovečanstva. Kasnija teorija i praksa održivog razvoja na izvestan način nametnula se gotovo svim vrstama eksperata koji su se bavili globalnim ekonomskim, socijalnim, ekološkim, zdravstrvenim, tehnološkim i drugim aspektima razvoja, tako da je lista različitih definicija principa „održivosti“ prilično duga, ali se uglavnom konkretno mnogo više govori o „neodrživosti“. Konačno, sledeće dve konferencije OUN (Rio +10 u Johanezburgu i Rio + 20 u Rio de Žaneiru) obe su nominovane kao konferencije OUN posvećene održivom razvoju. Negde početkom III milenijuma, a nakon konferencije u Johanezburgu, počinje težnja ka primeni „integralnog konceprata održivog razvoja“ zasnivanog na modelu tri stuba održivosti: ekonomskom, socijalnom i ekološkom. Razume se da je u okviru ovih stubova bitno naći mesto za institucionalnu i tehnološku održivost, kao i za specifične sadržaje održivog gospodarenja prirodnim resursima. Pri tome se u prepoznavanju održivosti sve više koristi test preklapanja tri sfere održivosti: ekonomske socijalne i ekološke, a koristi i čitav niz indikatora (starih i inoviranih) održivog razvoja, počev od stanja životne sredine, dostupnosti i kvaliteta vode za piće, do pristupu obrazovanju, zaštite ma- of the Declaration, which contained 27 principles of sustainable development and recommended that each country should prepare its own “National Strategy for Sustainable Development” in order to accomplish jointly defined objectives. However, the key and most important principle is principle no.1 of the Declaration, which says that “human beings are at the centre of concerns for sustainable development” because “people have a right to a healthy and productive life in harmony with nature “ (Rio Declaration of the UN, 1992). This principle contains the specificity of the human approach to the concept that tries to avoid the abstract or so called radical environmentalism (in terms of the protection and preservation of nature and resources) as a goal in itself, beyond the point of view of human development and perception of the future of humanity. Subsequent theory and practice of sustainable development was in a way asserted to all the types of experts dealing with global economic, social, environmental, health, technological and other aspects of development, so that the list of different definitions of the “sustainability” principle is rather long, but the discussion mainly deals much more with the “unsustainability”. Finally, the following two UN Conferences (Rio +10 in Johannesburg and Rio+ 20 in Rio de Janeiro) were both nominated as UN conferences dedicated to sustainable development. Somewhere at the beginning of III millennium, after the conference in Johannesburg, began the pursuit of the implementation of “integrated sustainable development concept” based on the model of three pillars of sustainability: economic, social and environmental. Of course, within these pillars it is essential to find a place for institutional and technological sustainability, as well as for the specific features of sustainable management of natural resources. In the process of the recognition of sustainability, there is an increased use of the test of three overlapping spheres of sustainability: economic, social and environmental, with the use of a range of indicators (both already existing and innovated ones) of sustainable development, ranging from the environment condition, availability and quality of drinking water, access to ed31 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... njinskih prava, zdravstvene i socijalne zaštite. Možda najvažniji faktor uspostavljanja modela održivog razvoja na duge staze predstavljaju obrazovanje i izgrađenost instritucija (Đukić, 2011, str. 312). Najveća vrednost druge konferencije o održivom razvoju (Johanezburg 2002) je činjenica da su za istim konferencijskim stolom i sa istim mogućnostima sedeli predstavnici političkog, poslovnog i eksprtskog života, odnosno vladinog i nevladinog sektora. Princip participativnosti u koncipiranju održivog razvoja isto je toliko bitan kao i princip međugeneracijske pravde ili princip „zagađivač-korisnik plaća“. Naime, održivi razvoj se može trasirati u naučnim timovima, prihavatati i promovisati među političarima, normativizovati i ozakoniti pravnim institucijama, ali se definitivno mora sprovoditi u život zahvaljujući učešću poslovnog sektora, velikih i malih kompanija širom sveta, kao i ponašanjem građana (Đukić, 2011, str. 317). Već na trećoj po redu svetskoj konferenciji UN RIO + 20 osećao se krizni „zamor materijala“ pa je i rasprava o održivom razvoju tekla više manje u znaku „zelene ekonomije“ i pokušaja sveta da izađe na kraj sa prvom velikom globalnom krizom koja se dešava u XXI veku. To je orijentisalo i održivi razvoj ka ekonomskim sadržajima i mogućnostima da se kreiraju „zelena radna mesta“ „zelene investicije“ i druge antikrizne mere. Međutim, dobra stvar je što se na tom skupu svet zapitao, možda i silom prilika, šta i kako dalje sa strukturnim merama nakon izlaska iz krize. Naime, postojeće model rasta, trgovine, tehnološkog tazvoja današnjice nije dovoljno održiv, niti u društveno-ekonomskom, niti u ekološkom smislu. Učesnici samita u Riju 2012. godine bar su se zamislili kuda takav način vodi dalje i da li će opet doći do strukturne krize, izazvane neusaglašenim merama i podsticajima rasta radi samog rasta, što je „ideologija ćelije raka“ (Lester Braun). Međutim, rast je bio i ostao pretpostavka svakog, a, naročito, održivog razvoja. 32 ucation, protection of minority rights, health and social care. Perhaps the most important factor in establishing the model of sustainable development in the long run are the education and the completeness of the institutions (Đukić, 2011, p. 312). The greatest value of the second Conference on Sustainable Development (Johannesburg 2002) is the fact that the representatives of political, business and expert segment, i.e. both governmental and non-governmental sectors sat at the same conference table with the same capabilities. The principle of participation in the creation of sustainable development is just as important as the principle of intergenerational justice or the “Polluter Pays Principle”. In other words, sustainable development can be traced in the scientific teams, accepted and promoted among the politicians, standardised and validated by legal institutions, but it definitely has to be implemented in the life process through the participation of the business sector, large and small companies around the world, as well as through the behaviour of citizens (Đukić, 2011 p. 317) By the third consecutive World Conference of the UN RIO +20 “a fatigue of material” was evident, therefore directing the sustainable development discussion more or less towards the “green economy” and the attempts of the world to deal with the first major global crisis arising in 21st century. It oriented the sustainable development towards economic content and opportunities to create “green jobs”, “green investments” and other anti-crisis measures. However, the good thing is that, at this meeting, the world wondered, perhaps forced by the circumstances, what and how to proceed with structural measures after the crisis. Namely, the current model of growth, trade, technological development of today is not sustainable enough, nor in the social-economic or in environmental sense. The participants of the summit in Rio 2012 have at least thought about where such method was leading and whether there will again be a structural crisis caused by conflicting measures and incentives of growth for the purpose of growth in itself , which is “the ideology of the cancer cell” (Lester Brown). However, the growth has been and still is the assumption of every development, particularly P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... Evolucija znanja kao određujućeg faktora produktivnosti odigrala se veoma brzo. Nobelovac Džejms Tobin skrenuo je najpre pažnju da je u naprednijim ekonomijama već sedamdesetih godina XX veka doprinos radne snage i kapitala ekonomskom rastu bio svega 12%, a znanje je produktivnosti doprinosilo preko 80%. Ta tendencija bila je najprisutnija u Japanu gde je preko 95% rasta dolazilo od znanja, a samo 5% od ostalih faktora. Onda su se javili već pomenuti socijalni teoretičari kao što je bio Danijel Bel, Alvin Tofler, Drucker koji su oblikovali koncept privrede zasnovane na znanju. Evo podataka koji bi donekle govorili o velikim promenama nastalim u strukturi korišćenja i doprinosu pojedinih proizvodnih faktora produktivnosti rada i drugih faktora. Godine 1950. je u proizvodnji (industrija, poljoprivreda itd.) najrazvijenijih industrijskih zemalja bilo zaposleno: u Francuskoj 61,6%, u Nemačkoj 66,3%, u Japanu 68,9%, Velikoj Britaniji 50,9%, a u SAD svega 43,7% radnika. Već 1970. godine taj procenat se smanjuje i kreće se od 32% za SAD do 53% za Japan. Kraj XX veka ubrzava taj proces restrukturiranja zaposlenosti tako da usled rasta produktivnosti u proizvodnji, ali i sve veće uloge obrazovanja, naučnoistraživačkog rada u tome, zaposlenost u proizvodnji se kreće od 21,8% (SAD) do 41% (Japan). Tokom ovog perioda izuzetno je rastao procenat zaposlenih u tržišnim i ne-tržišnim uslugama. Udeo radne snage u uslužnom sektoru 1950. godine kretao se od 31% (Japan) do 56% (SAD). Ali je 1995. godine taj procenat narastao od 59% (Japan) do čak 78% (SAD) (Crafts, 2000). Istraživanja ključnih faktora rasta najrazvijenijih zemalja još tokom druge polovine XX veka ubedljivo su pokazala da je u njihovoj strukturi došlo do bitne promene, tako da su klasični materijalni faktori kao što su rad i kapital smanjili učešće u vrednosti angažovanih faktora, ali ne zbog oskudice, već zbog činjenice da su nematerijalni faktori kao što su znanje, of sustainable development. The evolution of knowledge as a determinative factor of productivity occurred very quickly. Nobel laureate James Tobin first drew attention to the fact that in more advanced economies of the 1970s the contribution of labour and capital to the economic growth was only 12%, while knowledge contributed over 80% to the productivity. This tendency was most prevalent in Japan, where over 95% of the growth originated from knowledge, while only 5% was from the other factors. Later, the already mentioned social theorists such as Daniel Bell, Alvin Toffler and Drucker appeared and shaped the concept of knowledge-based economy. Here is the data that is somewhat providing evidence on great changes occurring in the structure of use and contribution of individual production factors to the labour productivity and to other factors. In 1950 the production (industry, agriculture, etc.). of the most developed industrial countries involved 61.6% of the population in France, 66.3% in Germany, 68.9% in Japan, 50.9% in UK, while the U.S. employed only 43.7% of workers. In 1970 that percentage was decreased ranging from 32% for the United States to 53% in Japan. The end of the twentieth century accelerated the process of restructuring of employment due to productivity growth in manufacturing, and increased role of education and scientific research, the employment in manufacturing ranges from 21.8% (USA) to 41% (Japan). During this period the percentage of employees in the market and non-market services was significantly increases. The share of labour in the service sector in 1950 ranged from 31% (Japan) to 56% (USA), but in 1995 that percentage increased from 59% (Japan) up to 78 % (U.S.) (Crafts, 2000). Research the key factors of growth of the most developed countries in the second half of the twentieth century have shown convincingly that in their structure there has been a fundamental change, so that the participation of classic physical factors such as labour and capital in the value of the factors involved was reduced, but not because of their scarcity, but due to the fact that the intangible factors such 33 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... naučna istraživanja, informacije itd. davali daleko veći doprinos ekonomskom rastu i razvoju (Dragutinović, Filipović & Cvetanović, 2005, str. 44). Sigurno je da sve ima svoju cenu koja se ogleda u problemima prilagođavanja novoj strukturi i potrebama industrije, usluga itd, pri čemu veliki broj radnika, posebno onih koji su zaposleni u klasičnim industrijama, dolazi u problem česte promene radnih mesta, dodatne obuke ili manje ili više trajne nezaposlenosti. To je uslovljeno, pre svega, uticajem tehnologije i društva znanja na ekonomski sistem i strukturu. as knowledge, scientific research, information, etc. provided a far greater contribution to economic growth and development (Dragutinović, Filipović & Cvetanović, 2005, p. 44) It is certain that everything has its price, which is reflected in the problems of adapting to the new structure and the needs of industry, services, etc., where large numbers of workers, especially those employed in traditional industries, faces the problem of frequent changes in employment, additional training or more or less permanent unemployment. It has been conditioned, primarily by the impact of technology and knowledge society onto the economic system and structure. EKSPANZIJA HUMANOG KAPITALA - OBRAZOVANJE, TEHNOLOGIJA I ODRŽIVOST EXPANSION OF HUMAN CAPITAL - EDUCATION, TECHNOLOGY AND SUSTAINABILITY Sistematsko sticanja znanja, školovanje, širenje radne kulture i poštovanja institucija gotovo uvek su značili napredak koji se ticao onoga što je obuhvaćeno pojmom humanog ili ljudskog kapitala. U ovdašnjoj ekonomsko-teorijskoj literaturi više pažnje privukla je analiza inače nešto šire kategorije „društveni kapital“. Analiza uloge društvenog kapitala dosta uspešno objašnjava razlike u dostignutom nivou razvoja zajednica sa sličnim ostalim materijalnim i drugim pretpostavkama (Golubović, 2007). Međutim, ako je akumulirani humani kapital pretpostavka stabilnog i dugoročnog ekonomsko-tehnološkog razvoja, a ljudski kapital se upravo izgrađuje na temelju mirnog i dugoročnog ekonomskog i tehnološkog napretka, onda ispada da društva koja su ga stekla u većoj meri, imaju mnogo više šansi za stabilan i uravnotežen društveni sistem, pa i za dugoročno održiv ekonomski rast i razvoj, dakle značajnu refentnu prednost. Kako onda objasniti promenu uloge koju donose novi vetrovi humanog kapitala, koji nisu čisto ekonomska već i socijalna i kulturološka kategorija? The systematic acquisition of knowledge, education, expansion of work culture and respect for institutions have almost always meant progress that was related to what is included in the concept of human capital. In the local economic-theoretical literature, more attention was drawn by the analysis of a somewhat broader category of “social capital”. The analysis of the role of social capital is quite successful in explaining the differences in the achieved level of development of communities with similar material and other assumptions (Golubović, 2007). However, if the accumulated human capital is the assumption of a stable and long-term economic and technological development, and the human capital is built exactly on the basis of a peaceful and long-term economic and technological progress, it turns out that the societies that have acquired the above in a greater extent, have a much better chance for a stable and balanced social system, as well as for long-term sustainable economic growth and development, therefore meaning a significant reference advantage. How to explain the change in the role brought by the new currents of human capital, which are not a purely economic category, but also belong to social and cultural categories? 34 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... Reč je upravo o ekonomskom doprinosu novih znanja i sistema njihove disperzije, prethodnog obrazovanja, kao i opšteprihvaćenih društvenih vrednosti, kulture, navika, svesti i običaja ljudi koji se bave određenom privrednom aktivnošću kao radnici, preduzetnici, državni funkcioneri, menadžeri, administracija… Taj doprinos često se ostvaruje indirektno, preko javnih ili neformalnih institucija dobrih poslovnih običaja, društvene kohezije, tolerancije i uslova za poslovanje, investicije i razvoj. U okviru prve generacije tzv. endogenih modela rasta akumulacija humanog kapitala obuhvaćena je kao ključni pokretač rasta. To je tzv. Bekerijanski model humanog kapitala, koji podrazumeva komparativne prednosti koje homogenizuju agense sadašnje proizvodnje, tzv. perfektnog konkurentskog tržišta, omogućavajući ljudima veću dokolicu i tekući dohodak, kao i njihova nastojanja da podignu nivo znanja i omoguće veći dohodak u budućnosti. Ovo gledišta vidi ulogu humanog kapitala, pre svega, kroz individualno ponašanje ljudi u društvu i direktnu transmisiju znanja kao pretpostavke statusnog rangiranja, osvajanja pojedinih zanimanja ili umreženih relacija, kao i direktnog socijalnog transfera znanja (Carillo, 2005). Lukasova teza da humani kapital obezbeđuje ogroman ekonomski doprinos na bazi učinka pozitivnih eksternalija je veoma bitan doprinos prenosa razmatranja na jedan uhodani analitički teren. Nobelovac Lukas je 1988. godine pokazao da humani kapital produkuje obilne iznose pozitivnih eksternalija. Ideja se tiče direktne socijalne veze između agenasa koji kreiraju znanje kao što su obrazovanje, sistem porodičnog učenja, kulturne interakcije. Novi tipovi modela endogenog rasta bave se analizom procesa kojima se znanje prenosi preko individua, ali ipak može da omogući značajan porast učinka eksternalija. Znanje je po definiciji namenjeno unapređenju ljudskog faktora proizvodnje, a ulaganje u ljudske resurse ima presudni uticaj This is about the economic contribution of new knowledge and systems of their dispersion, prior education, as well as generally accepted social values, culture, habits, awareness and customs of people who are dealing with a particular economic activity as workers, entrepreneurs, government officials, managers, administration... Such contribution is often exercised indirectly, through public or informal institutions of good business practices, social cohesion, tolerance and conditions for business, investment and development. In the first generation of so-called endogenous growth model the accumulation of human capital is included as a key driver of growth. It is a so called Beckerian Model of human capital, which includes comparative advantages which homogenise the agents of the current production, the so-called perfect competitive market, allowing people more leisure and income, as well as their efforts to educate and gain a higher income in the future. This view sees the role of human capital, primarily through individual behaviour of people in society and the direct knowledge transmission as a presumption of “status ranking” of occupations, or networked relations, as well as direct social knowledge transfer (Carillo, 2005). Lucas thesis that human capital provides a huge economic contribution based on the performance of positive externalities is a very important contribution to the transfer of analysis onto a well-established analytical field. Nobel Laureate Lucas in 1988 demonstrated that human capital produces copious amounts of positive externalities. The idea refers to the direct social relationship between agents that create knowledge, such as education, family learning system, cultural interaction. New types of endogenous growth models deal with the analysis of the processes by which knowledge is transmitted over the individual , but it can still provide a significant increase in the impact of externalities. Knowledge by definition is intended to promote the human factors of production, and investment in human resources has a crucial impact on the 35 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... na održivost. Politika obrazovanja samo je deo strategije ulaganja u ljudske resurse. Prethodna analiza održivog razvoja u sektorskoj primeni pokazala je da njegova suština nema mnogo smisla ukoliko nije prevashodno okrenuta potrebama čovečanstva. Pa čak iako se ponekad suočavamo sa činjenicom da je čovekova ideja da sebi podredi prirodu i Planetu neodrživa i kontraproduktivna, mora se priznati da ne bi bilo ni održivog razvoja niti ekološke i druge politike održivosti, da nije ljudi i njihovih akcija, usmerenih ka sopstvenim interesima, ali u skladu sa prirodnim zakonima, jer je to jedini mogući pravac izgradnje održivosti. Sva ulaganja su dobrodošla ali su ona koja su okrenuta podizanju kvaliteta ljudskih resursa najvažnija. Samo obrazovani, socijalno i ekološki svesni i odgovorni ljudi mogu graditi bolju budućnost zajednice, u interesu sopstvene i budućih generacija. Međutim, za široko društveno prihvatanje tih ideja presudne su društvene institucije, kao i znanje, obrazovanje i kultura ljudi. sustainability. Education policy is only a part of the strategy of investing in human resources. The previous analysis of sustainable development in the sector application demonstrated that its essence does not make much sense unless it is primarily focused on the needs of humanity. Even though we are sometimes faced with the fact that a man’s idea to subdue the nature and the planet is unsustainable and counterproductive, it must be recognized that there would be no sustainable development nor environmental or other sustainability policies, if there were no people and their actions, directed towards their own interests but in accordance with the laws of nature, because it is the only possible course of building sustainability. All the investments are welcome, but the ones that are facing towards the increase of the quality of human resources are the most important. Only educated, socially and environmentally aware and responsible people can build a better future for the community, in the interest of their own and future generations. However, for the purpose of broad social acceptance of these ideas a crucial role is played by the social institutions, as well as by knowledge, education and culture of the people. Ljudski kapital i ekonomija znanja Human capital and knowledge economy Pojedinci stiču znanja prvenstveno radi sebe, ali se pri tome izgrađuju ljudske sposobnosti uopšte, tako što ljudi žive duže i zdravije, stiču znanja i kreativnost, imaju bolji standard, učestvuju u socijalnim, političkim i kulturnim dešavanjima. Kakop je to lepo skicirao UNDP u Izveštaju o humanom razvoju 2001. (shema 1) i pokazao da ljudska kreativna znanja doprinose tehnološkom progresu koji podstiče produktivnost a time i ekonomski rast. Ekonomski rast omogućava višu zaposlenost, čime se obezbeđuju resursi za obrazovanje, zaštitu zdravlja i komunikacije. Međutim, tehnološke promene po sebi znače i napredak medicinske zaštite, poljoprivrede, energetike i proizvodnje uopšte, što snažno podržava proces izgradnje ljudskih sposobnosti, odnosno humanog kapitala Individuals acquire knowledge primarily for themselves, but at the same time they form human abilities in general by enabling people to live longer and healthier, to gain knowledge and creativity, to have better living standards, to participate in social, political and cultural events. As it was nicely outlined by the UNDP Human Development Report in 2001 (scheme 1) showing that human creative skills contribute to technological progress which encourages productivity and thus encouraging economic growth. Economic growth enables higher employment, which provide resources for education, health care and communication. However, technological changes by itself imply the progress of medical care, agriculture, energy and manufacturing in general, which strongly supports the process of building human capabilities and human capital. 36 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... Shema 1. Veza između tehnološkog progresa i humanog razvoja (UNDP, 2001) Scheme 1. Links between technology and human development (UNDP, 2001) Ključna poruka koja proističe iz savremene teorije društvenog razvoja glasi da postoje bitne direktne i indirektne veze između izgradnje ljudskih kapaciteta, odnosno humanog kapitala i dinamike tehnoloških promena, zasnovanih na ekonomskom rastu, zaposlenosti i povećanju dohotka, i standrada života ljudi, sa druge strane. The key message emerging from contemporary theory of human development is that there are significant direct and indirect links between building human capacity, i.e. human capital and the pace of technological change, based on economic growth, employment and income growth, and the people’s standard of living. Održivost - rast i/ili razvoj Sustainability - growth and/or development Rast podrazumeva više nečega nego prethodno, a razvoj poboljšanje kvaliteta nečega. Na primer, više škola, knjiga i računara mogu da znače bolje obrazovanje, ali jednostavni rast kao povećanje broja materijalnih i drugih pretpostavki mogu da prouzrokuju i nastavak lošeg sistema The growth implies more of something than before, and the development implies the improvement of quality of something. For example, more schools, books, and computers may imply better education, but a simple growth, such as an increase in the number of financial and other presumptions can cause the contin37 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... prethodnog obrazovanja. Ili, sa druge strane posmatrano, više fabrika i radnih mesta ne moraju da znače i kvalitetniji život. Razvoj podrazumeva unapređenje sistema proizvodnje i načina života. Mada postoje izvesni nesporazumi o tome da li svaki rast (ukoliko je održiv) podrazumeva i razvoj, u udžbeničkoj i drugoj literaturi koja se ovde navodi jasno je napravljena predmetna distinkcija (Dragutinović, Filipović & Cvetanović, 2005). Takođe je demonstrirana bitna empirijska veza između obima kreiranog i primenjenog znanja sa jedne strane i privrednog i tehnološkog razvoja sa druge. Uloga zemlje, rada i kapitala, kao teorijski tradicionalnih faktora proizvodnje nije nestala, ali kao da postaje sekundarna. Ovi faktori se mogu obezbediti relativno lako ukoliko za to postoje preduzetnička volja ideja i specijalizovano znanje. Jedan od ključnih razvojnih aduta manje razvijenih zemalja (faktički čitav takozvani treći svet) je međusobno takmičenje da privuku strane investicije na njihovu teritoriju i da budu što privlačnije za poslovanje u svakom smislu. To se pokušava na osnovu obezbeđivanja mnoštva inicijativa (poreski rajevi, slobodna trgovina, besplatno zemljište, niske cene električne energije, zone slobodnog izvoza, privlačenje multinacionalnih kompanija, desindikalizacija i obezbeđivanje jeftinog rada i lakši pristup ostalim regionalnim i svetskom svetskim tržištu) (Hanson, 2008). Međutim, na duže staze gledano, pokazuje se da je obrazovanje direktno povezano sa ekonomskim razvojem. Naime, podaci govore da je u prvoj deceniji XXI veka svih deset zemalja sa najvišim procentom visoko - obrazovanog stanovništva spadalo u red nacija sa veoma visokim dohotkom per capita (od 26 do 45 hiljada dolara, a u proseku 35000 USA dolara, grafikon 2). 38 uation of poor system of prior education. Or , on the other hand, more factories and jobs do not necessarily mean a better quality of life. Development presumes the improvement of the production system and the way of life. Although there are some disagreements as to whether any increase (if sustainable) includes the development, the textbook and other literature referred to herein is clearly separated based on the subject (Dragutinović, Filipović & Cvetanović 2005). Likewise, a significant empirical relationship was demonstrated between the scope of the created and applied knowledge on one hand and economic and technological development on the other. The role of land, labour and capital, as theoretical traditional factors of production has not disappeared, but it seems that it is becoming secondary. These factors can be provided relatively easily if there are entrepreneurial willingness, ideas and specialized knowledge. One of the key advantages of development of less developed countries (in fact the entire so-called “third world”) is a mutual competition to attract foreign investment onto their territory and to be more attractive for business in every sense. Such efforts are made on the basis of providing a number of initiatives (tax havens, free trade, free land, low electricity prices, free zone exports, attracting multinational companies, abolition of trade unions and providing cheap labour and easy access to other regional markets as well as the global world market) (Hanson, 2008) However, in the longer term perspective, it has been shown that the education is directly linked to economic development The data show that in the first decade of the 21st century, all of the ten countries with the highest percentage of highly - educated population fell within the nations with very high income per capita (from 26 to 45 thousand dollars, and on average $35000, graph 2). P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... % populacije sa tercijalnim obrazovanjem % of population with tertiary education BDP per capita (Index(SAD=100)) BDP per capita (Index(USA=100)) Grafikon 1. Procenat visokoobrazovanih u korelaciji sa ostvarenim BDP per capita za deset najobrazovanijih nacija sveta (USA=100) (Sauter & Hess, 2012) Graph 1. Percentage of highly educated in the correlation with the achieved GDP per capita of the tem most educated nations of the world (USA=100) (Sauter & Hess, 2012) Istraživači razlika u sticanju i distribuciji znanja na globalnom nivou jasno su ukazali na činjenicu da sistematsko obrazovanje i širenje znanja uzrokuje bitne razlike u nivou produktivnosti rada između zemalja sličnih prethodnih razvojnih pretpostavki. Te razlike se postižu zahvaljujući ekonomiji znanja, čak i u uslovima oskudice prirodnih resursa. Ilustracija sa slike 4. pokazuje ogromne razlike u dohotku po času rada koje su bile zabeležene u svetu početkom XXI veka. Tako je za čas rada u to vreme bilo moguće zaraditi oko 2,5 USA dolara, u Južnoj Koreji nešto više od 9 dolara, u Nemačkoj čak preko 24 dolara, ali u Kini svega 0,6 dolara. I pored razlika u kupovnoj moći zbog različitog nivoa ekonomske snage i strukture cena, razlike su bile i ostale ogromne. U studiji koja prati i analizira ove razlike u višedecenijskom intervalu pominje se da su tokom šezdesetih i sedamdesetih godina XX veka razlike u zaradama između Meksika i Brazila, sa jedne strane, i Južne Koreje, sa druge bile gotovo zanemarljive. Researchers of the differences in the acquisition and distribution of knowledge on a global scale clearly pointed to the fact that the systematic education and distribution of knowledge causes significant differences in the level of labour productivity among the countries of similar previous development assumptions. These differences are obtained thanks to the knowledge economy, even in the conditions of scarcity of natural resources. The illustration in Figure 4 shows the enormous differences in income per working hour, which were recorded in the world at the beginning of XXI century. For an hour of work at that time it was possible to earn about $2.5 in the USA, over $9 in South Korea, over $24 in Germany, but only $0.6 in China. Despite the differences in purchasing power due to the different levels of economic strength and price structure, the differences were and are still enormous. In a study that tracks and analyzes the differences in the decades-long interval it is mentioned that during the sixties and seventies of the twentieth century, the differences in earnings between Mexico and Brazil on one hand, and South Korea on the other, were almost negligible. 39 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... 25 20 15 10 Francuska France Južna Koreja South Korea Singapur Singapore Hong Kong Meksiko Mexico Brazil Brasil Kina China 24.3 Japan Zarada po satu u $ $ Earning per hour EU15 0 SAD USA 5 21.37 19.67 19.02 17.27 9.07 7.26 5.85 2.61 2.58 0.61 Grafikon 2. Razlike u zaradama kao produkt transfera i ekspanzije znanja: Zarade po času rada (Hanson, 2008) Graph 2. Differences in earnings as the product of transfer and distribution of knowledge: Earnings per hour of work (Hanson, 2008) Nova ekonomija i faktor znanja kao uslov priključivanja EU The new economy and the knowledge factor as a condition of joining the EU Širenje znanja i informacija, ulaganja u istraživanja i nauku osnovne su pretpostavke za brz razvoj zasnovan na novim tehnološkim rešenjima. Uprkos povremenim oštrim padovima tehnoloških potencijala, osnova ekonomije zasnovane na znanju još uvek su informacije i informaciono-komunikacione tehnologije. Iz toga nipošto ne treba zaključiti da se čitav tehnološki napredak i koncept ekonomije zasnovane na znanju bazira na kreiranju i širenju informaciono-komunikacionih tehnologija. Nove tehnologije obuhvataju mnoge tehnološke novine tzv. treće naučno-tehnološke revolucije: elektroniku, informatiku, automatizaciju, robotiku itd. Međutim, tehnički progres današnjeg sveta dovodi do promena na koje se do samo pre nekoliko decenija nije moglo računati: od gotovo trenutnog globalnog prenosa i obrade informacija, do novih materijala koji su zasnovani na neuro-nano-bio tehnologijama ili genomici, kao specifični hibridi koji doprinose energetskoj efikasnosti, ljudskom zdravlju, kvalitetnijem i dužem životu ljudi. Tako se dolazi do onih dinamičkih posledica Distribution of knowledge and information, investment in research and science are the basic prerequisites for the rapid development based on new technology solutions. Despite the occasional sharp drops of technological potential, the basis of the knowledge based economy still lies in the information and information and communication technologies (ICT). From this it certainly should not be inferred that the whole concept of technological progress and knowledge-based economy is based on the creation and distribution of ICT. New technologies include many technological innovations of the so called third scientific-technological revolution: electronics, IT, automation, robotics and so on. However, the technological progress of today’s world leads to changes that only a few decades ago were inconceivable: from almost immediate global transmission and processing of information, to new materials based on neuro-nano-bio technologies and genomics, as well as specific hybrids that contribute to energy efficiency, human health, better quality and longer life of the people, which eventually leads us to those dynamic consequences of 40 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... tehnoloških promena i inovacija na kojima je insistirao čuveni austrijsko-američki ekonomista Šumpeter, kao na „kreativnoj destrukciji“ a kasnije i Draker (uticaj inovacija) kao na najvažnijim faktorima oslobađanja preduzetničke energije i rasta produktivnosti rada, odnosno podizanja ekonomske efikasnosti i povećanja nacionalnog bogatstva. Sa političke tačke gledišta, sve te promene uz karakteristike znanja kao „javnog dobra“ podižu izazove socijalne i ekonomske politike, posebno radi odgovarajuće razvojne strategije i politike zemalja u tranziciji i njihovog pristupanja Evropskoj uniji (Piech, 2008, str. 1). Već je rečeno da se sama EU, Lisabonskim samitom, opredelila za izgradnju ekonomije zasnovane na znanju koja donosi nova i kvalitetna radna mesta, kao i ekonomsku efikasnost. Ujedinjena Evropa želi više da ulaže u znanje, informacije i tehnološki razvoj, kao i takvo obrazovanje novih generacija u kome će rad i kapital postati produktivniji zahvaljujući disperziji znanja i novih tehnologija. Upravljanje razvojem kako za Evropsku uniju tako i za svet postalo je imperativ trasiranja prihvatljive budućnosti za nove generacije ne samo u smislu održivosti ekonomskog sistema, rasta i razvoja već, pre svega, kvaliteta života, odnosno sociokulturnog i ekološkog stanja i načina života. Kako nacionalne tako i regionalne strategije održivog razvoja postale su deo novog planskog pristupa budućnosti, naročito nakon Konferencije u Johanezburgu 2002. Sve zemlje jugoistočne Evrope pristupile su izradi sopstvenih nacionalnih strategija održivog razvoja. Međutim, njihov budući razvojni put skopčan je sa mnoštvom sektorskih problema, naročito onih koje je potencirala ekonomska kriza: od smanjenja siromaštva, zapošljavanja, efikasnosti javne uprave, do stanja životne sredine, korupcije, neodržive energetike, vodosnabdevanja... Pred zemljama kao što su Srbija, Crna Gora, BiH, Makedonija, Albanija, stoje i posebni izazovi u kandidaturi technological change and innovation which the famous Austrian- American economist Schumpeter insisted on, as the “creative destruction”, later followed by Drucker (impact of innovation) as the most important factor of releasing entrepreneurial energy and labour productivity growth, i.e. raising economic efficiency and increase of national wealth. From a political point of view, all of these changes to the characteristics of knowledge as a “public good” raise the challenges of social and economic policies, particularly for the appropriate development strategies and policies of the countries in transition and their accession to the European Union (Piech, 2008, p. 1). It has been said that, by the Lisbon Summit, the EU itself decided to build a knowledge-based economy that brings new and high-quality jobs as well as the economic efficiency. The European Union wants to invest more in knowledge, information and technological developments, as well as in educating new generations with whom labour and capital shall become more productive due to the dispersion of knowledge and new technologies. Managing the development both for the European Union and for the world has become an imperative of tracing acceptable future for the new generation, not only in terms of the sustainability of the economic system, growth and development, but, above all, the quality of life and socio-cultural and environmental conditions and lifestyle. Both national and regional sustainable development strategies have become part of the new planned approach to the future, especially after the Conference in Johannesburg in 2002. All the countries of South-East Europe (SEE) have started developing their own national strategies for sustainable development. However, their future development path is linked with numerous sector issues, particularly those emphasized by the economic crisis: from the reduction of poverty, employment, efficiency of public administration, to the condition of the environment, corruption, unsustainable energy, water supply... The countries such as Serbia, Montenegro, Bosnia, Macedonia, Albania, face specific challenges with regards to the candidacy and fulfilling the formal and actual 41 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... i ispunajvanju formalnih i stvarnih uslova za članstvo u EU. Ogroman deo tih pretpostavki tiče se zaštite životne sredine i funkcionisanja institucija – suštinski usaglašenog i održivog razvoja društva. Međutim, prethodno su nagomilani brojni problemi i neodrživi tokovi kako u oblasti makroekonomije (budžetski i spoljnotrgovinski deficit, inflacija, javni dug, finansijska nedisciplina…) tako i u sferi mikroekonomije i socijalnog sistema i životne sredine... Naime, nabujali su korupcija, poreska evazija, siromaštvo, a sve uz porast nezaposlenosti i siromaštva. Biće potrebno mnogo napora da se uz pomoć ekonomije zasnovane na znanju dostignu potrebni standardi. requirements for the membership in the EU. A huge portion of these assumptions concerns the protection of the environment and the functioning of institutions - essentially harmonized and sustainable development of the society. However, numerous issues and unsustainable trends had been previously accumulated both in the area of macroeconomics (budget and trade deficit, inflation, public debt, financial indiscipline...) and in the area of microeconomics, social systems and the environment... Namely, the corruption, tax evasion and poverty flourished, alongside with the increase in unemployment and poverty. It will take a lot of effort to reach required standards using knowledge-based economy. DA LI ĆE U SVETU PREVLADATI PAMETNA EKONOMIJA? WILL THE SMART ECONOMY PREVAIL IN THE WORLD? Primer akcije za klimu Example of Climate Action Jedan test potencijalno pozitivnog spoja ekonomije zasnovane na znanju i održivog razvoja na delu je gotovo dve decenije. „Akcija za klimu“ na globalnom nivou otpočela je u drugoj polvini 1997. godine donošenjem Kjoto protokola. Ključna intencija ovog globalnnog sporazuma bila je smanjivanje nivoa emisije gasova staklene bašte. Prema nalazima Globalnog panela za klimu, najveća opasnost pretila je usled gomilanja i sve veće koncentracije ugljendioksida u atmosferi. Antropogeni faktor odgovoran je, smatra se, u najvećoj meri za taj opasni trend. Kjoto protokol nije prošao sjajno u svetu tokom kakve-takve primene tokom poslednje decenije XX veka i prve XXI veka. Njegova primena je trebalo da bude zamenjena novim aktom 2012. godine. Pokušavalo se već na Baliju 2007. Nažalost, svetski lideri su se dogovorili samo to da se dalje dogovaraju. „Grupa 8“ na sastanku u julu 2008. pokušala je za svoj račun da radi na smanjenju emisije GHG. Po mišljenju Entoni Gidensa, akcija je poslužila više-manje kao pričaonica (Gidens, 2010). Lideri ove A test of a potentially positive link of knowledge-based economy and sustainable development is in action for almost two decades. “Climate Action” on a global scale began in the second half of 1997 by adopting the Kyoto Protocol. The key intention of this global agreement was to reduce the level of greenhouse gas emissions. According to the findings of the Global Panel on climate, the greatest threat was due to the accumulation and constantly increasing concentration of carbon dioxide in the atmosphere. It is believed that the anthropogenic factor is mainly held most responsible for such dangerous trend. The implementation of the Kyoto Protocol was not a complete success in terms of its more or less successful application during the last decade of the twentieth century and during the first decade of the twenty-first century. Its application was meant to be replaced by a new act by 2012. Such attempts were made in Bali in 2007. Unfortunately, the world leaders agreed only to continue to negotiate. At the meeting held in 2008, “Group 8” attempted to perform the reduction of GHG emissions for their own account. Based on the opinion of Anthony Giddens, the action served more or less as a chat room (Giddens, 2010). 42 P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... grupe najavili su smanjenje emisije ugljendioksida, kao i drugih gasova staklene bašte čak za 50% do 2050. Skup u Kopenhagenu (decembra 2009) doneo je dogovor o povećanju finansiranja borbe protiv zagađenja na 30 milijardi dolara za sledeće tri godine, kao i cilj od 100 milijardi dolara pomoći nerazvijenim zemljama za borbu protiv uzroka i posledica globalnog zagrevanja do 2020. Međutim, izbio je spor između SAD i pojedinih zemalja OECD (dakle najrazvijenijih) i zemalja u razvoju oko načina finansiranja borbe protiv globalnih klimatskih promena. Ciljevi nisu konkretizovani na obaveze pojedinih zemalja. Razočarenje je bilo veliko, s obzirom na to da se očekivao čvršći politički dogovor, pa bio on i nesavršen” (www.nacional. 2009). Krajem 2010. godine skoro 200 zemalja okupljenih na konferenciji UN o klimi u Kankunu (Meksiko) usvojile su dokument koji predviđa niz mehanizama za borbu protiv klimatskih promena, uključujući i osnovanje Zelenog fonda za pomoć zemljama u razvoju. Mada je komentarisano kako dogovor iz Kankuna “otvara novu eru u međunarodnoj saradnji u oblasti klimatskih promena”, dokument je usvojen uprkos protivljenju Bolivije, pa je ostalo upitno da li je stvarno “pravilo za usvajanje konsenzus” i da se radi o “nesrećnom presedanu”... The leaders of this group have announced a reduction in emissions of carbon dioxide as well as other greenhouse gases by as much as 50% by 2050. The meeting in Copenhagen (in December 2009) brought a deal to increase the funding to fight the pollution to $30 billion for the next three years, and set a target of $100 billion to aid underdeveloped countries to combat the causes and consequences of global warming by 2020. However, a dispute arose between the United States and certain OECD countries (i.e. the most developed countries) with regards to the methods of financing the fight against global climate change. The objectives have been accepted, but no specific obligations of specific countries have been defined. The disappointment was great, considering that a firm political agreement was expected, even if it had been imperfect” (www.nacional. 2009) At the end of 2010, nearly 200 countries gathered at the UN climate conference in Cancun (Mexico) adopted a document that provides a variety of mechanisms to fight climate change, including the establishment of the Green Fund to help developing countries. Although it was commented that the arrangement of Cancun “opens a new era in international cooperation in the field of climate change”, the document was adopted despite opposition from Bolivia, therefore leaving the question of whether it actually represents “ a consensus as a rule for the adoption” and that it was “an unfortunate precedent”... Energetika kao ključni deo testa Energy as a key part of the test Danas je najveća odgovornost za to u sektoru energetike. Svima je u interesu da što je pre moguće i u što većoj meri pređu na obnovljivu i što čistiju energiju, kao i da unaprede energetsku efikasnost. Održiva energetika na svetskom nivou verovatno uzrokuje jednu od najgrandioznijih globalnih pozitivnih eksternalija, upravo kao i globalni ekološki i klimatski sporauzumi (Goodsein, 2003, str. 54). To je sasvim ispravno stanovište do određenog nivoa. U uslovima krize, pravila slobodne razmene znanja i obostranog interesa pri korišćenju i kreiranju novih zelenih tehnologija i ekono- Today, the greatest responsibility lies within the energy sector. It is everyone’s mutual interest to convert to renewable and clean energy as soon as possible and as much as possible, as well as to improve energy efficiency. Sustainable Energy at the global level is likely one of the most grandiose causes of global positive externalities, just like the global environmental and climate agreements (Goodsein, 2003, p. 54). It is a completely correct position to a certain level. In times of crisis, the rules of the free exchange of knowledge and mutual interest in the use and creation of new green technologies as well as 43 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... mije znanja se relativizuju. Tako se sve više razlikuju zemlje proizvođači „zelenih“ energetskih tehnologija u odnosu na korisnike tih tehnologija. Ogromna sredstva uložena su u znanje i tehnike proizvodnje vetrogeneratora ili sunčanih panela, od Nemačke do Kine. Konkurencija je veoma živa na svetskom tržištu. Evropska unija u daleko većoj meri obavezuje svoje članice da povećaju udeo obnovljive energije, odnosno da smanje štetne energetske emisije i povećavaju energetsku efikasnost nego što je to slučaj u SAD, Kini, Indiji, ili, recimo, Rusiji, koja ključni prihod od izvoza bazira na prodaji nafte i gasa, kao glavnih komercijalnih energenata današnjice. Bilo bi veoma nerazumno očekivati od Rusije ili Kine da naglo menjaju sopstvene razvojne strategije u pogledu korišćenja energenata, pa makar i na osnovu globalne akcije za klimu. Ovdašnja strateška pomeranja od pametnih ka više materijalizovanim i energeski zavisnim ekonomskim aktivnostima ima koren u krizi. Zemlje u razvoju, kao i zemlje u tranziciji, postupaju drugačije sa svojim resursnim potencijalima u kriznom vremenu u odnosu na ona prethodna vremena. Još nema saglasnosti oko klimatskih i energetskih ciljeva i standarda. Konkretizacija pojedinačnih obavaza u novom dokumentu za klimu treba da se realizuje do kraja 2015. godine. U tom „dokumentu“ koji bi zamenio Kjoto sprazum, konkretizacija globalnih ciljeva u vezi sa smanjivanjem emisije gasova staklene bašte, biće više-manje formalizovana. Samo je pitanje kako će se ponašati pojedini tvrdi pregovaračai poput SAD, Kine, Rusuje, tim pre što je današnje opasno zaoštravanje odnosa Rusije i zapadnih zemalja, veliki rizik da se išta kvalitetno na tom planu postigne. Sa jedne strane stoje besparica (produžavanje krize), a sa druge energetska nestabilnost kao i opasna i sve više nepredvidiva kolebanja cena energenata na međunarodnom tržištu, kao i posebni intreresi pojedinih zemalja da ne napuštaju lako koncept konvencionalne energeije – sve su to uzroci usporavanja u razvoju ekonomije zasnovane na znanju, kao i globalnog sprovođenja koncepta održivog razvoja. 44 the knowledge economy are relativized. Thus, the countries - manufacturers of “green” energy technologies increasingly differ from the users of these technologies. Huge funds were invested in knowhow and techniques of manufacture of wind turbines or solar panels, from Germany to China. The competition is very much alive in the world market. The European Union obliges its members to increase the share of renewable energy and to reduce harmful energy emissions and increase energy efficiency, to a far greater extent than it is the case in the U.S., China, India or Russia, whose key income is based on the export sale of oil and gas, as major commercial energy sourced of today. It would be unreasonable to expect from Russia or China to rapidly adjust their development strategies in terms of the use of energy sources, even on the basis of Global Climate Action. The local strategic shift from smart to more materialized and energy dependent economic activities is rooted in a crisis. Developing countries as well as the countries in transition, act differently with their resource potential in times of crisis compared to the previous prior to the crisis. There is still no consensus on the climate and energy goals and standards. Concretization of individual obligations as a new document for the climate should be implemented by the end of 2015. Such “document” that would replace the Kyoto agreement shall more or less formalize the concretization of global goals related to reducing greenhouse gas emissions. The only question is the behaviour of certain hard negotiators such as the U.S., China and Russia, concerning that the current strained relations between Russia and the Western countries represent a high risk that any quality agreement may emerge in this area. On one side there is shortage of money (prolongation of crisis), and the other - energy instability as well as dangerous and more unpredictable energy price fluctuations in the international market, as well as special interests of some countries not to easily abandon the concept of conventional energy - these are all reasons for the slowdown in development of knowledge-based economy, as well as in the global implementation of sustainable development. P. Đukić: KNOWLEDGE - BASED NEW ECONOMY AND SOCIETY: WITH REGARDS TO THE... Šta činiti: opstanak ili održivi razvoj What to do: survival or sustainable development Oko 1000 milijardi dolara godišnje u svetu ulaže se samo u energetiku. Od toga u klasičnu energetiku fosilanih goriva oko 600 milijardi, a u obnovljivu energetiku i ekološkle ciljeve enegetike svega 313 milijardi. Prema predlozima Svetskog saveta za energiju, stvari bi trebalo da teku obrnuto, tako da se do 2050, svake godine u „zelenu „ energiju i energetsku efikasnost ulaže po 1000 milijardi dolara, ili čak 35000 milijardi dolara ukupno, što po današnjim vrednostima iznosi oko polovine aktuelnog godišnjeg BDP sveta (Đukić, 2013). Energetska efikasnost predstavlja jednu od najnoviljih izazova za čitav današnji svet koji ne može bez tehnološkog napretka. Tržišna privreda i globalizacija su direktno povezane. To znači i da je ulaganje u energiju ukupno danas onoliko koliko bi trebalo da iznosi samo ulaganje u obnovljivu energiju i ekologizaciju energetike. Te dve stvari se ni u kom slučaju ne isključuju. Tako, na primer, najnovije termoelektrane na ugalj podrazumevaju i mogućnosti novih tehnologija sagorevanja uglja u prahu, odnosno korišćenje tzv. pulverizovanog uglja2 a tom prilikom se podiže efikasnost iskorišćenja i smanjuje štetna emisija. Drugi način je „zarobljevanje“ emitovanog ugljendioksida i njegovo skladištenje u zemlju koje se već u svetu vrši. Ima još mnoštvo načina kojima bi pametna ekonomija, prvenstveno podelom tehnoloških rešenja i razmenom znanja u svetu, mogla da doprinese održivosti globalne energetike i smanjenju rizika velikih geofizičkih promena. Klimatski paket promena i kontra-mera u svetu povezan je samo naizgled najviše sa energetikom, životnom sredinom i resursima. Naime, posredno one pogađaju mnoge druge vitalne aktivnosti kao što su: poljoprivreda, About $1000 billion annually is invested in the energy alone. From that number, about $600 billion is invested in the classical energy if fossil fuel and only about $313 billion in the renewable energy and environmental goals of energy sector. According to the proposals of the World Energy Council, the situation should flow the other way around, so that by 2050, every year about $1000 billion or even $35000 billion in total should be invested in “green” energy and energy efficiency, which by the current value is about half of the current annual world GDP (Đukić, 2013). Energy efficiency is one of newest challenges for the entire world which cannot do without technological progress. The market economy and globalization are directly related. This means that investment in the energy of today is as much as the investment in renewable energy and ecologisation of energy should be. These two subjects by no means exclude each other. So, for example, the latest coalfired plants include the possibilities of new powder coal combustion technologies, or the use of the so-called pulverized coal2 which increases the efficiency of utilization and reduces harmful emissions. Another way is “capturing” emitted carbon dioxide and storing it underground, which is already being done in the world. There are plenty of methods that would enable the smart economy, particularly by distributing technological solutions and sharing knowledge worldwide could contribute to the sustainability of the global energy and reduce the risk of large geophysical changes. Package of Climate Changes and counter-measures worldwide is only seemingly linked primarily to energy, environment and resources. Namely, they indirectly affect many other vital activities such as agriculture, trans- 2 Reč je o dobijanju metanola od uglja tzv. pulverizacijom koja podrazumeva dobijanje sintetičkog gasa (syngas) i likefijaciju pod pritiskom pare, tako da se sjedinjavanjem tog produkta sa vodonikom dobija methanol, koji se dalje može mešati sa naftom, ili koristiti za dobijanje električne energije. 2 It is about getting the methanol from coal so. The pulverization of the preparation, which involves a synthetic gas (syngas) and likefijaciju pressure steam, so as to amalgamate the product obtained with hydrogen methanol, which can be further mixed with the oil, or used to generate electricity. 45 P. Đukić: NOVA EKONOMIJA I DRUŠTVO ZASNOVANO NA ZNANJU: U SVETLU KONCEPTA ... saobraćaj, šumarstvo, građevinarstvo, industrija... Kao karakteristika i potencijal moderne civilizacije, globalizacija može da doprinese rešavanju problema i uklanjanju prepreka za saradnju i razumevanje, odnosno trgovini, inovacijama i znanju sa jedne strane, ali, isto tako, i da deluje zbunjujuće i stvara nove probleme, podele i rizike, naročito ljudima koji od nje strahuju i gube. Izazovi globalizacije ostaju i dalje kao „dva lica boga Janusa“, šansa ili pretnja (Đukić, 2011, str. 253). Sve zavisi od toga da li će svet uspeti da položi ključni ispit budućnosti – da upravlja potrebama populacije od 9 milijardi ljudi, već sredinom XXI veka. Današnja globalna scena, naročito pod pritiskom ukrajinske krize, nosi velike neizvesnosti, usporava pozitivne impulse koje nude nova tehnološka rešenja i saradnja zemalja, ne samo na polju održive energetike, ili akcije za klimu. Mnoga pitanja i probleme valja rešavati zajedno i uz više saradnje i razumavanja. Pametna ekonomija morala bi da nalazi tehnološki i ekonomski upotrebljiva rešenja za probleme vodosnabdevanja, životnog prostora, vremenskih i prirodnih katastrofa, ishrane i gladi, novih zaraznih bolesti i ko zna kojih sve iskušenja koje donosi budućnost klimatskih i drugih promena na zemljiu. Održivi razvoj kao koncept usaglašavanja i preklapanja različitih, a pre svega ekonomskih, socijalnih i ekoloških ciljeva, nije istrošen i neupotrebljiv model. U cilju njegove konkretizacije teško i mukotrpno se traže i pronalaze u suštini, kompromisna, rešenja. Nijedna kriza ne može biti razlog da se za takvim rešenjima prekine traganje kako na nacionalnom tako i na regionalnoom i globalnom planu. Sadašnja generacija ljudi na Planeti nema ni politički ni moralni mandat da se kocka sa sudbinom budućih generacija. port, forestry, construction, industry... As a feature and potential of modern civilization, globalization can contribute to solving problems and removing barriers to cooperation and understanding, i.e. trade, innovation and knowledge, but also to act confusing and create new problems, divisions and risks, particularly to people who are afraid of it and eventually lose. Globalization challenges remain as “two-faced god Janus,” a chance or a threat (Đukić, 2011, p. 253) . It all depends on whether the world will be able to pass the key test of the future - to manage the requirements of 9 billion people, by the middle of the 21st century. Today’s global stage, especially under the pressure of the Ukrainian crisis, carries a lot of uncertainties, slowing down the positive impulse offered by new technological solutions and cooperation between countries, not only in the field of sustainable energy or Climate Action. Many issues and problems should be solved together with increased level of cooperation and understanding. Smart economy would have to provide technologically and economically useful solutions for the problems of water supply, living space, weather and natural disasters, nutrition and hunger, new infectious diseases and who knows what other temptations of the future regarding climate and other changes to the country. Sustainable development as a concept of conciliation and overlay of different, particularly economic, social and environmental objectives, it is not an outdated and useless model. For the purpose of its concretisation, searching and finding, mainly compromise solutions is quite difficult. No crisis can be the reason to stop searching for such solutions both on a regional and on a global level. The current generation of people on the Planet has neither a political nor a moral mandate to gamble with the fate of future generations. LITERATURA LITERATURE Bibi, A. & Brenan. M. A. (2008). Osnovi ekologije. Beograd: Clio. Bibi, A. & Brenan. M. A. (2008). First Ecology. 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New York: Oxford University Press. 49 50 ODRŽIVI RAZVOJ - SUSTAINABLE DEVELOPMENT HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX Igor Ferjan Fondacija za obnovu i razvoj, Generalni sekretar za BiH The Reconstruction and Development Fund, General secretary for BIH Izvorno naučni članak DOI 10.7251/OIK1402006F, UDK 316.42:141.7(497.6) Original scientific paper REZIME SUMMARY Rezultatima istraživanja predstavljenim u ovom članku ostvarivana je primarna misija istraživanja: afirmirati holističko mjerenje životnog nivoa i ljudskog razvoja. U članku su elaborirane najvažnije značajke o humanom razvoju, indeksu humanog razvoja i načinu mjerenja humanog razvoja. Posebna pažnja je posvećena strukturi i računanju indeksa humanog razvoja (HDI). Elaborirano je više tematskih jedinica o indeksu humanog razvoja: pojam, obilježja, struktura, računanje i tumačenje HDI. Predstavljen je reprezentativni primjer računanja indeksa humanog razvoja Bosne i Hercegovine za 2012. godinu. Navedene su mjere koje će doprinijeti holističkom mjerenju životnog nivoa putem indeksa humanog razvoja. The research results presented in this paper demonstrate the accomplishment of the primary mission of this research: to recognise the holistic measurement of quality of life and human development. The paper elaborates the most important features of human development, Human Development Index and the method of measuring human development. Particular attention has been paid to the structure and calculation of the Human Development Index (HDI). Several thematic units on the Human Development Index have been assessed/ addressed: definition, properties, structure, calculation and interpretation of the HDI. A representative example of calculating the Human Development Index of Bosnia and Herzegovina in 2012 has been presented. The measures that will contribute to the holistic measurement of quality of life via the Human Development Index have been specified hereinafter. Ključne riječi: mjerenje životnog nivoa, humani razvoj, indeks humanog razvoja, HDI. Key words: measurement of quality of life, human development, Human Development Index, HDI. UVOD INTRODUCTION Rečenicom „Ljudi su stvarno bogatstvo nacija“ 1990. godine započeo je novi pristup razmišljanju o razvoju i uspostavljen je indeks humanog razvoja koji od tada doživljava konstantnu evoluciju u pokušaju da mjeri životni nivo na način koji će biti nešto više od samog zbrajanja brojeva. Više od dvadeset godina proučavaju se problemi i fenomeni humanog razvoja i njegovog mjerenja, ali, unatoč svim istraživanjima, literatura o toj problematici je nedostatna i neprimjerena stvarnim korisnicima. Prema tome, zadatak ovog članka je In 1990, the phrase “People are the real wealth of a nation” marked a new approach to development analysis thus establishing the Human Development Index, which has been constantly evolving ever since, attempting to measure the quality of life in a way that would be more than simple adding up the numbers. For more than twenty years, the problems and phenomena of human development and its measurement have been studied. However, despite all the research, the literature on this issue is inadequate and inappropriate for the actual users. Therefore, the aim of this paper is to assess current 51 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA da se istraže aktualni problemi i fenomeni o holističkom mjerenju nivoa života. Sukladno problematici postavljena je temeljna hipoteza: Indeks humanog razvoja predstavlja temelj holističkog mjerenja životnog nivoa. Rezultati istraživanja u ovom članku imaju misiju da doprinesu mjerenju životnog nivoa, odnosno, da daju doprinos holističkom mjerenju životnog nivoa putem indeksa humanog razvoja. issues and phenomena on the holistic measurement of quality of life. In accordance with the task, a fundamental hypothesis has been established: The Human Development Index is the foundation for the holistic measurement of quality of life. The research results in this paper should contribute to the measurement of quality of life, i.e., to contribute to the holistic measurement of quality of life using the Human Development Index. DEFINISANJE HUMANOG RAZVOJA DEFINING HUMAN DEVELOPMENT Humani razvoj predstavlja proces proširenja izbora ljudi, a najvažniji od njih su: živjeti dug i zdrav život, biti obrazovan i uživati pristojan životni standard. Dodatni izbori uključuju političke slobode, garantovana ljudska prava i samopoštovanje. Ponekad se čini da je prihod dovoljan pokazatelj za sve ljudske izbore, jer pristup dohotku dozvoljava pristup opcijama, što je samo djelomično tačno iz više razloga. 1. Prihod je sredstvo, a ne cilj. Može se koristiti za nabavku lijekova ili droge. Dobar standard društva ovisi od koristi tog prihoda, a ne od same visine prihoda. 2. Praksa pokazuje slučajeve visokog nivoa ljudskog razvoja sa skromnim nivoom prihoda, kao i nizak nivo ljudskog razvoja sa relativno visokim nivoima dohotka. 3. Trenutni prihod države može ponuditi smjernice za svoj budući rast. Ako je država već uložila u svoje ljude, potencijal prihoda može biti puno veći nego što sadašnji nivo dohotka pokazuje, i obratno. 4. Uvećavanje ljudskih problema u mnogim industrijski bogatim zemljama pokazuje da visok nivo dohotka, sam po sebi, nije garancija za ljudski napredak. Jednostavno, istina je da ne postoji automatska veza između prihoda, rasta i ljudskog napretka, a glavna preokupacija analize razvoja bi trebalo da bude stvaranje i pojačavanje te veze. Ovdje pojam ljudskog razvoja označava i proces proširenja izbora ljudi i nivoa Human development is a process of increasing the volume of people’s choices, the most important ones being: to live a long and healthy life, to be educated and to enjoy a decent standard of living. Additional choices include: political freedom, guaranteed human rights and self-esteem. Sometimes it may occur that the income is the sufficient indicator, for it allows access to the other options, which is only partially true for several reasons. 1. Income is an instrument, not an objective. It can be used for the purchase of medicines or drugs. A good quality standard depends on the benefits provided by that income, not on the income level itself. 2. In practice, there are cases of high level of human development with modest income as well as low level of human development with relatively high income. 3. Current state income may offer guidance for its future growth. If the state has already invested in its people, the income potential can be much higher than shown by the current income level, and vice versa. 4. Increase of human problems in many wealthy industrialized countries shows that a high level of income, by itself, is no guarantee of human progress. The truth is that there is no automatic correlation between income, growth and human progress, a major preoccupation of development analysis should be to create and enhance such correlation. In this case, the concept of human development marks the process of expanding people’s choices 52 I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX postignute dobrobiti i pomaže da se napravi jasna razliku između dvije strane ljudskog razvoja. Jedan od njih je formiranje ljudskih sposobnosti, kao što su poboljšanje zdravlja ili znanja, a drugi je da ljudi koriste svoje stečene sposobnosti za rad ili odmor. Ovaj način gledanja na razvoj se razlikuje od konvencionalnog pristupa ekonomskog rasta, raspodjele ljudskog kapitala, razvoja ljudskih potencijala, ljudskog blagostanja ili osnovnih ljudskih potreba, pa je potrebno jasno razgraničiti te razlike kako bi se izbjegle bilo kakve zabune. 1. Rast BDP-a se ovdje tretira kao nužan, ali ne i dovoljan za ljudski razvoj. U nekim društvima humani napredak nedostaje, unatoč brzom rastu BDP-a ili visokom nivou dohotka po stanovniku, osim ako su učinjeni neki dodatni koraci. 2. Teorije formacije ljudskog kapitala i razvoj ljudskih potencijala posmatraju ljudska bića prvenstveno kao sredstvo, pa se o ljudima brinu samo kao o instrumentima za unapređivanje robne proizvodnje, jer ljudi predstavljaju izvršitelje proizvodnje. No, ljudi su nešto više od kapitalnih dobara proizvodnje. Oni, također, predstavljaju krajnje korisnike ovog procesa. Dakle, glavni koncept formiranja ljudskog kapitala obuhvaća samo jednu stranu ljudskog razvoja, a ne njegovu cjelinu. 3. Ljudsko blagostanje posmatra ljudska bića više kao korisnike razvojnog procesa, a ne samo kao sudionike u njemu i naglašava distributivne politike, a ne proizvodne strukture. 4. Pristup osnovnim životnim potrebama se obično koncentriše na paket dobara i usluga koje određene skupine stanovništva trebaju: hrana, sklonište, odjeća, zdravstvena zaštita i voda. Centar pažnje je usmjeren na pružanje tih dobara i usluga, a ne na pitanje ljudskog izbora. Ljudski razvoj, s druge strane, povezuje proizvodnja i distribuciju dobara, kao i proširenje i korištenje ljudskih sposobnosti, a fokus predstavlja izbor o tome šta bi ljudi trebalo da imaju i šta bi trebalo raditi da bi and the level of achieved well-being and helps to form a clear distinction between the two sides of human development. One of them is the formation of human abilities, such as the improvement of health or education, and the other being the use of the acquired abilities for work or leisure. Such perspective of development differs from the conventional approach to economic growth, distribution of people resources, human resource development, human well-being or basic human needs, therefore it is required to clearly distinguish the differences in order to avoid any confusion. 1. In this case, GDP growth is treated as a necessary aspect, but not a sufficient aspect for human development. Some societies lack human progress, despite rapid GDP growth and high per capita income, unless some additional steps have been made. 2. Theories of the formation of people resources and human resource development perceive human beings primarily as an instrument, therefore addressing people as instruments for the improvement of production of goods, for the people are the production executants. However, people are somewhat more than simple capital goods. They also represent the end-users of the aforementioned process. Thus, the main concept of people resources covers only one aspect of human development, not the whole. 3. Human well-being perceives human beings more as pure users of the development process, not as the participants and it emphasizes distributive politics, not production structures. 4. Access to basic human needs is usually concentrated onto the set of goods and services which a specific groups of the population requires: food, shelter, clothing, health care and water. Centre of attention is focused on providing such goods and services, not on the issue of the people’s choice. On the other hand, human development is connected by the production and distribution of goods, as well as the expansion and utilisation of human abilities, while the focus representing the selection of what people should have, and what 53 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA osigurali svoje izdržavanje. Humani razvoj je više koncentrisan na ljudski razvoj kao dinamički proces, a ne samo kao proces za zadovoljenje osnovnih potreba. To se podjednako odnosi kako na manje razvijene tako i na visoko razvijene zemlje. Dakle, humani razvoj obuhvaća mnogo ranijih pristupa ljudskom razvoju. Ova široka definicija omogućuje bolji pogled na složenost ljudskog života, na mnoge probleme ljudi u različitim kulturama svijeta, ekonomske, društvene i političke razlike u životima ljudi širom svijeta. Također, ova definicija postavlja nekoliko pitanja: Da li je ljudski razvoj sam po sebi podesan za mjerenje i kvantifikaciju? Da li je operativan? Može li se planirati i pratiti? should be done to ensure their own sustenance. Human development is more focused on human development as a dynamic process, not only as a process for satisfying the basic needs. It applies equally to both less developed and highly developed countries. Thus, human development includes numerous previous approaches to human development. This broad definition allows a better perspective of the complexity of human life, of the numerous problems of people in different cultures worldwide, of economic, social and political differences in the lives of people around the world. Likewise, this definition raises several questions: Is the human development suitable for measurement and quantification by itself? Is it operational? Can it be planned and monitored? KONCEPT MJERENJA LJUDSKOG RAZVOJA MEASUREMENT CONCEPT OF HUMAN DEVELOPMENT Kako bi se dobila što sveobuhvatnija slika, u svakom sistemu za mjerenje i praćenje ljudskog razvoja, potrebno je uključiti mnoge varijable. No, trenutni nedostatak relevantnih usporedivih statističkih podataka to ne dozvoljava, a niti je takva sveobuhvatnost u potpunosti poželjna. Previše pokazatelja može proizvesti zbunjujuću sliku – može da zbuni kreatore politike. Sve navedeno sugeriše da mjerenje humanog razvoja treba za sada usredotočiti na tri bitna elementa ljudskog života: dugovječnost, znanje i pristojan životni standard. Prvi element predstavlja pokazatelj dugovječnosti očekivanog životnog vijeka pri rođenju. Važnost životnog vijeka leži u ustaljenom mišljenju da je dug život sam po sebi vrijedan, kao i činjenici da su različite indirektne koristi (npr. primjerena prehrana i dobro zdravlje) usko povezane sa dužim životnim vijekom. Ovo čini životni vijek važnim pokazateljem humanog razvoja, a, posebno, s obzirom na sadašnje nedostatke sveobuhvatne informacije o zdravlju ljudi i nutritivnom statusu. Drugi ključni element predstavlja znanje. Podaci o pismenosti su samo odraz sirovog pristupa obrazovanju, posebno o kvalitetnom obrazovanju koje je tako potrebno za produk- In order to obtain a more comprehensive view, it is necessary to include numerous variables in any system for measuring and monitoring human development. However, the current lack of relevant comparable statistical data does not allow that, nor is such comprehensiveness entirely preferable. Too many indicators may result in a confusing result confusing the policy makers. All of the above suggests that the measurement of human development should be focused on the three essential elements of human life: life expectancy, education and a decent living standard. The first element is the life expectancy indicator. The importance of life expectancy lies in the established opinion that a long life is valuable by itself, and in the fact that the various indirect benefits (e.g., adequate nutrition and good health) are closely associated with longer life expectancy. This makes the lifespan an important indicator of human development and, particulary with regards to the current lack of comprehensive information on human health and nutritional status. The second key element is the education. Data with regards to literacy are simply a reflection of a raw approach to education, especially a good quality education that is necessary for a produc- 54 I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX tivan život u modernom društvu. No, pismenost predstavlja prvi korak u učenju i građenju znanja jedne osobe, tako da su podaci o pismenosti neophodni za mjerenje ljudskog razvoja, a važnosti bi se trebalo pridati višim nivoima obrazovanja. No, za osnovni humani razvoj, pismenost zaslužuje naglasak. Treći ključni element ljudskog razvoja predstavlja pristojan život koji je možda najteži za jednostavno mjerenje. To zahtijeva podatke o pristupu zemljištu, kreditima, prihodima i drugim resursima, a kako su podaci o mnogim od tih varijabli oskudni, za sada je potrebno na najbolji način iskoristiti pokazatelj o prihodima. Najdostupniji indikator predstavlja dohodak po glavi stanovnika koji ima široku nacionalnu pokrivenost. Prisutnost nerazmjenjivih dobara i usluga te kursne anomalije, carine i porezi ne čine podatke o dohotku po glavi stanovnika vrlo korisnim za međunarodne upotrebe. Međutim, takvi podaci mogu biti poboljšani pomoću kupovne moći prilagođene realnom GDP-u po glavi stanovnika, koje pružaju bolje procjene relativne kupovne moći, kako bi se dobio standard za pristojan život. Daljnje razmatranje pokazuje da bi indikator trebao prikazati pretvaranje prihoda u ljudske sposobnosti. Drugim riječima, ljudi ne trebaju pretjerana finansijska sredstava kako bi osigurali pristojan život. Ovaj aspekt je uzet u obzir koristeći logaritam realnog BDP-a po stanovniku za pokazatelj dohotka. Sve tri mjere ljudskog razvoja pate od zajedničkog nedostatka: one predstavljaju prosjeke koji prikrivaju široke razlike ukupne populacije. Različite društvene skupine imaju različita životna očekivanja. Često su raširene razlike u pismenosti kod muškaraca i žena, također, distribucija prihoda je neravnomjerna. Dakle, stvara se snažna osnova za korekciju distribucije. Takve korekcije su posebno važne za prihode, koji mogu narasti do ogromnih visina. Nejednakost u odnosu na životni vijek i pismenost je mnogo više ograničena: osoba može biti pismena samo jednom kao što i ljudski život ima svoj kraj. Teško je utvrditi pouzdane i usporedive procjene nejednakosti. Vjerovatno najčešće korištena mjera nejedna- tive life in the modern society. However, literacy is the first step in learning and education process of a person. Therefore, the data on literacy is necessary for measuring human development, with the higher importance given to higher levels of education. For basic human development, literacy deserves to be specifically noted. The third key element of human development is a decent living standard, which is perhaps the most difficult to be measured, for it requires data on road access, loans, income and other resources, and since the data on many of those variables are scarce, currently, the best method is to use the income indicator in the best manner possible. The most accessible indicator is per capita income, which has broad national coverage. The presence of non-traded goods and services, exchange abnormalities, duties and taxes do not make the data on income per capita very useful for international use. However, such data can be improved by purchasing power adjusted to real GDP per capita, providing better estimates of the relative purchasing power to get a decent living standard as a result. Further examination shows that the indicator demonstrate the conversion of income into human abilities. In other words people do not require excessive financial resources to ensure a decent life. This aspect is taken into account with the use of real GDP per capita logarithm as the income indicator. All the three measures of human development suffer from a common deficiency: they represent averages which conceal significant differences of the total population. Different social groups have different life experiences. Often, the literacy among men and women differs greatly. Likewise, the income distribution is also uneven. Therefore, a strong foundation for the readjustment of the distribution is established. Such readjustments are especially important for the income, which can grow enormously. Inequality in relation to life expectancy and literacy is much more limited: a person can be literate only once, in the same way the human life has its end. It is difficult to establish reliable and comparable estimates of inequality. Probably the most 55 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA kosti dohotka, Ginijev koeficijent, trenutno je dostupan za manje od četvrtine od 130 zemalja, i mnoge od tih procjena su daleko od pouzdanih. Podaci za očekivano trajanje života i pismenost po grupama prihoda se ne prikupljaju, čak i one dostupne za ruralno-urbane i muško ženske razlike su još uvijek previše male za međunarodna poređenja. Konceptualni i metodološki problemi kvantificiranja i mjerenja ljudskog razvoja postaju još složeniji za političke slobode, osobne sigurnosti, međuljudske odnose i fizički okoliš. Ali, čak i ako ti aspekti uveliko bježe mjerenju, analiza ljudskog razvoja ih ne smije ignorisati. Ispravno tumačenje podataka o mjerljivim varijablama također ovisi o više kvalitativnoj dimenziji ljudskog života. Poseban napor se mora uložiti u razvoj jednostavnih kvantitativnih mjera za hvatanje mnogih aspekata ljudske slobode. Godine 1990. UNDP je objavio prvi Izvještaj o humanom razvoju. “Ljudi su stvarno bogatstvo nacija.” Tim riječima je 1990. godine Izvještaj o humanom razvoju (HDR) započeo novi pristup razmišljanju o razvoju (UNDP, 2010, str. 1). Cilj razvoja da treba stvoriti poticajno okruženje za ljude, da uživaju dug, zdrav i kreativan život, očit je i danas. No, to nije uvijek bio slučaj. Osnovni cilj HDR od 1990. do 2010. godine je da se naglasi da je razvoj prije svega temeljen na ljudima. 2010. taj koncept je obnovljen i ponovno utvrđen. Jedan od pozitivnih aspekata tradicionalnog Izvještaja o humanom razvoju jeste da je opis ljudskog razvoja živ. Mijenjao se sa vremenom, mjestom i uslovima, a i dalje je održavao temeljne vrijednosti. Ni na koji način nije sugerisao da će živi pristup ljudskom razvoju biti zamijenjen statičkim oblikom. Međutim, predloženo je da srž koncepcije ljudskog razvoja redovno uključuje proces slobode uz mogućnost proširenja, te da će načela kao što su smanjenje siromaštva, trajnost, održivost i podrška za ljudska prava biti sastavni dio ljudskog razvoja. Pravo bogatstvo naroda predstavlja put ka humanom razvoju. Godine 2010. su predstavljena tri nova indeksa kojim su obuhvaćeni aspekti nejed56 commonly used measure of income inequality, the Gini coefficient, is currently available for less than a quarter of the 130 countries, with many of those estimates being far from reliable. Data on life expectancy and literacy per revenue groups is not collected. Even the data available for rural- urban and male-female differences are still too scarce for international comparisons. Conceptual and methodological issues of quantifying and measuring human development become even more complex for political freedom, personal safety, interpersonal relationships and physical environment. However, even if such aspects are difficult to measure, the human development analysis must not ignore them. The correct interpretation of the data on measurable variables also depends on a more qualitative dimension of human life. A special effort must be made towards the development of simple quantitative measures to include the many aspects of human freedom. In 1990, UNDP published the first Human Development Report “People are the real wealth of a nation.” The Human Development Report (HDR) used those words to launch a new approach to development thinking (UNDP, 2010, p. 1) in 1990. The goal of development - to create a supportive environment for people to enjoy a long, healthy and creative life - is evident even today. However, this was not always the case. The main goal of HDR from 1990 to 2010 was to stress that the development is based primarily on the people. In 2010 the concept was rebuilt and re-established. One of the positive aspects of the traditional Human Development Report is that the description of human development remains alive. It has changed through time, places and circumstances, while maintain its core values nevertheless. In no way it was suggested that the active approach to human development would be replaced by a static form. However, it was suggested that the core of the human development concept always involves a freedom process with the possibility of extension, and that principles such as poverty reduction, longevity, sustainability and support for human rights shall be an integral part of human development. The real wealth of a nation is the path to human development. In 2010 three new indices were introduced, including aspects of inequality, gender equal- I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX nakosti, jednakost spolova i siromaštvo koji odražavaju napredak u metodama i pristupanju kvalitetnijim podacima (UNDP, 2010, str. 7). Ove nove mjere su dale mnogo novih rezultata i uvida, koji mogu pomoći u vođenju političkih rasprava o razvoju i dizajnu. Samim postavljanjem ljudi u centar razvoja stvoren je napredak, a omogućeno im je da budu aktivni sudionici u promjenama i osiguranju da trenutna dostignuća ne budu postignuta na štetu budućih generacija. ity and poverty, that reflect the advance in methods and accessing better quality data (UNDP, 2010, p. 7). These new measures have provided numerous new results and insights that may help guide politics debates on development and design. Simply placing people at the center of development marked a certain progress, allowing them to be active participants in the changes being made and ensuring that current achievements are not achieved at the expense of future generations. INDEKS HUMANOG RAZVOJA – TEMELJ HOLISTIČKOG MJERENJA ŽIVOTNOG NIVOA HUMAN DEVELOPMENT INDEX – BASIS OF HOLISTIC MEASUREMENT OF QUALITY OF LIFE Nije lako pronaći način za holističko mjerenje životnog nivoa. Ustanovljivanje indeksa humanog razvoja od strane UNDP-a predstavlja jedan pokušaj da se izmjeri životni nivo, a sama složenost mjerenja traži da to mjerenje bude nešto više od samog zbrajanja pojedinih dijelova (holistički). Najambiciozniji pokušaj analize komparativnog statusa socioekonomskog razvoja i u zemljama u razvoju i u razvijenim zemljama sistematski i sveobuhvatno poduzima Razvojni program Ujedinjenih naroda (UNDP) u svojoj godišnjoj seriji izvještaja o humanom razvoju. Centralno mjesto u ovim izvještajima, koji su objavljeni 1990. jeste izrada i poboljšavanje Indeksa humanog razvoja (HDI) (Todaro & Smith, 2006, str. 55). Indeks humanog razvoja pokušava rangirati sve zemlje svijeta na skali od 0 (najniži humani razvoj) do 1 (najviši humani razvoj) na osnovu tri cilja ili krajnja rezultata razvoja: dug život, koji se mjeri očekivanom životnom dobi pri rođenju, znanje, koje se mjeri ponderiranim prosjekom pismenosti odraslih (dvije trećine) i prosječnim godinama školovanja (jedna trećina), te životni standard, koji se mjeri u odnosu prema realnom per capita prihodu prilagođenom različitim paritetom kupovne moći valute svake zemlje, koji odražavaju troškove života i pretpostavku smanjenja marginalnog korištenja prihoda (Todaro & Smith, 2006, str. 56). It is not easy to find a method for holistic measurement of quality of life. Establishment of a Human Development Index by the UNDP, represents an attempt to measure the quality of life, while the complexity of measurement itself requires that such measurement is more than a mere aggregation of individual parts (holistic). The most ambitious attempt to analyse the comparative status of socio-economic development in developing countries and developed countries is systematically and comprehensively undertaken by United Nations Development Programme (UNDP) in its annual series of reports on human development. Central point in these reports published in 1990, was the development and improvement of the Human Development Index (HDI) (Todaro & Smith, 2006, p. 55). The Human Development Index tends to rank all the countries on a scale from 0 (lowest human development) to 1 (highest human development) on the basis of three objectives or end results of development: long life, as measured by life expectancy at birth, education, as measured by a weighted average of adult literacy (two-thirds) and mean years of schooling (one-third), and the living standard, measured in relation to the real per capita income adjusted to different Purchasing Power Parity (PPP) of each country, reflecting the cost of living and the assumption of reduction of marginal use of income (Todaro & Smith, 2006, p. 56). 57 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA Indeks humanog razvoja (HDI) predstavlja pokazatelj koji rangira zemlje prema nivou „ljudskog razvoja“, svrstavajući ih u kategorije razvijene, zemlje u razvoju i nerazvijene zemlje. Indeks je sastavljen od podataka koji mjere tri dimenzije ljudskog razvoja: dug i zdrav život (očekivana životna dob stanovništva), nivo obrazovanja (pismenost odraslih osoba), te postojanje normalnog životnog standarda (GDP-a per capita u PPP). Indeks nastoji prikazati ljudskih napredak vezom dohotka i blagostanja (Udruženje ekonomista ACADEMIC, 2014). Od svih komponenti HDI-a, dohodak i pismenost se mogu mijenjati uslijed promjena u kratkoročnim politikama. Zbog toga se HDI mjeri tokom vremena kako bi se uočile promjene nastale vremenom. HDI nije običan indeks jer on pruža bolji uvid u osnovni aspekt ljudskih života, tako što pruža potpuniju sliku razvoja zemlje u odnosu na druge indikatore poput GDP-a per capita. The Human Development Index (HDI) represents an indicator that ranks countries by their level of “human development”, classifying them into the following categories of “developed”, “developing” and “underdeveloped” countries. The index is composed of data that measures three dimensions of human development: a long and healthy life (life expectancy of the population), educational level (adult literacy), and the existence of a normal standard of living (GDP per capita in PPP). The Index aims to demonstrate the progress of the human development via the correlation between the income and well-being (Association of Economists ACADEMIC, 2014) . Of all the HDI components, income and literacy are subject to change due to changes in short-term policies. Therefore, the HDI is measured over time in order to detect changes occurring over time. HDI is not an ordinary index since it provides a better insight into the fundamental aspect of human life by providing a more complete perspective of a country’s development in comparison to other indicators such as GDP per capita. Indeks humanog razvoja (HDI) [Human Development Index (HDI)] Dug i zdrav život [Long and healthy life] Obrazovanje [Education] Normalan životni standard [Normal living standard] životnog vijeka [Life expectancy index] Indeks pismenosti odraslih [Adult literacy index] GDP index [Life expectancy at birth] Prosjek pismenosti odraslih [Adult literacy average] Omjer upisa [Enlisting ratio] GDP per capita (PPP US$) Shema 1. Struktura HDI (UNDP, 2013) Scheme 1. HDI formation (UNDP, 2013) U odnosu na početke izračunavanja, HDI je doživio nekoliko promjena. Najvažnija promjena je što je indeks pojednostavljen, tako Compared to the beginning of calculation, HDI has undergone through several changes. The most important one being the simplification 58 I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX da se danas HDI obračunava na relativno direktan način. U prošlosti je korištena relativno složena formula kojom se PPP prihod pretvara u „prilagođeni” prihod (u smislu prihoda prilagođenog smanjenoj marginalnoj upotrebi). U Izvještaju o humanom razvoju 2010. godine UNDP je počeo koristiti novi obračun HDI koji predstavlja sažetu mjeru ljudskog razvoja. HDI je geometrijska sredina normaliziranih indeksa za mjerenje postignuća u svakoj dimenziji, a vrši se u dva koraka. Korak 1. Izrada indeksa dimenzija. Minimalne i maksimalne vrijednosti su postavljene kako bi se pokazatelji mogli transformisati u indeks između 0 i 1. Maksimumi su najviše vrijednosti u posmatranim vremenskim serijama (1980-2012). Minimalna vrijednost može biti prikladno zamišljena kao vrijednost opstanka. Minimalne vrijednosti su postavljene na 20. godina za očekivano trajanje života, na 0. godina za obrazovanje i na 100 USD za bruto nacionalni dohodak (BND). of the index, so that today the HDI is calculated in a relatively straightforward manner. In the past, a a relatively complex formula was used, converting PPP income into “adjusted” income (in terms of income adjusted to reduced marginal use). The Human Development Report from 2010, UNDP began using a new HDI calculation which represents a summary measure of human development. HDI is the geometric mean of normalized indices for measuring the achievements in any dimension, and is performed in two steps. Step 1. Creating indicator index. Minimum and maximum values are set to transform the indicators to an index between 0 and 1. The maximum values are the highest values within the observed time periods (1980-2012). The minimum value may be presented as a survival value. Minimum values are set at 20 years for life expectancy, at 0 years of education and $100 for gross national income (GNI). Tabela 1 Maksimalne vrijednosti HDI 2012 (UNDP, 2013) Table 1 HDI Maximum values 2012 (UNDP, 2013) Dimenzija [Indicator] Očekivani životni vijek [Life expectancy] Godine školovanja [Mean years of schooling] Očekivane godine školovanja [Expected years of schooling] Kombinovani indeks obrazovanja [Combined education index] GDP per capita (PPP $) Posmatrani maksimum [Maximum observed] Minimum 83,6 (Japan, 2012) 20.0 13,3 (SAD, 2010) 0 18,0 (capped at) 0 0,971 (Novi Zeland, 2010) 0 87.478 (Katar, 2012) 100 Nakon što su definisane minimalne i maksimalne vrijednosti, podindeksi se računaju na sljedeći način: Index dimenzije= Once having defined the minimum and maximum values, the sub-indices are calculated as follows: Stvarna vrijednost-Minimalna vrijednost Maksimalna vrijednost-Minimalna vrijednost Indicator index= Actual value-Minimum value Maximum value-Minimum value 59 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA Korak 2. Zbrajanjem podindeksa za obračun HDI. HDI je geometrijska sredina tri dimenzije indeksa i predstavljena je formulom: Step 2. Adding sub-indices for HDI calculation. HDI is the geometric mean of the three items of the index and is represented by the formula: HDI = 3 LEI *EI *II Tabela 2 Bosna i Hercegovina 2012. godina (UNDP, 2013) Table 2 Bosnia and Herzegovina, year 2012 (UNDP, 2013) Indikator [Indicator] Očekivani životni vijek u godinama [Lifetime expectancy in years] Godine školovanja [Mean years of schooling] Očekivane godine školovanja [Expected years of schooling] GDP per capita (PPP $) [GDP per capita (PPP $)] Vrijednost (zaokružena) [Value (rounded)] 75,8 8,3 13,4 7.713 Indeks očekivanog životnog vijeka: Life expectancy at birth index: LEI = 75,8 - 20 = 0,878 83,6 - 20 Indeks godina školovanja: Mean years of schooling index: MYSI = Indeks očekivanog školovanja: 8,3 - 0 = 0,624 13,3 - 0 Expected years of schooling index: 13,4 - 0 EYSI = = 0,744 18 - 0 Indeks obrazovanja: Education index: EI = 0,624 * 0,744 - 0 = 0,702 0,971 - 0 Indeks prihoda: Income index: II = ln(7,713) - ln(100) = 0,744 ln(87,478) - ln(100) Indeks humanog razvoja: Human development index: HDI= 3 0,878 * 0,702 * 0,735 HDI pokušava rangirati sve zemlje svijeta na skali od 0 (najniži humani razvoj) do 1 (najviši humani razvoj) na osnovu tri cilja ili krajnja rezultata razvoja: dug život, koji se 60 HDI attempts to rank all countries on a scale from 0 (lowest level of human development) to 1 (highest level of human development) based on the three objectives or end results of devel- I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX mjeri očekivanom životnom dobi pri rođenju, znanje, koji se mjeri ponderiranim prosjekom pismenosti odraslih (dvije trećine) i prosječnim godinama školovanja (jedna trećina), te životni standard, koji se mjeri u odnosu prema realnom prihodu per capita prilagođenom različitim paritetom kupovne moći valute svake zemlje, koji odražava troškove života i pretpostavku smanjenja marginalnog korištenja prihoda. Korištenjem tih triju mjera razvoja i primjenom te formule na podatke 187 zemalja, HDI rangira sve zemlje u tri grupe; nizak humani razvoj (0,0 do 0,499), srednji humani razvoj (0,50 do 0.799) i visok humani razvoj (0,80 do 1,0). Prema izračunatom primjeru Bosna i Hercegovina pripada zemljama srednjeg humanog razvoja. opment: long life - measured by life expectancy at birth, education - measured by the weighted average of adult literacy (two-thirds) and mean years of schooling (one-third), and the living standard, measured in relation to the real per capita income adjusted to different Purchasing Power Parity of each country, reflecting the cost of living and the assumption of reduction of marginal use of income. By utilising those three measures and by applying the above formulas to the data of 187 countries, the HDI ranks all the countries into three groups; low human development (0.0 to 0.499) , medium human development (0.50 to 0.799) and high human development (0.80 to 1.0). According to the calculated example, Bosnia and Herzegovina belongs to the medium human development countries. INDEKS HUMANOG RAZVOJA KAO MJERA SPOSOBNOSTI HUMAN DEVELOPMENT INDEX AS A MEASURE OF ABILITY Indeks humanog razvoja je indeks koji prati dostupne mogućnosti pojedinca u društvu. Mogućnosti pojedinca predstavljaju popis stvari koje osoba može imati ili mu mogu biti dostupne u životu. U širem smislu, pojam sposobnosti odnosi se na mogućnosti osobe da ostvari svoju „slobodu postizanja različitih alternativa između kojih može birati“ (Luigino, 2008, str. 23). Mogućnost kao pristup mjerenju razvoja pokušava pratiti da li se mogućnosti članova društva šire s vremenom. Da bi se razumio problem mjerenja, važno je razumjeti osnove pristupa sposobnosti: ideja funkcionisanja. Početna uloga u pristupu je da se funkcionisanje vidi kao sastavni element života. Funkcionisanje je postignuće osobe: ono što uspije uraditi ili biti. Sposobnost osobe predstavlja izveden pojam. Ona odražava različite kombinacije radnji koje on ili ona može postići (Fukuda-Parr & Kumar, 2004, str. 5). Da bi se mjerila sposobnost osobe, treba razmišljati o mogućem načinu života koji ta osoba može dosegnuti, u svjetlu mogućnosti koje su otvorene za njega ili nju. Ovdje je važno iznijeti osnovne činjenice: iako je po- The Human Development Index is an index that tracks the available options of an individual in a society. The individual’s options represent a list of items that a person may possess or may be made available to the individual during his life. In a broader sense, the term refers to the ability of a person able to exercise its own “freedom to accomplish various available alternatives” (Luigino, 2008, p. 23). The ability, as an approach to development measurement tries to track whether the society members’ options increase over time. In order to comprehend the measurement problem, it is important to understand the basics of ability approach: the idea of functioning. The initial role in the approach is to view the operation as an integral element of life. The operation represents a person’s achievement: that it manages to do or be. The ability of a person is a derived concept. It reflects the different combinations of actions that he or she can achieve (Fukuda -Parr & Kumar, 2004, p. 5). To measure the ability of people, one should consider the possible ways of life that a person can achieve, with regards to the options open to him or her. It is important to present the basic facts: although the set 61 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA stavljeni budžet multidimenzionalni objekt, to predstavlja određenu veličinu, u dobro postavljenim tržišnim privredama sa stabilnim cijenama, indeksiranje se može obaviti na osnovu stvarnog dohotka osobe. Na osnovu toga, može se reći da jedan broj (stvarni prihod) može pokazati da li se postavljeni budžet širi ili smanjuje sa protekom vremena. Može se vidjeti analogija: HDI namjerava biti skup mogućnosti koji stoji na raspolaganju pojedincima u zemlji, ono što GDP indeks predstavlja za ukupni državni budžet, tj. način za praćenje da li se te mogućnosti šire ili sužavaju sa protekom vremena. Da bi se to provelo u praksi, potrebno je razmišljati o funkcijama ljudi koje se žele pratiti u zemlji, i kako se razmišlja o načinu transformacije tih funkcija u mogućnosti. Neke funkcije su vrlo elementarne, kao što je adekvatna prehrana, biti u dobrom zdravlju i tako dalje, i iz očitih razloga to se može snažno vrednovati. Druge mogu biti složenije, ali još uvijek široko vrednovane, kao što je postizanje samopoštovanja, ili dobra društvena integracija (Luigino, 2008, str. 24). Nikada nije tvrđeno da je HDI sveobuhvatna mjera ljudskog razvoja i dobrobiti, nego sažeta alternativa ekonomskim mjerama. Sam koncept humanog razvoja je širi od mjerenja humanog razvoja. Zato mjerenje HDI konstantno evoluira i nikada neće perfektno da izmjeri humani razvoj. Od dana kada je objavljen, kritike su se javljale sa svih strana. Neke kritike tvrde da se koriste pogrešne varijable i da ne pokazuje humani razvoj tačno. Sagar i Najam su 1998. godine tvrdili da HDI predstavlja iskrivljenu sliku svijeta. Murray (1993) i Srinivasan (1994) su tvrdili da HDI prikazuje pojednostavljeni prikaz ljudskog razvoja oslanjajući se na samo nekoliko pokazatelja koji su često proizišli iz podataka loše kvalitete (Kovačević, 2010, str. 2). Kao odgovor na kritike ove vrste, UNDP je razvio dodatne komplementarne alate kao što su indeks siromaštva (HPI), indeks rodne jednakosti (GDI), indeks rodnog osnaživanja (GEM). Međutim, iako ovi indeksi nadopu62 budget is a multidimensional object, it represents a certain value, and in well-placed market economies with stable prices, indexing can be done on the basis of actual income of a person. On this basis, it can be claimed that a certain number (real income) may indicate whether the set budget is expanding or reducing over time. An analogy is clearly set: HDI intends to represent a set of options available to individuals in the country; i.e. basically similar to what GDP index represents for the overall state budget, a method to track whether those opportunities expand or reduce over time. To apply this in practice, it is necessary to consider the functions that people are interested in within the country and to consider the method of transforming those functions into options. Some functions are quite basic, such as adequate nutrition, good health, and so on, and those can be highly valued, for obvious reasons. Others may be more complex, but still highly valued, such as achieving self-respect or obtaining good social integration (Luigino, 2008, p. 24). It has never been claimed that the HDI is a comprehensive measure of human development and well-being, but a concise alternative to economic measures. The very concept of human development is wider than the measurement of human development. Therefore, any measurement of HDI is constantly evolving and will never manage to perfectly measure human development. From the day it was published, various critics have appeared. Some critics argue that the wrong variables are being used and that a true human development is not shown. In 1998, Sagar and Nayam claimed that the HDI represented a distorted view of the world. Murray (1993) and Srinivasan (1994) argued that the HDI shows a simplified perspective of human development, relying on simply a few indicators often resulting from poor quality data (Kovačević, 2010, p. 2). In response to such criticism, UNDP has developed additional complementary tools such as the Human Poverty Index (HPI), the Gender Development Index (GDI), Gender Empowerment Measure (GEM). However, I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX njuju snagu pojašnjavanja HDI-a, njihovo korištenje nije previše široko. Dugogodišnja bujica kritika govori da čisti ekonomski pokazatelji (BDP, BND i sl.) bazirani samo na ekonomskom rastu nisu dovoljni za ozbiljniju raspravu o ljudskom razvoju, posebno s obzirom na visoku međusobnu korelaciju svih unutrašnjih komponenti HDI-a, kao i sa samim Indeksom humanog razvoja (Kovačević, 2010, str. 2). Također, tu su i kritike usmjerene na kvalitetu statističkih podataka i metodološke utemeljenosti HDI-a, koji ukazuju na pogreške kod mjerenja, kao i na predrasude koje su sastavni dio međunarodnih podataka. Narušavanje karaktera HDI-a temeljenog na dokazima se povećava oslanjanjem na matematičku interpolaciju, umetanje i modeliranje, kao i proizvoljnost načina objedinjavanja i ponderiranja strategije. Ostali kritičari preferiraju multidimenzionalni pristup, stepenasti kompozitni indeks, kao način da se izbjegne proizvoljan izbor funkcionalnih oblika i proizvoljno ponderirane šeme, ali tako da se nepotrebno ne izgube podaci zbog prikupljanja preko pokazatelja. Velika skupina kritika odnosi se na činjenicu da trenutni HDI predstavlja prosjek i na taj način skriva široke razlike u raspodjeli društvenog razvoja u ukupnoj populaciji. Oni sugeriraju nejednakost prilagođavanja HDI-a. U konačnici, kritike su usmjerene na dva opća područja, prvo, kako definisati ljudski razvoj i kako posmatrati i mjeriti njegove komponente i odrednice, a drugi, kako iz različitih pokazatelja dobiti jedan prihvatljiv indeks ljudskog razvoja kojim bi se mjerila njegova poboljšanja. HDI procjene podliježu pitanjima i ograničenjima koja se odnose na izbor pokazatelja i ulaznih podataka koji se koriste u izračunavanju. Navodimo neke od tih procjena. 1. Procjene životnog vijeka dobivene su iz dva različita izvora. Podaci za 1990. i 1995. su izvučeni iz nezavisne studije koja je bila usredotočena na raspodjelu smrtnosti po dobi i spolu zemlje. Podaci za period 1995-2000, s druge strane, although these indices complement the clarification of HDI, their use is not too common. A long-lasting torrent of criticism suggests that pure economic indicators (GDP, GNP, etc.) based only on economic growth are not sufficient for a serious debate on human development, particularly with regards to the high mutual correlation of all the internal components of the HDI, as with the Human Development Index (Kovačević , 2010, p. 2) Likewise, there are criticisms directed at the quality of statistical data and methodological foundation of the HDI, which indicate errors in measurement, as well as the prejudices that are an integral part of international data. Distortion of the HDI character - based on evidence is increased by relying on mathematical interpolation, insertion and modelling, as well as on arbitrary methods of consolidating and weighting of a strategy. Other critics preferred a multi-dimensional approach, a Gradual Composite Index, as a method to avoid the arbitrary selection of functional forms and arbitrarily weighted schemes, but in such manner not to unnecessarily lose data due to data collection via the indicators. Numerous criticisms refer to the fact that the current HDI is an average and thus conceals vast differences in the distribution of social development in the general population. They highlight an unequal adjustment of the HDI. Finally, the critics are focused onto two general areas, first, to define human development and to observe and measure the components and determinants, and second, to obtain an acceptable Human Development Index from various indicators in order to quantify its improvement. HDI estimates are subject to the issues and limitations related to the choice of indicators and input data used in the calculation. Here are some of those estimates. 1. 1ifetime expectancy estimates were obtained from two different sources. Data for 1990 and 1995 were drawn from an independent study focused on the distribution of mortality rate by age and sex in a country. On the other hand, data for 63 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA predstavljaju projekcije na temelju modela Ujedinjenih nacija o umjerenom povećanju očekivanog trajanja života. Dakle, promjena u očekivanom trajanju života može se dijelom pripisati povećanju korištenih statističkih podataka. 2. U metodologiji za globalnu procjenu HDI (UNDP 1998) obrazovanje se mjeri u kombinaciji odrasli i osnovna pismenost (dvije trećine) i kombinaciji prvog, drugog i trećeg nivoa upisa (jedna trećina). Za izloženi HDI korištena je funkcionalna pismenost umjesto osnovne pismenosti. Osnovna pismenost se smatra sirovim pokazateljem znanja s obzirom na minimalne zahtjeve. Ovaj pokazatelj zahtijeva samo mogućnost čitanja i pisanja jednostavnih poruka u bilo kojem jeziku ili dijalektu. Funkcionalna pismenost, s druge strane, zahtijeva znatno viši nivo pismenosti, što uključuje ne samo vještinu čitanja i pisanja nego i vještinu računanja. 3. Korištenje realnog dohotka po stanovniku dobivenog iz domaćinstva predstavlja još jedno odstupanje od postojeće međunarodne konvencije. U budućnosti će se koristiti realni bruto domaći proizvod po stanovniku u paritetu sa kupovnom moći s prilagođavanjem na temelju prihoda svjetskog prosjeka (UNDP 1998). Međutim, izvori o prihodu u nekim zemljama ne pružaju regionalne podatke (National Statistical Coordination Board Philippines, 2014). Generalni problem sa rangiranjem predstavlja to da je procjena udaljenosti između pozicija važnija od broja koji razdvaja dvije zemlje. Najbogatija nacija ima dohodak po glavi stanovnika dvostruko veći od dvadesete najbogatije nacije, što predstavlja veliku razliku. Ako se razmatra očekivano trajanje života kod rođenja, Japan je na broju tri s očekivanim životnim vijekom kod rođenja od 82. godine, Sjedinjene Američke Države su na broju 44., uz očekivani životni vijek kod rođenja od 78. godina. Četiri godine razlike u očekivanom trajanju života ne predstavlja trivijalan podatak, ali ako se to usporedi, razlike u dohotku po stanovniku između treće najbo64 the period 1995-2000 represents the projections based on the model of the United Nations Convention on the moderate increase in life expectancy. Thus, the change in life expectancy can be partly attributed to the increase of the used statistical data. 2. The methodology for the global assessment of the HDI (UNDP 1998), education is measured by combining adult literacy (two-thirds) and the combination of the first, second and third-level registrations (one-third). This HDI methodology utilises functional literacy instead of basic literacy. Basic literacy is considered a crude education indicator with regards to minimum requirements. This indicator requires only the ability to read and write a simple message in any language or dialect. Functional literacy, on the other hand, requires a much higher level of literacy, which includes not only reading and writing skills but also calculation skills. 3. Using real per capita income derived from a household is another deviation from the existing international convention. In the future, real gross domestic product per capita will be used with paired with purchasing power with the adjustment based on the average world income (UNDP 1998). However, the sources of income do not provide regional data in certain countries (National Statistical Coordination Board Philippines, 2014). The general problem with the ranking is the fact that the estimate of the range between the positions is more important than the number of countries dividing the two countries in question. The richest nation has a per capita income twice that of the twentieth richest nation, which is a big difference. If the life expectancy at birth is considered, Japan is at the third position with a life expectancy at birth of 82 years, the United States are at the 44th position, with life expectancy at birth of 78 years. Four years difference in life expectancy does not represent a trivial detail, but if the comparison is applied to other counties, the difference in per capita income between the I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX gatije zemlje, Švicarske i 44, Palau, švicarski dohodak po glavi stanovnika je gotovo osam puta veći od dohotka po glavi stanovnika u Palau. Dakle, ozbiljna prepreka korištenja HDI u nacionalnom odlučivanju proizlazi iz proizvoljnog ponderiranja, tj. poteškoće da se objasni opseg razlika u rangu mjerenja razlika u posmatranim vrijednostima na različite varijable i razlike u načinu na koji nacija može da mijenja različite aspekte života (Yahoo!7 Answers, 2014). third richest country - Switzerland and 44th Palau, Swiss per capita income is nearly eight times higher than the per capita income in Palau. Thus, a significant obstacle to the use of the HDI in the national decision-making is derived from arbitrary weighting, i.e. from difficulties to explain the scope of differences in the range of measuring differences in the observed values to the different variables and differences in the way the nation can change the various aspects of life (Yahoo!7 Answers, 2014). AFIRMACIJA MJERENJA LJUDSKOG RAZVOJA RECOGNITION OF HUMAN DEVELOPMENT MEASUREMENT Jedna od osnovnih tvrdnji u Izvještaju o humanom razvoju 2010. je da mjerenje ljudskog razvoja treba proširiti i ići izvan osnovne dimenzije. Izvještaj o humanom razvoju 2010. je predstavio velike inovacije u mjerenju putem HDI-a, dizajniran posebno za rješavanje ključnih dimenzija nejednakosti i siromaštva, a uvijek potvrđuje da nejednakost u ljudskom razvoju zaslužuje ozbiljno razmatranje, te da prosjeci mogu biti pogrešni (Klugman, Rodríguez & Choi, 2011, str. 33). Prilagođen HDI uveden u Izvještaju o humanom razvoju 2010. je jedan odraz napretka tokom posljednja dva desetljeća, tako da su omogućene mnogo veće mogućnosti na svim poljima. Mjera nivoa humanog razvoja ljudi u društvu koje procjenjuje nejednakost u zdravstvu, obrazovanju i dohotku, IHDI je tako konstruisan da se može direktno usporediti sa HDI različitih zemalja, što se odražava na nejednakost u svakoj dimenziji HDI-a. U uslovima savršene jednakosti HDI i IHDI su jednaki. Kada postoji nejednakost u pristupu zdravstvu, obrazovanju i/ili prihodu, HDI prosječne osobe u društvu je manji od ukupnog HDI. Još uvijek postoji znatan prostor za napredak u mjerenju ljudskog razvoja. Izvještaj o humanom razvoju 2010. je napravio značajan odmak od ideje da idealno mjerilo ljudskog razvoja mora pokriti samo tri osnovne One of the basic claims in the 2010 Human Development Report is that the measurement of human development should be expanded beyond its basic dimension. 2010 Human Development Report introduced major innovations in measurement by HDI, designed specifically to address the key dimensions of inequality and poverty, and it always confirms that the inequality in human development deserves serious consideration, and that averages can be misleading (Klugman, Rodríguez & Choi, 2011, p. 33). Adjusted HDI, introduced in 2010 Human Development Report, represents a reflection of the progress made over the last two decades, thus providing various options/opportunities in all fields. The measure of human development level of people in a society that evaluates inequality in health care, education and income, the IHDI is designed in such way that it can be directly compared with the HDI of various countries, which reflects the inequality in each dimension of the HDI. In the conditions of perfect equality the HDI and IHDI are equal. When there is inequality in access to health care, education and/ or income, the HDI of an average person in a society is less than the overall HDI. There is still considerable room for improvement in the measurement of human development. 2010 Human Development Report has made a significant progress from the idea that the ideal measure of human development shall 65 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA dimenzije, te predstavio tri nove mjere koje uzimaju u obzir različite aspekte distribucije ljudskog razvoja. Pored toga, na internet stranici UNDP-a omogućeno je korisnicima da izgrade svoj vlastiti indeks razvoja. Ova funkcija omogućuje korisnicima da izgrade alternativni HDI koristeći bilo koji od devet potencijalnih dimenzija: pored osnovne tri, korisnik može da bira indikatore u oblastima: nejednakost, siromaštvo, spol, održivost, sigurnost ljudi i osnaživanje. Također, mogu birati između nekoliko pokazatelja za svaku dimenziju, zavisno od pondera unutar i između dimenzija, a mogu unijeti i vlastite podatke. HDI treba shvatiti kao polazište za razgovor o tome šta se misli pod razvojem, a ne kao krajnju tačku razvoja. include only the three basic dimensions, and introduced three new measures that consider various aspects of the distribution of human development. In addition, the website of the UNDP enables users to make their own development index. This feature allows users to make an alternative HDI using any of nine potential dimensions: in addition to the basic three, the user may select indicators in the following areas: inequality, poverty, gender, sustainability, human security and empowerment. Likewise, one may choose from a number of indicators for each area, depending on the weight within and amongst the areas, and the user may enter his/ her own data. HDI should be taken as a starting point for discussion about what is meant by development, not as the end point of development. ZAKLJUČAK CONCLUSION Riječima „Ljudi su stvarno bogatstvo naroda.“ UNDP je 1990. objavio prvi Izvještaj o humanom razvoju i započeo novi pristup razmišljanju o razvoju, a vremenom, mjestom i uslovima se mijenjao, te održavao temeljne vrijednosti. Provedenim istraživanjem potvrđeno je da nije lako pronaći način za holističko mjerenje životnog nivoa, a ustanovljivanje indeksa humanog razvoja od strane UNDP-a predstavlja jedan pokušaj da se izmjeri životni nivo putem pokazatelja koji rangira zemlje prema nivou „ljudskog razvoja“, te koji ih svrstava u kategorije razvijenih, zemlje u razvoju i nerazvijene zemlje. HDI nije običan indeks, on pruža bolji uvid u osnovne aspekte ljudskog života. Samo računanje HDI, u odnosu na početke, je doživjelo nekoliko promjena, a 2010. godine počeo se koristiti novi obračun koji pokušava rangirati sve zemlje svijeta na skali od 0 (najniži humani razvoj) do 1 (najviši humani razvoj) na osnovu tri cilja ili krajnja rezultata razvoja. HDI potpuniju sliku razvoja zemlje u odnosu na druge indikatore poput GDP-a per capita, ali kako bi dao što potpuniju sliku razvoja treba ga mjeriti tokom vremena. Od dana kada je objavljen, kritike su dolazile sa svih strana, a uglavnom su In 1990, UNDP published the first Human Development Report with the phrase “People are the real wealth of a nation”, thus initiating a new approach thinking about the development, which was influenced by time, place and circumstances while maintaining its core values. The conducted research has shown that it is not easy to find a method for the holistic measurement of quality of life, and establishing the Human Development Index by the UNDP represents an attempt to measure the quality of life by the indicators ranking countries on the basis of “human development”, and placing them in categories of developed developing and underdeveloped countries. HDI is not an ordinary index. It provides a better insight into the fundamental aspects of human life. Simple calculation of the HDI, compared to its beginnings , underwent several changes, and in 2010 a new calculation was introduced. A calculation that attempts to rank all the countries worldwide on a scale from 0 (lowest human development) to 1 (highest human development) based on three objectives or final results of the development. HDI does provide a complete overview of a country’s development as compared to other indicators such as GDP per capita, but in order to obtain a more complete picture, the development should be measured over time. From the day it was released, there were many crit- 66 I. ferjan: HOLISTIC MEASUREMENT OF QUALITY OF LIFE: HUMAN DEVELOPMENT INDEX usmjerene na dva opća područja, prvo, kako definisati ljudski razvoj i kako posmatrati i mjeriti njegove komponente i odrednice, a drugi, kako iz različitih pokazatelja dobiti jedan prihvatljiv indeks ljudskog razvoja kojim bi se mjerila njegova poboljšanja. Kao odgovor na kritike UNDP je razvio dodatne komplementarne alate, kao što su: indeks siromaštva (HPI), indeks rodne jednakosti (GDI), indeks rodnog osnaživanja (GEM). Međutim, ovi indeksi samo pojašnjavaju HDI, a jedna od osnovnih tvrdnji jeste da mjerenje ljudskog razvoja treba proširiti i ići izvan osnovne dimenzije. Nikada nije potvrđeno da HDI predstavlja sveobuhvatnu mjeru ljudskog razvoja i dobrobiti. Zato mjerenje HDI konstantno evoluira i nikada neće perfektno da izmjeri humani razvoj. Prilagođeni HDI koji je uveden 2010. godine predstavlja jedan od napredaka tokom posljednja dva desetljeća od njegovog objavljivanja. Ipak, još uvijek postoji znatan prostor za napredak u mjerenju ljudskog razvoja, a kako mjerenje humanog razvoja treba da bude nešto više od prostog zbrajanja pojedinih dijelova, mjerenje životnog nivoa putem indeksa humanog razvoja će i dalje evoluirati. Konačno, iako HDI ima nedostataka u mjerenju humanog razvoja, ostaje pitanje šta su alternative? icisms, mainly focused on two general areas: first one - to define human development and to observe and measure the components and determinants, and the second one - to get an acceptable Human Development Index from various indicators, in order to quantify its improvement. In response to criticism, UNDP has developed additional complementary tools such as: the Human Poverty Index (HPI), the Gender Development Index (GDI), Gender Empowerment Measure (GEM). However, these indices only explain the HDI, with one of the basic claims is that the measurement of human development should be expanded beyond the basic aspect. It has never been confirmed that HDI represents a comprehensive measure of human development and well-being. Therefore, HDI measurement is constantly evolving and shall never measure human development perfectly. Adjusted HDI, which was introduced in 2010, represents one aspect of the progress made over the last two decades since the HDI has been released. However, there is still considerable room for improvement in the measurement of human development and since measuring human development should be more than a simple aggregation of individual parts, the measurement of living standards via Human Development Index should continue to evolve. Finally, although the HDI has shortcomings in the measurement of human development, the question is what the alternatives are. LITERATURA LITERATURE Fukuda-Parr, S. & Kumar, S. (2004). Readings in Human Development. New York: Oxford University Press. Klugman, J., Rodríguez, F. & Choi, H. (2010). The HDI 2010: New Controversies, Old Critiques U Human Development Research Paper 2011/01. UNDP. Kovacevic, M. (2010). Review of HDI Critiques and Potential Improvements, Human Development Research Paper 2010/33. UNDP. Luigino, A. (2008). Capabilities and Happiness. New York: Oxford University Press Fukuda-Parr, S. & Kumar, S. (2004). Readings in Human Development. New York: Oxford University Press. Klugman, J., Rodríguez, F. & Choi, H. (2010). The HDI 2010: New Controversies, Old Critiques U Human Development Research Paper 2011/01. UNDP. Kovacevic, M. (2010). Review of HDI Critiques and Potential Improvements, Human Development Research Paper 2010/33. UNDP. Luigino, A. (2008). Capabilities and Happiness. New York: Oxford University Press 67 I. Ferjan: HOLISTIČKO MJERENJE ŽIVOTNOG NIVOA: INDEKS HUMANOG RAZVOJA National Statistical Coordination Board Philippines (2014). Technical Notes on the Computation of Human Development Index (HDI). Preuzeto 08. marta 2014. sa sajta http://www.nscb.gov.ph/ru12/ TechNotes/hdi.htm#Issues Todaro M.P. & Smith C. S. (2006). Ekonomski razvoj. Zagreb/Sarajevo: TKD Šahinpašić. Udruženje ekonomista ACADEMIC. (2014). Indeks humanog razvoja. Preuzeto 19. januara 2014 sa sajta http://www. academic.ba/index.php?option=com_co ntent&view=article&id=82%3Aindekshumanog-razvoja&catid=38%3Aistraiva nja&lang=bs UNDP. (2011). Human Development Report. Preuzeto 13. marta 2014 sa sajta http://www.undp.org/content/ undp/en/home/librarypage/hdr/human_ developmentreport2011.html UNDP. (2010). Human Development Report. Preuzeto 15. marta 2014. sa sajta http://hdr.undp.org/en/content/humandevelopment-report-2010 UNDP. (2013). Human Development Report. Preuzeto 13. marta 2014. sa sajta http:// hdr.undp.org/en/2013-report Yahoo!7 Answers. (2014). Discus the strength and limitations of using human development index?. Preuzeto 08. marta 2014 sa sajta http://au.answers.yahoo.com/question/ index?qid=20080409050224AAYcEfm 68 National Statistical Coordination Board Philippines (2014). Technical Notes on the Computation of Human Development Index (HDI). Retrived March 08, 2014 from http://www.nscb.gov.ph/ru12/ TechNotes/hdi.htm#Issues Todaro M.P. & Smith C. S. (2006). Economic Development. Zagreb/Sarajevo: TKD Šahinpašić. Udruženje ekonomista ACADEMIC. (2014). Human development index. Retrived January 19, 2014 from http://www. academic.ba/index.php?option=com_co ntent&view=article&id=82%3Aindekshumanog-razvoja&catid=38%3Aistraiva nja&lang=bs UNDP. (2011). Human Development Report. Retrived, March 13, 2014 from http://www.undp.org/content/ undp/en/home/librarypage/hdr/human_ developmentreport2011.html UNDP. (2010). Human Development Report. Retrived, March 15, 2014. from http://hdr.undp.org/en/content/humandevelopment-report-2010 UNDP. (2013). Human Development Report. Retrived, March 13, 2014. from http://hdr. undp.org/en/2013-report Yahoo!7 Answers. (2014). Discus the strength and limitations of using human development index?. Retrived, March 08, 2014 from http://au.answers.yahoo.com/question/ index?qid=20080409050224AAYcEfm PREDUZETNIŠTVO I MARKETING - ENTREPRENEURSHIP AND MARKETING NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA METHOD OF EVALUATION OF APPLICATION OF PUBLIC-PRIVATE PARTNERSHIPS Prof. dr Miladin Jovičić Univerzitet u Istočnom Sarajevu, Fakultet poslovne ekonomije Bijeljina University of East Sarajevo, Faculty of Business and Economics Bijeljina Mr Mirna Vukadin Univerzitet u Istočnom Sarajevu, Fakultet poslovne ekonomije Bijeljina University of East Sarajevo, Faculty of Business and Economics Bijeljina Pregledni članak DOI 10.7251/OIK1402001J, UDK 334.752:658.114.2 Review paper REZIME SUMMARY Evaluacija javno-privatnog partnerstva je težak zadatak, jer sve prednosti i nedostatke saradnje javnog i privatnog sektora nije lako izmjeriti i na osnovu njih procijeniti analizu isplativosti poslovanja i utvrditi mogućnost ostvarenja dodatne vrijednost. Sve to nameće potrebu za kontigentan pristup ocjeni planiranog projekta koji se zasniva na upravljanju neizvjesnostima, izbjegavanju neželjenih opasnosti i korištenju utvrđenih šansi. Primarni postupak vrednovanja opravdanosti korištenja primjene ovog modela za rješavanje brojnih infrastrukturnih problema i pružanje kvalitetnih usluga građanima je tzv. SVOT analiza i instrument kavntifikovanja „vrijednost za novac“. Kombinacija pozitivnih aspekata ključnih učesnika u SVOT analizi uopšteno omogućava poboljšanje efekata za implementaciju partnerstva na osnovu kojih bi se povećao potencijal uspješne saradnje javnog i privatnog sektora. Metodologijom testiranja vrijednosti za novac je moguće procijeniti da li je konkretnu javnu investiciju opravdano isporučiti po tradicionalnom modelu i preuzeti sve investicijske rizike, ili dio rizika prenijeti na privatnog partnera i plaćati naknadu za preuzete rizike. The evaluation of public- private partnership is a difficult task because of all the advantages and disadvantages of cooperation between the public and private sectors is not easy to measure and evaluate them on the basis of cost-benefit analysis of business and to establish the possibility of realizing additional value. All this raises the need for contingent approach to the evaluation of the planned project, which is based on the management of uncertainty, avoiding unwanted ris and use of identified opportunities. The primary method of evaluation and justification of the application of this model to solve the many problems of infrastructure and the provision of quality services is so-called SWOT analysis and instrument to quantify “ value for money “. The combination of the positive aspects of the key participants in the SWOT analysis in general to improve the effects of the implementation of the partnership on the basis of which would increase the potential for successful cooperation between the public and private sectors. Testing methodology and value for money it is possible to assess whether a particular public investment is justified deliver the traditional model and assume all investment risks or part of risks transferred to the private partner and to pay compensation for the risks taken. Ključne riječi: javno-privatno partnerstvo, vrijednost za novac, infrastruktura. Keywords: public-private partnerships, value for money, infrastructure. 69 M. Jovičić; M. Vukadin: NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA UVOD INTRODUCTION Saradnja između javnog i privatnog sektora se u posljednjih nekoliko godina znatno povećava, naročito u zemljama regiona, gdje je potrebno poboljšati infrastrukturu i postići standarde koji su prihvatljivi i u drugim razvijenim državama. Zadovoljenje interesa lokalnih i regionalnih zajednica, pored materijalnih i novčanih resursa, pretpostavlja i adekvatna znanja, a pogotovo inovativne pristupe upravljanju. Iskustva mnogih zemalja pokazala su da je kod lokalnih zajednica osnovni ograničavajući faktor razvoja nedostatak kvalitetnog ljudskog resursa (M. Jovičić & A. Jovičić, 2011, str. 4). Takođe, kontinuirana globalizacija, brz tehnološki i ekonomski razvoj mogu da ugroze vitalne komponente mnogih komercijalnih aktivnosti ovih zemalja ukoliko se ne iskoriste prednosti koje pružaju oba sektora u javno-privatnom partnerstvu (JPP). S obzirom na to da je JPP složen i dugotrajan projektni kompleks, koji uključuje procese od planiranja i realizovanja pa do upravljanja projektima, potrebno je koristiti metodologiju analize osmišljenu na osnovu glavnog alata koji se koristi u strateškoj analizi, tzv. SVOT analizu projekta JPP. Istovremeno, javni sektor mora voditi računa o realnom prikazu troškova u ponudama od strane privatnog sektora, odnosno javni sektor mora osigurati da odgovarajući projekat s privatnim sektorom obezbjeđuje tzv. vrijednost za novac. Instrument kvantifikovanja „vrijednost za novac“ se ne fokusira, dakle, samo na ekonomičnost u pružanju javnih usluga, već ocjenjuje vrijednost i kvalitet isporuke, što predstavlja kompenzaciju cijene i kvaliteta u zadovoljavanju potreba korisnika usluga, tj. odgovarajući standard kvaliteta za utvrđenu cijenu. Cooperation between the public and private sector in recent years has significantly increased, especially in the countries of the region, where the need to improve infrastructure and achieve standards that are acceptable in other developed countries. In order to satisfy the needs on the local and regional level (apart from money) adequate knowledge and most important innovative managing access are necessary. The experiences of many countries have shown that the most important obstacle on the local level is a lack of human resources (M. Jovicic & A. Jovicic, 2011, p. 4). Also, continuing globalization, rapid technological and economic development may jeopardize a vital component of many commercial activities of this countries, if not exploit the advantages of the two sectors in the public-private partnership (PPP). Since the PPP complex and time-consuming project complex, which includes the processes of planning and implementing and managing the project, it is necessary to use the methodology of analysis designed on the basis of the main tools used in strategic analysis, so-called SWOT analysis of the PPP project. At the same time the public sector must take into account the real cost of view offered from the private sector or the public sector must ensure that appropriate project with the private sector provides so called value for money. Instrument to quantify the “value for money” does not focus so only the cost of providing public services, but also assesses the value and quality of delivery, which is the compensation cost and quality in meeting the needs of service users, ie. appropriate standard of quality for the set price. SVOT ANALIZA JPP SWOT ANALYSIS OF PPP SVOT analiza je najčešće korišten kvalitativni alat koji ima za svrhu da utvrdi ukupan potencijal djelovanja određenog projekta i da SWOT analysis is the most commonly used qualitative tool that has the purpose to determine the overall potential effects of a project 70 M. Jovičić; M. Vukadin: METHOD OF EVALUATION OF APPLICATION OF PUBLIC-PRIVATE identifikuje i potvrdi komparativne prednosti svakog sektora pojedinačno, a koji predstavljaju značajni elemenat za razvoj svakog partnerstva. Smatra se da ova analiza može da bude korisno sredstvo za razumijevanje tržišnih oscilacija, potencijala i pravca izvođenja operacija u JPP projektu. Faktori analize koji su uključeni u svakom sektoru, mogu biti ponderisani ili predstavljeni hijerarhijski s obzirom na njihov značaj za odvijanje faza u projektu. Strateška opredeljenja projekta JPP se najčešće razlikuju u zavisnosti od vrste projekta. Osnovni razlog za tako nešto je različitost u vrednovanju potencijala i različitost u definisanju razvojnih prioriteta i ciljeva koji su relevantni za optimalno izvođenje projekata JPP. Putem SVOT analize partnerstva doprinosi se identifikovanju ključnih faktora: (1) utvrđivanju potencijala partnerstva, (2) opravdanju kontinuirane zainteresovanosti za JPP u određenom sektoru ili (3) podržavanju izbora kandidata koji treba da budu uključeni u sporazum o partnerstvu kako bi se obezbijedila efikasnost. Analitičkom alatkom kao što je SVOT analiza omogućava se da se najbitnije informacije organizuju, vrednuju i prezentuju na osnovu saznanja iz određene oblasti. Od učesnika se očekuje da daju svoje mišljenje o tome koji aspekti su slabosti i snage za razvoj određene faze projekta i koje su spoljašnje mogućnosti i prijetnje. Takođe, ona omogućava i da se uoče pozitivni i negativni faktori koji utiču na ostvarenje i uspostavljanje ravnoteže između internih sposobnosti i eksternih mogućnosti (Vukadin, 2013, str. 81). SVOT je inače akronim engleskih riječi: S Strenghts (prednosti/snage); W - Weaknesses (slabosti/nedostaci), koje predstavljaju interne ili unutrašnje faktore djelovanja; O - Opportunites (prilike/mogućnosti); T - Threats (prijetnje/ opasnosti), koje predstavljaju spoljašnje faktore uticaja. U kontekstu vremena, snage i slabosti predstavljaju sadašnjost temeljenu na prošlosti, dok prilike i prijetnje predstavljaju budućnost zasnovanu na prošlosti i sadašnjosti. and to identify and confirm the comparative advantages of each sector, which constitute a significant element in the development of each partnership. It is believed that this analysis can be a useful tool for understanding market fluctuations, potential and direction of operations in the PPP project. Analysis of factors involved in each sector can be weighted or represented hierarchically with respect to their importance for the performance phase of the project. The strategic orientation of the PPP project is usually different depending on the type of project. The main reason for this is the diversity in the evaluation of the potential and diversity in defining development priorities and objectives that are relevant for the optimal performance of PPP projects. Through the SWOT analysis of the partnership contributes to the identification of key factors: (1) determining the potential of a partnership, (2) justify continuing interest in PPP in a particular sector or (3) supporting a candidate who should be included in the partnership agreement in order to ensure efficiency. Analytical tools such as SWOT analysis provides the essential information to organize, evaluate and present to the knowledge in a particular field. Participants are expected to give their opinion on what aspects of the strengths and weaknesses of a particular stage of development of the project and what are the external opportunities and pretnje. Also, it enables to detect positive and negative factors affecting the achievement and the balance between internal capabilities and external possibilities (Vukadin, 2013, p. 35). SWOT is an acronym of words: S Strengths (advantages/power); W - Weaknesses (weak/defects), which are internal or inner factors acting; O - Opportunites (opportunities/occasions); T - Threats (threats/ risks), which represent external factors influence. In the context of the time, strength and weaknesses are present based on the past, while opportunities and threats are the future based on the past and present. 71 M. Jovičić; M. Vukadin: NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA U cilju kategorisanja informacija radi se SVOT matrica (tabela 1) koja predstavlja dijagnozu trenutnog stanja javnog i privatnog sektora. In order to categorize information in order to sum SWOT matrix (Table 1), which is a diagnosis of the current state of the public and private sectors. Tabela 1 Forma SVOT matrice Table 1 Form of SWOT matrix Interni faktori [Internal factors] Eksterni faktori [External factors] Prednosti/Snage (S) [Strengths (S)] Slabosti/Nedostaci (W) [Weaknesses (W)] Prilike/Mogućnosti (O) [Opportunites (O)] Maksimiziranje prednosti da bi se iskoristile potencijalne mogućnosti. [Maximizing the benefits to take advantage of potential opportunities.] Minimiziranje utvrđenih slabosti koje sprečavaju da se iskoriste postojeće prilike. [Minimizing identified weaknesses that prevent the use of existing opportunities.] Prijetnje/Opasnosti (T) [Threats (T)] Maksimiziranje postojećih prednosti s ciljem smanjenja uticaja utvrđenih prijetnji. [Maximizing existing strengths in order to reduce the impact of identified threats.] Minimiziranje slabosti koje mogu dovesti do ostvarenja potencijalnih opasnosti. [Minimizing weaknesses that could lead to the realization of the potential danger.] Kada se ispravno koristi, SVOT analiza može pružiti dobru osnovu za formulisanje strategije za postizanje optimalnih ciljeva projekta u uslovima neizvjesnosti i dinamičkom okruženju. Na osnovu urađene SVOT analize, može se potvrditi da je prednost projekata JPP u ostvarenju interesa javnosti, prije svega. Naravno, postoje mnoge prepreke koje treba prevazići da bi se JPP uspješno implementiralo. Privatni sektor može biti uspješan samo ako ispunjava uslov socioekonomske održivosti, što znači da, pored ostvarenja svojih interesa, mora da ostvari i da doprinese stvaranju korisnosti za rast i razvoj društva, a, istovremeno, ispuni i uslove isplativosti posmatrano sa ekonomskog aspekta. When properly used, a SWOT analysis can provide a good basis for formulating strategies to achieve optimal project objectives in terms of uncertainty and dynamic environment. Based on the SWOT analysis done, it can be confirmed that the advantage of PPP projects in achieving the public interest first and foremost. Of course, there are many obstacles that must be overcome to successfully implement the PPP. The private sector can be successful only if the requirements of socio-economic sustainability, which means that in addition to the realization of their interests must achieve to contribute to creating benefits for the growth and development of the society, and at the same time fulfill the conditions of profitability from the economic point of view. INDIKATOR EFIKASNOSTI I BOLJE VRIJEDNOSTI ZA NOVAC INDICATOR EFFICIENCY AND BETTER VALUE FOR MONEY Termin „Vrijednost za novac“ se definiše kao optimalna kombinacija sveukupnih životnih troškova projekta i kvaliteta usluga u cilju ispu- The term “value for money” is defined as the optimum combination of the overall project cost of living and quality of services to meet 72 M. Jovičić; M. Vukadin: METHOD OF EVALUATION OF APPLICATION OF PUBLIC-PRIVATE njavanja zahtjeva korisnika, odnosno postizanje postavljenih ciljeva putem optimalnog korištenja raspoloživih resursa (Grimsey & Lewis, 2004, str. 135). Dakle, argument za JPP je da on nudi potencijal obezbjeđenja bolje vrijednosti za novac i veće inovacije u pružanju javnih usluga sa fokusom na efikasnost kao i na kvalitet. Ključni faktori koji se smatraju pokretačima vrijednosti za novac: 1. Konkurencija. Postojanje konkurencije kreira okruženje koje ohrabruje sve učesnike da budu inovativni u kreiranju svojih rješenja i efikasni u isporuci usluga. Jedan od ključnih benefita JPP je i koherentan pristup tokom cijelog životnog ciklusa (engl. whole-of-life cycle), koji se ogleda u dizajniranju koje teži maksimizaciji efikasnosti usluga i minimiziranju troškova životnog ciklusa projekta putem upotrebe kvalitetnih materijala. 2. Rizici. Evolucija svijesti o identifikaciji, alokaciji i upravljanju rizicima projekta je napredovala do te mjere da se danas rizici smatraju ključnim segmentom procesa JPP. Adekvatnim transferom rizika maksimizira se i očekivana vrijednost za novac, jer je projektna kompanija sposobna da redukuje kako vjerovatnoću nastanka rizika tako i finansijske implikacije takvog događaja. U transferu rizika je veoma bitan optimum, a ne maksimum, jer je upravo optimalna alokacija rizika ključni element uspjeha JPP aranžmana (Sredojević, 2009, str. 35). Grafikon 1. ilustruje princip optimalne podjele rizika. Efikasna alokacija rizika obezbjeđuje javnom sektoru najveću vrijednost za novac. Međutim, ako je previše rizika, ili ukoliko su pogrešni rizici transferisani ponuđaču (privatnom partneru), to može javni sektor koštati više nego da su taj rizik zadržali. Dakle, postoji tačka iza koje prenos rizika na privatni sektor nije isplativ za javni sektor, jer nakon te tačke privatni sektor zahtijeva značajnu isplatu ili podsticaj za prihvatanje dodatnog rizika. users’ requirements and achieving set goals through optimum use of available resources (Grimsey & Lewis, 2004, p. 135). Therfore, the argument for PPPs is that they offer the potential of providing better value for money and greater innovation in public service delivery with a focus on efficiency and quality. Key factors that are considered drivers of value for money are: 1. Competition. The existence of competition creates an environment that encourages all participants to be innovative in designing their solutions and efficient service delivery. One of the key benefits of the PPP and coherent approach throughout the life cycle (whole-of-life cycle), which is reflected in the design which tends to maximize service efficiency and minimize life cycle costs of the project through the use of quality materials. 2. Risks. The evolution of consciousness on the identification, allocation and risk management of the project has progressed to the point that today, the risks are considered a key segment of the PPP process. Adequate transfer risk and maximize the expected value for the money because the project company is able to reduce both the probability of risk, and financial implications of such an event. The transfer of risk is very important optimum, not maximum, since the optimal risk allocation key element in the success of the PPP arrangement (Sredojević, 2009, p. 35). Chart 1 illustrates the principle of optimal risk sharing. Effective risk allocation provides the public sector the greatest value for money. However, if it is too much risk, or if the wrong risks transferred, the seller (the private partner), the public sector can cost more than that the risk retained. So there is a point beyond which risk transfer to the private sector is not cost-effective for the public sector, because after that point the private sector requires significant payment or incentive for accepting additional risk. 73 M. Jovičić; M. Vukadin: NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA Grafikon 1. Prikaz nivoa optimalnog prenosa rizika (PPIAF & World Bank, 2006, str. 13) Graph 1. Showing the level of optimal risk transfer (PPIAF & World Bank, 2006, p. 13) 3. Koristi. Postoje finansijske i nefinansijske komponente koristi ili davanja. Pod nefinansijskim komponentama koristi se misli na društveno-ekonomske koristi za korisnike usluga ili razvoj društva koje se mogu postići putem investicija, ali koje se ne mogu kvantifikovati i vrednovati u monetarnim terminima niti novčano izraziti, za razliku od finansijskih komponenti koristi koje su mjerljive kroz prilive/odlive gotovine. Gdje god je moguće, vrijednost određene naknade ili davanja treba mjeriti fizičkim jedinicama na osnovu realnih ili procijenjenih cijena njihove vrijednosti. Ukoliko se ponuđenom koristi ili davanjem trguje na tržištu, onda se to može iskoristiti za procjenu njegove vrijednosti. Ako ne postoji tržišna cijena na raspolaganju, postoje i druge alternativne metode za utvrđivanje vrijednosti ponude. Neki od pristupa podrazumijevaju da se prednosti i vrijednosti mogu utvrditi na osnovu ponašanja potrošača, npr., odnos između cijene nekretnine koje su predmet prodaje i životne sredine u kojoj se one nalaze. Ukoliko je preferencija potrošača postojanje mira i tišine, onda će beneficije biti u korist one ponude nekretnine koje, is- 3. Used. There are financial and non-financial components used or benefits. Under the non-financial components used to refer to the socio - economic benefits for service users and social development that can be achieved through investment, but that can not be quantified and valued in monetary terms or express money, as opposed to the financial components of the benefits that are measurable through inflows/outflows. Wherever possible, the value of certain benefits or benefits should be measured in physical units based on the estimated or actual cost of their value. If you are offered a benefit or giving traded in the market, then this can be used to estimate its value. If there is no market price is available, there are other alternative methods for determining the value of the bid. Some of the approaches include the benefits and values can be determined based on the behavior of consumers, for example relationship between the price of the property offered for sale and the environment in which they are located. If consumer preferences existence of peace and tranquility, then the benefits will be for the benefit of those properties that of- 74 M. Jovičić; M. Vukadin: METHOD OF EVALUATION OF APPLICATION OF PUBLIC-PRIVATE punjavajući taj uslov, obezbjeđuju bolju životnu korist za utvrđenu novčanu vrijednost. Međutim, postoje i koristi koje se mogu kvantifikati, ali ne i novčano izraziti. Npr., vrijednost nivoa obrazovanja može se izraziti u brojevima provedenih godina u školovanju, ali se na osnovu toga sistema evaluacije ne može procjeniti kvalitet koji bi se mogao utvrditi putem novčane vrijednosti. Kod alternativnih fizičkih mjera koje su na raspolaganju, treba izabrati onu koja je najviše u korelaciji s posebnim karakteristikama i percepcijama zadovoljstva pojedinaca. 4. Troškovi. Fokusiranje na cjeloživotne troškove imovine umjesto samo na troškove koji su unaprijed bili procijenjeni, obezbjeđuje da troškovi nabavke nisu disproporcionalni projektu/projektima koje treba provesti. Projektom JPP se ostvaruje vrijednost za novac ako su troškovi projekta manji od najboljeg realno ostvarivog alternativnog projekta kojim bi se osigurale iste ili vrlo slične usluge. Odnosno, vrijednost za novac se odnosi na najbolji utvrđeni rezultat uzimajući u obzir sve pogodnosti, troškove i rizike tokom cijelog projekta. Utvrđivanje vrijednosti za novac uključuje finansijske implikacije na ukupne novčane tokove. S ciljem da se utvrde ukupna plaćanja iz proračuna za namirenje ukupnih odliva projekta u ukupnom životnom vijeku javnoga projekta (kod tradicionalnog modela) i ukupna plaćanja iz proračuna za namirenje ukupnih odliva projekta koju bi imao privatni partner (kod JPP modela), potrebno je prirediti projekciju ukupnih priliva i odliva za obje alternative, koje pored stavki ukupnih životnih troškova, uključuju i odlive finansiranja. Na taj način će se utvrditi koja alternativa uzrokuje veća plaćanja iz proračuna javnoga tijela (Agencija za JPP, 2012, str. 10). Postupak izračunavanja naknade po tradicionalnom i modelu JPP prikazan je tabelarno. fer, fulfilling this requirement, providing a better environment for the benefit of the established monetary value. However, there are benefits that are quantifiers, but not fine to express. For example, value education levels can be expressed in numbers years spent in education, but on the basis of the evaluation system can not evaluate the quality of which could determine the monetary value. In alternative physical measures that are available to choose the one that is most correlated with specific characteristics and perceptions of wellbeing. 4. Costs. Focusing on whole life costs of assets instead of only the costs that were estimated in advance ensures that procurement costs are not disproportionate to the project/projects to be implemented. PPP projects is achieved value for money if the project cost less than the best realistically feasible alternative project that would provide the same or very similar services. That is, the value of money refers to the best score determined by taking into account all the benefits, costs and risks throughout the project. Determining value for money including the financial implications of the overall cash flows. In order to determine the total payments from the budget for the settlement of the total outflow of the project total lifetime public project (the traditional model), and the total payments from the budget for the settlement of the total outflow of the project that would have a private partner (in PPP model), it is necessary to prepare a projection total inflows and outflows for both alternatives in addition to components of total living costs include outlays of funding. This will be a way to determine which alternative causes higher payments from the budget of public bodies (Agencija za JPP, 2012, p. 10). The method of calculating fees for traditional and PPP model is presented in tables. 75 M. Jovičić; M. Vukadin: NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA Tabela 2 Postupci izračunavanja naknade po tradcionalnom i JPP modelu (Agencija za JPP, 2012, str. 10) Table 2 Methods of calculating fees for traditional and PPP model (Agencija za JPP, 2012, p. 10) Postupak izračunavanja naknade po tradicionalnom modelu [Procedure calculate fees by the traditional model] Da bi se utvrdio odnos plaćanja kod pojedinih opcija, prvo je potrebno utvrditi koliko bi tradicionalni model opteretio javne rashode proračuna javnog tijela. Ovdje se, pri utvrđivanju, pored stavke ukupnih životnih troškova, koriste i stavke koje se odnose i na finansiranje. Plaćanjem iz proračuna potrebno je namiriti ukupne novčane troškove i odlive u ukupnom životnom vijeku javne građevine. [To determine the relationship of payment for these items, it is first necessary to determine how much the traditional model burdened public expenditure budgets of public bodies. Here, in addition to determining the total cost of living items, used items relating to the financing. Payment from the budget required to pay the total costs and cash outflows in the total lifetime of public buildings.] Postupak izračunavanja naknade po JPP modelu [Procedure calculate fees by the PPP model] Postupak izračuna naknade po JPP modelu provodi se po standardnom ekonomsko-finansijskom postupku proračuna budućeg poslovanja trgovačkog društva. Tu spadaju projekcije finansijskih izvještaja (bilansa stanja, računa dobitka i gubitka, novčanog toka), ekonomskog toka projekta, koeficijenata pokrića i slično, a sve s ciljem da bi se, na temelju realnih pretpostavki, procijenila naknada koju bi privatni partner mogao tražiti od javnog partnera za namirenje njegovih ukupnih troškova i odliva. [The method of calculating fees on PPP model is carried out by standard economic and financial budgeting procedure future operations of the company. These include projections of financial statements (balance sheet, income statement, cash flow), the economic flow of the project, coverage ratios and the like, all with a view to, on the basis of realistic assumptions, assess the benefits that the private partner could ask the public partners for the settlement of its total costs and outflows.] Ukoliko je sadašnja vrijednost ukupnih životnih troškova tradicionalne opcije veća od ukupnih životnih troškova JPP opcije, opravdano je javnu građevinu isporučiti po JPP modelu iz razloga što se tim modelom mogu očekivati uštede javnih izdataka. ZAKLJUČAK Kad se pojam JPP posmatra kroz prizmu ekonomskog razvoja, ovim modelom partnerstva obezbjeđuje se kombinovanje društvene odgovornosti prema potrebi rješavanja brojnih infrastrukturnih problema i pružanja kvalitetnih usluga građanima, sa finansijama, tehnologijom, efikasnim upravljanjem i preduzetničkim duhom privatnog sektora. Složen 76 If the present value of total life cost of traditional options is greater than the total cost of living PPP options, it is justified to the public building to deliver by the PPP model for the reason that this model can expect savings in public expenditure. CONCLUSION When the concept of PPP is seen through the prism of economic development, this model of partnership provides a combination of social responsibility to the need to address a number of infrastructure problems and provide quality services to citizens, with finance, technology, efficient management and entrepreneurial spirit of the private sector. Compounding the com- M. Jovičić; M. Vukadin: METHOD OF EVALUATION OF APPLICATION OF PUBLIC-PRIVATE projektni kompleks JPP, koji uključuje procese od planiranja i realizovanja pa do upravljanja projektima, se metodološki može analizirati na osnovu ključnog kvalitativnog alata, tzv. SVOT analize. Bazična ideja SVOT analize omogućuje realizaciju JPP na način koji obezbjeđuje maksimalno korišćenje prednosti i mogućnosti i minimiziranje slabosti i prijetnji. Takođe, SVOT analiza se može iskoristiti da se kvalitativnim pristupom sugerišu sredstva, kapaciteti i potencijalni izvori konkurentske prednosti koji se mogu kombinovati kompenzujući na taj način analitički utvrđene slabosti i prijetnje. Dobro urađena analiza će pomoći partnerima u projektu da se skoncentrišu na svoje snage, koriguju svoje slabosti i spremni se suoče sa prijetnjama umanjujući njihovo negativno dejstvo i, konačno, da prepoznaju i iskoriste sve mogućnosti koje se ukažu prilikom razvoja projekta. Pored strateškog alata, SVOT analize, za opravdanje primjenjivosti modela JPP koristi se i metodologija testiranja vrijednost za novac koja kod projekata JPP podrazumijeva ostvarenje finansijske koristi na osnovu proračuna koji treba biti pretpostavka za pokretanje poslovanja putem JPP. U modelu JPP ovaj instrument kvantifikovanja se dobija podjelom rizika sa privatnim sektorom, jer JPP se zasniva na premisi da se rizik prenosi na stranku koja je u boljoj poziciji da upravlja njim, a, samim tim, i da ga minimizira. Kombinacija pozitivnih aspekata ključnih učesnika modela JPP utvrđenih uz pomoć SVOT analize kao i optimalna alokacija rizika utiče na poboljšanje efekata za implementaciju partnerstva na osnovu kojih se povećava potencijal uspješne saradnje javnog i privatnog sektora. plex PPP project, which includes the processes of planning and realization to the project management, the methodology can be analyzed on the basis of key qualitative tool called amounts analysis. The basic idea sums analysis enables the implementation of PPP in a way that ensures maximum utilization of the advantages and opportunities and minimize weaknesses and threats. Also, the sum of analysis can be used to get a qualitative approach suggested resources, capacities and potential sources of competitive advantage that can be combined compensating thus analytically identified weaknesses and threats. Well done analysis will help project partners to aggressively focus on its strengths, its weaknesses corrected and ready to face the threats of minimizing their adverse effects and, finally, to recognize and take advantage of all the opportunities that present themselves when developing the project. In addition to a strategic tool, the amount of analysis, to justify the applicability of PPPs used testing methodology and value for money in PPP projects which implies the realization of financial benefits on the basis of the budget that should be a prerequisite for starting a business through PPP. In the PPP model to quantify this instrument is obtained through risk sharing with the private sector because the PPP is based on the premise that the risk is transferred to the party that is in a better position to manage with it, and therefore it minimizes. The combination of the positive aspects of the key participants of the PPP model established with the help of the sum of analysis as well as the optimal allocation of risk improves the effects of the implementation of the partnership on the basis of which increases the potential for successful cooperation between the public and private sectors. LITERATURA REFERENCES Agencija za JPP. (2012). Vrijednost za novac kod projekata JPP (Priručnik 6, verzija 1). Preuzeto 23. februara 2014. sa sajta: http://www.ajpp.hr/media/25207/p6_ vrijednost%20za%20novac%20kod%20 projekata%20jpp.pdf Agencija za JPP. (2012). Value for money in PPP projects (6 Manual, Version 1). Rectrived February 24, 2014, from: http://www.ajpp.hr/media/25207/p6_ vrijednost%20za%20novac%20kod%20 projekata%20jpp.pdf 77 M. Jovičić; M. Vukadin: NAČIN VREDNOVANJA PRIMJENE JAVNO-PRIVATNOG PARTNERSTVA Grimsey D. & Lewis M. K. (2004). PPP-the world wide revolution in Infrastructure provision and Project Finance. UK: Edward Elgar Publishing limited. Jovičić M. & Jovičić A. (2011). Јavno-privatno partnerstvo kao mogućnost poboljšanja efikasnosti javnog sektora. Materijal prezentovan 2011. na simpozijumu: I International Symposium Engineering Management And Competitiveness, Zrenjanin. PPIAF & World Bank. (2006). Hybrid PPPs: Levering EU funds and private capital. Preuzeto 23. februara 2014. sa sajta: http:// www.irfnet.ch/files-upload/knowledges/ PWC_HybridPPPs_2006.pdf Sredojević S.,(2009). JPP u finansiranju infrastrukture u zemljama Balkana. Neobjavljena doktorska disertacija, Univerzitet u Beogradu, Ekonomski fakultet. Vukadin, M. (2013). Javno-privatno partnerstvo-razvojna šansa BiH. Neobjavljena magistarska teza, Univerzitet u Istočnom Sarajevu, Fakultet poslovne ekonomije Bijeljina. 78 Grimsey D. & Lewis M. K. (2004). PPP-the world wide revolution in Infrastructure provision and Project Finance. UK: Edward Elgar Publishing limited. Jovičić M. & Jovičić A. (2011). Publicprivate partnership as an opportunity to improve the efficiency of the public sector. Paper presented at the 2011 on I International Symposium Engineering Management And Competitiveness, Zrenjanin. PPIAF & World Bank. (2006). Hybrid PPPs: Levering EU funds and private capital. Rectrived February 23, 2014, from: http:// www.irfnet.ch/files-upload/knowledges/ PWC_HybridPPPs_2006.pdf Sredojević S.,(2009). PPP in infrastructure financing in the countries of the Balkans. Unbublished doctoral dissertation, University of Belgrade, Faculty of economy. Vukadin, M. (2013). PPP-development opportunity BiH. Unbublished master’s thesis, University of East Sarajevo, Faculty of Business and Economics Bijeljina. PREDUZETNIŠTVO I MARKETING - ENTREPRENEURSHIP AND MARKETING MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA U USLOVIMA PRIVREDNE RECESIJE MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES IN THE CONDITIONS OF ECONOMIC RECESSION Prof. dr Marko Šarčević Univerzitet u Istočnom Sarajevu, Ekonomski fakultet Istočno Sarajevo-Pale University of East Sarajevo, Faculty of Economy East Sarajevo-Pale Prof. dr Tihomir Spremo Univerzitet u Istočnom Sarajevu, Ekonomski fakultet Istočno Sarajevo-Pale University of East Sarajevo, Faculty of Economy East Sarajevo-Pale Pregledni članak DOI 10.7251/OIK1402002S, UDK 338.124.4:316.43 Review paper REZIME SUMMARY U radu se polazi od činjenice da se savremeni svijet, poslovni ambijent i same kompanije nalaze u stalnim promjenama i turbulencijama. Istovremeno se vodi borba u cilju suzbijanja ili amortizovanja negativnih efekata dužničke krize koja se odražava na ekonomiju velikog broja zemalja prijeteći recesijom. Rad potencira značaj donošenja ispravnih poslovnih odluka u uslovima nepovoljnog okruženja koje karakteršu pad proizvodnje, zaposlenosti, investicija, potrošnje, tj. poslovne aktivnosti i afirmiše nove koncepte poslovne strategije za rešavanje problema negativnih efekata izazvanih dužničkom krizom. Cilj rada je da na sažet način pruži objašnjenje i ponudi odgovor o konceptu efikasnog donošenja odluka kao prihvatljiv model poslovne strategije preduzeća u cilju uspješnog kontrolisanja i postepenog otklanjanja negativnih efekata prouzrokovanih recesijom. In this paper we start from the fact that the modern world, business environment and companies themselves exist in the conditions of perpetual changes and turbulences. At the same time, there is a fight going on with the purpose of suppressing or relieving the negative effects of debt crisis that reflect on the economy of a great number of countries and threatens with recession. The paper insists on the importance of making the right business decisions in the conditions of unfavourable environment characterized by decrease of production, employment, investments, consumption, i.e. business activities, and it affirms the new concepts of business strategy for resolving the problem of negative effects of debt crisis. The aim of the paper is to offer, in a concise manner, an explanation and answer regarding the concept of efficient decision making as acceptable model of business strategy of an enterprise with the goal of successful control and gradual relief of negative effects caused by recession. Ključne riječi: strategija, restrukturiranje, recesija, kompanija, downsizing. Key words: strategy, restructuring, recession, company, downsizing. UVOD INTRODUSTION U vrijeme dok nastaje ovaj rad, u svjetskoj javnosti počinje da se govori o mogućoj novoj prijetnji zastoja ekonomije evro zone. Ohrabrujući optimizam usljed prvih znakova opo- At the time of writing this paper, the prevailing concern of the world public has been a new possible threat of the slowdown of the Eurozone economy. Encouraging optimism caused by the 79 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... ravka ekonomije evro zone nakon prezentovanih stopa rasta početkom 2013. godine nije trajao dugo. Tek što su se pojavili prvi znaci oporavka ove ekonomije, pojedine razvijene zemlje Evropske unije sa dozom zabrinutosti objavljuju da problemi nisu prevaziđeni i da predviđeni ekonomski rast može bit doveden u pitanje. Evropska unija je, prema zvaničnom sopštenju, u prvoj polovini 2013. godine izašla iz recesije, ali izgledi za rast su slabi i neizvjesni. I pored čvršće fiskalne politike, stopa nezaposlenosti i dalje je visoka, pri čemu se, ipak sa dozom opreza, očekuje da će BDP rasti za 1,4 odsto u 2014. godini (Ujedinjene Nacije, 2013, str. 4). Budući da svoju aktivnost kompanije ostvaruju u konstelaciji tržišnih, društveno-političkih, ekonomskih i ostalih faktora, od menadžmenta se očekuje da razumije kako snagu promjena u faktorima okruženja tako i njihov uticaj na poslovni ambijent. Ako se promjenom, posebno u uslovima krize, ne upravlja na pravi način, dolazi do dodatnih gubitaka unutar preduzeća. Transformacija organizacije se, u savremenim uslovima, predstavlja kao uslov strategije rasta i razvoja preduzeća, jednako kao i uslov njegovog oporavka i opstanka. Potrebe za adaptiranjem i inoviranjem koncepcije poslovanja inicirane negativnostima svjetske ekonomske krize su neminovne za većinu kompanija. Restrukturiranje je aktivnost kojom se ubrzava ekonomski razvoj i koja se stoga već godinama praktikuje u razvijenim zemljama tržišne privrede, putem raznih transformacionih poduhvata u domenu vlasništva, organizacije, upravljanja, kao i tržišnog i finansijskog restrukturiranja kako bi se povećala efikasnost i konkurentnost preduzeća na domaćem i svjetskom tržištu. Probleme koje Republika Srpska ima još od globalne krize, kao što su akutna nelikvidnost privrede, skupi krediti banaka, veliko otpuštanje radnika, prije svega, u privatnom sektoru, mogli bi dodatno opteretiti i onako nepovoljan poslovni ambijent eventualnim zastojen ekonomije u Evropskoj uniji. 80 first signs of Eurozone’s economic revival after the presentation of the growth rate at the beginning of 2013 did not last long. Just when the first signs of the economy revival occurred, certain developed countries of the European Union declared, with some level of concern, that the problems were not overcome and that the planned economic growth could still be at stake. According to the official statement, in the first half of 2013, the European Union left recession, but growth prospects were weak and uncertain. Despite firmer fiscal policy, unemployment rate is still high, wherein GDP growth by 1,4 % is expected in 2014 although with some caution (United Nations, 2013. p. 4). Since companies perform their activities in a mixture of market, social and political, economic and other factors, it is expected from the management to understand the strength of the change of environment factors, as well as their influence on business surrounding. If the change is not managed in the right way, especially in the state of crisis, additional losses within an enterprise will occur. In modern conditions, the transformation of organization is presented as the condition of growth strategy and enterprise development as well as the condition of its revival and survival. Need for adaptation and innovation of business concept initiated by the negative aspects of the world economic crisis is inevitable for most of the companies. Restructuring is an activity by which economic development is accelerated and thus it has been applied for years in developed market economy countries, through various transformation ventures in the domain of ownership, organization, management, as well as market and financial restructuring, with an aim to increase efficiency and competitiveness of their enterprises on the local and world market. Problems that the Republic of Srpska has to deal with since the global crisis, such as acute economy insolvency, expensive bank loans, big layoffs, first of all in the private sector, could additionally burden already unfavourable business environment with possible economic halt in European Union. M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... Što se prije pristupi analizi dejstva krize, utoliko su veće šanse da se ona predupredi ili da se, barem, umanje njene posljedice. Odgovori na krizu se moraju tražiti i dobiti na svim nivoima i u svim sektorima privređivanja Problematika savremenog tržišnog poslovanja više nego ikad se nalazi u fokusu interesovanja kako menadžment struktura savremenih preduzeća tako i državnih institucija i akademskih krugova. Kontinuirana integracija svjetske ekonomije, gotovo nevjerovatne tehnološke promjene i globalna političko-ekonomska dešavanja uz prirodne katastrofe i društvenu neodgovornost, samo su okviri koji definišu nove uslove savremenog poslovanja. Savremeno preduzeće posluje u bitno drugačijim uslovima u odnosu na njegov doskorašnji poslovni ambijent. Eksterni uslovi i interna ograničenja su mnogo kompleksniji nego što su bili u prethodnoj deceniji. Jedna od bitnih karakteristika savremenog poslovanja vezana je za efikasan proces poslovnog restrukturiranja. Osnovni cilj restrukturiranja je što bolje tržišno pozicioniranje u kontekstu stalnih promjena u poslovnom ambijentu. Sa sve većim i nepredvidivim promjenama u tržišnom okruženju, od menadžmenta kompanija se očekuje da se dovoljno brzo i na vrijeme prilagođava, ali i da pravovremeno uoči mogućnost nastanka tih promjena i ispravno reaguje. Borba za opstanak na tržištu i profit su glavni motiv i cilj preduzeća. U cilju opstanka na tžištu, menadžment preduzeća mora pronaći puteve i odgovore na dejstvo faktora okruženja odgovarajućom strategijom, promjenom poslovne politike, kao i drugim mjerama. Rješenja se najčešće nalaze u prilagođavanju novonastalim uslovima privređivanja. U kriznoj situaciji menadžment kompanije i vlasnici imaju na raspolaganju više mogućih modela transformacije organizacije. Za koji će se model kompanija odlučiti, zavisi od vlastitih resursa, kao i uzroka, karaktera i obima krize. Određene situacije zahtijevaju metode transformacije koje daju prioritetne i selektivne promjene, dok se u drugim slučajevima primjenjuje postepena reorgani- The sooner crisis effects are analysed the greater are the chances to prevent it or at least to decrease its consequences. Answers to crisis have to be sought and resolved at all levels and in all economic sectors. Problems of modern market economy are more than ever in the focus of interest of modern enterprises’ management structures, as well as state institutions and academic circles. Continued integration of the world economy, almost incredible technological changes and global political and economic developments with natural disasters and social irresponsibility, represent only frameworks that define new modern business conditions. Modern enterprise operates in significantly different conditions compared to its recent business environment. External conditions and internal limitations are much more complex than they were in the previous decade. One of important characteristics of modern business is related to efficient business restructuring process. The main goal of restructuring is the best possible market positioning in the context of permanent change in business environment. With growing and unpredictable changes in market surroundings it is expected from the company management to adapt fast enough and on time, but also to perceive in a timely manner possible occurrence of changes and react appropriately. Fight for survival and profit is the main motif and the goal of an enterprise. With an aim to survive on the market, enterprise management must find ways and answers to the effects of environment factors with appropriate strategy, change of business policy and other measures. The solutions are usually found in adjusting to new economic conditions. In a crisis situation, the company management and owners have several possible models of organization transformation available for bailout. Which model a company will use depends on its own resources, as well as causes, character and scope of a crisis. Certain situations demand methods of transformation that offer priority and selective change, while in other situations it applies gradual transfor81 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... zacija bez radikalnih zahvata. Prije nego što se donese odluka o primjeni odgovarajućeg modela izlaska iz krize, menadžment prvo identifikuje situaciju i daje dijagnozu stanja, analizira proizvodne, tržišne i finansijske karakteristike preduzeća pa tek onda donosi odluke kao ciljeve poslovne strategije preduzeća. Najčešći model reorganizacije preduzeća, za kojim poseže menadžment i koji često nije adekvatno rješenje, je model restruktuiranja „downsizing”, tj. smanjenje poslovnih aktivnosti preduzeća a, u skladu sa tim, i smanjenje broja zaposlenih. Istraživanje motiva i determinanti dezinvestiranja predmet su stručnih i empirijskih studija. Međutim, najnovija dešavanja vezana za donošenje poslovnih odluka u uslovima globalne krize i privredne recesije daju dovoljno razloga da se o ovom fenomenu posveti posebna pažnja sa teorijskog i naučnog stanovišta u cilju pružanja pomoći menadžmentu za donošenje dobrih poslovnih odluka kao jedan od modela strategijskog manevrisanja. U najvećem broju radova proučavani su motivi ovog strategijskog pravca rasta sa aspekta preduzeća koje se restrukturiše, kao i sa aspekta determinanti dezinvestiranja. Jedan od bitnih razloga vezan za loše poslovne rezultate kompanije je prouzrokovan opštom finansijskom krizom. U cilju umirenja intezivnog talasa otpuštanja radnika i pada privredne aktivnosti, pogotovo u velikim i nepredvidivim ekonomskim krizama, efikasno restrukturiranje koje obuhvata znatno širi asortiman mjera kao model reorganizacije preduzeća treba da predstavlja dobar put na podizanju unutrašnje sposobnosti preduzeća i ublažavanju negativnih efekata recesije. Sve te neizvjesnosti i otvorena pitanja sa kojima se neprekidno susreću menadžment, lideri i vlasnici, predstavljaju veliku enigmu i teško rješiv problem kad se zna da su uspjeh i neuspjeh odvojeni vrlo tankom niti. Na temeljima vođenja poslovne politike u poslovnoj praksi i literaturi prisutni su problemi, lutanja i različiti koncepti koji ne daju adekvatan odgovor na pitanje kako kroz poslovnu strategiju preduzeća optimizirati odnos sa okruženjem u cilju održive vitalnosti? Ovi momenti kao i nepredvidivost savremenog okruženja 82 mation without radical actions. Before passing a decision on applying appropriate model of bailout, management firstly identifies situation and gives state diagnosis, analyses production, market and financial characteristics of enterprise and then passes decisions as goals of business strategy of an enterprise. The most common model of enterprise reorganization chosen by the management, and usually inadequate solution, is restructuring model downsizing, i.e. decrease of business activities of an enterprise, and in accordance with that decrease in number of employees. Research on motives and determinants of disinvestments is subject of expert and empirical studies. But, latest developments regarding making business decisions in conditions of global crisis and economic recession give a reason to devote special attention to this subject from theoretic and scientific point of view with an aim to assist the management to take a good business decision as one of models of strategic manoeuvring. In the greatest number of papers, motives of this strategic direction are examined from the aspect of restructuring enterprise, as well as from the aspect of disinvestment determinants. One of important reasons related to bad business results of a company is caused by general financial crisis. In order to pacify the intensive wave of layoffs and decrease of economic activities, especially in big and unpredictable economic crisis, efficient restructuring should represent a good way for increasing inner capabilities of enterprise and relieving the negative effects of recession. All these uncertainties and questions that management, leaders and owners face represent great enigma and hardly solvable problem when one knows that there is a thin line between success and failure. On the basis of business policy running in business practice and literature there are problems, wanderings and different concepts that do not give adequate answer to the question – How to optimize relationship with surroundings through business strategy of an enterprise with an aim to sustain vitality? These problems as well as unpredictability of modern M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... opredjeljuju da ovo započeto istraživanje ima naučni i misaoni aspekt. U radu se nastoje prezentovati sve karakteristike lošeg, ekonomski i društveno neopravdanog pristupa, ishitrenog i paničanog odgovora menadžmenta na negativan uticaj efekata privredne recesije, primjenom modela downsizinga, kao jednog od modela (oblika) poslovnog restrukturiranja. Pokušava se objasniti značaj pristupa analize snaga i slabosti kompanije u kontekstu šansi i opasnosti uticaja faktora okruženja i aktivnosti na konačnom odabiru poslovne strategije kao modela restrukturiranja u realizaciji strategije oporavka. environment demand of this research to take a scientific and contemplative aspect. In this paper, the goal is to present all characteristics of inadequate, economic and socially unjustified approach, hasty and panic management response to negative effects of economic recession, by applying downsizing model, as one of models (forms) of business restructuring. It is our attempt to explain the importance of the analysis of good and weak points of a company, in the context of possibilities and threats of the environment influence and activities regarding the final selection of business strategy as the model of restructuring in the implementation of the revival strategy. POSLOVNA KLIMA: ZNACI KLIME I PREDVIĐANJA BUSINESS CLIMATE: CRISIS SIGNS AND PREDICTIONS Opravdano se strepi od moguće stagnacije evropske ekonomije koja bi se mogla negativno odraziti na i onako iscrpljenu svjetsku ekonomiju, a posebno, na nedovoljno snažne ekononije cijelog regiona čije ekonomije su vezane za privredu Evropske unije. Sve negativnosti sa kojim se suočava značajn broj zemalja u svijetu kao posljedice prethodne ekonomske krize, uz negativne efekte nove krize, mogu dodatno umanjiti poslovne rezultate kompanija. Uprkos umjerenom optimizmu povodom zvaničnih saopštenja da je obuzdana kriza u evro zoni i da je ova ekonomija izašla iz recesije, ipak su ostale bojazni da bi eventualno duži zastoj ekonomskog rasta imao negativan uticaj i na veći broj malih i nedovoljno razvijenih ekonomija. U dokumentu UN/DESA „Svjetska ekonomska situacija i perspektive” (2013) prezentovana su nova predviđanja rasta svjetske ekonomije za 2013. i 2014. godinu. Ono što je karakteristično je da su rađena tri pristupa predviđanja rasta GDP-a (optimistički, pesimistički i osnovni scenario). U dokumentu se navodi da se predviđa blagi oporavak globalne ekonomije, pri čemu kao optimistički scenario je prezentovan od 4,5% rasta GDP-a, realistički od 3,2% rasta GDP-a, dok bi najsumorniji izgled rasta GDP-a iznosio svega 1,1%. (grafikon 1). Possible European economy stagnation is feared with a good reason because it could effect already exhausted world economy and especially insufficiently strong economies of the whole region whose economies are quite related to the European Union economy. All negativities that significant number of world countries is facing, such as consequences of previous economic crisis, coupled with negative effects of the new crisis, can additionally decrease companies’ business results. In spite of modest optimism caused by official announcements that the crisis was under control in Eurozone and that this economy came out of recession, there is concern that potential longer slowdown in economic growth would have negative effect on greater number of small and insufficiently developed economies. A document UN/DESA-World Economic Situation and Prospects (2013) presents all new predictions regarding the growth of world economy in 2013 and 2014. What is characteristic is that there are three approaches to growth of GDP (optimistic, pesimistic and baseline scenario). It is stated in the Document that mild recovery of global economy is predicted, with 4,5% GDP growth presented as optimistic scenario, 3,2% GDP growth as realistic and the most gloomy GDP growth predictions would be only 1,1%. (Graph 1). 83 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... 4,1 4,1 Bazna linija [Baseline] Optimistic scenario 4,0 [Optimisti ] 3,8 4,5 2,7 2,2 1,4 Pesimisti [Downside scenario] 3,2 Bazni scenario 2,4 [Baseline scenario] 1,1 0,2 -2,1 2006 2007 2008 2009 2010 2011 2012 2013 Grafikon 1. Rast svjetskog bruto-drustvenog prizvoda, 2006-2014. (Ujedinjene nacije, 2013) Graph 1. Growth of world gross product, 2006-2014. (United Nations, 2013) Prezentovanjem najnovijih pokazatelja u dokumentu UN-a, svjetska ekonomska situacija i perspektive 2014., predviđa se rast GDP-a na globalnom nivou od 3%, što predstavlja lošiju prognozu u odnosu na prethodno predviđenu stopu rasta (3,2% realistička prognoza) iz 2013. godine. Nove pesimističke prognoze zastoja globalnog rasta, a posebno, razvijenih ekonomija evro zone mogu dodatno pogoršati poslovnu klimu u regionu i dovesti u pitanje blagi rast privredne aktivnosti započet nakon što je privreda Republike Srpske izašla iz recesije. Privreda je platila visoku cijenu prethodnog talasa, tako da bi zastoj ekonomije zemalja Evropske unije sa kojom Republika Srpska ima značajnu spoljnotrgovinsku razmjenu dodatno oslabio domaću ekonomiju. U uslovima krize većina kompanija, po svaku cijenu, nastoji prevazići krizu zanemarujući korporativnu odgovornost, neplanskim otpuštanjem radnika i redukcijom postojećih troškova. The newest indicators in UN Document, World Economic Situation and Prospects 2014 , predict GDP growth by 3% at the global level, which is worse prediction compared to previously predicted growth rate (3,2% realistic prediction) from 2013. New pessimistic predictions of the slowdown in global growth, especially in developed economies of Eurozone, could additionally impair business climate in the region and question mild growth of business activities started after the economy of the Republic of Srpska came out of recession. Economy paid a high price for the previous wave, so that the slowdown in the European Union economies with which the Republic of Srpska has significant foreign exchange, would additionally weaken domestic economy. In the state of crisis, most of companies try to overcome crisis at any cost, neglecting corporate responsibility, with unplanned layoffs and existing costs reduction. UPRAVLJANJE I PRAVCI USAGLAŠAVANJA POSLOVNIH PROCESA U USLOVIMA RECESIJE MANAGMENT AND DIRECTION OF HARMONIZATION WITH BUSINESS PROCESSES IN CASE OF RECESSION Budući da se u tržišnim privredama ostvaruje stalan proces dinamičkih promjena, Since the constant process of dynamic change runs in market economies, which is 84 M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... koje su teško predvidive i na koje preduzeće najčešće ne može uticati, sve to doprinosi i neprekidnim procesima prilagođavanja preduzeća tim promjenama putem raznih oblika poslovnog restrukturiranja. Prethodne godine globalne ekomske krize i privredne recesije bile su veliki izazov za većinu preduzeća koja su, vještinom manevrisanja u procesu upravljanja, nastojala da se održe uz što manje posljedice. Većina preduzeća osjetila je sve negativne efekte recesije na poslovnu aktivnost, čiji uticaj nastoji izbjeći, ili što prije amortizovati. S obizorom na date okolnosti, posljedice se najčešće manifestuju u padu poslovne aktivnosti, što obavezuje maksimalnu mobilnost menadžmenta na donošenju strategijskih odluka kako bi se zaustavio dalji pad poslovnih rezultata i omogućio opstanak i održiva konkurentnost. U nastojanju da spriječe dalji pad poslovnih performansi koje bi mogle dovesti u pitanje opstanak na tržištu, menadžment kompanija nastoji primijeniti strategiju oporaka koju pojedini teoretičari nauke o menadžmentu prezentuju kao strategiju koja se sastoji iz dva koraka (Couleter, 2010, str. 270): (1) smanjenja troškova i (2) restrukturiranja. Smanjenje troškova kao odgovor na opadanje poslovnih performansi ne može biti u vezi sa razvijanjem konkurentske prednosti, nego način da se ostvarene performanse jedne kompanije usklade sa prethodno očekivanim poslovnim rezultatima. Osnovni cilj menadžmenta u nastojanju da smanji troškove poslovanja je revitalizacija učinka kompanije. Jedan od prvih i najčešćih poteza za kojim menadžment poseže u nastojanju da radikalnije smanji troškove je primjena downsizinga, koji predstavlja oblik restrukturiranja u okviru kojeg se zaposleni otpuštaju sa posla u skladu sa smanjenjem poslovnih aktivnosti kompanije. Zapažen broj naučnih skupova je organizovan u cilju da se pokuša dati pravi odgovor menadžmentu kompanije u cilju efikasnog i efektivnog upravlja kompanijom u uslovima iznenadnih kriza izazvanih globalnim poremećajima. hard to predict and which an enterprise most often can not influence, it contributes to enterprise’s continuous processes of adaptation to the changes through various forms of business restructuring. Previous years of global economic crisis and economic recession were great challenge for most enterprises that tried to survive with as little as possible consequences using manoeuvring skills in management process. Most enterprises felt all negative effects of recession onto their business activity and they tried to avoid these or relieve them as soon as possible. Under given circumstances, the consequences of which are usually manifested in the decrease of business activity, maximum management mobility is required regarding strategic decisions which could stop further decrease of business results, enable survival and sustain competitiveness. In the attempt to prevent further decrease of business performances which could question survival on the market, the company management tries to apply recovery strategy which certain theoreticians in the area of management science present as strategy that consist of two steps (Couleter, 2010, p. 270): (1) Cost decrease and (2) Restructuring. Cost decrease as an answer to decrease of business performances can not be correlated with development of competitive advantage, but it is a way to adjust performances of one company with previously expected business results. The main goal of management in attempting to decrease business costs is revitalisation of company’s performance. One of the first and most common moves that management reaches for in an attempt to radically decrease costs is applying downsizing, which represents the form of restructuring in the framework of which employees are fired in line with decrease of business activities of company. Significant number of scientific reunions were organized with an aim to try to give the right answer to company management in order to manage company efficiently and effectively in conditions of sudden crisis caused by global disturbances. 85 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... Rasprave i zaključci temeljeni na analizama modela i postupaka koji su prezentovani nisu dali očekivane rezultate. Kod većine poznavalaca ove problematike preovladava stav da ne postoji rješenje kao model koji se može primijeniti za svaku kompaniju sa izgledom za konačni uspjeh. Objašnjenje je dosta jednostavno: ni jedna kompanija, bez obzira koliko je slična, ne može biti identična sa drugom kompanijom, niti može biti pod istovjetnim uticajem faktora poslovne sredine. Sa tim stavom se i na posljednjem međunarodnom ekonomskom forumu u Davosu, okvirno, složila većina prisutnih, izbjegavajući da dâ odgovor kao model preduzetnih i makroekonomskih stavova u pravcu efikasnijeg prevazilaženja negativnih trendova kod privreda u recesiji. Teško je objasniti razlog ishitrene primjene downsisinga kod menadžmenta velikog broja kompanija kad se nađu pod negativnim uticajem ekonomske krize prije detaljne analize vlastitih resursa, šansi i opasnosti u kojima se nalaze ne tražeći rešenje primjenom jednog od modela procesa restrukturiranja. Iz tog razloga prisutno je mišljenje da je neophodno na jedan način (stručne rasprave, pisane brošure i uputstva) detaljnije objasniti i upravljačkim strukturama svih nivoa dinamiku poslovnih aktivnosti koja treba da doprinese u rješavanju tog složenog problema. Izostavljanje sistematične i stručne analize resursa kompanije, menadžment rizikuje da donese pogrešnu odluku koja kompaniju može dovesti u lošiju poziciju od postojeće, pa čak da nestane sa poslovne scene. Na takav korak se najčešće odlučuje onaj menadžment koji svoje zaposlene vidi kao trošak koji treba smanjiti, umjesto kao neku vrstu resursa koji treba razvijati. U prvom slučaju zaposleni se od strane odgovornih u kompaniji posmatraju kao roba, dok se u drugom slučaju vide kao izvor inovacija. Smanjivanje broja zaposlenih nije isto što i organizaciono smanjivanje. Smanjivanje poslovanja je namjerena, aktivna strategija menadžmenta, dok je smanjenje organizaciona pojava koja se dešava bez uticaja volje i izaziva smanje86 Discussions and conclusions based on the analysis of models and procedures that were presented did not give the expected results. Most people that are acquainted with these problems believe that there is no solution in a form of a model that can be applied in every company with prospects of ultimate success. Explanation is rather simple: no company, no matter how similar, can be identical to any other, nor can it exist in identical influence of business environment factors. Most of participants of International Economic Forum in Davos agreed with this opinion, avoiding giving an answer as the model of enterprising and macroeconomic attitudes directed to more efficient overcoming of negative trends of economies in recession. It is difficult to explain the reason of hasty use of downsizing by the management of great number of companies when faced with negative effects of economic crisis and prior to detail analysis of their own resources, opportunities and threats without looking for solution by applying one of the models of restructuring process. For this reason it is believed that it is necessary in some way (expert discussions, leaflets and guides) to explain in detail to management structures of all levels the dynamic of business activities that should contribute to the complex problem solving. Leaving out systematic and expert analysis of resources, opportunities and threats coming from business environment by applying one of known reorganization models, management risks to take a wrong decision that could bring company in worse situation than it is already in; it could even disappear from business scene. This move is made usually by management that sees their employees as cost to be cut, instead of some kind of resource to develop. In the first case, employees are seen as goods by the responsible in the company, while in the second case they are seen as source of innovation. Decrease in the number of employees is not the same as organizational decrease. The decrease in business is intentional active strategy of management, while decrease is organizational phenomena that happens without will and causes decrease in the basis of enter- M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... nje baze preduzeća. Vejn F. Kasio pokazuje da je humanost ono najvažnije kod postizanja ekonomskih ciljeva. Na pitanje da li su firme koje otpuštaju svoje radnike profitabilnije od onih koje to ne čine, odgovor autora je - NE! (Casio, 2003, str. 49). Zato je sasvim logično upitati se da li je otpuštanje zaista efikasan pristup poslovnom restrukturiranju i ispitati alternativne pristupe, pogotovo ako je pristup tom procesu od strane menadžmenta nesistematičan, ishitren i u panici od nadolazećih poslovnih problema. Dosadašnja iskustva su potvrdila da primjena modela downsizinga kao poslovne strategije manevrisanja u cilju troškovne efikasnosti i neutralisanja iznenadnih negativnih efekata na kompanije bez prethodnih sistemskih analiza najčešće ne daje očekivane rezultate, pri čemu kompanija prividno smanuje troškove, dok poslovna efikasnost i efektivnost stagnira i postaje društveno neodgovorna, ignorišući interese zaposlenih, lokalne zajednice, nacionalne ekonomije pa i društva u cjelini. Nastojeći panično smanjiti troškove, menadžment se najčešće odlučuje da smanjuje poslovne aktivnosti u dijelovima kompanije koje počinju da iskazuju lošije poslovne rezultate donoseći odluku o otpuštanju radnika. Rast stope nezaposlenosti uz smanjenu poslovnu aktivnost predstavlja bitne ekonomske indikatore lošeg poslovnog ambijenta i dodatno usložnjava upravljanje kompanijama. Takva neodgovornost menadžmenta doprinosi lošijem stanju u privrednom razvoju lokalne zajednice i društva u cjelini, što u uslovima recesije predstavlja poseban problem. Budući da se u tržišnim privredama ostvaruje stalan proces dinamičkih promjena, to doprinosi i neprekidnim procesima prilagođavanja preduzeća tim promjenama putem raznih oblika poslovnog restrukturiranja. Restrukturiranje preduzeća zemalja u tranziciji i identifikovanje pravaca restrukturiranja usmjereni su nešto drugačije. Najčešći problem krize i ugroženosti opstanka s kojim se značajan broj preduzeća susreće, te potreba ne samo stvaranja novog već i rušenje starog prevaziđenog načina prise. Wayne F. Cascio shows that humanity is the most important when attaining economic goals. Author’s answer to the question - Are firms that fire their employees more profitable than the ones that do not do that, is NO! (Casio, 2003. p. 49). Thus, it is very logical to ask oneself are layoffs really an efficient approach to business restructuring and examine alternative approaches, especially if the approach to this process by management is non-systematic, hasty and panic due to coming business problems. Previous experiences confirmed that use of downsizing model as a business manoeuvring strategy towards cost efficiency and the neutralization of sudden negative effects to companies without previous systematic analysis usually do not bring expected results, company seemingly cuts costs, while business efficiency and effectiveness stagnates and becomes socially irresponsible, ignoring interest of employees, local community, national economy and society as a whole. By panicky cutting costs, management most often decides to cut business activities in company sections that start having poorer business results by passing a decision on layoffs. Employees are additionally assigned with new activities, other material outputs are to be cut, and this represents inhuman attitude towards employees. Growth of unemployment rate together with decreased business activity represent important economic indicators of bad business environment and it additionally complicates company management. Such management irresponsibility contributes to worse conditions in economic development of the local community and society as a whole, which is a significant problem at the times of recession. Since permanent process of dynamic changes is being realized in market economies, it contributes to unending processes of adapting companies to these changes through various forms of business restructuring. Enterprise restructuring in transition countries and identification of restructuring directions have a little bit different direction. Most common problem of the crisis and vulnerability of the survival of a significant number of companies, a need for creating new business modes, as well as 87 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... funkconisanja privredne djelatnosti ovo pitanje čine kompleksnijim i teže rješivim. Dobar primjer uspješnog restrukturiranja kompanije u teoriji poznat kao pristup organizacionog restrukturiranja viđen je u kompaniji General Electric 80-tih godina prošlog vijeka kad su evidentni loši poslovni rezultati gurnuli jednu od najmoćniji svjetskih kompanija u krizu. Jack Walch je, preuzevši vođenje ove kompanije, promovisao koncept „organizcija bez granica“ uspješnom zamjenom neprilagođene vertikalne strukture horizonalnom, primijenjujući i strategiju downsizinga (DeWitt, 1998, str. 59-79). Proces restrukturiranja Walch je sprovodio na planskom smanjenju broja zaposlenih (downsizing), preko mehanizama kao što su fluktuacije, prijevremeno penzionisanje, dobrovoljni otkazi i otpuštanje, što se pokazalo uspješnim, jer je vrijednost kompanija svake godine rasla po 23%. Za razliku od globalne finanisijskie krize i nadolazeće dužničke krize koje su iznenadne i nepredvidive, sa snažnim efektima negativnih udara, kriza poslovanja u koju je zapala kompanija GE se najčešće stvara duži period koju menadžment ne prepoznaje ili na nju ne obraća dovoljno pažnje. Budući da se uzroci dosta razlikuju, i proces izlaska iz krize nije indentičan. Situacije gdje su evidentni negativni efekti recesije, zahtijevaju metode transformacije sa strateškim odlukama u cilju amortizovanja prvog negativnog udara (smanjenje troškova), nakon čega se pristupa analizi interakcije sa okruženjem i konačnom odabiru modela za reorganizaciju, dok u stabilnom poslovnom ambijentu kompanije primjenjuju sistematičnu reorganizaciju, „step by step“, kao odgovor na krizu. Primjena downsizinga, paralelno sa procesom organizacionog restrukturiranja kao koncepta reorganizacije u nacionalnom i globalnom okruženju za kompaniju General Electric je bio prihvatljiv za izlazak iz krize zbog povoljnosti uticaja faktora ekonomske sredine, dok bi primjena u uslovima recesije bila daleko neizvjesnija. Kompanija GE, da bi smanjila troškove, kao prvi neophodan korak, u strategiji oporavka odlučila se na češću primjenu tehnike elektronskog poslovanja prili88 destroying the old outdated ones, make this issue even more complex and hardly solvable. A good example of successful company restructuring, in theory known as organisational restructuring approach, is the example of General Electric Company from the 80s of the last century where evidently bad business results pushed one of the most powerful world companies into crisis. Jack Walch, taking lead in the company, promoted a concept of “organization without borders” that included successful transformation of maladjusted vertical structure to horizontal one by applying the strategy of downsizing (DeWitt, 1998, p. 59-79). Walch carried out the process of restructuring on planned downsizing of the number of employees through mechanisms like fluctuations, early retirements, voluntary resignations and layoffs which proved successful because the value of companies grew by 23% every year. Unlike global financial crisis and upcoming debt crisis, which are unexpected and unpredictable with strong effects of negative impacts, the business crisis that befell GE Company is usually created during longer period of time and management does not recognize it or does not pay enough attention. Since samples are quite distinctive, the process of bailout is not identical. Situations when negative effects of recession are evident do not require methods of transformation with strategic decisions in order to relieve the first negative impact (cutting of costs), after which it is necessary to approach to the analysis of the interaction to environment and final selection of the model for re-organization, while in stable business atmosphere companies apply systematic re-organization, step-by-step, as an answer to the crisis. Implementation of downsizing, parallel to process of organizational restructuring as a concept of re-organization in national and global environment for General Electric Company, was acceptable for getting out of the crisis because the factors of influence of economic environment were favourable, while the implementation in terms of recession would be far more insecure. In order to decrease expenses, the GE company as the first essential step in recovery strategy decided to apply the elec- M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... kom nabavki, kao i korišćenje programa Six Sigma1, pri čemu je samo od 1999. do 2002. godine je uštedila oko 8 milijardi $ (Arndt, 2002, str. 73). Strategiju restrukturiranja prihvataju nerazvijna, bolesna ili ugrožena preduzeća ili kompanije koji se nalaze na pragu značajnih promjena. Prvi koraci su odluke nadležnih za promjenu postojećeg menadžmenta za koji se vežu loši poslovni rezultati. Da bi sam proces strategije restrukturiranja funkcionisao, neophodno je organizovati upravljački tim koji je sposoban da uoči najprihvatljiviji model za transformaciju. Kompanija koja prihvata akviziciju kao oblik restrukturiranja sa novim i nepoznatim oblastima poslovanja, odlučuje se za model čiji proces zahtijeva duži vremenski period. Ukoliko kompanije do kojih se došlo akvizicijom ne mogu da se integrišu kako bi ostvarile potpuno novu stratešku poziciju „nisu ništa drugo do prikriveni menadžeri portfelja“ (Porter, 2008, str. 141). tronic business technique when purchasing, as well as using Six Sigma Programme1, whereby only from 1999 to 2002 saved about 8 billion $ (Arndt, 2002, p.73). Restructuring strategy is accepted by underdeveloped, corrupted or endangered companies on the verge of significant changes. First steps are decisions of the authorized to change the present management connected with poor business results. In order to process strategic restructuring it is necessary to organise control team capable of choosing the most acceptable model for transformation. The company which accepts acquisition as a model of restructuring with new and unknown areas of business decides on a model whose process requires long period of time. If the companies, seized by acquisition, cannot integrate in order to realize completely new strategic position, as M. Porter points out, they are nothing else but covert portfolio managers (Porter, 2008, p. 141). PRAVCI STRATEGIJSKOG MANEVRISANJA KOMPANIJA COURSES OF STRATEGIC MANOEUVRING OF COMPANIES Okruženje utiče na preduzeće, ali i preduzeće, kroz široki repertoar strategijskih opcija, nastoji da mijenja okruženje, smiruje ga, ili, pak, nastoji da smanji njegov uticaj na svoje poslovanje. Onda kad se na bazi autonomne interakcije preduzeća ostvari optimalni nivo usaglašenosti vlastitih resursa, potrebe kupaca, konkurentski pritisak, kritični faktori uspjeha i kreiranje konkurentske prednosti, može se reći da su stvoreni uslovi za razmah preduzetničkog duha i novih poslovnih ideja. Menadžment preduzeća prilikom donošenja odluke za strategiju izlaska iz krize, napušta poslovnu filozofiju „šta je dobro za državu, dobro je i za preduzeće“. Svojom strategijskom vizijom, poslovnom dosjetljivošću i spremnošću preuzimanja rizika, kreira budućnost putem radikalnog zaokreta u poslovnoj politici pod im- The environment influences the company, but the company, through various strategic options, also tries to change the environment, to moderate it, or to decrease its influence on the company business. Then, when on the basis of autonomic interaction of companies the optimal level of compatibility of their own resources, the needs of consumers, competitive pressure, critical factors of success and creation of competitive advantage is reached, it can be said that the conditions for progress of entrepreneurial spirit and new business ideas are acquired. By making decision for strategic bailout, company management abandons business philosophy „what’s good for the state is good for the company“. With its strategic vision, business wittiness and willingness to take the risk, they create the future through radical turns in business politics under influence of 1 „Six Sigma“ je standard kvaliteta koji postavlja cilj da ne bude više od 3,4 kvara na milion jedinica ili procedura. 1 “Six Sigma“ is a quality standard that sets a goal of no more than 3,4 defective parts to a million of units/ parts or procedures. 89 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... paktom smanjenja troškova koja ide na smanjenje poslovnih aktivnosti preduzeća, napuštanje određenih aktivnosti, sužavanje asortimana proizvoda, zatvaranje pojedinih pogona, a u skladu sa tim, i na smanjenje broja zaposlenih. Naučna i stručna javnost su jedinstvenog stava da zbog izuzetno brojnih specifičnosti faktora okruženja u kome posluje preduzeće i karakteristika preduzeća, ne postoji jedinstven program (koncept) pristupa ponašanja u međusobnoj interakciji koji bi mogao poslužiti kao uzorak-model za sva preduzeća u cilju najuspješnijeg korišćenja šansi i savlađivanja opasnosti na putu reformi za prevazilaženje negativnih uticaja krize. To je usko vezano za sistematičnu i situacionu analizu internih snaga i slabosti poslovnih sistema i eksternih faktora poslovnog ambijenta. Dosadašnja iskustva na prevazilaženju negativnih uticaja kriza koje se ciklično javljaju sa jačim i slabijim intenzitetom, kompanije su dosta nespremno dočekale i panično nastojale prevazići, pri čemu su pravljene greške u donošenju poslovnih odluka. Budući da se prvi znaci negativnih efekata javljaju u lošijim poslovnim rezultatima rastom troškova i padom tražnje, uprava panično poseže za metodom dezinvestiranja primjenom modela downsizinga. Smanjivanja i sužavanja poslova mogu se posmatrati kao kratkoročna defanzivna strategija, odnosno odgovor preduzeća na ekonomsku recesiju, skup novac, kreditne recesije, kao i ostale restriktivne mjere ekonomske politike koje se najčešće odnose na kreditno-monetarnu politiku koju sprovodi država u određenom periodu. Brojni su stavovi poznavalaca ove problematike koji ističu razliku između aktivnosti koje preduzeća sprovode na smanjenju poslova i sužavanju poslova. Za smanjenje poslova veže se kao rezultat manji broj zaposlenih i manji broj poslovnih jedinica preduzeća, dok se kod sužavanja poslova nastoji ostvariti smanjenje širine poslovanja, a za rezultat ima eliminisanje poslovnih jedinica koje se ne uklapaju u ono što menadžment definiše kao suštinu poslovanja preduzeća. Osnovno je da sve što 90 reducing expenses which aims to lessen company business activities, abandon certain activities, narrow assortment of products, close several machineries and thereby reduce the number of employees. Academia and professional circles share the unique attitude that due to extremely numerous specificity of the factors, there is not a unique program (concept) of behaviour approach in the mutual interaction that would serve as sample-model for all companies in order to make use of the opportunities in the most successful of ways and overcome the dangers on the reform road and negative influences of the crisis. This is closely related to systematic and situational analysis of the internal forces and weaknesses of the business systems as well as exterior factors of business environment. Former experiences with overcoming negative effects of the crisis which occur periodically with stronger or weaker intensity, companies received quite unprepared and in panic tried to overcome them while making mistakes in taking business decisions. Since the first signs of negative effects occur in poorer business results, with growth of expenses and fall in demand management in panic reaches for the method of disinvesting by implementing the model of downsizing. Reducing and narrowing the business can be seen as temporary defensive strategy, apropos the answer of the companies to the economic recession, expensive money, credit recessions as well as other measures of economic policies most often referred to credit and monetary policy enforced by the state in certain period. The opinions of the experts are that there is the difference between the activities that the companies enforce in order to reduce or narrow the business. The less number of employees and less number of business units is related to reducing business, while narrowing the business endeavours to achieve decrease in the width of the business, and as a result has the elimination of business units which do not fit in what is defined as the essence of the company’s business. The basis is that everything that does M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... ne doprinosi sinergiji jeste predmet preispitivanja, smanjenja ili sužavanja. Smanjenje preduzeća obuhvata set aktivnosti od strane menadžmenta preduzeća kako bi se poboljšala njegova efikasnost, produktivnost i/ili konkurentnost. To je poslovna strategija koja se primjenjuje kako bi planirano uticalo na broj zaposlenih i procese koji se koriste (Milsavljević, 2002, str. 267). Nije sporno da finansijska sredstva koja preduzeće dobije prodajom jednog svog dijela može da koristi u svrhu vlastitog investicionog ulaganja. Uspješnom poslovnom transakcijom, kao poslovnom strategijom dezinvestiranja, sredstva dobijena na taj način se ulažu u predviđeno saniranje perspektivnih dijelova preduzeća u cilju zadržavanja postojeće pozicije ili poslovnog rasta. Sve to daje dovoljno argumenata za konstataciju da je strategija dezinvestiranja u funkciji konsolidacije i repozicioniranja preduzeća u privrednoj strukturi bitan strateški proces u prevazilaženju negativnih efekata recesije za svaku kompaniju. Veoma je bitno da se analiza, planiranje i sprovođenje dezinvestiranja posmatraju kao korisne aktivnosti i, kao takve, treba da budu integralni dio strategije oporavka preduzeća, a ne ad hoc aktivnost u kriznom upravljanju (Schmidt, 1987, str. 28). Proces dezinvestiranja zahtijeva sistemski pristup, pri čemu se utvrđivanje potrebe za dezinvestiranjem smatra početkom aktivnosti. Dalje se identifikuju poslovi koji su najpogodniji za dezinvestiranje u kontekstu svih potreba. Svaki posao koji treba dezinvestirati neophodno je ocijeniti u smislu njegovog tržišta i konkurentskog okruženja. Poslije toga se razmatraju različite opcije za izlazak kako bi se ocijenila dinamika i stvaranje optimalnog iznosa gotovine za matično preduzeće. Na kraju, formuliše se strategija i taktika prodaje. Bez obzira što se odluka o poslovnoj strategiji dezinvestiranja može donositi u periodu opšte finansijske krize i recesije kada pojedini modeli trenutno nisu najprihvatljiviji na finansijskom tržištu, sam pristup procesu mora biti prostudiran sa svih aspekata kako bi se izbjegla greška. not contribute to the synergy is a matter of reviewing, reducing or narrowing. Reducing of the company includes the set of activities done by the management in order to improve its efficiency, productivity and competitiveness. It is a business strategy that is enforced in order to deliberately influence the number of employees and existing processes (Milsavljević, 2002, p. 267). Unquestionably, the financial funds that the company gains by selling one of its parts can be used in purpose of the company’s own investments. With the successful business transaction, as a disinvesting business strategy, funds gained in that way are invested in calculated sanitation of promising parts of the company in order to maintain the present position or business growth. All this gives enough arguments to say that disinvesting strategy in purpose of consolidation and repositioning of the company in economic structure is important strategic process in overcoming the negative effects of recession for every company. It is very important that analysis, planning and implementing of disinvesting are considered as useful activities and as such should be the integral part of strategic recovery of the company, and not to be ad hoc activity in crisis management (Schmidt, 1997, p.28). The process of disinvesting demands systematic approach, where the identification of the need for disinvesting is considered as the beginning of the activity. Then, the businesses that are the most convenient in context of all needs are identified. Every business that needs to be disinvested should be assessed in terms of its market and competitive environment. After that various options for getting out of the crisis are considered in order to determine the dynamics and generating the optimal amount of cash for master company. Finally, the strategy and selling tactics are formulated. Regardless that the decision on business strategy of disinvesting can be made during the period of financial crisis and recession, when certain models are not acceptable on the financial market, the approach itself must be studious from every aspects in order to avoid errors. 91 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... Postupak strategije oporavka kompanije koja je izazvana uticajem privredne recesije, zahtijeva od menadžmenta sistematičan i profesionalan pristup analzi postojećih resursa kompanije i šansi i opasnosti koje dolaze iz poslovnog ambijenta. Sljedeći pravac je vezan za donošenje odluke o restrukturiranju odabirom najprihvatljivijeg modela (sell off, spin off, split off) i, na kraju, kad pojedinačni primijenjeni model ne bude dovoljno efikasan u svom nastojanju da smanji troškove i restrukturiše svoje poslovanje, kompanija može pribjeći tzv. taktici downsizinga. Strategija dezinvestiranja je kontrakcioni model finansijske transformacije preduzeća u kome se mogu razlikovati tri uobičajena tipa dezinvestiranja (Gogan, 2004, str. 558): 1. prodaja preduzeća ili dijelova preduzeća (sell off, liquidation); 2. odvajanje - osamostaljivanje dijelova preduzeća (spin off) i 3. razdvajanje preduzeća (split off). Prvi tip sell of podrazumijeva permanentnu prodaju dijela aktive, odnosno cijelog preduzeća u zamjenu za procijenjenu vrijednost koja se najčešće dobija u gotovini. To je način na osnovu koga se nastoji pronaći preduzeće koje će taj dio poslovanja uspješno uklopiti u sopstveni portfolio. Sell off se najčešće odnosi na periferne i manje profitabilne jedinice preduzeća. Drugi tip spin off je oblik transformacije kad se manji dio poslovanja osamostaljuje, a vlasništvo se razdvaja, tako da je izdvojena poslovna jedinica manja u poređenju s matičnim preduzećem koje ostaje kao posebna matična cjelina. Odvajanje dijelova preduzeća od matičnog preduzeća često je motivisano politikom vlade da favorizuje poslovanje malih preduzeća. Treći tip split off je oblik trnsformacije preduzeća kad razdvojene firme postaju posebna pravna lica s posebnim vlasnicima. Za razliku od odvajanja spin off, kad se jedna firma odvaja od matice koja se osamostaljuje, kod razdvajanja se radi o podjeli dvije podjednake cjeline koje postaju posebna pravna lica. 92 Strategic recovery procedure of the company influenced by economic recession demands management’s systematic and professional approach to the analysis of present company’s resources and opportunities and threats coming from business environment. Next direction is deciding which model (sell off, spin off, split off) is the most acceptable for restructuring and finally, when single enforced model is not efficient enough in its attempt to decrease expenses and restructure its business, the company can apply so called downsizing tactics. Disinvesting strategy is a contractive model of the company’s financial transformation where three common types of disinvesting can be distinguished (Gogan, 2004, p. 558): 1. selling of the company or its parts (sell off, liquidation); 2. separation-independence of company’s parts (spin off) and 3. splitting of the company (split off). The first type, sell off, implies permanent selling of active parts or the entire company in exchange for estimated value most commonly received in cash. Based on this, it is possible to find a company which would fit that part of business successfully into its own portfolio. Sell off mostly refers to peripheral and less profitable company’s units. Second type, spin off, is the form of transformation when the smaller part of the business becomes independent, and the ownership is divided, so that the independent unit is smaller compared to the master company which remains the special master unit. Separating the parts of the company from the master company is often motivated by government politics to favour the small company business. Third type, split off, is the form of transformation when separated companies become separated legal entities with separate owners. Unlike spin off, where one company separates from the master company, split off is about splitting two equal units which become separate legal entities. M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... Holdingovanje se može posmatrati kao strategijski metod poslovnog manevrisanja preduzeća zasnovan na pravnoj formi, čiji je glavni razlog uspostavljanje vlasničke, odnosno upravljačke prevlasti na budućim članicama ovog sistema. Upravljačko potčinjavanje i uključivanje u holding do tada samostalnih preduzeća vrši se putem njihovog integrisanja i pripajanja. Od know-how menadžmenta, kao ključnog faktora poslovanja, se očekuje da kreiranjem savremene poslovne strategije i organizacijom poslovnih procesa efikasno i efektivno ostvaruje misiju preduzeća. Osnovni kriterij te uspješnosti je kreiranje satisfakcije za potrošače, akcionare, zaposlene i društvenu zajednicu. Model interakcije preduzeća treba da prikaže jedan aktivan odnos prema okruženju. Taj odnos podrazumijeva sposobnost preduzeća da, anticipirajući nastanak promjena, nastoji brže iskoristiti uticaj njihovih povoljnosti, minimizirajući troškove prilagođavanja zbog nastanka nepovoljnih okolnosti i nastoji da amortizuje uticaj nepovoljnih okolnosti na poslovnu aktivnost, čime smanjuje zavisnost od okruženja. Budući da pod mentalnom mapom podrazumijevamo sposobnost, obrazovanje, dovitljivost, sklonost, uticaj u sredini i tradiciji, oštroumnost, kulturu, starost i druge lične karakteristike ljudi koji čine upravljački tim, onda je logično da će ona predominantno opredjeljivati profil strategijskog ponašanja prema okruženju kao značajne komponente ukupne poslovne strategije. Mentalna mapa kao takva nalazi se između okruženja i internih mogućnosti preduzeća i poslovne strategije kao osnovnog rezultata odlučivanja menadžmenta. Od nje će zavistiti ispravno razumijevanje i odnos prema izazovima, mogućnostima i ograničenjima, odnosno poslovnim šansama i opasnostima, resursima i kritičnim faktorima uspjeha, putem donošenja i primjene poslovnih odluka. Naime, opredeljivanje strategije prema okruženju bazira se na: (1) prethodnom analiziranju i predviđanju razvoja faktora okruženja, te identifikovanju šansi, opasnosti i njihovo dimenzioniranje sa Holding can be observed as a strategic method of business manoeuvring of companies based on legal basis, whose main reason is establishing proprietary or managerial control on future members of this system. Managerial submission and inclusion in holding by then independent companies is done by their integrating and affiliation. From know-how management, as a key factor in business, is expected, through creating modern business strategy and organising business processes, to efficiently and effectively achieve the goal of the company. The basic criterion of that success is creating satisfaction in consumers, shareholders, employees and social community. Model of company interaction needs to show an active relation towards the environment. This relation is about the ability of the company to try, by anticipating the occurrence of changes, to use the influence of their advantages as soon as possible, by minimising the costs of adaptation due to occurrence of unfavourable circumstances and endeavours to relieve influence of unfavourable circumstances on the business activity with which it reduces the environment dependency. Since mental map represents ability, education, wit, influence on environment and tradition, cleverness, culture, age and other personal traits of those who make the management team, then it is logical that mental map will predominantly determine the profile of strategic behaviour towards the environment as significant component of total business strategy. Therefore, mental map stands between environment and internal possibilities of the company, and business strategy as basic result of management decision making. Prude judgement and relation to challenges, possibilities and limitations, business opportunities and dangers, resources and critical success factors, will all depend on that through taking and implementing business decisions. Namely, choosing the strategies according to its environment is based on: (1) previous analysis and prediction of the environment development factors, identifying opportunities, dangers and their dimensioning from the point 93 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... stanovišta veličine efekata, vjerovatnoće nastanka i urgentnosti reagovanja; (2) ocjene resursnih mogućnosti preduzeća u poređenju sa kritičkim faktorima uspjeha i jakim i slabim stranama konkurencije i (3) liderskih oštroumnosti i menadžerskih vještina. Konstelacija snaga tržišnih, tehnoloških, privredno-sistemskih, političkih, kulturnih, socijalnih, ekoloških i ekonomskih faktora, manje ili više, direktno ili indirektno, povoljno ili nepovoljno djeluju na uspješnost poslovanja preduzeća Polazi se od toga da je najbolji put da preduzeće na bazi analize i predviđanja okruženja identifikuje šanse i opasnosti prema snazi i uticaju utvrdi ciljeve i konačno koncipira metode strategije manevrisanja za realizaciju izabrane strategije. Sagledavajući trenutnu situaciju u kojoj se preduzeće nalazi, kao i mogući uticaj faktora šansi i opasnosti, koncipirajući metode strategije manevrisanja, strategijske opcije na koje se upravljačka struktura preduzeća odlučuje mogu obuhvatati: održavanje i povećavanje tržišnog učešća u postojećem okruženju, napuštanje nepovoljnog i nepopravljivog okruženja ulaženjem na tržište sa drugačijim faktorima makrookruženja, stvaranje uslova za amortizovanje faktora nepovoljnog okruženja kroz diversifikaciju proizvoda, nabavki i razvoj informacionog sistema i selektivno poboljšavanje segmenata okruženja, koji trenutno imaju negativno dejstvo. Prema tome, uspješno strategijsko manevrisanje kompanija u privrednoj recesiji treba da se zasniva na odgovornom, zdravom, naprednom i ukupno korisnom razvojnom ponašanju. Njegovo vezivanje za realne kategorije, kao što su konkurentska prednost, tržište, profit i slično je potvrda jednog stava da suštinu savremenog poslovnog upravljanja čini sposobnost spajanja liderstva, menadžmenta i preduzetništva, tako da se vitalnost biznisa obezbjeđuje upravljanjem promjenama koje generišu konkurentske prednosti imajući u vidu optiku potrošača, društva akcionara, kreditora i šire drušvene zajednice. 94 of greatness of effects, probability of occurrence and urgency of response; (2) estimates on the resource possibilities of the companies in comparison to critical success factors and strong and weak points of competitors; and (3) leadership sharpness and managerial skills. More or less, directly or indirectly, favourably or unfavourably, the constellation of the forces of market, technological, systematic, political, cultural, social, ecological and economical factors affect the success of the company business. Starting point is that the best way for the company on the basis of the analysis and prediction of the environment, to identify opportunities and threats according to its strength and influences, determine goals and finally draft the methods of strategic manoeuvring for realisation of the chosen strategy. Based on the current situation of the company and possible influence of opportunities and threats, drafted methods of the manoeuvring strategies and options that managerial structure chooses can comprise: maintenance and increasing market involvement within existent environment, abandoning unfavourable and irreparable environment through entering the market with different factors of macro-environment, creating conditions for relieving the unfavourable environment factors through diversification of the products, procurement and development of informational system and selective improvement of the environment segments, that currently have negative impact. So, successful strategic manoeuvring of the companies in economic recession needs to be based on responsible, healthy, progressive and utterly useful development behaviour. Its relation to real categories, such as competitive advantage, market, profit and so on, confirms the attitude that essence of modern business management is the ability of joining leaderships, managements and entrepreneurships, so that business vitality is secured through managing changes that generate competitive advantages bearing in mind the optics of the consumers, shareholders groups, creditors and broader social community. M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... Poslovna aktivnost dezinvestiranja uslovljena je sistemskim pristupom. Odabir i primjena modela isključivo se vežu za situacioni pristup. Proces počinje utvrđivanjem potrebe za dezinvestiranjem. Dalje se identifikuju poslovi koji su najpogodniji za dezinvestiranje u kontekstu svih potreba. Svaki posao koji treba dezinvestirati neophodno je ocijeniti u smislu njegovog tržišta i konkurentskog okruženja. Prvi cilj ovakve strategije je direktno smanjenje troškova eliminacijom nekonkurentnih proizvoda, uključujući i smanjenje troškova za plate otpuštenih radnika. Strategija smanjenja broja zaposlenih može dovesti i do negativnih efekata, pogotovo za one koji ostaju u preduzeću, jer se od njih očekuje da svojim radom nadoknade i rad bivših zaposlenih, što često dovodi do povećanja intenziteta i obima rada. Cilj ovakve orijentacije je da se smanje troškovi preduzeća i time poveća njihova efikasnost. S obzirom na to da se troškovi preduzeća mogu predviđati sa većom vjerovatnoćom nego budući prihodi, orijentacija ka njihovom smanjenju čini najčešći osnov povećanja efikasnosti. Zbog toga je downsizing preduzeća postao veoma česta forma transformacije preduzeća, jer je njegov primarni cilj upravo smanjenje troškova. Downsizing se sprovodi kako u razvijenim tržišnim zemljama tako i u zemljama u tranziciji, tako da je i sam postao globalni fenomen. Širina sprovođenja downsizinga u savremenim uslovima promijenila je i opšti kontekst zaposlenosti. Savremena preduzeća proaktivnog i inovativnog tipa svoj poslovni uspjeh temelje na većoj aktivnosti istraživanja šansi i mogućnosti u okruženju, nego na eventualnim mogućim prijetnjama i opasnostima koje dolaze iz okruženja. Jačanje društvene i etičke odgovornosti preduzeća čini interakciju preduzeća i okruženja još komplikovanijom, delikatnijom i teže razumljivijom, pri čemu se od menadžmenta očekuje da fokusira svoju poslovnu aktivnost u okvirima prihvaćenih etičkih i standarda od javnog interesa, uz visoko izbalansirani interes akcionara i preovlađujući interes društva kao cjeline. Budući da transformacioni proces Business activity of disinvestment is conditioned with systematic approach. The choice and implementation of the model is linked exclusively to situational approach. The process starts with determining the need for disinvestment. Further step is to identify businesses most suitable for disinvestment in the context of all needs. Every business which needs to be disinvested must be estimated with reference to its market and competitive environment. The first goal of this strategy is direct reduction of the costs through elimination of non-competitive products, including reduction costs of the salaries of laid off workers. Strategy of reducing the number of the employees can lead to negative effects as well, especially for those that remain in the company because they are expected to compensate with their work the work of the former employees which frequently causes the increase in the intensity and scope of work. The goal of such orientation is to reduce the company expanses and thus enhance their efficacy. Since the company costs can be predicted with more probability than future income, the orientation towards their reduction is the most common basis of enhancing efficacy. This is why the company downsizing has become increasingly common form of the company transformation because its primary goal is exactly the cost reduction. Downsizing is implemented in developed market countries as well as in the countries in transition, so that it became a global phenomenon. The width of the downsizing implementation in modern conditions has changed the general employment context. Modern companies of the proactive and innovative type base their business success more on the research of the opportunities and possibilities in the environment than possible threats and dangers coming from the environment. Strengthening of social and ethical responsibility of the companies make the interaction between companies and their environment even more complicated, more delicate and harder to understand. Under these circumstances, the management is expected to focus its business activity within the frame of the accepted ethical and public standards, with highly balanced interest of the shareholders and prevailing interest 95 M. Šarčević; T. Spremo: MODEL STRATEGIJSKOG MANEVRISANJA KOMPANIJA... podrazumijeva promjene s ciljem da se otklone negativne poslovne performanse kompanija izazvane krizom, onda se može reći da menadžment kompanije strateškim planiranjem može minimizirati rizik i neizvjesnot, odnosno smanjiti mogućnost nastajanja kriznog stanja. of the society as a whole. Since the transformation process implies executing changes in order to remove negative business performances of the companies caused by crisis, then it can be said that company management with its strategic planning can minimize risk and uncertainty and reduce possibility of the state of crisis. ZAKLJUČAK CONCLUSION Globalni recesioni pritisci su u korelaciji sa troškovnom efikasnošću kompanije. Teorijske postavke i praktična rješenja u postupku simulacije mogućih pristupa na iznenadne pojave negativnih efekata kod privreda u recesiji daju odgovor kompaniji koji se ne može primijeniti kao formula bez prethodne sistematične i detaljne analize provjere unutrašnjih snaga i slabosti, kao i uticaja mogućih šansi i opanosti iz okruženja. Loši poslovni rezultati kompanija u ekonomijama zahvaćenim globalnom krizom nisu uslovljeni značajanim rastom troškova radne snage, bez obzira na uticaj globalne recesije, što isključuje primjenu ad hoc modela downsizinga, prije nego se pristupi poslovnom manevrisanju primjenom situacione analize. Proces prevazilaženja uticaja negativnih trendova privredne recesije za poslovne sisteme je proces za koji se ne mogu dati unaprijed utvrđeni modeli, ali mogu smjernice i principi. Na osnovu postojećih saznanja, evidentno je da ne postoji jedinstven koncept pristupa ponašanju u međusobnoj interakciji kompanije i okruženja koji bi važio i mogao se konkretno primjenjivati za sva preduzeća u cilju najuspješnijeg korištenja šansi i savlađivanja opasnosti. U principu, odluka o primjeni strategije oporavka kompanija treba da se sprovodi u dvije faze kad menadžment u prvom koraku pristupa smanjenju troškova sa ciljem da se revitalizuje učinak kompanije ili da se kompanija spasi od daljeg propadanja. Kad se prvim pristupom ne ostvare željeni rezultati, pristupa se drugoj fazi koja se temelji na detaljnoj i sistematičnoj analizi prethodnih ak- Global recession pressures are in correlation with efficiency of the company expenditure. Theoretical postulates and practical solutions in the simulation process of the possible approaches towards sudden negative effects in the economies in recession give answer to the company which cannot apply as formula without previous systematic and detailed analysis of internal strengths and weaknesses, as well as influences of possible opportunities and threats from the environment. Poor business results of the economies in global crisis are not conditioned by the significant growth in the work force expanses regardless of the global recession influences, which exclude implementation of the ad hoc downsizing model before it approaches business manoeuvring by implementation of situational analysis. The process of overcoming the influences of negative trends in economy recession for business systems is a process that does not have any pre-given models, but only certain guidelines and principles. Based on available knowledge, it is evident that there is not a unique concept of behaviour approach in mutual interaction of the company and environment that would be valid and applicable for all companies in order to achieve the most successful use of opportunities and overcome the dangers. In principle, the decision about implementation of the strategy of the recovery of company should be conducted in two phases. First, the management reduces the costs in order to revitalize the company impact or to save the company from further ruin. When the first approach proves inefficient in achieving expected outcomes, other phase follows. They are based on detailed and systematic analysis 96 M. Šarčević; T. Spremo: MODEL OF STRATEGIC MANEUVERING OF THE COMPANIES ... tivnosti na osnovu kojih poslovodstvo donosi konačnu odluku da se krene u proces restrukturiranja kao radikalniji metod refokusiranja poslovanja kompanije kako bi se spriječio daljni pad učinka. Tada uprava razmatra donošenje odluke o restrukturiranju odabirom najprihvatljivijeg modela (sell off, spin off, split off), holdingovanje ili alijansiranje. I na kraju, kad pojedinačni primijenjeni model ne bude dovoljno efikasan u svom nastojanju da smanji troškove i restrukturiše svoje poslovanje, kompanija može pribjeći tzv. taktici downsizinga. Prije nego što kompanije definišu osnovne faktore i pravce poslovnog restrukturiranja u Republici Srpskoj, neophodno je sa svih nivoa stalno pratiti i analizirati određene mjere i aktivnosti koje se preduzimaju u razvijenijim tržišnim ekonomijama, kao i strateške odluke kompanija, koje su pokazale dobre rezultate na prevazilaženju svih negativnosti prouzrokovane recesijom. Sva ta iskustva i saznanja su od posebnog značaja za fokusiranje, praćenje i definisanje podsticaja i pravaca poslovnog restrukturiranja za izbor efikasnog modela strategijskog manevrisanja kompanija. of previous activities based on which management makes the final decision about starting the restructuring process as more radical method of refocusing company business in order to prevent further impact decline. Then the management discusses taking the decision on restructuring by choosing the most acceptable model (sell off, spin off, split off), holding or alliance. Finally, when individually implemented model proves inefficient in its endeavour to reduce the costs and restructure its business, the company can resort to so called downsizing tactics. Before the companies define the basic factors and directions of business restructuring in the Republic of Srpska, the economy of which is still under the influence of negative effects of crisis, it is necessary to follow and analyse from all levels certain measures and activities that are being undertaken in more developed market economies, as well as strategic decisions in the companies, that showed good results in overcoming the negativities caused by recession. All of those experiences and knowledge are important for focusing, following and defining the motives and directions of business restructuring for choosing the efficient model of strategic manoeuvring of the companies. LITERATURA LITERATURE Arndt, M. (2002). Quality Isn’t Just for Widgets. Preuzeto 28. marta 2014. sa sajta http://www.businessweek.com/ stories/2002-07-21/quality-isnt-just-forwidgets. Casio, W. F. (2003). 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Banja Luka Mr Ljiljana Sorak Visoka škola za ekonomiju i informatiku Prijedor College of Economics and Informatics Prijedor Prof. dr Miloš Sorak Univerzitet u Banjoj Luci, Tehnološki fakultet University of Banja Luka, Faculty of Technology Pregledni članak DOI 10.7251/OIK1402010V, UDK 005.21: 330.342.22 Review paper REZIME SUMMARY U radu je razvijena metodologija za primjenu BSC metode u malim i srednjim preduzećima. Ona se prezentuje putem postavljanja perspektiva, identifikovanja kritičnih faktora uspjeha i definisanja mjerila. Svrha BSC metode je prevođenje strateškog plana u mjerljive poslovne ciljeve kojima je moguće pratiti kvalitet poslovanja preduzeća. Prvi dio rada se odnosi na objašnjenje pojma i definisanje procesa primjene BSC metode. U drugom dijelu prikazan je proces primjene BSC metode na odabranom preduzeću. The Study develops methodology for BSC method application in small and medium enterprises. It is presented through establishing perspectives, identifying critical success factors and defining measurements. The purpose of BSC method is to translate strategic plan into measurable business goals through which is possible to monitor quality of business in the company. The first phase of this study explained the concept and definition of the BSC method application process. The second phase showed the process of BSC application methods on a selected company. Ključne riječi: BSC metodologija, strateški plan, perspektive, kritični faktori, mjerila, mala i srednja preduzeća Key words: BSC methodology, strategic plan, perspectives, critical factors, measurements, small and medium enterprises UVOD INTRODUCTION Potrebu za razvojem metodologije za primjenu BSC metode u malim i srednjim preduzećima nameću promjene u okruženju, koje se dešavaju takvom brzinom da organizacije moraju svoje ponašanje permanentno prilagođavati novonastalim promjenama. Naime, pokazalo se da tradicionalni način poslovanja, gdje se kao mjerilo uspješnosti The need for development of methodology for BSC method application in small and medium enterprises has derived from changes in environment, which are happening so quickly that companies constantly have to modify themselves to new conditions. The conclusion was drawn that traditional way of doing business, where the balance sheet 99 B. Valjevac; Lj. Sorak; M. Sorak: RAZVOJ METODOLOGIJE ZA PRIMJENU BSC METODE... organizacije posmatrao samo završni račun, ne može u današnje vrijeme (vrijeme globalizacije) dati zadovoljavajuće rezultate. Savremeni način poslovanja traži da se, pored finansijskih, uvedu i druge performanse i njihovi nosioci u budućnosti, a to su: kupci, unutrašnji poslovni procesi i učenje i razvoj. Iz navedenih razloga za efikasno i efektivno upravljanje malim i srednjim preduzećima, neophodno je razviti metodologiju za primjenu BSC metode. Ona treba da pruži okvir za transformaciju vizije, misije i strateških ciljeva u mjerljive poslovne ciljeve radi mjerenja performansi malih i srednjih preduzeća u ključnim poslovnim područjima. Od njih se očekuje da budu efikasna i efektivna kako kratkoročno tako i dugoročno. Mala i srednja preduzeća moraju pokazati sposobnost da mogu uticati na dešavanja iz oblasti izrade proizvoda različitog kvaliteta i kvaniteta, kojim se mora strateški upravljati. To zahtijeva da mala i srednja preduzeća imaju sistem upravljanja strateškim ciljevima poslovanja. Zbog toga postoji potreba upravljanja strateškim ciljevima poslovanja, da bi se u sve složenijem i dinamičnijem okruženju povećava uloga malih i srednjih preduzeća u tokovima izrade proizvoda različitog kvaliteta i kvaniteta. U okviru rada postavljeni su sljedeći neposredni ciljevi: (1) da se na osnovu strateškog plana postave perspektive poslovanja malih i srednjih preduzeća, (2) da se za svaku perspektivu definišu kritični faktori uspjeha i (3) da se za svaki kritični faktor uspjeha definišu mjerila kojim se postižu željeni reziltati. would be taken as a measurement of success, cannot in today’s world (in the time of globalization) give satisfactory results. Modern way of doing business is asking for financial, but also other types of performances and their future carriers, which are: buyers, internal business processes and learning and development. Because of the fore mentioned reasons, in order to manage small and medium enterprises in efficient and effective way, it is necessary to develop methodology for BSC method application. It should give a framework for the transformation of vision, mission and strategic goals into measurable business goals, in order to measure performance of small and medium enterprises in key business areas. It is expected of them to be efficient and effective in both short and long run. Small and medium enterprises must show ability to influence activities in the field of product production which are of different quality and quantity, and which must be strategically managed. This means that small and medium enterprises must have a system for managing strategic business goals. Because of that there is a need for management of strategic business goals, with the purpose of increasing the role of SME in today’s more and more complex and dynamic environment, which they have in production of goods of different quality and quantity. The paper sets the following direct objectives: (1) to set SME business perspectives based on strategic plan, (2) to define critical success factors for each perspective, and (3) to define for each critical success factor measurements which will help achieve desired goals. BSC (BALANCED SCORECARD) METODOLOGIJA BSC (BALANCED SCORECARD) METHODOLOGY Pojam i definisanje BSC–а BSC concept and definition Da bi organizacija mogla da ocijeni kako sprovodi svoju strategiju, ona mora periodično ocjenjivati svoju efikasnost i efektivnost. Pri tom organizacija mora da utvrdi koji metod je pogodan za ocjenjivanje efekata spro- In order to evaluate the way the strategy is carried out, a company must periodically perform evaluation of its efficiency and effectiveness. At the same time company must determine which method is appropriate for evaluation of 100 B. Valjevac; Lj. Sorak; M. Sorak: DEVELOPING METHODOLOGY FOR BSC METHOD... vedene strategije. Razloge za to treba tražiti u činjenici što se pokazalo da organizacije koje ne koriste pogodne metode za ocjenjivanje efikasnosti i efektivnosti (metode koje su zastarjele ili nisu pogodne za njen oblik privređivanja), neće dobiti rezultate koji će dati pravu sliku stanja u organizaciji. Metode mjerenja performansi, koje su pogodne za organizacije koje se bave proizvodnjom, moraju uključivati: (1) ocjenjivanje kvaliteta proizvoda, (2) sposobnosti kadrova i proizvodnih kapaciteta, (3) stepen korišćenja proizvodnih kapaciteta i kadrova i (4) stepen korištenja pogodnih metoda i tehnika u procesima rada, (5) stepen implementacije integisanih sistema menadžmenta i slično. Savremene metode mjerenja performansi moraju podržati fokusiranje menadžmenta ka kupcu i okolini. Zbog različitih pogleda na razvoj mjerenja i ocjenjivanja uspješnosti poslovanja, razvilo se više različitih modela za mjerenje uspješnosti. Jedan od modela koji se najviše koristi za mjerenje uspješnosti procesne organizacije je Balanced Scorecard (BSC). To je vrlo racionalan i rentabilan metod, jer prati optimalan broj ključnih karakteristika čiji je izbor proistekao iz vizije, misije i strategije preduzeća. Istraživanja su pokazala da je BSC, u odnosu na druge metode, najviše usmjeren ka rezultatima i najbliži korisniku, a, pored toga lako se povezuje sa drugim alatima za mjerenje uspješnosti koji se već koriste u preduzeću. Pojam Uravnoteženi sistem pokazatelja (The Balanced Scorecard) je uveden 1992. godine od strane Roberta Kaplana i Davida Nortona u časopisu Harvard Business Review. Njihova knjiga “The Balanced Scorecard” postala je poslovna biblija mnogih uspješnih kompanija širom svijeta. Godine 1996. Kaplan i Norton saželi su koncept i učenje u svojoj knjizi „The Balanced Scorecard“. Iako je na početku osmišljen kao sistem mjerenja, kasnije je prerastao u sistem strategijskog upravljanja za one organizacije koje ga u potpunosti koriste. U godinama koje su slijedile, Balanced Scorecard je strategy effectiveness. Reasons for this are the fact that it was shown that companies which do not employ appropriate methods for evaluation of effectiveness and efficiency (outdated methods or not suitable for particular industry) will not get the results which will show the true picture of the state of the company. Methods for measuring performance, which are appropriate for companies involved in production, must include: (1) Evaluation of product quality, (2) Capabilities of employees and production capacity, (3) Degree of utilization of production capacity and employees, (4) degree of utilization of appropriate methods and techniques in the process of work, (5) degree of implementation of integrated management systems, etc. Modern methods of measuring performance must support the management focus towards the customer and the environment. Due to the different perspectives on the development of measuring and assessing business performance, many different models for measuring success have been developed. One model that is most frequently used to measure the success of the process is the Balanced Scorecard (BSC). It’s a very rational and cost-effective method, because it monitors optimal number of key features which choice resulted from the company’s vision, mission and strategy. Studies have shown that compared to other methods, BSC is mostly focused toward the results and is closest to the user, and in addition it is easy to connect with other performance measurement tools that are already in use in the company. The concept of Balanced Scorecard was introduced in 1992 by Robert Kaplan and David Norton in Harvard Business Review. Their book “The Balanced Scorecard” has become the business bible of many successful companies around the world. In 1996 Kaplan and Norton summarized the concept and learning in their book “The Balanced Scorecard”. Although initially conceived as a system of measurement, it later grew into a system of strategic management for the companies which implemented it completely. In the years that followed, the Bal- 101 B. Valjevac; Lj. Sorak; M. Sorak: RAZVOJ METODOLOGIJE ZA PRIMJENU BSC METODE... kao sredstvo menadžmenta primijenjen u velikom broju preduzeća širom svijeta. Usljed široke prihvaćenosti i djelotvornosti Harvard Business Reviev ga je nedavno proglasio kao jednu od 75 najuticajnijih ideja XX vijeka (Niven, 2007). Todorović (2009) BSC definiše kao model pažljivo odabranog skupa pokazatelja i mjera izvedenih iz strategije organizacije pomoću kojeg se planiraju i usmjeravaju aktivnosti organizacije iz različitih perspektiva na osnovu povezivanja i uravnoteženja najvažnijih faktora uspješnosti. Svrha BSC (Heleta, 2008) je da pomogne u komunikacijama prilikom primjene strategije organizacije. Ona je most između strategije i sposobnosti zaposlenih za kontinualna poboljšanja. anced Scorecard was used as a management tool in many companies around the world. Due to the wide acceptance and effectiveness, Harvard Business Review recently named it as one of the 75 most influential ideas of the twentieth century (Niven, 2007). Todorović (2009) defines BSC model as carefully selected set of indicators and measurements derived from the strategy of the organization, used for planning and directing organizational activities from different perspectives based on linking and balancing the most important factors of success. The purpose of BSC (Heleta, 2008) is to assist in communication during the application of the organization’s strategy. It is a bridge between the strategy and the ability of employees to continually improve. Proces primjene BSC–а BSC application process Prilikom uspostavljanja uravnoteženog sistema pokazatelja, neophodno je obratiti pažnju na određene “ključne” faktore koji dovode do ostvarivanja i izvršavanja predviđene misije, ciljeva i strategije organizacije. Kao najbitniji faktori ističu se: (1) definisanje strategije i (2) njeno prihvatanje i razumijevanje na svim nivoima organizacije (Domanović, 2010). To je veoma bitno, jer se smatra da veliki broj zaposlenih ne razumije postavljenu strategiju i zbog toga ona nije povezana sa ciljem odjeljenja, grupe i pojedinca, dok postoji i manji broj onih koji ne vjeruju u mogućnost njenog ostvarenja. Zbog toga je neophodno da menadžeri organizacija održavaju sastanke na kojima daju dodatna pojašnjenja zaposlenima. Menadžeri promjene postižu tako da za period od dvije do pet godina odrede ciljeve za pokazatelje u sistemu, čije dostizanje će preoblikovati preduzeće. Proces primjene uravnoteženog sistema pokazatelja u organizaciji najčešće se odvija kroz sljedeća četiri koraka: 1. Prvi korak prilikom uvođenja uravnoteženog sistema pokazatelja jeste definisanje strateškog plana organizacije koji se sa- When establishing a Balanced scorecard it is necessary to pay attention to certain “key” factors that lead to the realization and execution of planned missions, objectives and strategies of the organization. The most important factors are: (1) strategy definition and (2) strategy acceptance and understanding on all organizational levels (Domanović, 2010). This is very important because it is believed that a large number of employees do not understand the strategy, and therefore it is not connected with the goal of departments, groups and individuals, and there is also a small number of those who do not believe in the possibility of its realization. It is therefore essential that managers of organizations hold meetings where they will give additional explanations to employees. Managers achieve changes by determining objectives for parameters within the system, which achievement will transform the company, for the period of 2 to 5 year. The Balanced Scorecard application process in organizations is most often done through the following four steps: 1. The first step in the introduction of a Balanced Scorecard is to define a strategic plan for the organization, which consists 102 B. Valjevac; Lj. Sorak; M. Sorak: DEVELOPING METHODOLOGY FOR BSC METHOD... stoji od vizije, misije, ciljeva i strategijskih ciljeva. Nakon toga zaposlene treba upoznati sa strateškim planom na taj način što će se on javno publikovati, a menadžeri su dužni da ga objasne zaposlenim. 2. Drugi korak se odnosi na postavljanje perspektiva. Riječ „perspektiva“ dolazi od latinske riječi perspektus, što znači „gledati kroz“ ili „vidjeti jasno“. Da bi bila djelotvorna, svaka strategija mora sadržavati, uz opise finansijskih aspiracija, tržišta kojima se pruža usluga, procese koji se moraju savladati, kao i ljude koji će stalno i vješto voditi društvo ka uspjehu. Stoga se uspješnost organizacije mjeri sa četiri ujednačena pravca i to: finansijiski pravac, pravac poslovanja sa strankama, pravac unutrašnjih procesa i pravac učenja i rasta (Kaplan & Norton, 2006). 3. Treći korak u uspostavljanju uravnoteženog sistema pokazatelja jeste identifikacija kritičnih faktora uspjeha. Njih je neophodno postaviti za svaku perspektivu. Kritični faktori uspjeha se određuju na osnovu uzročno-posljedičnog odnosa između strateškog plana, odabrane strategije, strategijskih aktivnosti i trenutnog stanja organizacije. Za faktore uspjeha se smatra da su ostvareni kada se njhove karakteristike nalaze u postavljenim granicama metrika. Neki od faktora koji mogu najznačajnije uticati na postizanje željenih rezultata su: jasna očekivanja i ciljevi, izbor metode primjeren nivou razvoja poslovnog sistema, saglasnost zainteresovanih strana za primjenu, osigurana podrška izvršnog menadžmenta i određivanje odgovornog koordinatora za primjenu metode (Vuković, 2007). 4. Četvrti korak u uspostavljanju uravnoteženog sistema pokazatelja je postavljanje mjerila. Pri tom treba voditi računa da se definiše barem jedna mjerna karakteristika, ili mjerilo za svaki kritični faktor uspjeha. Da bi se razvila adekvatna mjerila performansi, u obzir treba uzeti željeni rezultat i of the vision, mission, goals and strategic objectives. After that employees should be introduced to strategic plan by declaring it publicly, and management is in obligation to explain it to employees. 2. The second step refers to setting perspective. The word “perspective” comes from the Latin word perspektus, meaning “see through” or “to see clearly”. To be effective, every strategy must include description of financial aspirations, targeted market, processes which need to be overcome, and staff that will constantly and capably lead company toward success. Because of that, success of the organization is measured in 4 uniform directions, which are: financial direction, direction of doing business with clients, direction of internal processes and direction of learning and growth (Kaplan & Norton, 2006). 3. The third step in establishing a balanced scorecard system is to identify the critical success factors. They need to be established for each perspective. Critical success factors are determined based on a cause and effect relationship between the strategic plan, chosen strategy, strategic actions and the current state of the organization. It is believed that success factors are achieved when their characteristics are within defined metric range. Some factors which can be most influential for achieving desired results are: Clear expectations and goals, Clear expectations and goals, Choice of method adequate to level of business system development, Consent of parties involved for implementation, Secured support of general management and Appointing responsible coordinator for implementation of the method (Vuković, 2007). 4. The forth step in establishing a balanced scorecard system is setting up measurements. It is important to define at least one measurable characteristic or measure for each critical success factor. In order to develop adequate measure of performance, it is important to consider de103 B. Valjevac; Lj. Sorak; M. Sorak: RAZVOJ METODOLOGIJE ZA PRIMJENU BSC METODE... procese kojim se rezultati postižu. Željeni rezultati su praktično mjere koje proizilaze iz perspektive eksternih i internih korisnika, dok su procesi mjere iz perspektive nosilaca procesa. sired result and processes which lead to the result. Desired results are practically measures derived from the perspective of external and internal users, while processes are measured from the perspective of the process carrier. PROCES PRIMJENE RAZVIJENE METODOLOGIJE U ODABRANOM PREDUZEĆU APPLICATION PROCESS OF DEVELOPED METHODOLOGY IN A SELECTED COMPANY Osnovni podaci o preduzeću „Bemind“ Banja Luka Comapany „Bemind“ Banja Luka – Basic information Preduzeće „Bemind“ Banja Luka je osnovano 1970. godine, kao rezultat udruživanja nekoliko manjih zanatskih firmi iz sektora proizvodno-uslužnog zanatstva. Ono je, od osnivanja do danas, poslovalo u raznim oblicima organizovanja, u skladu sa zakonskim promjenama. „Bemind“ prati evropske i svjetske trendove razvoja proizvoda iz svoje oblasti, koristi savremenu tehnološku opremu, prilagođava organizacionu strukturu potrebama tržišta, školuje potrebne kadrove, a trenutno ima oko sedamdest zaposlenih. Osnovna djelatnost „Bemindа“ obuhvata tri oblasti privrede i to: (1) elektro sektor, (2) mašinski sektor i (3) građevinski sektor. Company Bemind Banja Luka was founded in 1970 by merger of several smaller craft-workshops from manufacturing and servicing sector. Since its foundation till nowadays, company employed various organizational structures, in line with legislation. Bemind follows European and world trends in product development in their area, uses modern technological equipment, adapts to the organizational structure toward market needs, educates staff needed, and currently has about seventy employees. Bemind main activity lies in 3 economy areas, which are: (1) electro sector, (2) mechanical sector, and (3) construction sector. Postupak primjene BSC metode The process of applying BSC method Suština primjene BSC metode je prepoznavanje očekivanih mjera performansi organizacije koje ona treba postići u budućnosti. U takvim uslovima BSC metoda u velikoj mjeri pomaže menadžerima tako što im omogućava da se pravovremeno pripreme za ono što ih očekuje u budućnosti. To su mjjerljivi ciljevi na osnovu kojih menadžeri ne samo da treba da usmjeravaju svoje aktivnosti nego i da znaju rezultate na osnovu kojih će se mjeriti njihova uspješnost. Upravo na bazi analize i procjene svih aspekata poslovanja preduzeća u datom okruženju, definisan je proces primjene BSC metode koji se prezentuje putem postavljanja perspektiva, identifikovanja kritičnih faktora uspjeha, definisanja mjerila The essence of the BSC method application is to identify expected performance measures which it should achieve in the future. Under such conditions, BSC method greatly helps managers by enabling them to timely prepare for what awaits them in the future. Those are measurable goals, based on which managers not only need to focus their activities, but they also need to know the results on which their success will be measured. Based on the analysis and evaluation of all aspects of business operations in a given environment, Bemind management has defined BSC method application process, which is presented by set perspective, identification of critical success factors, defining measure- 104 B. Valjevac; Lj. Sorak; M. Sorak: DEVELOPING METHODOLOGY FOR BSC METHOD... i izrade izvještaja o ostvarenim ciljevima kvaliteta (Valjevac, 2013). ments and preparation of reports on achieved quality objectives (Valjevac, 2013). Postavljanje perspektiva Setting perspective Perspektive postavlja svaka organizacija sama za sebe. Smatra se da bi svaka organizacija trebalo da, pored četiri osnovne perspektive, u zavisnosti od svojih specifičnih situacija, odabere još dodatnih perspektiva. Bitno je da perspektive budu tako odabrane da se obezbijedi uravnoteženost kvantitativnih i kvalitativnih, subjektivnih i objektivnih, finansijskih i nefinansijskih, istorijskih i mjerila budućeg uspjeha. S obzirom na to da se BSC prvi put primjenjuje u preduzeću „Bemind“, odabrane su četiri osnovne perspektive: 1. Finansijska, 2. Kupci i korisnici, 3. Unutrašnji procesi i 4. Učenje i rast. Every organization is setting perspective for itself. It is believed that every organization should compare in addition to 4 basic perspectives, depending of its specific situations, some additional perspectives. It is important that perspectives are chosen in such a way to provide balanced quantitative and qualitative, subjective and objective, financial and non-financial, historical and future measures of success. Since this was the first time Bemind decided to apply BSC, the following four basic perspectives were chosen: 1. Financial, 2. Buyers and users, 3. Internal processes, 4. Learning and growth 1. Identifikovanje kritičnih faktora uspjeha Identifying critical success factors Identifikaciju kritičnih faktora uspjeha u preduzeću Bemind vršena je zajedno sa menadžerskim timom preduzeća putem diskusije uspostavljene vizije i procjene koji faktori mogu najznačajnije uticati na postizanje strateških ciljeva. Ograničeni broj najznačajnijih kritičnih faktora uspjeha utvrđivan je za svaki strateški pravac. Lista kritičnih faktora uspjeha nadalje služi za uspostavljanje mjerila uspjeha, te adekvatnog informacionog sistema koji će dati bitne informacije za pravovremeno donošenje kompetentnih upravljačkih odluka. Identification of critical success factors in Bemind company was conducted together with the company’s management team through discussion about established vision and evaluation which factors can influence achievement of strategic goals in the most important way. Limited number of the most significant critical success factors was determined for each strategic direction. Critical success factor list also serves for establishing measure of success, and adequate information system which will give important information for timely and competent management decision making. Definisanje mjerila Defining measurements Organizacija treba da definiše mjerila za svaki kritični faktor uspjeha. Mjerila treba da ukažu na rezultate koji se žele postići po pojedinim kritičnim faktorima uspjeha. U naprijed navedenom smislu, zajedno sa menadžerskim timom preduzeća „Bemind“, putem diskusije strateškog plana i strateških ciljeva, definisana su mjerila za kritične faktore uspjeha. Organization should define measures for each critical success factor. Measures should point to results which need to be achieved per each critical success factor. In forementioned sense, measures for critical success factors were defined through discussion about strategic plan and stragetic goals, together with management team of Bemind company. 105 B. Valjevac; Lj. Sorak; M. Sorak: RAZVOJ METODOLOGIJE ZA PRIMJENU BSC METODE... Izrada izvještaja o ostvarenim ciljevima kvaliteta Creating reports about achieved quality goals Svakih pola godine u preduzeću se sačinjavaju izvještaji o ostvarenju planiranih ciljeva. Na osnovu njih preduzeće praktično stiče uvid koliko se ostvaruju željeni rezultati. Every six months company creates reports about achievement of planned goals. Through them company can practically get the insite how many desired results were achieved. ZAKLJUČAK CONCLUSION Iz rečenog proizilazi da je veoma bitno da organizacije razviju metodologiju prevođenja strateškog plana u mjerljive ciljeve. Taj proces se najčešće prezentuje putem postavljanja perspektiva, identifikovanja kritičnih faktora uspjeha, definisanja mjerila i izrade izvještaja o ostvarenim ciljevima kvaliteta. Na taj način preduzeća povećavaju svoju sposobnost da prate da li se ostvaruje projektovana efikasnost i efektivnost organizacije. Pri tom se mogu izvući sljedeći zaključci. 1. Razvojem metodologije za transformaciju strategije organizacije u mjerljive poslovne ciljeve, moguće je pravilno usmjeriti proces poboljšanja bitnih karakteristika proizvoda i procesa u cilju njihovog poboljšanja. 2. Postavljanjem perspektiva treba da se obezbijedi uravnoteženost kvantitativnih i kvalitativnih, subjektivnih i objektivnih, finansijskih i nefinansijskih, istorijskih i mjerila budućeg uspjeha. 3. Kritični faktori uspjeha ukazuju na uzročno posljedične odnose između strateškog plana i trenutnog stanja organizacije. 4. Mjerne karakteristike ili mjerila su željeni rezultati kojim se praktično određuje validnost poslovne uspješnosti organizacije. From the above said it follows that it is very important for organizations to develop a methodology of translating strategic plan into measurable goals. This process is usually presented through setting perspective, identifying critical success factors, defining standards and creatinga reports on achieved quality goals. In this way, companies are increasing their ability to monitor whether they achieve projected efficiency and effectiveness. One can draw the following conclusions: 1. By developing methodology for transforming an organization’s strategy into measurable business objectives it is possible to correctly direct the process of improving important product characteristics and processes. 2. Establishing perspective should provide a balance of quantitative and qualitative, subjective and objective, financial and non-financial, historical and future measure of success. 3. Critical success factors point to a causal relationship between the strategic plan and the current state of the organization. 4. Measuring characteristics or criteria are desired results which practically determine validity of the organization’s business success. LITERATURA LITERATURE Bemind. (n.d.). Poslovnik kvaliteta. Banja Luka: Bemind. Domanović, V. (2010). Balanced scorecard Mogućnosti i efekti primjene. Kragujevac: Ekonomski fakultet. Heleta, M. (2008). Menadžment kvaliteta. Bemind. (n.d.). 9. Quality rules of procedure. Banja Luka: Bemind. Domanović, V. (2010). Balanced Scorecard the possibilities and effects of application. Kragujevac: Ekonomski fakultet. Heleta, M. (2008). Quality management. 106 B. Valjevac; Lj. Sorak; M. Sorak: DEVELOPING METHODOLOGY FOR BSC METHOD... Beograd: Univerzitet Singidunum. Kaplan, S. R. & Norton, P. D. (1996). The Balanced Scorcard. The President and Fellows of Harvard Collage. Niven, R. P. (2007). Balanced scorecard -Korak po korak (drugo izdanje). Zagreb: Poslovni dnevnik, Masmedia. Stoiljković, N. (n.d.) Uravnoteženi sistem pokazatelja. Preuzeto 18. janura 2014. sa sajta http://www.skladistenje.com/wpcontent/uploads/2013/06/BSC.pdf Todorović, Z. (2009). Upravljanje kvalitetom. Ekonomski fakultet Banja Luka. Valjevac, B. (2013). Uticaj BSC (Balanced Scorecard) metodologije na efikasnost poslovanja malih i srednjih preduzeća. Neobjavljena magistarska teza, Univerzitet za poslovni inženjering i menadžment Banja Luka. Vuković, M. (2007). Uvođenje novih metoda u sistem upravljanja - Kritični faktori uspjeha. International Journal Total Quality Management & Excellence, Vol. 35, No. 1–2. Beograd: Univerzitet Singidunum. Kaplan, S. R. & Norton, P. D. (1996). The Balanced Scorcard. The President and Fellows of Harvard Collage. Niven, R. P. (2007). Balanced Scorecard Step by Step (second edition). Zagreb: Poslovni dnevnik, Masmedia. Stoiljković, N. (n.d.) A balanced system of indicators. Retrived Janurary 18, 2014. from http://www.skladistenje.com/wpcontent/uploads/2013/06/BSC.pdf Todorović, Z. (2009). Quality management. Ekonomski fakultet Banja Luka. Valjevac, B. (2013). The impact of BSC (Balanced Scorecard) methodology on business efficiency of small and mediumsized enterprises. Unpublished master’s thesis, Univerzitet za poslovni inženjering i menadžment Banja Luka. Vuković, M. (2007). Introduction of new methods into management system Critical success factors . International Journal Total Quality Management & Excellence, Vol. 35, No. 1–2. 107 108 PREDUZETNIČKA EKONOMIJA - ENTREPRENEURIAL ECONOMICS MARKETING U SAVREMENIM USLOVIMA POSLOVANJA MARKETING IN THE MODERN BUSINESS ENVIRONEMENT Mlađan Stanić, dipl. ek. Centro-Šped d.o.o. Teslić Stručni rad DOI 10.7251/OIK1402005S, UDK 004.738.5:658.8 Professional paper REZIME SUMMARY U ovom radu ćemo vidjeti na koji način su moderne informaciono-komunikacione tehnologije (u daljem tekstu: „IKT“) uticale na moderni marketing, a to se, uglavnom, odnosi na pojavu interneta kao jednog globalnog rastućeg fenomena. Prvo ćemo se upoznati sa pojmom IKT, te njihovom ulogom u modernom poslovanju a zatim, konkretnije, približiti funkcionisanje modernog marketinga, dajući na kraju i par korisnih smjernica za uspješan moderni web marketing. In this paper we will discuss all the ways modern informational and communication technologies (further on: „IKT“) effect modern marketing, mostly referencing internet, as a growing global phenomenon. First we will introduce the very term of IKT, following it’s role in modern business and lastly closely explain how modern marketing works, followed by a few useful directions for successful modern web marketing. Ključne riječi: IKT, internet, e-marketing, web prezentacija, smjernice. Key words: IKT, internet, e-marketing, web presentations, directions. UVOD INTRODUCTION Marketing u savremenim uslovima poslovanja se neminovno vezuje za pojam i nastanak informaciono-komunikacionih tehnologija. Kao što su IKT vremenom sve više ulazile u sve pore društveno-privrednog života, tako su obuhvatile i oblast marketinga. U tekstu koji slijedi ćemo vidjeti način na koji je moderni marketing povezan sa IKT i trendovima koje su one donijele u svakodnevnom reklamiranju. Vidjećemo da su forme i načini realizacije modernog marketinga brojni, kao i da se oni iz dana u dan mijenjaju i usavršavaju. Takođe ćemo ukratko spoznati složenost funkcionisanja modernog marketinga, kao i neke značajne razlike između njega i tradicionalnog markatinga. Marketing in modern business is undoubtedly connected to the notion and development of informational and communicational technologies. As IKT advanced into every aspect of socio-economic life, over the time, they enveloped the field of marketing, too. In paper that follows we will see all the ways modern marketing is connected to IKT and trends that they brought to everyday advertisement. We will show numerous forms and ways to make modern marketing happen and prove that they are changing and improving on a daily basis. We will also briefly acknowledge the complexity by which modern marketing functions, followed by some of the most important differences between modern and traditional marketing. 109 M. Stanić: MARKETING U SAVREMENIM USLOVIMA POSLOVANJA KONCEPT INFORMACIONOKOMUNIKACIONIH TEHNOLOGIJA (IKT) I NJIHOVA ULOGA U MODERNOM POSLOVANJU INFORMATION AND COMMUNICATIONS TECHNOLOGY CONCEPT AND IT’S ROLE IN MODERN BUSINESS Za sam početak dajemo jedan citat koji dovoljno govori o ulozi i značaju IKT, kao i o značaju informacija koje IKT generišu u savremenom poslovnom svijetu. Ko vlada informacijama, vlada i svijetom. Danas u svijetu je najmoćnija informaciono-komunikaciona tehnologija (Hood & Margetts, 1999). Dalje, najbolje da približimo pojam IKT tako što ćemo ga pojasniti putem definicije i njegove opšte pojmovne odrednice. Prema tome, šta su zapravo IKT? Savremene IKT su tehnologije prikupljana, obrade i prenosa informacija i znanja. One ukidaju granice poslovanje i otvaraju neslućene mogućnosti u stvaranju poslovnih relacija, izvođenje, kontrolu i upravljnje poslovnim procesima i operacijama na efikasniji i brži način. Putem IKT se uspostavljaju i održavaju odnosi sa klijentima (bitno za marketing), upravlja složenim logističkim sistemima, brzo izvode i najsloženije poslovne analize i efikasno izvršavaju transakcioni procesi. Ovi trendovi se dešavaju i u javnom sektoru kao što je obrazovanje, zdravstvo, javna uprava i sl. Primjena IKT je uzela danas toliko maha da se rad u mnogim sferama društveno-privrednog života ne može ni zamisliti bez njih. Konkretni primjeri primjene su mnogobrojni: od umjetnosti i edukacije, preko upravljanja saobraćajem i protivgradne odbrane, zatim kuhinja i velikih uslužnih organizacija do upravljanja integrisanim vojnim sistemima. Računari se smatraju najepohalnijim otkrićem od vremena pronalaska točka. Pri tome ne treba napominjati da oni predstavljaju samo jedan segment modernih IKT. Pad njihove cijene uslovio je da ih mnogo ljudi danas koristi kako u privatne tako i u poslovne svrhe, te danas pojam pismenosti ne podrazmjeva više osnovnu pismenost, nego upravo računarsku pismenost. Da bismo slikovito približili ekonomski značaj i veličinu industrije IKT, navodimo We begin with a quote that indicates just how important IKT are and the importance of the informations that IKT generates in modern business world. He who has the information, has the power. Information and communication technology is the most powerful thing in the world (Hood & Margetts, 1999). Further on, easiest way to explain IKT is to clarify it’s definition and basic terms that define it. In fact, what are IKT’s? Modern IKT’s incorporate gathering, processing and transmitting of technologies and knowledge. They cancel out the boundaries and open vast opportunities to create business relations, performances, control and management in business processes and operations in a faster and more effective way. By using IKT we build and maintain relations with clients (which is important to marketing), manage complex logistic systems, quickly calculate even the most complex business analysis and effectively execute transactions. These trends are a part of public sector such as education, health care, public management, etc. IKT’s are so deeply rooted into every aspect of socio–economical life that it’s hard to imagine life without it. There are many examples of benefits that come from it, ranging from art to education, traffic management, protection against hail, work in the kitchen and huge service providing organizations to military systems management. Computers are considered the most important invention since the discovery of wheel. There’s no need to point out that they represent just one fragment of modern. IKT’s Significant drop in price made them affordable to many people who use them for personal as well as business purpose, changing the meaning of „ basic literacy“ to „computer literacy“ To closely demonstrate the economic value and magnitude of IKT industries, we offer 110 M. Stanić: MARKETING IN THE MODERN BUSINESS ENVIRONEMENT sljedeće podatke. Počev od 1990. godine proizvodnja vezana za IKT zauzima prvo mjesto u svijetu sa prihodom od preko 9 milijardi USD. Prvo mjesto im niko ne može ugroziti, prihod im se iz godine u godinu povećava a broj zaposlenih u IT sektoru razvijenih zemalja je u stalnom porastu (Radivojević, 2006, str. 10). Izdvaja se nekoliko pozitivnih karakteristika IKT. Karakteriše ih prije svega visoka naučnoistraživačka i obrazovna intenzivnost te, sa stanovišta ekonomike preduzeća, mala potrošnja sirovina i repromaterijala po jedinici prizvoda, kao i mali utrošak energije u proizvodnji i eksploataciji. Na kraju, jedna od pozitvnih, ali ne i manje bitnih karakteristika, je zanemarljiv stepen zagađenja životne okoline. Neki od modernih trendova koje generišu savremene IKT su: umreženo računarstvo, mobilna trgovima (obavljanje e-trgovine preko bežičnih aparata, zasnovano na bežičnim vezama), integrisano kućno računarstvo (integracija TV-a, telefona, sistema za obezbjeđenje i sl., na način da se njima upravlja sa jednog mjesta - jednog informacionog čvora), intranet, ekstranet, optičke mreže, e-uprava itd. O značaju IT sektora u svijetu, dovoljno govori i činjenica da se u razvoj ovog sektora aktivno uključuju vlade, javne službe i institucije. Kakva je situacija kod nas u vezi sa IKT i njihovom primjenom u društveno-poslovnom životu? Ona još uvijek nije zadovoljavajuća, iako se postepeno nastoji uhvatiti priključak sa razvijenim zemljama Zapada, što, prije svega, iziskuje veća materijalna ulaganja u ovoj oblasti, kao i obrazovanje odgovarajućih kadrova. few data. Since the beginning of year 1990 IKT related manufacture take place number one when it comes to income, grossing over 9 billion dollars. Their number one place is not in jeopardy due to the fact that their incomes grow each year and the number of employees in IT sector increases in countries in development (Radivojević, 2006, str. 10). Few positive characteristics stand out among others. Mostly it’s high scientific, research and educational intensity. From business -economy point of view it’s noticeably small consumption of resources and materials per product as well as neglectable energy usage in manufacturing and exploitation. Lastly, one of the positive but not less important characteristic is neglectable level of environment pollution. Some of modern trends being generated by IKT’s are: networking, mobile trade (making e-trade over wireless adapters based on wireless connections) integrated house computes (used to control TV, phone and security systems from one point, one information knot), internet, extranet, optic networks, e-management etc. How important IT sector can be determined by pointing out that actives participants in development of this sector are governments, public services and institutions. Where do we stand when it comes to IKT and it’s application in socio-economical life? He situation is not satisfying even though we stride to gain footing with developing countries of the west due to the fact that it requires significant monetary investments as well as educating the right employees. FUNKCIONISANJE MODERNOG MARKETINGA MODERN MARKETING FUNCTIONING Tehnološki napredak kreirao je modernu privredu u kojoj su uobičajene marketing strategije dobile novi dizajn. Marketing stručnajci moraju da kreiraju nove strategije i prakse prilagođene savremenim uslovima poslovanja. Internet kao medij postaje sve značajniji, a broj prezentacija na njemu rapidno i perma- Technological progress created modern economy where common marketing strategies get new design. Marketing experts are forced to create new strategies and practices and adapt to conditions that define modern business. As media, internet is gaining on importance and the number of internet presenta111 M. Stanić: MARKETING U SAVREMENIM USLOVIMA POSLOVANJA nentno raste. U prilog tome govori i podatak da se godišnje na svjetsku mrežu postavi 5,4 milijardi gigabajta podataka (Vasiljev & Trifunović, 2012). Dakle, na globalnoj mreži stvara se, izmađu ostalog, prava „šuma“ multimedijalnih prezantacija u kojoj je sve teže izboriti povoljnu marketing poziciju u odnosu na konkurenciju. Upravo zato prisustvo na internetu mora biti planski osmišljeno od stručnih timova iz različitih oblasti. Moderni marketing, uz primjenu IKT, mogli bismo da svedemo na pojmove e-marketinga, odnosno ON LINE marketinga. On se definiše kao skup svih aktivnosti koje za cilj imaju prodaju proizvoda i usluga potrošačima upotrebom interneta i ON LINE servisa, koristeći ON LINE alate i usluge na način koji je konzistentan sa cjelokupnim marketing aktivnostima preduzeća (Stankić & Krsmanović, 2007). Po definiciji Tamare Uroš (2004), e-marketing obuhvata sve ON LINE i elektronski zasnovane aktivnosti, bazirane na mrežnoj tehnologiji, koje koordiniraju istraživanje tržišta, pomažu razvoj proizvoda, zatim razvoj strategija i taktika ubjeđivanja potrošača da kupuju, obezbjeđuju ON LINE distribuciju, održavaju bazu podataka o kupcima i sakupljaju od njih povratne informacije. Koncept marketinga u savremenim uslovima poslovanja su dobro izložili prof. dr Rade Stankić i prof. dr Branko Krsmanović sa Fakulteta poslovne ekonomije u Bijeljini - u svojoj knjizi Elektronsko poslovanje, što se naročito odnosi na poređenje e-marketinga i tradicionalnog marketinga (Stankić & Krsmanović, 2007). U poređenju sa tradicionalnim marketingom, prodaja proizvoda i usluga putem interneta ima najviše karakterstika direktnog marketinga, što znači da prodaja putem interneta podrazumijeva ličnu komunikaciju, kojom se nastoje prodati proizvodi i usluge sa velike distance tako što se informacije potrebne za kupovno odlučivanje dostavljaju direktno do potencijalnih kupaca. Pri tome su efekti ovakvih aktivnosti jednostavno i preciznio mjerljivi. 112 tions is rapidly and constantly growing. Proof to the testament is a fact that 5.4 billion gigabytes of data is published each year (Vasiljev & Trifunović, 2012). We can conclude that, among other things, global network created a „forest“ of multimedia presentations that makes it difficult to secure position that’s better than the competitions. Hence, teams specialized in several different areas should plan out internet presence. By implementing IKT modern marketing could be defined as e-marketing aka ON LINE marketing. It’s defined as a collection of activities with goal to sell the product and services to targeted consumers by using internet and ON LINE tools and services in a way that coexists with entire marketing activity(Stankić & Krsmanović, 2007). According to another definition by Tamara Uroš (2004), e-marketing incorporates all ON LINE and electronic activities that are based on network technologies. They coordinate market research, help develop products, develop strategies and tactics of persuasion that will get consumers to buy the product, provide ON LINE distribution, keep customer data-base and gather feedback. . Concept of marketing in conditions of modern business was explained remarkably well by Prof. Dr Rade Stankić i Prof. Dr Branko Krsmanović from Faculty of Business Economics from Bijeljina and in his book Electronic Business he addressed the comparison between e-marketing and traditional marketing (Stankić & Krsmanović, 2007). Compared to traditional marketing, products and services trade over the internet, has more similarities to direct marketing ergo trade over the internet entails personal communication with goal to sell products and services from great distances by delivering all the necessary information to make the purchase directly to it’s potential consumers. At the same time it’s easy to measure the effects of such activities in simple and precise ways. M. Stanić: MARKETING IN THE MODERN BUSINESS ENVIRONEMENT Dok je direktni marketing uz upotrebu tradicionalnih metoda (pošta, telefon i sl.) najskuplji način obraćanja ciljnom auditorijumu, za opciju e-marketinga vrijedi upravo obrnuto, pa je to njegova velika prednost. Najveća prednost upotrebe interneta sa aspekta marketinga je interaktivni dvosmjerni proces komunikacije. E-marketing podržava efikasnu komunikaciju i nakon kupovine/ prodaje proizvoda/usluga i to, prije svega, aktivnostima korisničke podrške, te na taj način formira dugoročan i prijateljski odnos sa pojednim kupcem. Naziva se još i „1:1 marketing“. Komunikacija je bitan element u izgradnji dobrog i prepoznatljivog imidža preduzeća i zbog toga se ne smije zapostaviti. Korisnik kome se odgovori na neko pitanje mail-om, stiče utisak da se neko brine upravo o njemu i njegovim potrebama. Još jedna bitna prednost u odnosu na tradicionalni marketing je ta što se na internetu web stranice, kao marketinški alat preduzeća, uvijek „osvježavaju“ (ili bi bar tako trebalo da bude), te naša ciljana grupa potrošača dobija permanento aktuelne i svježe informacije, bitne za njegovo kupovno odlučivanje. Ko su najčeši korisnici ove moderne vrste marketinga i kakvi proizvodi su najpogodniji? To je najčešće kategorija korisnika interneta sa natprosječnim obrazovanjem i materijalnim primanjima, što dalje implicira da je isplativo nuđenje proizvoda i usluga koji zanimaju takvu ciljnu grupu. Ovaj vid marketinga je posebno pogodan za plasiranje proizvoda i usluga intelektualne svojine, te proizvoda koje ne treba vidjeti, opipati ili probati prije kupovine. Takođe su pogodni proizvodi u srednjem nivou cijena, te proizvodi čija se cijena brzo mijenja. While direct marketing that consist of traditional methods (mail, phone, etc.) is the most expensive way of addressing potential market, e-marketing is a total opposite of that, which makes it it’s huge advantage. From marketing point of view biggest difference and at the same time advantage that comes from using internet is two-way communicational process. E-marketing ensures effective communication even after the purchase, mostly through customer support by which it forms friendly, long term relation to the customer.. It’s also called „1:1“marketing. Communication is extremely important if we want to built good and recognizable image and therefore , it must not be neglected. Consumer who gets his questions answered by mail, will get the impression that someone is taking care about him and his needs. Another advantage compared to traditional marketing is the fact that online, web pages as a marketing tool are being constantly refreshed ( or at least they should be) so our target audience constantly gets fresh informations that will help along with their decisions. Who uses this modern version or marketing and what kind of products is it most suitable for? Most commonly, it’s a category of internet users with above average education and incomes hence it’s reasonable to offer products and services to such audience. This form of marketing is particularly effective when it comes to intellectual property or products that don’t need to be seen, touched or tasted before the purchase. It’s also effective for products with middle range prices or products who’s price changes quickly. SMJERNICE ZA USPJEŠAN MODERNI MARKETING DIRECTIONS FOR SUCCESSFUL MODERN MARKETING Web prezentacije treba da pružaju detaljne podatke o preduzeću i o njegovim proizvodima, odnosno uslugama koje nudi, te da omogućuju posjetiocima postavljanje pitanja, zatim kupovanje, učenje o tome kako se upotrebljavaju neki proizvodi, te korisničku podršku nakon kupovine proizvoda. Sve Web presentations should offer detailed data about the company and it’s products or services, they should allow visitors to ask question, purchase, learn how to use certain products, offer consumer support after the purchase. All of this should be available to the cus113 M. Stanić: MARKETING U SAVREMENIM USLOVIMA POSLOVANJA ovo treba da korisnicima bude omogućeno da obave iz svoje udobne fotelje, u toplini svoga doma. Korisnicima je potrebno omogućiti mutimedijalnu hipertekstualnu prezentaciju informacija, što im omogućava brzo i jednostavno pregledanje potrebnih informacija u obliku teksta, slike, zvuka i videa. Za uspješno predstavljanje na internetu bitan je dizajn stranice zato što nam dizajn prvi upada u oko, te nas dalje privlači ili odbija od daljeg istraživanja po stranici. Ne možemo sa sigurnošću tvrditi koji dizajn stranice je optimalan i koji će joj dati „pravi“ izgled. On zavisi, prije svega, od prirode posla kojim se kompanija bavi, te od proizvoda i u sluga koje nudi na svojoj prezentaciji. Dalje, posjetilac ne smije previše da čeka na prenos i učitavanje stranice, što je vezano za tehničke aspekte izrade te stranice. Osim toga, bitno je omogućiti laku i jednostavnu navigaciju, te je poželjno da prezentacija sadrži FAQ listu (odgovori na najčešće postavljena pitanja). Treba imati u vidu da prezentacija postaje osnovni faktor prepoznatljivosti kompanije, njenih proizvoda i usluga. Informacioni sadržaj je ključ uspješnosti e-marketinga, što znači da potencijalnim kupcima treba ponuditi ono što žele i ne zamarati ih nepotrebnim sadržajima. Prezentacija treba da bude sažeta, znači informativna, ali koncizna. Takođe, treba biti dinamična. Nije dovoljno da sajt samo postavimo, nego ga treba što više promovisati tako što će se prijaviti što većem broju pretraživača. Internet podrazumijeva promjene kao novi obrazac poslovnog ponašanja, a kompanija mora da se njima prilagođava. Kad god je moguće, u marketing aktivnostima treba sarađivati sa komplementarnim akterima na internetu. Viktor Švab je 60-tih godina prošlog vijeka formulisao pravila koja treba da ispuni jedna reklama, a to su: (1) reklama mora da privuče pažnju; (2) reklama mora da ljudima ukaže na prednost koju ima proizvod u odnosu na druge proizvode; (3) zatim, dokaz da je ta prednost realna; (4) ubijediti ljude da shvate prednost; (5) pozvati na akciju. 114 tomers from the comfort of their homes and their chairs. Consumers should be presented with multimedia hypertext information that will allow them to simply and quickly scroll through necessary information via text, pictures, sound or video. Page design is important for successful presentation online primarily because it’s the first thing that „catches the eye“ and further draws us or pushes us away from exploring the page. We can’t claim with certainty which design will give the optimal results or the ’right look“. It mostly depends on the nature of the business as well as the products and services that the company offers in it’s presentation. Further on, the visitor shouldn’t have to wait too long for the page to load and transfer information, which is an important technical aspect when it comes to creating the page. Besides, it’s important to provide with easy and simple navigation and it’s desirable that presentation has FAQ ( answers to most commonly asked questions). We must keep in mind that presentation becomes the factor by which you recognize the company, it’s products and services.Informations are the key to successful e-marketing which means that potential consumers should be provided with all they want to know and not bother them with unnecessary information. Presentations should be compendious, filled with information but concise. It should also be dynamic. It’s not enough to just put up a site but we need to promote it by registering to as many browsers as you can. Internet is all about change as a new pattern of business behavior and the company has to adjust to it accordingly. Whenever it’s an option you should cooperate with other participants in marketing activities. Back in the 60’s Victor Schwab created rules that all advertising should abide: (1) Advertisement should draw attention; (2) Advertisement should show people all the advantages certain product has compared to other products; (3) Proof that said advantage is real; (4) Make people see that advantage; (5) Call on action. M. Stanić: MARKETING IN THE MODERN BUSINESS ENVIRONEMENT ZAKLJUČAK CONCLUSION Marketing u savremenim uslovima poslovanja se zasniva na primjeni IKT i odlikuje se rastućom potrebom za stručnjacima novog profila i znanja. Današnje razvijene zemlje svijeta su prešle iz faze industrijskog u informaciono društvo. Pod njim se podrazumijeva društvo čije se postojanje i razvoj bazira na znanju i informacijama. U takvom društvu IKT učestvuju sa čak 90% od ukupno korištenih visokih tehnologija (Radivojević, 2006). Primjena interneta je omogućila znatno smanjenje troškova marketinga, njegov globalni domet te poboljšanje komunikacije sa kupcima. Na neki način, sve na internetu je marketing. Stvoreni su novi modeli e-marketinga, te u vezi s tim, i nove mogućnosti istraživanja tržišta, a poboljšana je podrška odlučivanja kupaca. Elektronska sredstva se integrišu u tradicionalne marketing metode, omogućujući bolje istraživanje trendova u okruženju, lakši pristup tržištima, održavanje komunikacije sa sadašnjim i potencijalnim kupcima i gotovo trenutno dobijanje povratnih informacija o proizvodima i uslugama. Marketing stručnjaci imaju mogućnost da sakupljaju i analiziraju informacije o korisnicima, jer e-transakcije ostavljaju trag koji može dalje da se koristi za generisanje profila potencijalnih kupaca. Na osnovu toga kompanije mogu da ponude kastomizirane proizvode (prilagođene preferencama individualnog potrošača). Napretkom IKT dolazi do promjene u načinu poslovanja i proširenja koncepcije marketinga. Internet radiklano mijenja marketing. Predviđa se da će se uskoro uspostaviti sistem direktnih elektronskih veza između preduzeća i njihovih kupaca i dobavljača, te će se, putem takvih veza, odvijati sva kupovina i prodaja. Kompanije kao što su Microsoft i Oracle trenutno skoro u potpunosti funkcionišu kao elektronska preduzeća, u kojima se gotovo sve, od računa do ugovora, završava i šalje elektronskim putem (Vasiljev & Trifunović, 2012). Modern marketing is based on implementation of IKT followed by growing need for experts in new fields. Developed countries have made the transition from industrial to informational society. It alludes to such society who’s existence and development is based on knowledge and information. In such society IKT take 90% of high technology usage (Radivojević, 2006). Internet implementation made it possible to decrease the costs of marketing, its’ global range and it improved communication with consumers. In a way, everything online is marketing. New models of e-marketing were created followed by new opportunities for market research and improved customer support. Electronic recourses are being integrated into traditional marketing methods, providing better research of trends, easier access to market, keeping in touch with current and potential customers and almost instant feedback about products and services. Marketing experts have the opportunity to analyze information about consumers cause e-transactions leave that that can be use to generate a potential consumer profiles. Based on that companies can offer customized products (modulated preferences of individual consumer) IKT progress brought a change in the ways we make business and spread marketing concept. Interment radically changed marketing. It’s assumed that soon we will have direct electronic links between companies and their customer and suppliers and that all transactions will be handled that way. Companies like Microsoft and Oracle work almost completely as electronic companies where almost everything, from bills to contracts, is being sent out electronically (Vasiljev & Trifunović, 2012). 115 M. Stanić: MARKETING U SAVREMENIM USLOVIMA POSLOVANJA LITERATURA LITERATURE Aleksić-Marić, V. (2008). Elektronsko poslovanje (prvo izdanje). Ekonomski fakultet Banja Luka. Hoode, C. & Margetts. H. (1999). Informatization and public administration trends, igniting, feulling or dampening. London: National institute of social work paper. Radivojević, M. (2006). Elektronsko poslovanje. Univerzitet za poslovne studije Banja Luka. Stankić, R, & Krsmanović, B. (2007). Elektronsko poslovanje. Fakultet spoljne trgovine Bijeljina. Uroš, T. (2004). Elektronsko poslovanje. Beogradska poslovna škola Beograd. Vasiljev, S. & Trifunović Lj. (2012). Marketing. Ekonomski fakultet u Brčkom. Aleksić-Marić, V. (2008). Electronic business (first edition). Ekonomski fakultet Banja Luka. Hoode, C. & Margetts. H. (1999). Informatization and public administration trends, igniting, feulling or dampening. London: National institute of social work paper. Radivojević, M. (2006). Electronic business. Univerzitet za poslovne studije Banja Luka. Stankić, R, & Krsmanović, B. (2007). Electronic business. Fakultet spoljne trgovine Bijeljina. Uroš, T. (2004). Electronic business. Beogradska poslovna škola Beograd. Vasiljev, S. & Trifunović Lj. (2012). Marketing. Ekonomski fakultet u Brčkom. 116 REINDUSTRIJALIZACIJA I REFORME - REINDUSTRIALIZATION AND REFORM NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION OF REINDUSTRIALIZATION Valentina Vukmirović, dipl. ing. Prof. dr Nikola Vukmirović Univerzitet u Banjoj Luci, Ekonomski fakultet u Banjoj Luci University of Banja Luka, Faculty of Economics Banja Luka Pregledni članak DOI 10.7251/OIK1402011V, UDK 338.45.01:005.21 Review paper REZIME SUMMARY Velika industrijska preduzeća treba da se restrukturiraju, uvedu nove tehnologije i redizajniraju organizacionu i proizvodnu strukturu da bi bila samoodrživa i konkurentna. Metodologija koja je za to najpogodnija je sistem inovativnih grupa i preduzetničkih timova za uvođenje u proces proizvodnje novih sirovina, tehnologija, grafičkog inženjeringa i dizajna za proizvode i ambalažu kao i drugih oblika nematerijalne imovine. Prioritet primjene reinženjeringa i restrukturiranja imaju preduzeća za razvoj kooperacije sa velikim brojem malih radnointenzivnih preduzeća čija se proizvodnja zasniva na novim znanjima. Mala i srednja preduzeća koja su dominantna u veličinskoj strukturi privrede zapošljavaju novu obrazovanu, kreativnu radnu snagu i najviše doprinose sprečavanju “odliva mozgova”, povećanju izvoza i razvoju manje razvijenih područja. Informatičke tehnologije imaju ključni značaj za unapređenje proizvodnih procesa, a grafičke tehnologije za dizajn i vizuelni identitet proizvoda.U radu su dati konkretni rezultati istraživanja iz ova dva sektora. Iz sektora informatičkih tehnologija istraživanja su vezana za Telekom Srpske, a iz grafičkih tehnologija istraživanja su vezana za Grafotisak. Large industrial companies need to be restructured, new technologies need to be introduced and organizational and production structure needs to be redesigned, in order to be sustainable and competitive. The priority of implementing reengineering and restructuring have cooperation development companies with large number of small work-intensive companies which base their production on new technologies. Small and medium enterprises that are dominant in size structure of the economy, employ new educated, creative work force and contribute the most in preventing “brain drain”, export increase and development of less developed areas. Information technologies are crucial for the improvement of production processes, and on the other hand, graphic technologies are crucial for design and visual identity of the product. This paper will provide specific results from two sectors. In the sector of information technology research is related to Telekom Srpske, and in the sector of graphics technology the research is related to Grafotisak. Ključne riječi: reindustrijalizacija, informatička tehnologija, 3D dizajn, grafički inženjering, životni ciklus, tehnološke inovacije, poslovne komunikacije. Key words: reindustrialization, information technology, 3D design, graphic engineering, life cycle, technological innovation, business communication. 117 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE UVOD INTRODUCTION Kriza koja je 2008. godine globalno zahvatila cijeli svijet, prisilila je preduzeća i cijele ekonomije da traže inovativna rješenja za nastale ekonomske, tehnološke, organizacione i druge probleme. Razvijene zemlje su počele da pronalaze izlaz iz krize i našle su ga u uvođenju inovacija, novih tehnologija i novih znanja u cilju restrukturiranja i revitalizacije velikih i srednjih preduzeća. Ova preduzeća su strateški nosioci razvoja malih preduzeća kroz sistem kooperacije, odnosno autsorsinga. Stoga su razvijene države dale podsticaje i pokrenule proces reindustrijalizacije preko preduzeća koja su dobijene podsticaje uložila u istraživanja, nove tehnologije, inovacije, kvalitet, softverske programe, dizajn i vizuelni identitet proizvoda, kao i druge procese i aktivnosti koje pripadaju sferi nematerijalne imovine. Tako su nastale i neke potpuno nove tehnologije i proizvodne aktivnosti kao što je 3D dizajniranje, koje su unijele pravu revoluciju u industrijsku proizvodnju. Potrebna je najprije revitalizacija preduzeća koja još uvijek imaju proizvodnju i slične proizvodne sadržaje, zatim obnova „posustalih“ preduzeća kroz „braunfild“ investicije. To se opet prioritetno odnosi na one prerađivačke kapacitete koji imaju izobilje domaćih sirovina (poljoprivredni proizvodi, voda, drvo), a čiji se proizvodi danas u najvećoj mjeri uvoze. Finansijska sredstva za obnovu, restrukturiranje i revitalizaciju postojećih industrijskih kapaciteta, kao i podizanje novih mogu se pribaviti uslovljavanjem da strani investitori koji ulažu gotovo isključivo u trgovinu budu obavezni da proporcionalni iznos ulažu u domaću proizvodnju i u svojim prodajnim kapacitetima prodaju pretežno domaće proizvode. Dakle, podsticajima treba dovesti investitore prvenstveno u proizvodnju (primjer Fiata u Republici Srbiji) i u podsticanju investicija sarađivati sa lokalnim samoupravama. Za to treba osposobiti mlade preduzetne kadrove putem posebnih specijalističkih studija i neformalnih oblika edukacije za preduzetničko-menadžerske vještine. The 2008 crisis, which has seized the whole world globally, forced companies and entire economies to look for innovative solutions for arising economic, technological, organizational and other problems. Developed countries have begun to seek for the way out of crisis and they found it in implementing innovation, new technologies and new knowledge with the aim of restructuring and revitalization of small and medium enterprises. These enterprises are strategic holders of small enterprises development through the system of cooperation, i.e. outsourcing. Therefore, developed countries gave incentives and initiated the process of reindustrialization through the enterprises which invested gained incentives in research, new technologies, innovation, quality, software, design and visual identity of the product, as well as other processes and activities which belong to the sphere of non-material assets. That is the manner in which some completely new technologies appeared, such as 3D technology, which brought complete revolution in the industrial production. Primarly, revitalization of the companies which still have certain production, i.e. production contents is needed, and afterwards renewal of companies which have fallen behind, through „brownfield“ investments. The priority are those processing programs that have an abundance of local raw materials (agricultural products, water, wood) and which products are largely imported now. Financial means for reconstruction, restructuring and revitalization of existing industrial capacities, as well as establishment of new ones, can be obtained by conditioning foreign investors who invest almoust exclusively in retail, to invest certain percentage in domestic productionand sell in their retail capacities proportional part of domestic products. Therefore, incentives should attract investors primarily to invest in production (the example of Fiat in Serbia) and to colaborate with local government in forming investment funds. Young entrepreneurial cadres should be empowered to perform these activities through specialist studies and informal ways of education for entrepreneurial and managerial skills. 118 V. Vukmirović, N. Vukmirović: NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION... Transfer znanja i poslovnih vještina treba obezbijediti uz uključivanje u proces edukacije iskusnih preduzetnika koji su pokazali liderske sposobnosti i poslovne vještine kako na domaćem tako i na spoljnom globalnom tržištu (Petković, 2006, str. 222). Jasno je da nije moguće oživjeti mnoga propala velika industrijska preduzeća, ali je, uz nove tehnologije, inovativne proizvodne procese, unapređenje dizajna, brendiranje, primjenu promotivnih strategija, podsticanje i zaštitu intelektualne svojine, uvođenje savremene multimedijalne komunikacije sa kupcima i potrošačima, moguće obnoviti, restrukturirati i revitalizovati postojeće industrije i pokrenuti neke nove zasnovane na novim znanjima i informatičkim tehnologijama kao što su industrije 3D dizajna i slično (Amor, 2002, str. 121). Transfer of knowledge should be provided with the involvement of experienced entrepreneurs who have demonstrated leadership skills and business skills at the local, domestic and foreign, global market (Petković, 2006, p. 222). It is obvious that it is not possible to revitalize numerous ruined industrial enterprises, but with new technologies, innovative production processes, improvement of design, branding, implementation promotional strategies, promotion and protection of intellectual property, the introduction of modern multimedia communications with customers and consumers, it is possible to renew, restructure and revitalize existing and start up of a new industrial capacity. Especially with new entrepreneurial ventures that are encouraged, the attention should be payed on: new knowledge, young educated people and the latest technology (especially new information technologies such as 3D printing etc.) (Amor, 2002, p.121). KONCEPTUALNI OKVIR REINDUSTRIJALIZACIJE ZASNOVAN NA TEORIJI ŽIVOTNOG CIKLUSA PREDUZEĆA CONCEPTUAL FRAMEWORK OF REINDUSTRILIZATION BASED ON THEORY OF LIFE CYCLE OF THE COMPANY Savremena analiza upravljanja razvojem preduzeća prema I. Adižes-u, (Adizes, 2002, str. 192-197), zasniva se na deset faza životnog ciklusa u kojima se nalaze organizacije u svom razvoju. Među tim fazama, kao predmet našeg istraživanja, posebnu važnost imaju faze u kojima je potrebno obavljati restrukturiranja i revitalizaciju uvođenjem inovacija i preduzetničkog intelidžensa. Ove faze se mogu grafički prezentovati na način kako je to dato u tabeli 1. (Adizes, 2002, str. 192-197). Uvođenje novih tehnologija, inovacija i ulaganje u ostale oblike nematerijalne imovine koji najviše dopinose revitalizaciji i jačanju konkurentske sposobnosti preduzeća, najefikasnije je u top fazi životnog ciklusa preduzeća. To u pravilu rade konkurentski najsposobnija preduzeća kada povećavaju svoje učešće na globalnom tržištu. Međutim, moguće je i u ostale dvije faze pokrenuti proces revitalizacije mjerama koje su prethodno opisane, ali je potrebno uložiti Analysing the model of contemporary management development of companies, according to I. Adizes (Adizes, 2002, p. 192-197), there are ten phases of organisation’s development life cycle. Among those phases, special importance have phases in which is necessary to perform the activities of restructuring and revitalization implementig innovation and entrepreneurial intelligence. These phases can be presented graphically (see Table 1) (Adizes 2002, p. 192-197). Implementing new technologies, innovation and investing in other forms of non-material assets which contribute the most to the revitalization and strengthening of competitive advantage of a company, are the most efficient in top phases of life cycle. In general it is done by the most capable enterprises in the global market. Although, it is possible to start the process during the other two phases by implementing means which are already described, but it is necessary to invest much more effort with 119 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE mnogo više napora i troškova, a ostvareni rezultati će biti mnogo skromniji u odnosu na top fazu. Sam proces uvođenja novih tehnologija i inovacija ne može se odvijati stihijski, već treba primijeniti u literaturi poznate modele preduzetničkog intelidžensa i IGPT sistema (inovativne grupe i preduzetnički timovi). Posebno je važna uloga liderskog i kreativnog kadra u takvim organizacijama, što je pokazalo i naše istraživanje analizom slučaja dva preduzeća iz BiH („Telekom Srpske“ i „Grafotisak“). bigger expenses and achieved results will be much more modest when compared to the Top phase. The process of implementig new technologies itself, can not be performed spontaneously, but with applying one of the familiar models of entrepreneurial intelligence and IGPT system (innovative groups and entrepreneurial teams). The role of leadership and creative cadre in that kind of organization, as shown in this paper by the case study of two entreprises from Bosnia and Herzegovina (Telekom Srpske and Grafotisak), is especially important. Tabela 1 Ključne faze životnog ciklusa preduzeća Table 1 Key phases of enterprise life cycle Faze životnog ciklusa iskazane simbolima P, A E, I Karakteristike [Phases of life cycle expressed with symbols [Characteristics] P, A, E, I] Top forma (Premier) PAEI Optimalno stanje organizacije; odlikuje se [Top form (Premier) PAEI] fleksibilnošću, upravljanju promjenama i predviđanju rezultata; pozitivan rezultat je postignut integracijom ključnih razvojnih faktora. [Optimal condition of the organization; characterized by flexibility, change management and forecasting results; positive result is achieved by integrating the key development factor.] Stabilnost (Stable) PaeI Organizacija nedovoljno misli na budućnost; [Stability (Stable) PaeI] osnivači osjećaju da su otkrili trajni uspjeh; ljudi se osjećaju dominantno. [Organization does not pay enough attention on the future; founders feel that they have achieved permanent success; people feel dominant.] Aristokratia (Aristocracy) pAeI Postoje samo pravila, procedure i sačuvani [Aristocracy pAeI] kadrovi; nema novih ideja niti osoba koje bi ih sprovodile; postoji kodeks ponašanja i dobra integracija između zaposlenih. There are only rules, procedures and personnel preserved; no new ideas or people who get them implemented; here is a code of conduct and good integration between employees. A - administracija; P - proizvodnja, E - preduzetništvo; I - integracija 120 A - administration; P - produtcion, E - entrepreneurship; I - integration V. Vukmirović, N. Vukmirović: NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION... ULOGA NOVIH ZNANJA U RESTRUKTURIRANJU POSTOJEĆIH I FORMIRANJU NOVIH PREDUZEĆA THE ROLE OF NEW KONWLEDGE IN RESTRUCTURING EXISTING AND FORMING NEW ENTREPRISES U proteklim decenijama glavni pokretači razvoja u tradicionalnoj industriji bile su velike korporacije i masovna proizvodnja proizvoda koji nisu imali problema u pronalaženju kupaca, a osnovni poslovni cilj im je bio povećanje opsega proizvodnje (Audretsch & Theurik, 2004, str. 143-166). U današnjim uslovima koje karakteriše višak ponude u odnosu na potražnju, povećanje proizvodnje usmjereno je na povećanje količina informacija i znanja, sa zadatkom povećanja efikasnosti te izrade finalnog proizvoda sa većom dodatnom vrijednošću. Najviše dodatne vrijednosti u današnjoj proizvodnji proizlaze upravo iz znanja, a ne iz materijala. Globalna ekonomija sve više poprima odlike informacione ekonomije znanja, napuštajući obrasce industrijske ekonomije dominantne posljednjih decenija, a „kao suprotnost materijalnoj imovini, usluge i povezana nematerijalna imovina sada čine najveći dio BDP-a u većini ekonomija, a usluge se više temelje na znanju nego na materijalnome“ (Fleisher & Bensoussan, 2003, str. 7). Često postoji veliki jaz između informacija koje su potrebne menadžmentu za donošenje odluka i bezbroj podataka koji se svakodnevno prikupljaju u preduzeću. Radi premoštavanja tog jaza, kompanije obavezno treba da investiraju u razvoj sistema poslovne inteligencije kako bi podatke i informacije pretvorile u korisno znanje, te na taj način povećale konkurentsku prednost (Vukmirović, 2012, str. 241). U cilju što uspješnijeg korišćenja znanja u praksi, potrebno je skrenuti pažnju na neke ključne odrednice za podjelu znanja s obzirom na njegov izvor, načine primjene i izlazne rezultate. Najčešće se i u literaturi i u praksi koriste: (1) eksplicitno znanje (explicit knowledge); (2) implicitno znanje (implicit knowledge) i (3) poslovna inteligencija (business inteligence). Ova podjela posebno dolazi do izražaja u primjeni metodologije preduzetničkog intelidžensa (entrepreneurial inteligence) za analiziranje poslovnih događaja In past decades main development drivers in the industrial economy were large corporations and mass production of products which had no difficulties in finding customers, and their basic aim was to increase the production volume (Audretsch & Theurik, 2004, p. 143-166). In today’s conditions, which are caracterized by the excess supply relative to demand, the increase in production is aimed at increasing the amount of information and knowledge, with a mission to increase efficiency and production of the final products with higher added value. Most added value in production today originates just from knowledge, not from the material. Global economy is increasingly taking on the characteristics of the information economy of knowledge, abandoning the dominant forms of industrial economies in recent decades, and “as opposed to tangible property, services and related intangible assets now make up the largest part of GDP in most economies, while services are mostly based on knoledge, rather than material“ (Fleisher & Bensoussan, 2003, p. 7). There is often a big gap between the information which are necessary for management in decision-making and numerous information which are collected in the company on a daily basis. In order to overcome that gap, companies must invest in deveopment of business intelligence system in order to turn unprocessed data in useful knowledge and maintain competitive advantage (Vukmirović, 2012, p. 241). In order to ensure successful use of knowledge in practice, it is necessary to draw attention to some of the key determinants for knowledge classification, with regard to its source, method of administration and outputs. Most frequently, both in literature and in practice are: (1) explicit knowledge; (2) implicit knowledge and (3) business inteligence. This classification is particularly evident in the implementation of the methodology of entrepreneurial intelligence for analyzing business events in previous period and the 121 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE u prethodnom periodu i planiranje očekivanih kretanja i rezultata u narednom periodu (Dedijer, 1991, str. 102). Analitičko-planska funkcija izuzetno je važna za efikasno korišćenje novih tehnologija, inovacija, 3D dizajniranja i drugih oblika nematerijalne imovine u proizvodnji. Posebno postaje važno 3D dizajniranje koje predstavlja proces kreiranja objekata koristeći mašine koje slažu materijal sloj po sloj u tri dimenzije dok se ne dobije željeni predmet koji je prethodno kreiran na računaru. Riječ je o revolucionarnom dizajniranju trodimenzionalnih objekata prilagođavanjem i unapređivanjem in džekt koncepta čiji je tvorac Čarls Hal, kasniji osnivač kompanije 3d Sistems koji je uveo u praksu stereolitografiju, kao jedan od načina pravljenja 3D modela iz slike na kompjuteru. Od tada pa do danas 3D dizajn nalazi primjenu u različitim granama industrije poput automobilske, avijacije, mašinske, medicinske, industrije nakita i za vlastite potrebe ljudi. Zanimljivo je spomenuti da je 1999. godine proizveden prvi ljudski organ, mokraćna bešika, pomoću 3D dizajniranja, a 2002. i prvi bubreg. Ovakvi organi se prave trodimenzionalnom štampom i potom se ugrađuju u čovjeka. Zatim 2008. godine je proizveden prvi 3D printer koji je u stanju da sam reprodukuje većinu svojih dijelova. Do danas su ostali još samo neki elektronski dijelovi da se posebno dodaju, ali će, vjerovatno, i taj problem biti uskoro riješen i 3D printer će moći sam sebe da proizvede (Vukmirović, 2012, str. 211). expected developments and results in the future (Dedijer, 1991, p. 102). Analysis and planning function, which is performed according to the metodology of entrepreneurial intelligence, is very important for efficient usage of new technologies, such as the technology of 3D printing. 3D design technology is the process of creating objects using machines which arrange material layer by layer in three dimensions until desired item, previously created on the computer, is not done. It is a revolutionary technology of producing three dimensional objects by adjusting and improving inkjet concept, created by Charles Hall, founder of 3D Systems company, who introduced stereolithography in practice, as one of the manners of creating 3D model from a computer picture. From than on, 3D design has found its use in different branches of industry such as automotive industry, aviation, mechanical engineering, medical industry, jewelry manufacture, as well as people’s personal needs. It is interesting to mention that in 1999., using 3D design, the first human organ, the bladder, was produced, and in 2002. the first kidney. These organs are madewith three-dimensional printing, and then incorporated into a human’s body. In 2008 the first 3D printer with the capability of reproducing most of its parts was produced. Up until now, only few electronic components need be added separately, but the problem will probably be resolved soon and the 3D printer will be able moći sam sebe da proizvede. perform self-production (Vukmirović, 2012, p. 211). STUDIJA SLUČAJA CASE STUDIES Studija slučaja „Telekom Srpske“ „Telekom Srpske“ case study Telekom Srpske a.d. Banja Luka, osnovan je 1996. godine, djelatnost komunikacijske usluge, sa osnovnim proizvodima: fiksna telefonija, mobilna telefonija, broadband, internet usluge i T/Network usluge. Telekom Srpske od decembra 2006. godine je u većinskom vlasništvu Telekoma Srbije (65 odsto dionica). Telekom Srpske spada u velika preduzeća po broju zaposlenih, vrijednosti aktive i ostvarenom prihodu. Godine Telekom Srpske, stock company from Banja Luka, was founded in 1996, as a company that provides communication services with basic products such as: landline network, mobile telephony, broadband, internet services and T/Network services. Telekom Srpske belongs to the range of large companies, bearing in mind the number of employees, the value of assets and generated revenue. In 2008, accomplished busi- 122 V. Vukmirović, N. Vukmirović: NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION... 2008. ostvareni poslovni prihodi iznosili su 468,3 miliona KM, a 2012. godine 470,8 miliona KM. Broj zaposlenih je 2008. godine iznosio 2.525, a 2012 godine 2.195. Iz ovih podataka je vidljivo da je preduzeće uspjelo da od početka krize zadrži svoj tržišni udio i čak poveća poslovne prihode zahvaljujući uvođenju novih tehnologija, inovacija i novog dizajna proizvoda. U periodu 1996. do 2012. godine preduzeće je provelo veći broj aktivnosti na uvođenju novih proizvoda, unapređenju dizajna i drugih karakteristika proizvoda/usluga. Samo u 2011. godini uvedeno je šest paketa novih usluga od kojih posebno treba spomenuti: online kupovinu, web portal, web shop, mobilna plaćanja računa i drugo (Republički zavod za statistiku, 2013). U cilju prevazilaženja krize i održivog razvoja posebna pažnja posvećena je službama i sektorima preduzeća koji se bave istraživanjem, razvojem tehnologije, dizajniranjem proizvoda i marketingom. Za pružanje usluga mobilne telefonije u Republici Srpskoj na nivou preduzeća je specijalizovana radna jedinica za mobilnu telefoniju M:tel, a za internet servise specijalizovana je radna jedinica TEOL. Telekomunikacioni sistemi se danas suočavaju sa velikom konkurencijom, zahtjevima koje postavlja internet, mogućnostima širokopojasnih servisa (telekonferencije, videokonferencije, video po zahtjevu, itd.) i stalno rastućim zahtjevima korisnika. Telekomunikacioni operatori moraju da prilagode svoje poslovne modele prema tim trendovima održavajući istovremeno standarde kvaliteta, pouzdanosti i operativne uspješnosti kojiim omogućavaju da se takmiče sa konkurencijom na globalnom tržištu. Praćenjem evolucije telekomunikacione industrije, sve više se uočava da se mnoge telekomunikacione kompanije udaljavaju od poslovnog modela zasnovanog na strategiji razvoja infrastrukture (proizvoda) usluga i prihvataju poslovni model zasnovan na strategiji usmjerenoj na korisničke usluge. Telekomunikacione kompanije koje su iz- ness income was 468,3 million KM, and in 2012 470,8 million KM. The number of employees in 2008. was 2.525 and in 2012, 2.195. These data implies that the company managed that, from the begginig of the crisis maintains its market share and even increase business revenue due to the introduction of new technology, innovation and new product design. In the period between 1996 and 2012, the company has conducted numerous activities on introducing new products, improvement of design and other characteristics/products. In 2011 only, six packages of new services have been introduced of which special mention should be made about online shopping, web portal, web shop, bill payment via mobile phones etc (Republic institute for statistics, 2013). In order to overcome the crisis and achieve sustainable development, special attention was paid to the offies and sectors, which are engaged in the research, development and marketing. Mobile telephony services in Republic of Srpska are provided by specialized work unit for mobile telephony M:tel, while internet services are provided by specialized work unit TEOL. Telecommunication systems today face a tough competition, the requirements of the internet, the possibilities of broadband services (teleconferencing, videoconferencing, video on demand, etc.) and constantly growing demands of users. Telecommunication operators have to adjust their business models to these trends, while maintaining standards of quality, reliability and operational performance that enable them to keep pace with the competition in the global market. By tracking the evolution of the telecommunications industry, it is evident that many telecommunication companies are moving away from a business model based on the strategy of infrastructure development of services and accepted business model which is based on a strategy aimed at customer service. Telecommunication 123 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE gubile povlašćeni monopolski status i ušle u novu eru takmičenja sa konkurencijom, uvidjele su da je upravljanje odnosima sa kupcima (CRM) ključni faktor koji diferencira najbolje u odnosu na ostale. Izbor strategije koja je usmjerena ka korisniku usluga zavisi od raspoloživih savremenih tehnologija koje omogućavaju brzo i efikasno razumijevanje njegovih potreba i ponašanja, što omogućava konkurentnost kompanije. Da bi se što potpunije upoznali korisnici, u Telekomu Srpske prikupljaju dvojake informacije: o njihovom ponašanju i o njihovim prilikama. Svaki kontakt sa korisnikom treba da bude iskorišćen za prikupljanje informacija. Razvojem korisnički orijentisanog poslovanja i potpuno razumijevanje korisnika je jedini put opstanka na tržištu. Postoji mnogo problema sa kojima se susreću telekomunikacione kompanije. Odlazak, odnosno zadržavanje postojećih klijenata je najveći problem u poslovanju telekomunikacionih kompanija. U uslovima kada je penetracija u ukupnom stanovništvu dostigla svoj maksimum, mobilni operateri mogu poveća(va)ti profit (ili ga zadržati) samo zadržavanjem profitabilnih korisnika, ponudom novih usluga postojećim korisnicima, pronalaženjem pojedinih grupa unutar ciljne populacije itd. Prema našim istarživanjima, telekomunikacione kompanije ulažu veliki novac za dobijanje novih korisnika. Međutim, to može koštati do deset puta više nego zadržavanje postojećih, čemu se ne pridaje velik značaj. Telekokom Srpske ima značajnu neiskorištenost kapaciteta tokom pojedinih dijelova dana, sedmice i mjeseca, dok, s druge strane, mora imati dovoljne kapacitete da opslužuje sate najvećeg opterećenja. Razumijevanje korisničkog ponašanja i neiskorišćenog mrežnog kapaciteta omogućava Telekomu Srpske da ponudi servise koji bi apsorbovali neiskorišćene mrežne kapacitete. Da bi mogli vršiti kvalitetnu analizu, neophodno je uvođenje tzv. Sistema za podršku odlučivanju (decision support system - DSS). DSS sistem omogućava dubinske analize velikih 124 companies that have lost a privileged monopoly status and entered into a new era of competition with other companies, realized that the customer relationship management (CRM) key factors which differentiate the best when compared to the others. The strategy, which is focused on the customer depends on the availability of new technologies that enable fast and efficient understanding of their needs and behaviors, allowing the company’s competitiveness. To be fully informed about their users, in Telekom Srpske they collect information twofold: on their behavior and their circumstances. Every contact with the customer has to be used for gathering information. Developing user oriented management and fully understanding customers is the only way of existence on the market. Telecommunication companies are facing many problems. The retain of customers is the biggest problem in telecommunication. In circumstances where the penetration of the total population reached its peak, mobile operators can increase their profit (or keep it) just by retention of profitable customers, by offering new services to existing customers and detecting certain groups within the target population, etc. According to our researches, telecommunication companies invest a lot of money for obtaining new customers. However, it can cost up to ten times more than retaining existing ones, which is often a neglected fact. Telekom Srpske has an insufficient exploitation of capacities in certain parts of the day, week and month, while, on the other hand, it must have sufficient capacity to handle the highest rush hours. Understanding the customer’s behavior and unused network capacity, enables Telekom Srpske to offer services that would absorb unused network capacity. In order to perform qualitative analysis, it is necessary to introduce the so-called (decision support systems DSS). DSS system provides in-depth analysis of large amounts of data, providing the ability to observe in- V. Vukmirović, N. Vukmirović: NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION... količina podataka, dajući mogućnost pogleda na informacije iz više uglova. Prilikom kreiranja DSS-a u mobilnoj telefoniji, jedan od zahtjeva je i da se analiza vrši na više i sa više nivoa, omogućavajući krajnjim korisnicima mogućnost postavljanja raznih pitanja na koja treba da se dobije jasan i precizan odgovor. Arhitekturu sistema za podršku odlučivanju čine tri komponente: izvorni sistemi; skladište podataka i platforma poslovne inteligencije. Prethodno razmotreni problemi i relacije u poslovanju najbolje se mogu ilustrovati praktičnim primjerom, a koji izražava specifičnost djelatnosti koju obavlja Telekom Srpske i način mjerenje rezultata njegove poslovne efikasnosti. U studiji slučaja obrađen je problem prelaska sa minutnog na sekundno obračunavanje cijene impulsa, tj. promjenu obračunskog tarifnog intervala „60+1“ sekundi u „10+1“ sekundi. Cilj je bio dobiti potpuni uvid u rješenje problema prelaska sa minutnog na sekundno obračunavanje cijene impulsa, uočiti područja definisana problemom, odrediti parametre koji definišu ta područja, uočiti eventualna pravila, uzorke ili interesantne pojave. U praktičnom primjeru su obuhvaćene sve faze analize: faza razumijevanja problema, faza čišćenja i pripremanja podataka, izbor odgovarajućeg modela (algoritma), faza modeliranja, te evaluacija rezultata modeliranja. Analiza je obavljena korišćnjem vizuelizacijskih tehnika i metoda (algoritama) pretraživanja podataka. Od puštanja u komercijalni rad, Mobilna telefonija Srpske (m:tel), kada govorimo o obračunskim intervalima, imala je „60+1“ sekundni interval. Zbog konkurencije na tržištu BiH, m:tel je bio primoran da razmatra mogućnost promjene obračunskog intervala. U analizi su razmatrane četiri varijante obračunskih intervala koje su potencijalno mogle da zadovolje korisnike i menadžment preduzeća – jer uvođenje novog obračunskog intervala dovodi do gubitka prihoda m:tel-a. formation from different angles. While creating DSS in mobile telephony, one of the requests is to provide the analysis on more levels in order to provide the users with the ability to ask various questions that should provide a clear and precise answer. The architecture of decision support system consists of three components: the source systems, data warehouse and business intelligence platform. Previously discussed problems and relationships in business can be best illustrated through a practical example, which expresses the specific activities carried out by the Telekom Srpske and a way of measuring the results of its operating efficiency. In case study the problem of transfer from minute to second calculation of impulse prize: i.e. the shift of calculation of tariff interval „60+1“ seconds to „10+1“ seconds. The aim was to obtain a complete insight in the solution of of the problem of transfer from minute to second calculation of impulse prize, spot the areas defined with the problem, set the parametres which define those areas, observe possible rules, patterns or interesting phenomena. In practical example all phases in the analysis are covered: the phase of understanding the problem, the phase of cleaning and preparation information, choosing the right model (algorithm), phase of molding and evaluation of molding results. The analysis is performed by using visualization techniques and methods (algorithms) of data research. Since the begginig of the commercial operation, mobile operator of Republic of Srpska (m:tel), when speaking about charging interval, used the „60+1“ seconds interval. Due to the competition in the market of Bosnia and Herzegovina, m:tel was forced to consider the possibility of changing the charging interval. The analysis considered four variants of billing intervals that are potentially able to satisfy customers and company management - since the introduction of the new accounting interval leads to loss of income for m: tel. 125 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE Slika 1. Varijante obračunskih intervala Picture 1. Versions of charging intervals Obrada podataka korišćenjem alata poslovne inteligencije pokazala je da će interval “10+1“ biti atraktivan kada se posmatra sa korisničke tačke gledišta. Za “10+1“ interval nije potreban novi sistem naplate. Razmatran je i sekundni interval, ali zbog prostora za buduće ustupke prema korisnicima i razlike u gubicima prihoda, smatralo se da je “10+1“ interval u tom trenutku bio najadekvatniji. Planirano je da se novi obračunski interval implementira isključivo na novim tarifnim modelima u postpaid-u i na prepaid-u. Gubitak prihoda je 7,3770% bez porasta saobraćaja (Grafikon 1). Treba napomenuti da je analiza rađena kao „najgori scenario“ (bez porasta saobraćaja kome doprinose novi korisnici i bez povećanja prosječne potrošnje korisnika). Data analysis using business intelligence tools showed that the interval“10+1“ will be active, when observed from the consumers point of view. For “10+1“ interval, new system of charging is not necessary. The second-interval was also considered, but the scope for future concessions to the users and the differences in revenue losses, it was thought that the “10 +1” interval at the time was the most appropriate. It is planned to implement a new charging interval exclusively in accordance with the new tariff models in the postpaid and prepaid. Income loss is 7,3770% with no increase in traffic (Graph 1). It should be mentioned that the analysis was done as the „worst scenario“ (with no increase in traffic which is contributed by new customers without the increase of average consumer spending). 126 V. Vukmirović, N. Vukmirović: NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION... Prihod sa 10+1 [Income from 10+1 interval] Gubitak prihoda [Loss of income] Grafikon 2. Gubitak prihoda sa prelaskom na 10 sekundni interval Graph 2. The loss of revenue in transition to the 10 second interval Očekivane prednosti novog tarifnog modela Telekoma Srpske trebalo bi da dovedu do porasta saobraćaja koji je marketinški prikladan za komunikaciju sa korisnicima, migracije sa prepaid-а na postpaid, smanjenja odlazaka korisnika, pozitivnog mišljenja medija u okruženju, zadovoljstva korisnika, poboljšanja imidža kompanije. U cilju unapređenja poslovanja, Telekom Srpske, uvođenjem alata poslovne inteligencije, odnosno, preduzetničkog intelidžensa, sprovodi pretraživanje podataka o različitim aktivnostima unutar sistema, što obuhvata: informacije o telefonskim pozivima, informacije o radu sistema, informacije o smetnjama i kvarovima u mreži, informacije o korisnicima usluga, informacije potrebne za naplatu korišćenih usluga itd. Na taj način omogućava se da informacije skrivene u tim podacima ne budu izgubljene, već da budu iskorišćene za poboljšanje kvaliteta usluge, planiranje i uvođenje novih usluga, zadržavanje profitabilnih klijenata i sprečavanje njihovog odlaska konkurenciji, pronalaženje načina za izbjegavanje zagušenja u mreži itd. U praktičnom primjeru su obuhvaćene sve faze preduzetničkog intelidžensa, posmatrano Expected benefits of the new tariff model of Telekom Srpske should lead to: an increase in traffic which is, from the marketing point of view, suitable for communications with customers; migration from prepaid to postpaid; decreased loss of users; positive reviews of media in the environment; customer satisfaction; improvement of company image. In order to improve the business through the introduction of business intelligence tools, ie, enterpreneurship intelligence, Telekom Srpske conducts data research on variety of activities within the system, which includes: information about phone calls, information about the operation of the system, information about the disturbances and failures in the network, information about users services, the information necessary for charging used services, etc. These activities are allowing that information hidden in these data are not lost, but used to improve the quality of services, planning and introduction of new services, retaining profitable customers and preventing them to use competition’s services, finding ways to avoid congestion in the network, etc. The example from practice covers all phases of enterpreneurship intelligence, from the 127 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE iz ugla upravljanja: brzo prikupljanje podataka, kratka analiza (primjena alata poslovne inteligencije), originalno istraživanje (korišćenje tarifnih paketa različitog trajanja), ciljno posmatranje (cilj istraživanja je da se pronađe tarifni paket koji će biti dovoljno dobar za korisnike sa minimalnim gubicima za kompaniju, sa perspektivom povećanja prihoda usljed povećanja broja korisnika), intelidžens sistemi (efikasnija upotrebe ljudskog kapitala), intelidžens komunikacija (manifestuju se putem prezentacije, informacione tehnologije, informacione psihologije, informacione politike i dr. (Kalakota & Robinson, 2002, str. 36). viewpoint of management: rapid data collection; brief analysis (application tools business intelligence) original research (using tariff packages of varying length) target observation (research goal is to find a tariff plan that will be good enough for users with minimal loss for the company, with the perspective of increasing revenue due to an increase in the number of users); intelligence systems (efficient use of human capital); intelligence communication (manifested through the presentation, information technology, information psychology, information policy, etc.) (Kalakota & Robinson, 2002, p. 36). Studija slučaja “Grafotisak” Case study „Grafotisak“ Grafotisak s distribucijom školskog i kancelarijskog materijala, te grafičkih repromaterijala počeo je da radi 1990. godine. Od tada uspješno plasira brendove svojih dobavljača i vlastite proizvode na tržište BiH, ali i na tržište u regije. Tržište je prepoznalo Grafotisak kao sigurnog partnera, te je to preduzeće dugi niz godina tržišni lider. Trajnim reinvestiranjem dobiti u nove tehnologije i u distribuciju neprekidno poboljšava uslove poslovanja. Kako bi u svakom trenutku mogao udovoljiti potrebama kupaca, Grafotisak posjeduje skladišne prostore u Grudama, Sarajevu, Banja Luci i Tuzli, u kojima je smješten kompletan asortiman artikala koje svakodnevno proširuje i izvozi u preko 10 zemalja u okruženju. Grafotisak je 2008. godine postao vlasnik 50% poduzeća Fokus d.o.o., tržišnog lidera u distribuciji kancelarijskog i školskog materijala, te konfekcioniranog papira u Republici Hrvatskoj. Grafotisak iz Gruda, BiH, osnovan je 1983. godine kao manje proizvodno preduzeće grafičkih proizvoda. Od tada dinamično raste i uspješno plasira brendove svojih dobavljača i vlastitih proizvoda, ali i na tržištu zemalja Zapadnog Balkana. Grafotisak koristi preduzetničku strategiju “tržišne niše” i uvlačenja kupaca u poslovni proces, te stalno inoviranje proizvodnog programa, što mu omogućuje povećanje učešća Grafotisak started distributing school, office and graphic supplies in 1990. Since then, this company successfully distibutes brands of its suppliers and their own products on the market of Bosnia and Herzegovina and on the regional market. The market recognized Grafotisak as a secure partner, which makes this company a longtime market leader. Permanent reinvesting of profit in new technologies and distribution, continuously improves business conditions. In order to please the needs of customers in every moment, Grafotisak possess storage spaces in Grude, Sarajevo, Banja Luka and Tuzla, in which complete range of products, which is expanded and exported in over ten countries in region on a daily bases, is situated. In 2008, Grafotisak became the owner of 50% of Fokus enterprise, market leader in distribution of office and school supplies in Republic of Croatia. Grafotisak company, based in Grude, Bosnia and Herzegovina was founded in 1983. as a smaller enterprise for production of graphic products. Since then it grows dynamically and successfully distributes the brands of their suppliers and their own products on the market of the countries from the Western Balcans. Grafotisak uses the entrepreneurial strategy of „market niche“ and indentation of customers in the business process and continuous innovation of production programme which allows it to increase 128 V. Vukmirović, N. Vukmirović: NEW TECHNOLOGIES, INNOVATION AND DESIGN IN FUNCTION... na tržištu. Grafotisak kao tržišni lider regije u proizvodnji i prometu grafičkih proizvoda izradio je vlastiti razvojni model – trajno reinvestiranje dobiti u nove tehnologije i inovacije u grafičkom inženjerstvu. Rezultat takvog modela razvoja je višestruko povećanje obima poslovanja. Broj zaposlenih je porastao sa desetak zaposlenih prilikom osnivanja na preko 350 zaposlenih u tri države (BiH, Hrvatska, Srbija) u 2013. godini. Ključnu ulogu u dizajniranju modela razvoja Grafotiska ima razvojna služba koja stipendira, zapošljava i motiviše talentovane mlade stručnjake za inovativna rješenja u grafičkom inženjerstvu i dizajnu. Planovi razvoja proizvodnog programa se kreiraju po savremenim metodama poslovnog predviđanja i preduzetničkog intelidžensa. Zahvaljujući razvoju zasnovanom na novim znanjima, primjeni novih tehnologija i privlačenju mladih, talentovanih kadrova i posebnom pristupu kupcima (uvođenje kupca u sistem proizvodnje i njegovo pretvaranje iz konsumenta u prosumenta) ovo preduzeće je uspjelo ne samo da izbjegne smanjenje obima poslovanja poslije “izbijanja” krize, nego je uspjelo i povećati obim proizvodnje i plasmana na domaćem i stranom tržištu za 43% u periodu od 2009. do 2012. godine. the participation in the market. Grafotisak, as a regional market leader in producing and distribution of graphic products, has built their own development model – permanent reinvestment of income in new technologies and innovation in graphic engineering. The result of that kind of development model is multiple increase of business volume. The number of employees has increased from about ten to over 350 employees in three countries (Bosnia and Herzegovina, Croatia, Serbia) in 2013. The key role in designig the model of development of Grafotisak has the development department which provide scholarships, hires and motivates talented young experts for innovative solutions in graphic engineering and desing. Development plans are created in accordance with contemporary methods of business forecasting and entrepreneurial intelligence. Due to development based on new knowledge, implementig new technologies, atracting young, talented personnel and special approach to customers (introducing the customer in the system of production and its turn from consument to prosument) this company managed to, not only avoid the decrease of business volume in the period of crisis, but to increase the volume of production and distribution on domestic and foreign market for 43% in the period of 2009 to 2012. ZAKLJUČAK CONCLUSION Mnoga preduzeća iz industrijskog sektora razvijenih zemalja, a posebno zemalja u tranziciji (kao što je BiH) loše su pozicionirani u svjetskoj ekonomiji u vrijeme globalne ekonomske krize. Globalizacija i kriza predstvljaju najveće probleme za zrele industrije i preduzeća ukoliko nedovoljno ulažu u nove proizvode, nove tehnologije, dizajn i kadrove koji imaju nove poslovne ideje. Stoga je neophodna revitalizacija zrelih preduzeća i industrijskih sektora i pokretanje razvoja novih preduzeća i nove industrije zasnovane na novim znanjima, novim tehnologijama i sistemskim inovacijama (Antončič, 2002, str. 4). Sistematičnom analizom se može uočiti da su značajan broj preduzetnika i preduzeća Many enterprises from the industrial sector of developed countries, especially countries in transition (such as Bosnia and Herzegovina) are poorly positioned in world economy in the period of global economic crisis. Globalization and crisis present the biggest problems for mature industries and enterprises if they do not invest enough in new products, new technologies, design and cadres that provide new business ideas. Therefore, revitalization of mature enterprises and industrial sectors and initiation of development of new enterprises and new industry based on new knowledge, new technologies and system innovation (Antončič, 2002, p. 4). Systematic analysis shows that significant number of entrepreneurs and enterprises recorded rapid 129 V. Vukmirović, N. Vukmirović: NOVE TEHNOLOGIJE, DIZAJN I INOVACIJE U FUNKCIJI REINDUSTRIJALIZACIJE zabilježili brzi rast prihoda, izvoza i zaposlenosti, kao i povećanje kapitala baš u vijeme krize. To ukazuje na to da su ova preduzeća i preduzetnici sa izraženim preduzetničkim duhom iskoristili krizu kao nepriliku za kreiranje vlastite prilike za razvoj. Na te pojave u ranijim krizama ukazao je G. Gilder u svojim istraživanjima koje je provodio dugi niz godina u SAD-u. Njegova istraživanja su ukazala na to da preduzetnički duh u kompanijama doprinosi ne samo optimalnom kombinovanju postojećih resursa, nego i kreiranju novih resursa. Naša istraživanja su pokazala (posebno dvije analize slučaja) da u vrijeme krize treba povećati ulaganja u istraživanje i razvoj, a ne smanjivati ta ulaganja u cilju štednje koja je u ovom slučaju kontraproduktivna. Navedena istraživananja su pokazala da primjena koncepta inovativniog dizajna i preduzetničkog marketinga u preduzećima omogućava formiranje uslova za uspješniji tržišni nastup i za postizanje konkurentske sposobnosti preduzeća. U praksi se pokazalo da nema ozbiljnijeg razvoja malog, eksternog preduzetništva bez razvoja internog preduzetništva u velikim korporacijama oko kojih se kao sazviježđe razvija mnoštvo malih kooperantskih preduzeća. Osnovni pokretač svih aktivnosti su bila nova znanja, nove tehnologije, inovacije i kreativni kadrovi. Sa odvijanjem procesa tranzicije, znanje će sve više biti faktor od opredjeljujućeg značaja za novi razvoj industrije i pratećih korporativnih djelatnosti u obliku malih i srednjih preduzeća. Kao jedna od ključnih aktivnosti unapređenja industrijskog preduzetništva javlja se kreiranje procesa obrazovanja iz oblasti preduzetništva (kreiranje poslovnih ideja, dizajniranje i brendiranje proizvoda, proizvodnja softvera i drugih oblika nematerijalne imovine. growth of revenue, exports and employment, as well as an increase in equity in the period of crisis. This points to the fact that these companies and entrepreneurs with strong entrepreneurial spirit use the crisis as a trouble to create their own opportunities for development. G. Gilder pointed out at the occurrence of the earlier crisis in his research which was conducted in the United States. His research indicated that the entrepreneurial spirit in companies, does not only contribute to the optimal combining of existing resources, but also the creation of new resources. Our researches showed that in the period of economic crises the investments in research and development should be increased, not decreased, as a measure of savings, which is in this case counterproductive. Stated researches showed that implementation of innovative design concept and entrepreneurial marketing in companies provide creating conditions for more successful market appearance and achieving competitive ability. Implementation of the corporative entrepreneurship concept allows forming conditions for more successful market performance and achieving competitive ability of the company. 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Entrepreneurship in economic theory and practice - Innovative systems design and efficient use of resources. Ekonomski fakultet Banja Luka. 131 132 REINDUSTRIJALIZACIJA I REFORME - REINDUSTRIALIZATION AND REFORM KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU PREDUZEĆA U OBLASTI ELEKTROPRIVREDE CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING OF ELECTRIC POWER COMPANIES Mr Rajko Stevanović Rudnik i Termoelektrana a.d. Ugljevik Stručni članak DOI 10.7251/OIK1402009S, UDK 621.311:005.591.4 Professional paper REZIME ABSTRACT Organizovanje preduzeća predstavlja proces u kome se vrši diferencijacija i integracija elemenata organizacije. Česte promjene u okruženju nameću imperativ menadžmentu da stalno usavršava oraganizacionu struktruru kompanije u cilju sticanja, očuvanja i unapređenja njene pozicije na tržištu. Organizacioni dizajn je usmjeren ka debirokratizaciji elektroprivrednog preduzeća, pomjenom oraganizacione kulture od tehnokratske ka menadžment kulturi i redizajnu poslovnih funkcija. Oragnizaciona struktura se transformiše od funkcionalne forme ka sve više timskoj strukturi i inovativnoj organizaciji. Business organising is a process which performs differentiation and integration of organisation elements. Frequent changes in the environment set an imperative to the management to constantly improve the organisational structure in order to acquire, preserve and upgrade its market position. Organisational design is aimed at the power utility companies debureaucratisation by changing the organisation culture from a technocratic to management culture and towards the redesign of business functions. Organisational structure is being transformed from a functional form to increasingly more team-oriented structure and innovative organisation. Ključne riječi: oraganizacioni dizajn, organizaciona struktura, elektroprivreda, strategija, model Keywords: organisation design, organisation structure, power utility, strategy, model UVOD INTRODUCTION Svaka organizacija tokom svog razvoja prolazi kroz niz faza, a prelazak u svaku sljedeću fazu je iniciran pojavom krizne situacije. Da bi se krizna situacija prevladala i organizacija nastavila sa svojim razvojem, neophodno je da bude u stanju da se suoči sa promjenama i prelazi sa jednog na drugi oblik organizacione strukture. Promjene organizacione strukture provode se restrukturiranjem, čiji je cilj stvaranje fleksibilne strukture koja treba da odgovori dinamičnim tržišnim uslovima poslovanja. Any organisation experiences a series of phases during its development, while the transition to each subsequent phase is initiated by the appearance of a crisis situation. In order to overcome such situation and to enable the organisation to continue its development, it has to be able to deal with the changes and to traverse from one to another type of organisational structure. Changes in the organisational structure are implemented via the restructuring process, aimed at creating a flexible structure that should respond to the dynamic market operating conditions. 133 R. Stevanović: KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU... Reforme u elektroprivredi mijenjaju institucionalne uslove i uslove poslovanja elektroprivrednih preduzeća i generišu strateški zaokret u poslovanju preduzeća, što dalje inplicira brojne druge promjene, a među njima, kao najvažnije, organizacione promjene. U postizanju poslovnog uspjeha elektroprivrednog preduzeća u tržišnim uslovima, najvažniji zadatak menadžmenta je da uspostavi pravi odnos između strategije, strukture i poslovnih procesa. Reforms in the electric power utility change institutional requirements and business conditions of electric power companies and generate strategic shift in business, which further implies numerous other changes, including, most importantly, the organisational changes. Achieving the business success of an electric power company in the electric power market conditions, the most important task of management is to establish a proper relationship between strategy, structure and business processes. DEFINISANJE ORGANIZACIONOG DIZAJNA DEFINING ORGANISATIONAL DESIGN Organizacioni dizajn predstavlja proces u kom se obavljaju menadžerske aktivnosti na stvaranju modela organizacione strukture u skladu sa kontekstom organizacije. Prema savremenom, kontigentnom pristupu, najbolji dizajn za organizaciju je određen spoljašnjim okruženjem, tj. stepenom u kome je organizacija izložena promjenama (Petković, 2011, str. 150). Menadžeri treba da znaju da u procesu dizajniranja organizacije preduzeća koje vode unaprijed utiču na njegovu efikasnost. Ako naprave pogrešan izbor modela organizacione strukture, onda su u startu uticali da organizacija bude generator troškova i nezadovoljstva zaposlenih. Sa stanovišta zakona, organizaciono restrukturiranje predstavlja jednu vrstu pripreme preduzeća za ulazak u privatizaciju. U stvari, treba stvoriti adekvatan organizacioni dizajn preduzeća, odnosno otkloniti sve manjkavosti postojećeg modela organizacione strukture. Elektroprivredna preduzeća su velika i stara vertikalno integrisana preduzeća koja obavljaju složenu djelatnost kao i veliki broj povezanih i međuzavisnih aktivnosti na velikoj teritoriji. Imajući u vidu sve specifičnosti elektroprivrednih preduzeća, pred menadžerima je veoma složen zadatak pri izboru odgovarajućeg organizacionog dizajna, s obzirom da u praksi ne postoji idealan organizacioni model koji bi odgovarao svim zahtjevima kojima je preduzeće izloženo. Na menadžmentu Organisational design is the process in which management activities are performed in order to create a model of organisational structure in line with the context of the organisation. According to the modern, contingent approach, the best organisational design is determined by the external environment, i.e. by the extent to which the organisation is subject to change (Petković, 2011, p. 150). Managers should be aware that the design process of organisation of the company they run, directly affects the efficiency of such company. If they select the wrong model of organisational structure, then they have initially influenced the organisation to be a generator of costs and cause employee dissatisfaction. From the legal standpoint, organisational restructuring is one methods of preparing a company for the process of privatisation. In fact, an adequate organisational design of a company should be made, thus eliminating all the shortcomings of the existing model of organisational structure. Electric power companies are large and quite old vertically integrated companies that perform complex activities as well as the number of related and interdependent activities across a large territory. Taking into account all the specificities of the electric power companies the managers face very difficult task in selecting the appropriate organisational design. Since in practice there is no ideal organisational model that would suit all the requirements to which the Company is ex- 134 R. Stevanović: CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING... je zadatak da pronađe odgovarajuću kombinaciju organizacionih modela. posed, the management has to find the adequate combination of organisational models . MEHANIČKI I ORGANSKI DIZAJN MECHANICAL AND ORGANIC DESIGN Organizacioni dizajn je kompleksno pitanje i predstavlja veoma odgovoran posao menadžera u svakoj organizaciji. Menadžerima su na raspolaganju dva koncepta organizacionog dizajna – mehanički i organski dizajn. Organisational design is a complex issue and represents a very responsible task for the manager in any organisation. Managers have two concepts of organisational design at their disposal: mechanical and organic design. Mehanički model Mechanical model Mehanički model odgovara stabilnom okruženju gdje su zahtjevi okruženja krajnje predvidivi, gdje organizacije obavljaju iste aktivnosti na uobičajen način sa jasnim organizacionim ulogama pojedinaca i ustaljenim linijama autoriteta i odgovornosti. Mehanički dizajn ima tri pojavna oblika strukture: mašinska birokratija, profesionalna birokratija i divizionalni model. Zajedničko ovim modelima je da se primjenjuju u velikim i zrelim organizacijama. Svi modeli mehaničkog dizajna imaju osobine birokratije: (1) uska specijalizacija, (2) visoka standardizacija i formalizacija, (3) ograničeno delegiranje autoriteta, (4) vertikalno hijerarhizovana i masivna organizacija (Vukadinović, 2005, str. 256). Mechanical model corresponds to a stable environment where the environment requirements are utterly predictable, where organisations perform the same actions in the usual way with clear organisational roles of individuals and established lines of authority and responsibility. Mechanical design has three forms of its structure: mechanical bureaucracy, professional bureaucracy and divisional model. These models share their application in large and mature organisations. All the models of a mechanical design share the features of bureaucracy: (1) narrow specialisation, (2) high standardisation and formalisation, (3) limited delegation of authority, (4) vertically hierarched and massive organisation (Vukadinović, 2005, p. 256). Organski model Organic model Organski model je prihvatljiv u nestabilnim uslovima gdje je okruženje relativno nestabilno i nemirno, tehnologija je kompleksna i dinamična, preduzeće obavlja veliki broj neustaljenih aktivnosti u kojima su kreativnost i inovacije veoma značajni, aktivnosti se koordiniraju i kontrolišu neposrednim komuniciranjem. Pojavni oblici organskog dizajna su horizontalni modeli organizacione strukture: matrični, inovativni i preduzetnički. Obilježja organskog modela: (1) šira specijalizacija zaposlenih, (2) delegiranje autoriteta (decentralizacija odlučivanja), (3) grupisanje poslova oko procesa rada i (4) koordinacija Organic model is acceptable in unstable conditions where the environment is relatively unstable and turbulent, where the technology is complex and dynamic, the company performs numerous uncommon activities in which the creativity and innovation are very important and in cases where the activities are coordinated and controlled by direct communication. The manifestations of organic design are horizontal models of organisational structure: matrix, innovative and entrepreneurial. The characteristics of the organic model: (1) broader specialisation of the employees, (2) delegation of authority (decentralisation of decision-making), (3) grouping jobs around the work 135 R. Stevanović: KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU... putem neposrednog komuniciranja (Filipović & Tanić, 2010, str. 162). Pri sagledavanju osobina pomenutih modela, na menadžerima je da odluče o tome da li će odgovarajući organizacioni model imati više mehaničkih ili organskih osobina. Elektroenergetski sektor je dugo vremena bio prirodni vertikalno integrisani monopol u državnom vlasništvu. U većini zemalja u svijetu elektroenergetski sektor je bio pod kontrolom jedne vertikalno integrisane kompanije i strogo regulisan od strane državnih agencija, koje su u energetskom sektoru provodile svoju socijalnu politiku. Tradicionalni regionalni elektroprivredni monopoli kao organizacioni oblici elektroprivredne djelatnosti po svojoj formi predstavljaju složene organizacione strukture i funkcionalno-divizione hibride. Osnovna organizaciona karakteristika tradicionalne elektroprivrede je veoma visok stepen vertikalne i horizontalne integrisanosti. U elektroprivrednim preduzećima prednosti horizontalne integracije dovode do ekonomije obima u izgradnji optimalne veličine proizvodnih kapaciteta, potrebnih kapaciteta prenosne i distributivne mreže, čime se postiže najniži trošak po jedinici kapaciteta. Oblici organizacije elektroprivrede i elektroprivrednih preduzeća se mnogo razlikuju po zemljama, tako da je, zbog velikog broja mogućih konfiguracija, teško dati jednu jasnu klasifikaciju. U veoma dugom periodu tradicionalna elektroprivreda, kao infrastrukturna djelatnost od strategijskog značaja i elektroprivredna preduzeća kao specifični organizacioni sistemi, svoj razvoj su ostvarili u okviru dominirajućeg tradicionalnog koncepta i shvatanja organizacije javnog sektora. Prema toj koncepciji ispostavilo se da je vertikalna integracija faza proizvodnje, prenosa i distribucije električne energije, koje obavljaju veliki državni monopoli u javnom vlasništvu najbolji, pa čak i jedini način da se ostvari osnovna funkcija elektroprivrednih preduzeća. 136 process and (4) Coordination through direct communication (Filipović & Tanić, 2010, p. 162). By observing the characteristics of these models, the managers are to decide whether the appropriate organisational model shall have more mechanical or organic properties. The electric power sector has long been a natural vertically integrated state-owned monopoly. In most of the world’s countries, the electric power sector has been under the control of a single vertically integrated company and strictly regulated by state agencies, which conducted executed their social policy via the energy sector. Traditional regional electric power monopolies, as organisational forms of the electric power service, with regards to their form represent complex organisational structures and functional-divisional hybrids. The basic organisational feature of a traditional electric power utility is a very high level of vertical and horizontal integration. In the electric power companies the advantages of horizontal integration lead to economies of scale in the formation of the optimal size of production capacity, required capacity of transmission and distribution networks, thus resulting in the lowest cost per unit of capacity. The organisational forms of the electric power utility and electric power companies greatly vary across countries, therefore, due to the vast number of possible configurations, it is difficult to provide a clear classification. In such a very long period, a traditional electric power utility, as an infrastructure service of strategic importance and, electric power companies as specific organisational systems , have achieved their development within the dominant traditional concept and comprehension of the public sector organisation. According to this concept, it appears that vertical integration of the phases of generation, transfer and distribution of electric power, performed by large state-owned monopolies, represents the best or perhaps the only way to perform the basic function of the electric power companies. R. Stevanović: CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING... POJAM ORGANIZACIONE STRUKTURE THE CONCEPT OF ORGANISATIONAL STRUCTURE Organizacionu strukturu možemo definisati kao način na koji su aktivnosti u preduzeću integrisane u organizacione jedinice. U realnim uslovima poslovanja nema idealne, već samo optimalne organizacione strukture. Optimalna organizaciona struktura je ona koja je najbolja u datim uslovima, odnosno ona koja je prilagođena relevantnim faktorima. Organizaciona struktura preduzeća može u značajnoj mjeri da pospiješi ili spriječi efikasno odvijanje poslovnih procesa i na taj način povoljno ili nepovoljno djeluje na poslovne rezultate preduzeća. Izbor odgovarajuće vrste organizacione strukture preduzeća, predstavlja jednu od najvažnijih odluka preduzeća, jer ukoliko se usvoji organizaciona struktura koja ne odgovara situaciji u kojoj se organizacija nalazi, ona će usporiti ili zakočiti sposobnosti upravljačkog sistema. Način strukturiranja organizacije je specifičan za svaku organizaciju i svojstven samo njoj, te se ne može govoriti o jedinstvenom načinu strukturiranja organizacije. U slučaju elektroprivrede imamo dva osnovna kriterijuma za organizaciono strukturiranje vertikalno i horizontalno integrisanih elektroenergetskih preduzeća: funkcionalni i teritorijalni (Katić & Strezorski, 2002, str. 10). S obzirom na to da su u pitanju ogromna preduzeća koja obavljaju elektroprivrednu djelatnost na velikoj geografskoj teritoriji, organizaciona forma je, s jedne strane, funkcionalna zbog obaveze da se svi povezani procesi, odnosno funkcije vertikalno i horizontalno integrisanog preduzeća obavljaju po standardizovanim uslovima. S druge strane, uslijed velike teritorije i zadataka da se električnom energijom opsluže svi potrošači na konzumnom području, organizaciona struktura je i divizionalna prema geografskom kriterijumu – teritorijalna, decentralizovana organizaciona struktura. Otuda su organizacione strukture elektroprivrednih preduzeća funkcionalno-divizioni hibridi. The organisational structure can be defined as the method by which the activities of the company have been integrated in the organisational units. In actual operating conditions there is no ideal, but only the optimal organisational structure. The optimal organisational structure is the one that is the best in the given circumstances, i.e. the one which is suited for the relevant factors. The organisational structure of the company can significantly improve or prevent the efficient implementation of business processes, thus having a beneficial or an adverse effect onto the business results of the company. Selecting the proper type of organisational structure is one of the most important decisions of the company, because if an organisational structure that does not correspond to a situation which the organisation is currently facing is approved, it will slow down or halt the abilities of the control system. A method of structuring the organisation is specific to each organisation in particular, therefore a unique method of structuring the organisation is unable to be defined. As for the electric power utility, there are two basic criteria for organisational structuring of vertically and horizontally integrated electric power companies: functional and territorial (Katić & Strezorski, 2002, p. 10). Given that the above are vast companies that perform electric power service across a large geographical area, the organisational form in, on one hand, functional due to the responsibility that all the related processes and functions of a vertically and horizontally integrated company should be performed based on standardized conditions. On the other hand, due to the large territory and tasks to provide electricity to all the consumers in the consumer area, the organisational structure is also divisional by geographic criteria - a territorial, decentralized organisational structure. Hence, the organisational structures of the electric power companies are functionally-divisional hybrids. Coordination of elec137 R. Stevanović: KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU... Koordinacija elektroprivrednih preduzeća ostvaruje se na bazi standardizacije procesa, planskom koordinacijom direktivnih planova i centrale holdinga, a ne na bazi standardizacije zadatka koja se primjenjuje u drugim velikim decentrlizovanim preduzećima u tržišnom okruženju sa divizionalnom strukturom i koja primjenjuje multidivizionalnu organizacionu formu. Iz ovoga proističe da organizaciona struktura vertikalno integrisanog preduzeća ima oblik divizionalne strukture sa cenralizovanim planskim i decentralizovanim operativnim poslovnim funkcijama. Komandni lanac funkcioniše odozgo na dolje tj. po principu kontrolisane decentralizacije. S obzirom na navedene specifičnosti elektroprivrede i jedinstven oblik organizacije i upravljanja, vertikalno integrisana elektroprivredna preduzeća predstavljaju veoma specifične organizacione sisteme. Upravo zbog toga je ova preduzeća teško jasno svrstati u jedan od modela organizacione strukture, već se prije može govoriti o dominantnim strukturnim karakteristikama difernciranih tipova. To je iz razloga što su u pitanju velika preduzeća koja obavljaju složenu djelatnost i veliki broj povezanih i međuzavisnih aktivnosti na velikoj teritoriji. U mjeri u kojoj su birokratske osobine manje izražene, odnosno u mjeri u kojoj je centralizacija odlučivanja manja, težiće profesionalnom modelu i, obrnuto, što je centralizovanost odlučivanja viša, težiće birokratskom modelu. Prema Mintzbergovoj tipologiji organizacionih struktura, organizaciona struktura u velikoj mjeri zavisi od karakteristika sredine okruženja organizacije. Okruženje je određeno stepenom kompleksnosti i promenljivosti okruženja. U zavisnosti od ovih karakteristika okruženja možemo razlikovati pet tipova organizacionih formi koje korespondiraju karakteru okruženja: (1) preduzetničko preduzeće, (2) mašinska birokratija, (3) profesionalna birokratija, (4) divizioni model i (5) adhokratija (CPU, 2010, str. 121). 138 tric power companies is made on the basis of process standardisation, planned coordination by directive plans and holding company headquarters and not on the basis of standardisation of the task which is applied in other large decentralised companies in a market environment with divisional structure and that utilises multidivisional organisational form. From this can bee seen that the organisational structure of a vertically integrated company has a form of divisional structure with a centralised planning and decentralised operational business functions. The chain of command works from the top down, i.e. on the principle of controlled decentralisation. Given the aforementioned specificities of the electric power utility and a unique form of organisation and management, vertically integrated electric power companies are very specific organisational systems. That is exactly why these companies are difficult to clearly classify into one of the organisational structure models, but it can rather be discussed about the dominant structural features of differentiated types. The main reason being the fact that these are large companies that perform complex business operations and a great number of related and interdependent activities across a large territory. The less the bureaucratic characteristics are pronounced, i.e. the extent to which the centralisation of decision-making is less, it will tend towards the professional model and vice versa, the higher is the centralisation of the decision-making, it will tend towards bureaucratic model. According to Mintzberg typology of organisational structures, the organisational structure largely depends on the characteristics of organisation environment. The environment is determined by the level of complexity and variability of the environment. Depending on the characteristics of the surroundings, five types of organisational forms that correspond to the character of the environment can be differentiated: (1) Entrepreneurial Organisation (Simple Structure), (2) Machine Bureaucracy, (3) Professional Bureaucracy, (4) Division Model and (5) Ad-hocracy (CPU, 2010, str. 121). R. Stevanović: CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING... Tabela1 Organizaciona forma i koordinacioni mehanizmi prema Mintzbergu (CPU, 2010, str. 121) ORGANZACIONA FORMA [ORGANISATIONAL FORM] Preduzetnički tip organizacije [Entrepreneurial Organisation (Simple Structure)] Mašinaska birokratija [Machine Bureaucracy] Profesionalna birokratija [Professional Bureaucracy] Divizioni model [Division Model] Adhokratija [Ad-hocracy] Table 1 Organisational forms and coordination mechanisms according to Mintzberg (CPU, 2010,p. 121) KOORDINACIONI MEHANIZAM [COORDINATION MECHANISM] Direktni nadzor i kontrola [Direct supervision and control] Standardizacija procesa [Standardisation of processes] Standardizacija profesionalnih znanja i veština [Standardisation of skills and knowledge] Standardizacija procesa i performansi divizija [Standardisation of output] Koordinacija ad-hoc timova [Coordination of ad-hoc teams] Mintsberg, takođe, po elementima organizacije razlikuje: strateški nivo, tehnostrukturu, srednju liniju, osoblje podrške i operativno jezgro (CPU, 2010, str. 125). Prema tipologiji Mintsberga, ako već podrazumijevamo činjenicu da su ova preduzeća decentralizovana (po geografskim kriterijumima) i da predstavljaju funkcionalno - divizionalne hibride, elektroprivredno preduzeće bismo svrstali u profesionalne birokratije, ali koje takođe ima i osobine mašinske birokratije. U dijelu koji slijedi dajemo bliže objašnjenje navedenih vrsta birokratije. Mintsberg also makes a division onto the organisation elements and differentiates the following: the Strategic Apex, Techno-structure, Middle Line, Support Staff and Operating Core (CPU, 2010, str. 125). According to the typology of Mintsberg, if we presume the fact that these companies are decentralized (by geographical criteria) and are functional - divisional hybrids, electric power company could be classified as the professional bureaucracy, but which also has properties of a machine bureaucracy. In the following text a more detailed explanation of the above types of bureaucracy shall follow. Profesionalna birokratija Professional bureaucracy U elektroprivrednim preduzećima koordinacija se ostvaruje putem standardizacije vještina, obukom i vođena indokrinacijom zaposlenih. Elektroprivredna preduzeća, a naročito u obavljanju tehničkih funkcija i zadataka, zapošljavaju obučene profesionalce kako u operativnom jezgru tako i u drugim dijelovima organizacije od kojih neki imaju i značajnu autonomiju i kontrolu u svom radu. Koordinacija se vrši standardizacijom znanja i vještina za obavljanje složenih procesa. Uslijed složene tehnologije djelatnosti, naročito je prisutna moć tehnostrukture koja ima zadatak da uspostavi standarde za obav- Coordination within the power utility companies is achieved through standardisation of skills, training and indoctrination of employees. Power utility companies hire trained professionals, especially in performing technical functions and tasks, where such professionals are hired both in the operating core and in other segments of the organisation, with some of them having a considerable autonomy and control over their work. Coordination is done by standardizing the knowledge and skills for performing complex processes. Due to the complex technology of activities, the power of techno-structure it particularly notable, its task being to establish standards for conducting 139 R. Stevanović: KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU... ljanje velikog broja procesa i operacija. Osim sopstvenih standarda i tehnostrukture u profesionalnim organizacijama se, u velikoj mjeri, oslanjaju i na standarde donijete van organizacije – na poznavanje i primjenu standarda profesionalnih udruženja i asocijacija. Time se u elektroprivrednim preduzećima naročito utemeljuje autoritet profesionalne prirode – ekspertska moć. S obzirom na to da ni jedan tehnički sistem ne može da se u potpunosti automatizuje niti do kraja samoreguliše, uticaj tehnostrukture je veoma značajan. Tehnostruktura, kao element organizacije, nastoji da zadrži svoju dominaciju pružajući otpor da se racionalizuju tehnička znanja i vještine i dekonponuju u pravila za primjenu, čime bi struktura u potpunosti prešla od profesionalne u mašinsku formu. a large number of processes and operations. In addition to their own standards, techno-structures in professional organisations greatly rely onto the standards adopted outside the organisation - such as familiarisation and application of standards of professional organisations and associations. This allows the power utility companies to particularly establish the authority of a professional type - expert power. Since no technical system can be fully automated nor be completely self-regulating, the effect of techno-structure is very important. Techno-structure, as an organisational element is trying to maintain its dominance by resisting rationalisation of the technical knowledge and skills and their decomposing into the rules for application, which would completely convert the structure from the professional into a mechanical form. Mašinska birokratija Machine bureaucracy Elektroprivredna preduzeća posluju u stabilnom i zaštićenom okruženju u odsustvu konkurencije, pa su kao velika preduzeća sa dugom tradicijom u stanju da rutiniziraju svoje procese operacija i primijene decenijama izgrađivane sopstvene standarde za neprekidne i ponavljajuće poslove. Jedan dio tehničkog sistema je u većoj mjeri samoregulišući, pa ga je lakše standardizovati, odnosno formalizovati proces operacije. Elektroprivredno preduzeće se zato odlikuje visokom specijalizacijom, rutinskim operativnim zadacima, formalizovanim procedurama u operativnom jezgru, kreiranjem brojnih pravila, postupaka i internih standarda, formalizovanom komunikacijom kroz organizaciju, značajno velikim organizacionim sredinama u operativnom jezgru, funkcionalnim zahtjevima u dodeljivanju zadataka, centralizovanom moći donošenja odluka, razvijenom administrativnom strukturom sa jasnom distinkcijom između linije i osoblja. Prema tome, uslijed navedenih karakteristika, elektroprivredno preduzeće možemo svrstati u profesionalnu procesnu birokratiju koja obavlja niz procesa i zadataka na bazi standardnih procedura i u okviru koje najveći uticaj ima tehnostruktura. Power utility companies operate in a stable and secure environment in the absence of competition, and being large companies with a long tradition, they are able to establish a routine regarding their operations processes and apply their own standards built up for decades for the purpose of dealing with continuous and repetitive tasks. A part of the technical system is largely self-regulating, so it is easier to standardise, i.e. to formalise the operations process. Power utility companies are therefore characterized by high specialisation, routine operational tasks, formalised procedures in the operating core, creating a number of rules, procedures and internal standards, formalised communication throughout the organisation, significantly large organisational environments in the operating core, functional requirements in the assignment of tasks, centralized decision-making power, developed administrative structure with a clear distinction between lines and staff. Therefore, due to the above features, a power utility company can be classified as a professional bureaucracy process bureaucracy that performs a series of processes and tasks based on standard procedures and within which the techno-structure has the greatest impact. 140 R. Stevanović: CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING... Proces deregulacije, odnosno promjena u shvatanju snabdijevanja električnom energijom, doveo je do razvoja sofisticiranijih strukturnih modela tržišta električne energije sa različitim stepenima konkurencije. Ovi modeli predstavljaju faze u liberalizaciji tržišta električne energije i svojevrstan su put koji sve zemlje moraju proći u reformskom procesu elektroenergetskog sektora. Svaki od ovih modela podrazumijeva postojanje određenog tržišnog mehanizma koji osigurava uvođenje konkurencije na tržištu električne energije. The deregulation process, i.e. changes in the understanding of electric power supply, has led to the development of more sophisticated structural models of electricity market with different levels of competition. These models represent phases in the liberalisation of the electricity market and are a characteristic path that all countries must complete in the reform process of the electric power sector. Each of these models implies the existence of a market mechanism that ensures the introduction of competition onto the electricity market. MODELI DEREGULACIJE ELEKTROPRIVREDE MODELS OF ELECTRIC POWER UTILITY DEREGULATION Potpuno vertikalna integracija i centralizovana kontrola Complete Vertical Integration and Centralised Control Radi se o uslovima potpunog monopola i nacionalizovanim elektroprivrednim sistemima gdje jedan entitet obavlja sve djelatnosti: planiranje i izgradnju proizvodnih kapaciteta i mreže, upravljanje, održavanje, isporuku i naplatu električne energije. It represents conditions of a complete monopoly and nationalisation of electric power utility systems, where a single entity performs all activities: planning and construction of generating capacities and network, management, maintenance, delivery and billing of electricity. Franšizno nadmetanje za prirodni monopol Franchise Bidding for Natural Monopoly Franšizno nadmetanje uvodi vremensko ograničenje u trajanju ekskluzivnih ugovora a time i konkurenciju za novi tender, koje posjeduju elektrokompanije pobjednice na konkursu, gdje po dobijanju ekskluziviteta postaju monopoli. Ovaj model zahtijeva veoma čvrstu kontrolu. Može se primijeniti u konkurenciji za dobijanje prava na proizvodnju kao i za prenos i distribuciju električne energije. Franchise bidding introduces a time limit on the duration of exclusive contracts, thus introducing eligible competition for the new bidding procedure, after which the selected electric power company is awarded with an actual electric power monopoly. This model requires very tight control. It can be used in the competition for the right to generate, as well as to transmit and distribute electric power. Konkurentno nadmetanje za prava na proizvodnju Competitive Bidding for Electric Power Generation Rights U ovom modelu postoji konkurencija, ali samo za nove kapacitete. Oni se grade u okruženju monopolskog preduzeća koje je jedini kupac električne energije novog kapaciteta i čija proizvodnja nije ugrožena novim kapa- This model contains certain level of competition, but only for new capacities. They are built in an environment of a monopolistic company that is the sole buyer of electric power generated by the new capacity and whose production is not 141 R. Stevanović: KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU... citetom. Čim je konkurencija u distribuciji isključena, ovaj model takođe traži striktnu kontrolu. threatened by the new capacity. From the moment the competition in the distribution is completely eliminated, this model also requires strict control. Model jednog kupca Single Buyer Model Jedan entitet je jedini kupac električne energije u cijelom sistemu (najbolje je da to bude nezavisni operator prenosa). On kupuje električnu energiju od proizvođača na osnovu bilateralnih ugovora ili na osnovu tenderskih procedura. Prodaju takođe vrši jedan distribucijama i krajnjim potrošačima, pri čemu je odgovoran za određivanje cijene i procedure dispečinga. U ovom modelu konkurencija se uvodi samo u proizvodnju putem pregovora između proizvođača, uvoznika i jedinog kupca. Jedini kupac je nezavisan i regulisani entitet, koje se nalazi uz „sistem operatora“ i prenosnu monopolsku regulisanu kompaniju, po pravilu, u državnom vlasništvu. One entity is the single buyer of electric power throughout the system (the best option is to have an independent operator of transfer). It shall purchase the power from the producers on the basis of bilateral agreements or on the basis of the bidding procedures. The sale is also done by a single entity to the distributors and to end consumers with the responsibility for pricing and dispatching procedures. In this model, competition is introduced only in the production process via the negotiations between the producers, importers and the single buyer. Single buyer is an independent and regulated entity, positioned adjacent to the “System Operator” and the power transfer monopoly regulated company, typically owned by the state. Model zajedničkog prenosioca Common Carrier (Transferor) Model Ovaj model se naziva i tržišni model ili „model pristupa“ i on je najliberalniji model. U njegovoj čistoj formi konkurencija postoji u svim fazama, osim prenosa koji ostaje regulisani monopol. Komercijalne i fizičke transakcije su odvojene. Trgovci igraju najvažniju ulogu u optimiziranju upotrebe kapaciteta. This model is called the market model or “approach model” and is the most liberal model. In this case, the competition exists in its pure form in all stages except the transfer, which remains a regulated monopoly. Commercial and physical transactions are separate. Dealers play the most important role in optimizing the use of capacity. Model otvorenog pristupa Open Access Model Proizvođači, distributeri i vertikalno integrisane kompanije dobijaju pravo na slobodan pristup drugim mrežama van geografske monopolske teritorije gdje se preuzimanje vrši na određenim tačkama predaje i preuzimanja. Model podrazumijeva kupoprodajne odnose na osnovu bilateralnih ugovora gdje su postojeće kompanije i dalje i prodavci i kupci, ali su tu sada i drugi akteri. Model ruši geografske monopolske granice kompanija i podrazumjeva da distributeri mogu kupovati sada od, ne samo monopolskog preduzeća, nego i od nezavisnih proizvođača. Otvoreni pristup trećim stranama ukida veleprodajni monopol Producers, distributors and vertically integrated companies obtain rights to free access to other networks outside the geographic monopoly territory where the takeover is done at certain transfer - takeover points. The model implies trade relations on the basis of bilateral agreements where existing companies remain to act as both sellers and buyers, but with other companies present as well. The model deletes the geographical boundaries of the monopoly companies and means that dealers may purchase not only from the monopolistic enterprises , but from independent producers as well. Open access to third parties abolishes 142 R. Stevanović: CONCEPT OF ORGANIZATIONAL DESIGN AND ITS APPLICATION TO THE RESTRUCTURING... koji ima jedini kupac i dopušta konkurenciju u proizvodnji, veletrgovini i maloprodaji. Pristup prenosnoj i distributivnoj mreži u ovom modelu može biti regulisan ili pregovaran. Deregulacija može biti strukturalna ili formalna. wholesale monopoly owned by a single buyer and allows competition in the production, wholesale and retail trade. Access to transfer and distribution network in this model can be either regulated or negotiated. Deregulation may be structural or formal. „Pool“ model „Pool“ Model Pool model se organizuje kao kratkoročno tržište električne energije, na polusatnoj ili satnoj osnovi za proizvođače, distributere i krajnje potrošače. Tržište u pool modelu funkcioniše na osnovu ponude i potražnje a može biti modifikovano i bilateralnim ugovorima. Pool model omogućava trgovinu na veliko putem pool tržišta koje postaje regulisani monopol, a omogućena je konkurencija u proizvodnji i trgovini na malo. Ovakav model postaje primijenjen u Engleskoj i Velsu. Pool agregira ponudu elektrana i dispečera na bazi marginalnih kapaciteta, odnosno doprinosa sistemu pojedinačnih kapaciteta i projekcija tražnje. Pool ustanovljava nadoknadu za prenos, usluge prenosa i garantovani kapacitet. U ovom modelu sve faze u reprodukcionom ciklusu su dezagregirane i organizovane u okviru nezavisnih, odvojenih kompanija. Ako je prisutna potpuna informisanost i nezavisna regulacija, Pool model vodi ka optimiziranju cjenovnog mehanizma i ka povećanju efikasnosti. Pool model is organized as a short-term electric power market, on a half-hour or hourly basis to producers, distributors and end users. Pool model market works on the basis of supply and demand and can be modified by bilateral agreements as well. Pool model enables the wholesale trade through the pool market which becomes a regulated monopoly and enables competition in the production and retail trade. This model is applied in England and Wales. Pool aggregates bids of power plants and dispatchers based on the marginal capacity, i.e. the contribution to the system of individual capacities and demand projections. Pool establishes transfer compensation, transfer services and guaranteed capacity. In this model, all phases of the reproductive cycle are disaggregated and organized in independent, separate companies. If a complete awareness and independent regulation are existing, Pool model leads to optimizing the pricing mechanism and increasing the efficiency. ZAKLJUČAK CONCLUSION Posljednjih par decenija su karakteristične po intenzivnim promjenama vezanim za funkcionisanje elektroprivreda, pogotovo elektroprivreda zemalja u tranziciji. Promjene se prvenstveno odnose ne organizacionu strukturu, strukturu vlasništva kao i na ekonomsku regulaciju u svjetskoj elektroprivredi. Navedene promjene karakteriše postepeni prelazak sa potpuno vertikalno integrisanih preduzeća ka preduzećima koja posluju u konkurentskom okruženju. Tradicionalni regionalni elektroprivredni monopoli, po svojoj formi, predstavljaju složene organizacione strukture i funkcionalno-divizione hibride. The last few decades have been characterized by intense changes related to the operation of electric power utilities, particularly of power utilities in transition countries. The changes relate primarily to organisational structure, ownership structure as well as to the economic regulation of the power industry worldwide. The above changes are characterized by a gradual shift from fully vertically integrated companies to companies operating in a competitive environment. Traditional regional electric power monopolies, in their form represent complex organisational structures and functional-division hybrids. 143 R. Stevanović: KONCEPT ORGANIZACIONOG DIZAJNA I NJEGOVA PRIMJENA U RESTRUKTURIRANJU... Za elektroprivredno preduzeće je takođe važno da postojeće kumulirano znanje sticano u dužem periodu, kroz drugačiji organizacioni redizajn, aktivira i učini djelotvornim u novom okruženju i ambijentu poslovanja. For power utility companies it is also important to, through different organisational redesign, enable and make effective the existing knowledge accumulated over a long period of time, in the new environment and in business environment. LITERATURA LITERATURA CPU. (2010). Izvještaj o politikama energetskog sektora u Bosni i Hercegovini. Centar za politike i upravljanje. Filipović, S. & Tanić G. (2010). Izazovi na tržištu energije. Ekonomski institut Beograd, Katić, N. & Strezoski, V. (2002). Uticaj deregulacije i restruktuiranja elektroprivrede na organizaciju i poslovanje elektrodistributivnih preduzeća. Materijal prezentovan 2002. na simpozijumu Treće Jugoslovensko savetovanje o elektrodistributivnim mrežama. Petković, M. (2011). Organizaciono ponašanje. Ekonomski fakultet Beograd. Vukadinović, R. (2005). Osnovni pojmovi i karakteristike pravnog sistema Evropske unije. Pravni fakultet Beograd. CPU. (2010). Report on Energy Sector Policy in Bosnia and Herzegovina. Centar za politike i upravljanje. Filipović, S. & Tanić G. (2010). Energy Market Challenges. Ekonomski institut Beograd, Katić, N. & Strezoski, V. (2002). The Impact of Deregulation and Restructuring of the Electric Power Utility on the Organisation and Operation of Power Distribution Companies. Paper presented at the 2002 on Treće Jugoslovensko savetovanje o elektrodistributivnim mrežama. Petković, M. (2011). Organisational Behaviour. Ekonomski fakultet Beograd. Vukadinović, R. (2005). Basic Terms and Specifications of the Legal System of the European Union. Pravni fakultet Beograd. 144 FINANSIJE I BANKARSTVO - FINANCE AND BANKING KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE INTEREST RATES ON INTERBANK LOANS Suzana Simić, master ekonomista Oikos institut-Istraživački centar Bijeljina Oikos institut-Research Centre Bijeljina Stručni članak DOI 10.7251/OIK1402003S, UDK 336.763:336.781.5 Professional paper REZIME SUMMARY Osnovni cilj autora ovog rada je da analizira uticaj finansijske krize na novčano tržište evrozone. Dobro uređeno i efikasno tržište novca je od krucijalnog značaja za održavanje likvidnosti banaka. Koliki značaj ima međubankrasko tržište može se vidjeti u periodu krize kada je, zbog nestabilnih uslova privređivanja, došlo do nedostatka novčanih sredstava. U radu je, najprije, predstavljeno kretanje dnevne referentne kamatne stope za pozajmice na Londonskom međubankarskom tržištu, njegovo poređenje kroz vrijeme pri čemu je ukazano na moguće manipulacije na tržištu novca. Potom se razmatra indikator stresa na međubankarskom tržištu, prikazan putem kretanja kamatnih stopa koje se primjenjuju u zoni evra. Posebna pažnja usmjerena je na ulogu i značaj referentne kamatne stope za dinarska sredstva na srpskom međubankarskom tržištu. U posljednjem dijelu su analizirana i prikazana kretanja svih prethodno navedenih kamatnih stopa na međubankarske pozajmice (LIBOR, EURIBOR, BELIBOR i BEONIA) za vrijeme krize kako bi se utvrdilo koliko su međubankarske pozajmice zaista doprinijele razvoju međubankarskog tržišta. The primary objective of the present study was to analyze the impact of the financial crisis in the euro area money market. Well regulated and efficient money market is crucial for the maintenance of liquidity. The importance of a interbank market can be seen in the crisis period when, because of the unstable economic conditions, there was a lack of fund. In this paper, first, presents the movement of daily reference rate for loans in the London interbank market, its comparison with the time indicated on the possible manipulation of the money markets. Then consider an indicator of stress in the interbank market, shown by movements in interest rates that apply in the euro zone. Special attention is paid to the role and importance of the reference rate for the Serbian dinar funds interbank market. In the last section have been analyzed and the movement of all the abovementioned interest rates on interbank loans (LIBOR, EURIBOR, BELIBOR and BEONIA) during the crisi, in order to determine how the interbank lending actually contributed to the development of the interbank market. Ključne riječi: međubankarsko tržište, bankarski sistem, kamatne stope, libor, euribor, belibor, beonia. Keywords: interbank market, banking system, interest rate, Libor, Euribor, Belibor, Beonia. UVOD INTRODUCTION Činjenica je da su međubankarska tržišta veoma važna kako bi banke mogle djelovati kao posrednici. Tako tržište međubankarskih pozajmica dozvoljava da neke banke pozajmljuju novac od The fact that the interbank market is very important for banks to act as intermediaries. So the market of interbank loans allow some banks borrow money from oth145 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE drugih banaka kako bi podmirile dnevne potrebe za likvidnošću. Kao i bilo koji drugi zajam, i ovaj se nudi uz određenu kamatnu stopu, međubankarsku stopu, prema kojoj dužnik mora da isplati davaocu zajma određeni dodatni novac. Svakog dana, povjerioci i dužnici, uz međusobno povjerenje, određuju prosječnu kamatnu stopu koja zavisi od njihovog finansijskog stanja. Imajući u vidu da je takva kamatna stopa određena od strane banaka panela, logično je pretpostaviti da ona odražava njihovu sopstvenu percepciju kreditnog rizika i rizika likvidnosti. Prema tome, ukoliko je banka u lošem stanju, moraće da dâ procjenu najveće kamatne stope prilikom pozajmice; ako dobro posluje, njen interes da pozajmljuje će biti manji. Na taj način, može se očekivati da prosječna kamatna stopa na međubankarske pozajmice bude niska i stabilna u dobrim vremenima i viša u trenucima finansijske krize. Postoji nekoliko razloga zašto banke preferiraju kreditiranje na međubankarskom tržištu. Prije svega, Evropska centralna banka (ECB) tradicionalno prihvata samo ograničen obim osiguranja i samo komercijalne banke mogu da se zadužuju po svojoj diskontnoj stopi. Međutim, međubankarska tržišta prihvataju širi opseg kolaterala i otvorena su za finansijske institucije kao što su brokeri i investicione banke. U takvoj situaciji banke najčešće pozajmljuju novac po kamatnoj stopi koja je obično niža od stope koju nudi ECB. Međubankarska tržišta se karakterišu kao nepotpuna tržišta i djeluju pod tzv. „asimetričnim informacijama“, jer su neke strane bolje informisane od drugih. To je presudno za funkcionisanje međubankarskih tržišta, jer nedorečenost dovodi do neefikasnog pružanja likvidnosti i smanjuje mogućnost zaštite od rizika likvidnosti. Asimetrija informacija bi u isto vrijeme potencijalno mogla da dovede do negativne selekcije i moralnog hazarda, što bi moglo prouzrokovati dalje poremećaje na međubankarskom tržištu. Stoga, prekonoćno međubankarsko tržište ima najmanje dvije ključne uloge u savremenim finansijskim sistemima. Prva je da putem ovih tržišta centralne banke aktivno intervenišu i tako vode svoju politiku kamatnih stopa. Druga, i najvažnija, 146 er banks to settle the daily liquidity needs. Like any other loan, and this is nud with a certain interest rate, the interbank rate, by which the borrower has to repay the lending some extra money. Every day creditors and debtors, with mutual trust, determine the average interest rate that depends on their financial situation. Bearing in mind that such interest rate set by the banks of the panel, it is logical to assume that it reflects their own perception of credit risk and liquidity risk. Thus, if a bank is in poor condition, will have to assess the highest interest rates in loans; if doing well, her interest in lending will be lower. In this way, it can be expected that the average interest rate on interbank loans is low and stable in good times and higher moments of the financial crisis. There are several reasons why banks prefer to lend in the interbank market. First of all, the European Central Bank (ECB) traditionally accept only a limited range of insurance and only commercial banks can borrow at its discount rate. However, the interbank market to accept a wider range of collateral and are open to financial institutions such as brokers and investment banks. In such a situation, banks usually borrow money at an interest rate that is usually lower than the rate offered by the ECB. The interbank market is characterized as incomplete markets and operate under the so-called „asymmetric information“, because some parties better informed than others. It is crucial for the functioning of the interbank market, because vagueness leads to inefficient provision of liquidity and reduces the possibility of protection against liquidity risk. Asymmetry of information at the same time could potentially lead to adverse selection and moral hazard, which could cause further disruption in the interbank market. Therefore, the overnight interbank market has at least two key roles in modernfinancial systems. The first is that through the new markets of Central Bank actively intervene and thus run their interest rate policy. Second, and S. Simić: INTEREST RATES ON INTERBANK LOANS jeste da međubankarska tržišta koja dobro funkcionišu preusmjeravaju likvidna sredstva od institucija sa viškom novčanih sredstava prema onim finansijskim institutcijama kojima su ta sredstva neophodna, dopuštajući i ostvarujući na taj način veću efikasnost finansijskog posredovanja. Dakle, tvorci monetarne politike imaju interes za dobrim funkcionisanjem finansijskog sistema i snažnim međubankarskim prekonoćnim tržištem sa kojim centralne banke mogu postići željenu kamatnu stopu i na taj način omogućiti institucijama da efikasnije trguju likvidnošću. Većina tih sredstava pozajmljivanja ima prekonoćno dospijeće, što ukazuje na to da: (1) kamatne stope na ovom tržištu predstavljaju sidro vremenskih struktura kamatnih stopa, (2) centralne banke imaju za cilj da stabiliziju i upravljaju deviznim rezervama putem operacija na otvorenom tržištu ili trajno raspoloživim mogućnostima i da je (3) značajan iznos transakcija na ovom tržištu neosiguran. Na ovaj način sve banke, uključujući i one koje ne posjeduju dovoljna osiguranja ili nisu u mogućnosti da dobiju likvidnost u nedeljnim aukcijama, mogu zadovoljiti svoje potrebe za likvidnošću. Osim što se trasankcije na ovom tržištu odvijaju “over-the-counter’’ ili OTC tržištu, prekonoćno tržište odlikuje se i elektronskom centralizovanom platformom. most important, is that the interbank market that work well diverted liquid assets of institutions with surplus funds to those financial institution where the funds are needed, allowing and thus confirming higher efficiency of financial intermediation. Therefore, monetary policy makers have an interest for the good functioning of the financial system and strong interbank overnight market to which the central bank can achieve the desired interest rate and thus enable institutions to more effectively trade liquidity. Most of these funds is the overnight lending maturities, which indicates that: (1) interest rates in this market are the anchor of time structure of interest rates, (2) the central bank aims to stabilize and manage the foreign reserves through operations in the openmarket or permanently available resources and that (3) a significant amount of transactions in thisuninsured market. In this way all banks, including those that do not have sufficient insurance or are unable to obtain liquidity at weekly auctions, can meet its liquidity needs. In addition to the transactions in this market place “over-the-counter“ or OTC market, overnight market is characterized by electronic and centralized platform. LIBOR LIBOR Referentna kamatna stopa predstavlja reper za sve kamatne stope na novčanom tržištu, odnosno koridor kamatnih stopa. To je najviša, odnosno najniža kamatna stopa koju Narodna banka Srbije primjenjuje u postupku sprovođenja repo transakcija prodaje, odnosno kupovine hartija od vrijednosti. Trenutno postoji nekoliko referentnih kamatnih stopa koje igraju važnu ulogu u olakšavanju funkcionisanja jedinstvenog i integrisanog evropskog tržišta novca i služi kao osnova pri zaključivanju kamatnih stopa ugovora. Najpoznatija među njima je svakako libor (Furtula, 2008, str. 72). Potreba za uvođenjem libor-a nastala je osamdesetih godina prošlog vijeka kada je sve veći broj banaka počeo aktivno da trguje relativno novim finansijskim instrumentima kao što su svopovi, opcije i termin- The reference rate is the benchmark for all interest rates in the money market or interest rate corridor. It is the highest or lowest interest rate that the National Bank of Serbia shall apply in the implementation of repo transactions sale or purchase of securities paper. There are currently several benchmark interest rates play an important role in facilitating the functioning of the single and integrated European money markets and serve as a basis for concluding interest rate contracts. The most famous among them is sure to Libor (Furtula, 2008, p. 72). The need for the introduction of Libor emerged in the eighties of the last century when a growing number of banks started actively traded relatively new financial instruments such as swaps, options 147 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE ski ugovori. Novi instrumenti su u velikoj mjeri povećali obim poslovanja na Londonskom međubankarskom tržištu, i bilo je potrebno uvesti reper za stope na pozajmice, kao cijenu novih finansijskih „proizvoda“ – svopova i opcija. U oktobru 1984. godine, Britanska Bankarska Asocijacija (BBA) je u saradnji sa Centralnom bankom Engleske formirala nekoliko radnih grupa, čiji rad je rezultirao stvaranjem BBA standarda za kamatne stope na svopove. Dio ovog standarda se odnosio i na fiksiranje kamatnih stopa za poravnanje, što je predstavljalo preteču današnjeg libor-a. and forward contracts. New instruments have greatly increased the volume of business in the London interbank market, and it was necessary to introduce a benchmark for rates on loans, as the price of new financial “products “ - swaps and options. In October 1984 the British Bankers’ Association (BBA) in cooperation with the Bank of England has formed several working groups, whose work has resulted in the creation of BBA standard for interest rates swaps. Part of this standard apply also to fix the interest rate for the settlement, which was the forerunner of today’s Libor. Pojam i značaj libor-a The concept and importance of Libor Libor predstavlja dnevnu referentnu kamatnu stopu po kojoj banke jedna drugoj nude novac za pozajmljivanje na Londonskom međubankarskom tržištu. Postoji 150 različitih libor kamatnih stopa s obzirom na to da se libor izračunava za 15 različitih rokova dospijeća i za 10 različitih valuta. Rokovi dospijeća za koje se libor izračunava su: 1 dan (prekonoćne kamatne stope), 1 nedelja, 2 nedelje, 1 mjesec, 2 mjeseca, 3 mjeseca, 4 mjeseca, 5 mjeseci, 6 mjeseci, 7 mjeseci, 8 mjeseci, 9 mjeseci, 10 mjeseci, 11 mjeseci, 12 mjeseci. Libor kamatna stopa se računa za sljedećih deset valuta: američki dolar (USD LIBOR), australijski dolar (AUD LIBOR), britanska funta sterlinga (GBP LIBOR), kanadski dolar (CAD LIBOR), danska kruna (DKK LIBOR), evropski euro (EUR LIBOR), japanski jen (YPI LIBOR), novozelandski dolar (NZD LIBOR), švedska kruna (SEK LIBOR) i švajcarski franak (CHF LIBOR) (Ellis & Campana, 2013, str. 2). Zvanične kamatne stope objavljuje jednom dnevno agencija „Tomson Rojters“1, u 11:45 po londonskom vremenu, u ime Britanske Bankarske Asocijacije (BBA). Bez zvanične dozvole BBA nijedna kompanija ne može da objavljuje ili koristi zvanične libor kamatne stope na svom web sajtu, ili da ih koristi u komercijalne svrhe. Libor is a daily reference rate of interest at which banks offer to each other to borrow money in the London interbank market. There are 150 different Libor rates given that Libor is calculated for 15 different maturities and in 10 different currencies. Maturities for which Libor is calculated as: 1 day (overnight interest rate), 1 week, 2 weeks, 1 month, 2 months, 3 months, 4 months, 5 months, 6 months, 7 months, 8 months, 9 months, 10 months, 11 months, 12 months. Libor interest rate is calculated for the next ten currencies: the U.S. dollar (USD LIBOR), Australian dollar (AUD LIBOR), the British pound sterling (GBP LIBOR), Canadian dollar (CAD LIBOR), Danish krone (DKK LIBOR), European Euro (EUR LIBOR), Japanese yen (YPI LIBOR), the New Zealand dollar (NZD LIBOR), the Swedish krona (SEK LIBOR) and Swiss franc (CHF LIBOR) (Ellis & Campana 2013, p. 2). Official interest rates publishes a daily agency „Thomson Reuters“1, at 11:45 am, London time, on behalf of the British Bankers’ Association (BBA). Without official permission BBA no one company can not publish or use the official Libor interest rates on your web site or use them for commercial purposes. 1 Vodeća svjetska agencija u oblasti finansijskog izvještavanja osnovana je 1850. godine. Pored finansija, agencija Rojters poznata je i po tome što je uvijek prva donosila najnovije vijesti, pa je tako 1857. godine postala vodeća svjetska novinska agencija u oblasti informisanja. 1 The world’s leading agency in the field of financial reporting established in 1850. In addition to finance, Reuters is also known for being the first ever bringing the latest news, and so in 1857 became the world’s leading news agency in the field of information. 148 S. Simić: INTEREST RATES ON INTERBANK LOANS BBA nudi sedam različitih tipova licenci za korišćenje sadašnjih ili istorijskih podataka o kamatnim stopama, u zavisnosti od potreba korisnika (global-rates.com, 2013). Polazeći od definicije libor-a, po kojoj je to prosječna kamatna stopa po kojoj grupa izabranih banaka jedna drugoj pozajmljuje sredstva, dolazi se do pojma „panel banaka“. Panel se sastoji od najmanje 8 banaka, a najviše 18 banaka saradnika za svaku valutu za koju se obračunava libor. Banke članice panela bira BBA u saradnji sa Komitetom za devizno tržište i tržište novca (FX&MMC) svake godine, na osnovu sljedećih kriterijuma: (1) skala tržišne aktivnosti, (2) reputacija banke i (3) ekspertiza za poslovanje sa datom valutom (BBA libor, 2012). Svakih šest mjeseci Komitet za devizno tržište i tržište novca (FX&MMC) procjenjuje svaki panel na osnovu revizije saradnika BBA. Na osnovu procjene se utvrđuje da li banke članice i dalje zadovoljavaju navedene kriterijume i da li na osnovu toga mogu da doprinesu reperu. Računanje libor kamatnih stopa se ne zasniva na stvarnim transakcijama. Svakog radnog dana oko 11 časova po londonskom vremenu svaka članica Panela obavještava „Tomson Rojters“ po kojoj kamatnoj stopi (za svaki rok dospijeća), ona očekuje da će moći pozajmiti novčana sredstva na međubankarskom tržištu u tom trenutku. Razlog zbog koga se libor ne računa na osnovu stvarnih transakcija jeste što neće svaka banka pozajmljivati sredstva na međubankarskom tržištu za svaki rok dospijeća. Kada „Tomson Rojters“ prikupi podatke o kamatnim stopama svih Panela, 25% najnižih i najviših vrijednosti se eliminiše. Prosjek se računa od preostalih 50% srednjih vrijednosti i na taj način se dolazi do zvaničnog libor-a (global-rates.com, 2013). Libor je najznačajniji reper za kratkoročne pozajmice u svijetu. Na finansijskim tržištima se koristi kao referentna kamatna stopa za veliki broj finansijskih instrumenata kao što su fjučersi, opcije i svopovi. Pored toga, banke koriste libor kao osnovu za utvrđivanje kamatnih stopa za kredite, štednju i hipotekarne kredite. Činjenica da se libor koristi BBA offers seven different types of licenses for the use of current and historical data on interest rates, depending on the needs of users (global-rates.com, 2013). Starting from the definition of Libor, at which it is the average interest rate at which a group of selected banks lend funds to each other, we come to the term „panel banks“. The panel consists of at least eight banks, and more than 18 associate banks for each currency for which Libor is calculated. Bank member panel choose BBA in cooperation with the Committee for the foreign exchange market and the money market (FX & MMC) each year, based on the following criteria: (1) the scale of market activity, (2) reputation of the bank and (3) expertise in business with a given currency (BBA libor, 2012). Every six months the Committee on the foreign exchange market and the money market (FX&MMC) evaluates each panel on the audit staff BBA. Based on an assessment to determine whether member banks continue to meet these criteria and that on that basis can contribute to the rapper. Calculating the Libor interest rate is not based on actual transactions. Every day around 11 am, London time, each member of the Panel shall inform the „Thomson Reuters“ on which the interest rate (for each maturity), it is expected that they will be able to borrow funds on the interbank market at the moment. The reason for the Libor not calculated on the basis of actual transactions is that each bank will not lend funds in the interbank market for each maturity. When „Thomson Reuters“ collect data ofthe interest rates of the Panel, 25% of the lowest and highest values are eliminated. Average counts of the remaining 50% of the mean values and thus leads to the official Libor (global-rates.com, 2013). Libor is the most important benchmark for short term loans in the world. Financial markets are used as a benchmark rate for a large number of financial instruments such as futures, options and swaps. In addition, banks use Libor as the basis for determining interest rates on loans, savings and mortgage loans. The fact that Libor is used 149 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE kao referentna kamatna stopa za brojne finansijske proizvode je i razlog zbog koga se sa interesovanjem prati kretanje ove kamatne stope od strane velikog broja stručnjaka ali i pojedinaca. as a reference rate of interest for a number of financial products is the reason why the interest follows the movement of interest rates by a large number of professionals and individuals. Komparativni prikaz libor-a prije i poslije ekonomske krize Comparative overview of Libor before and after the economic crisis Na osnovu analize kretanja tromjesečnih kamatnih stopa na međubankarske pozajmice (libor), u periodu prije i poslije ekonomske krize čiji se začeci naziru polovinom 2007. godine, izveden je sljedeći grafički prikaz: Based on an analysis of quarterly movements in interest rates on interbank loans (Libor), for the period before and after the economic crisis whose beginnings are visible in mid 2007, was staged the following graphical representation: Grafikon 1. Kretanje libor-a (global-rates.com, 2012) Graph 1. Libor trend (global-rates.com, 2012) Prema podacima iz grafikona se vidi da je do novembra 2008. godine libor imao oscilacije u kretanju sa tendencijom rasta od 2,8% do 3,8%, s obzirom na to da je kriza pokazala prve znake već u 2007. godini. Međutim, u septembru 2008. godine dolazi do naglog rasta libor-a na nivo preko 3,5%, jer je 15. septembra „Lehman brothers“2 doživio krah, što je dovelo do porasta rizika na tržištu. Banke nisu željele da pozajmljuju novac na međubankarskom tržištu usljed velike nestabilnosti. Nakon prvog šoka, situacija se stabilizuje, opada nivo kamatne stope, koji ima ujednačen nivo od 0,5% u periodu od septembra 2010. do jula 2011. godine. To nam govori da According to the graph, you can see that until November 2008 Libor had fluctuations in the movement with a tendency to increase from 2,8% to 3,8%, due to the fact that the crisis has shown the first signs in 2007. However, in September 2008 comes to a sudden increase in Libor levels over 3,5%, since 15. September „Lehman Brothers“2 suffered a meltdown, which led to an increase in risk in the market. Banks were reluctant to lend money in the interbank market due to high volatility. After the initial shock, the situation has stabilized, decreasing the level of interest rates, which have a uniform level of 0,5% from September 2010 to July 2011. This tells 2 Američka finansijska korporacija koja je u raznim oblicima postojala između 1850. i 2008. godine i čiji bankrot se često smatra početkom najduže svjetske recesije modernog doba. 2 American Financial Corporation, which has existed in various forms between the 1850 and the 2008 year and whose bankruptcy is often considered the beginning of the longest global recession of modern times. 150 S. Simić: INTEREST RATES ON INTERBANK LOANS je došlo do povećanja transakcija, odnosno do rasta prometa na međubankarskom tržištu i smanjenja rizika. Libor ponovo počinje da raste od septembra 2011. godine, kao posljedica novih previranja u svetskoj ekonomiji i krize evrozone. Uzimajući u obzir značaj koji libor ima, način njegovog računanja je iznenađujuće „klimav“, prema mišljenju nekih stručnjaka. Naime, povraćaj 360 biliona $ (što predstavlja petostruki globalni GDP) iz finansijskih ugovora koji se zasnivaju na libor-u zavisi od očekivanja koje banke imaju u pogledu visine kamatnih stopa, a ne na opipljivim podacima. U vrijeme kreditne krize učestale su tvrdnje da libor više ne odražava stvarne prilike na tržištu, pa su regulatorna tijela odlučila da istraže da li su trgovci u bankama pokušali uticati na pad, odnosno rast kamata kako bi zaradili na špekulacijama njihovim kretanjem. Banka za međunarodna poravnanja je 2008. godine sprovela studiju na osnovu koje je uočila da su u pojedinim danima finansijski rizici naglo porasli, ali se to nije desilo sa kamatnim stopama. Uzimajući u obzir da kamatne stope na kredite zavise od kreditnog rizika i da se kreću u istom smjeru, ovakav nelogičan trend je naveo regulatorne organe na sumnju u pogledu manipulacije sa utvrđivanjem libora. Banke čiji su stvarni troškovi pozajmljivanja visoki, ne žele da se vode kao visoko rizične banke kod svojih povjerilaca. Takođe, banke čije su obaveze više vezane za libor nego što je aktiva, žele da putem snižavanja stope libor-a povećaju svoj profit, jer će rashodi kamata pasti ispod prihoda od kamata. Američki i evropski tržišni regulatori u okviru istrage o navodnim manipulacijama kamatom za međubankarske pozajmice (libor) u periodu od 2005. do 2011. godine zatražili su od Deutch banke da im dostavi dokumente i informacije. Zahtjeve su uputili američko Ministarstvo pravosuđa, američka Komisija za hartije od vrijednosti i tržišta (SEC), Komisija za trgovinu terminskim ugovorima za isporuku roba i Evropska komisija. Pred američkim saveznim sudovima pokrenut je i niz građanskih parnica u kojima je Deutch banka optužena us that there has been an increase in the transaction, or an increase in turnover in the interbank market and reduce risk. Libor starts to grow again in September 2011 as a result of new turmoil in the global economy and the eurozone crisis. Taking into account the importance of Libor is, the manner of its computation is amazing „shaky“, according to some experts. The return of $360 billion (which represents five times the global GDP) in the financial contracts that are based on Libor on expectations that banks have in terms of interest rates, rather than on tangible data. During the credit crisis, there are frequent allegations that Libor does not reflect the real situation on the market, and the regulatory authorities decided to investigate whether traders at banks tried to influence the fall, and rise to the interest earned on speculation their movement. Bank for International Settlements is the 2008 study conducted on the basis that he noticed that on some days the financial risks have increased sharply, but that did not happen with interest rates. Considering that interest rates on loans depend on credit risk and to move in the same direction, this irrational trend noted regulatory authorities on suspicion of manipulation with respect to the determination of Libor. Banks whose actual cost of borrowing is high not want to be listed as high- risk banks with their creditors. Also, the banks whose liabilities are more related to Libor than assets, they want it by lowering the rate of Libor increase their profit, because interest expenses fall below the interest income. American and European market regulators as part of an investigation into alleged manipulation of interbank lending interest rate (Libor) for the period from 2005 to 2011 requested by Deutsche Bank to provide them with documents and information. Requests are sent by the U.S. Department of Justice, the U.S. Commission on Securities and Markets (SEC), the Commission for trading futures contracts for delivery of goods and the European Commission. In a U.S. federal court launched a series of civil lawsuits in which Deutsche Bank accused of 151 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE da je manipulisala libor-om za dolarske pozajmice i cijenama izvedenih finansijskih proizvoda koji su zasnovani na libor-u. Teorijski, pojedinačna banka ne bi trebalo da ima uticaj na libor. Međutim, u vrijeme krize niko ne želi da se izdvaja „iz gomile“. Sve banke pod dejstvom pritiska u sistemu mogu biti u iskušenju da podnose vještački niske procjene kamatnih stopa na osnovu kojih se računa libor (Horne & Wachowicz, 2005, str. 241). manipulating Libor included for dollar loans and prices of derivative financial products that are based on Libor. Theoretically, a single bank should not have an impact on Libor. However, in times of crisis no one wants to stand out “from the crowd”. All banks under pressure in the system may be tempted to submit artificially low estimates of the interest rate on which is calculated Libor (Horne & Wachowicz, 2005, p. 241). EURIBOR – EONIA EURIBOR – EONIA Euribor je međubankarska referentna kamatna stopa koja se primjenjuje u zoni evra. Utvrđuje ga Evropska bankarska federacija i Asocijacija za finansijska tržišta. Izračunava se kao prosjek kamatnih stopa u okviru panela prvoklasnih banaka koje nude sredstva na određen period, a objavljuje se svakog radnog dana u Briselu te se primjenjuje dva radna dana od dana objavljivanja. U zavisnosti od ročnosti ponuđenih sredstava razlikuju se nedeljni, dvonedeljni, tronedeljni, mjesečni, tromjesečni i šestomjesečni euribor. Frekvencija promjene (ažuriranja) ove kamatne stope određuje frekvenciju izmjene ukupne nominalne kamatne stope. Euribor se određuju u zavisnosti od ponude i tražnje za novcem, tako da određuje cijenu eura na međubankarskom tržištu. Euribor utiče na kredite banaka, tj. na njihove kamate na sljedeći način: visina euribor-a utiče na nivo kamatnih stopa kredita indeksiranih u eurima. S obzirom na to da su stambeni krediti po pravilu dugoročni, banke nude opciju vezivanja varijabilne kamatne stope za vrijednost euribor-a. Za stambene kredite indeksirane u eurima banke, uglavnom, koriste tromjesečni ili šestomjesečni euribor čiju vrijednost usklađuju sa kretanjem na međunarodnom tržištu, tromjesečno ili polugodišnje, čime se mijenja i kamatna stopa koja se obračunava na stambene kredite (Aikin, 2012, str. 17). Kretanje euribor-a se ne može predvidjeti, ali je korisno njegovo redovno praćenje kao i upoređivanje sa prethodnim periodom kako bi se stvorila bolja slika. Pregled istorijskih podataka kada je u pitanju kretanje euribora u periodu od 2008. godine do aprila 2012. godine prikazan je na sljedećem grafikonu. Euribor is the interbank reference interest rate applicable in the euro zone. It determined by the European Banking Federation and the Association for Financial Markets. It is calculated as the average of the interest rates in the panel by first class banks offering funds for a certain period, and is published every working day in Brussels and apply two business days from the date of publication. Depending on the maturity of the offered funds 1 week, 2 weeks, 3 weeks, monthly, quarterly and six-month Euribor. Frequency change (update) the interest rate is determined by the frequency changes with a nominal interest rate. Euribor shall be determined depending on the supply and demand for money, so it determines the price of the euro on the interbank market. Euribor affects bank loans, their interest as follows: Euribor affect the level of interest rate loans indexed in EUR. Given that the mortgage loans typically long-term, banks offer the option of binding a variable interest rate for the value of Euribor. For mortgage loans in euros banks, generally, use a threemonth or six-month Euribor whose values align with developments in the international market, quarterly or semiannual, which changes the rate of interest payable on housing loans (Aikin, 2012, p. 17). Euribor trend can not be predicted, but it is useful to its regular monitoring and comparison with the previous period in order to create a better image. Review of historical data when it comes to moving Euribor in the period from 2008 to April 2012 shown in the graph below. 152 S. Simić: INTEREST RATES ON INTERBANK LOANS 6 5 4 3 2 1.4.2012 1.1.2012 1.10.2011 1.7.2011 1.4.2011 1.1.2011 1.10.2010 1.7.2010 1.4.2010 1.1.2010 1.10.2009 1.7.2009 1.4.2009 1.1.2009 1.10.2008 1.7.2008 0 1.4.2008 1 Grafikon 2. Kretanje euribor-a (euribor-rates.eu, 2012) Graph 2. Euribor trend (euribor-rates.eu, 2012) Na prikazanom grafikonu može se vidjeti da euribor raste do oktobra 2008. godine kada dostiže najvišu vrijednost od preko 5%, nakon čega se bilježi konstantan pad sve do jula 2010. godine kada dostiže najnižu vrijednost od oko 0,8%. To znači da se međubankarsko tržište stabilizovalo nakon perioda krize. Od jula 2010. do oktobra 2011. godine ponovo se bilježi blagi rast u vrijednosti od preko 1%, što je posljedica krize u Grčkoj. Nakon preduzetih mjera u vezi sa rješavanjem krize, euribor se stabilizuje početkom 2012. godine. Eonia kao prekonoćna kamatna stopa za eure, izračunava se kao ponderisani prosjek svih prekonoćnih pozajmica na međubankarskom tržištu od strane banaka Panela evro zone. In the displayed graph can be seen that the Euribor growth to October 2008 when reaching the peak value of more than 5%, after which he recorded a continuing decline until July 2010, when reaching the lowest value of about 0,8%. This means that the interbank market has stabilized after a period of crisis. From July 2010 to October 2011 again there is a slight increase in value of more than 1%, as a result of the crisis in Greece. After the measures taken in connection with the resolution of the crisis, Euribor stabilize in early 2012. Eonia overnight interest rate for the euro, calculated as a weighted average of all overnight loans in the interbank market by the panel of euro zone banks. Grafikon 3. Kretanje Euribor-Eonia svop spreda (Angeloni & Wolf, 2012) Graph 3. Euribor trend - Eonia swap spread (Angeloni & Wolf, 2012) 153 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE Grafikon pokazuje kretanje Euribor-Eonia svop spreda, indikatora stresa na međubankarskom tržištu od 2007. godine do 2012. godine. Prvi rast je zabilježen septembra 2007. godine kada se u svjetskoj ekonomiji uočavaju naznake predstojeće krize. Najveća vrijednost spreda se bilježi u periodu od jula do novembra 2008. godine kada je kriza bila na vrhuncu. Nakon toga se bilježi nagli pad i relativno stabilno kretanje spreda u periodu od januara 2009. godine do septembra 2011. Krajem septembra 2011. ponovo se bilježi vrhunac i rast nivoa stresa na međubankarskom tržištu do kraja decembra. Od kraja decembra spred je znatno smanjen, što može biti povezano sa dugoročnim operacijama refinansiranja koje sprovodi Evropska centralna banka (ECB) kako bi obezbijedila likvidnost banaka i tako osigurala njihovo finansiranje. Dugoročne operacije refinansiranja (LTRO) postoje godinama u evro zoni, ali ih je Evropska centralna banka pokrenula u novom obliku kako bi riješila problem dužničke krize. One označavaju pozajmice ECB po veoma niskim kamatnim stopama bankama članicama evro zone, što je dovelo do pojave izraza „jeftin novac“. Injekcija jeftinog novca omogućava bankama da ga koriste za kupovinu sredstava sa visokim prinosima i tako ostvare profit, ili da pozajmljuju više sredstava stanovništvu i privredi, te na taj način stimuliše privredni rast (Komazec, Gligić & Ristić, 2012, str. 76). The graph shows the trend of Euribor - Eonia swap spread, indicators of stress in the interbank market from 2007 to 2012. The first increase was recorded in September 2007 when the world economy observed signs of impending crisis. The greatest value of the front is recorded for the period from July to November 2008 when the crisis was at its peak. After that, a sudden drop and a relatively stable trend of spread, for the period from January 2009 to September 2011. At the end of September 2011 repeatedly the recorded peak and increase in the level of stress in the interbank market by the end of December. Since the end of December, the spread is significantly reduced, which may be associated with long-term refinancing operations conducted by the European Central Bank (ECB) to ensure bank liquidity and thus ensure their funding. Long-term refinancing operations (LTRO) there are years in the euro zone, but the European Central Bank launched in a new form in order to solve the problem of the debt crisis. They indicate the ECB loans at very low interest rates member banks of the euro zone, which has led to the emergence of the term „cheap money“. The injection of cheap money to banks that use it to buy assets with high returns and thus make a profit, or to borrow more money to households and businesses, thereby stimulating economic growth (Komazec, Gligić & Ristić, 2012, p. 76). KAMATNA STOPA NA DINARSKE POZAJMICE I PREKONOĆNA STOPA INTEREST RATES ON DINAR LOANS AND OVERNIGHT RATE Referentna kamatna stopa The reference interest rate U nastavku bi se moglo izdvojiti nekoliko vrsta referentnih stopa koje utiču na uslove kamatnih stopa za kredite banaka. Jedan od faktora koji utiče na promjenu uslova dinarskih kredita je referentna kamatna stopa Narodne banke Srbije. Referentna kamatna stopa u monetarnoj politici ima ulogu signalizirajuće kamante stope ili polazne kamatne stope na osnovu čije visine se određuje i visina kamatnih stopa na kredite banaka. Refe- The following could be set aside several types of reference rates that affect the conditions of interest rates for bank loans. One of the factors that affect the change in terms of local currency loans the reference interest rate of the National Bank of Serbia. The reference interest rate in the monetary policy has a role signaling interest rates or initial interest rate based on the amount of which is determined and the level of interest rates on 154 S. Simić: INTEREST RATES ON INTERBANK LOANS rentna kamatna stopa Narodne banke Srbije je polazna kamatna stopa na osnovu koje se utvrđuju visine kamatnih stopa za operacije na novčanom tržištu. Ona je najviša, odnosno najniža kamatna stopa koju Narodna banka Srbije primjenjuje u postupku sprovođenja repo transakcija prodaje, odnosno kupovine hartija od vrijednosti sa ročnošću od 12 do 16 dana. Kamatna stopa na depozitne olakšice Narodne banke Srbije je prekonoćna kamatna stopa za deponovanje viškova likvidnih sredstava banaka kod Narodne banke Srbije. Izračunava se tako što se Referentna kamatna stopa Narodne banke Srbije umanji za 2,5 procentna poena (Vunjak, 2008, str. 230). Na sljedećem grafikonu se može vidjeti pregled kretanja referentne kamatne stope Narodne banke Srbije (NBS) za period od 2007. do 2011. godine. bank loans. The reference interest rate of the National Bank of Serbia is starting interest rate on the basis of which is determined by the interest rate for money market operations. It is the highest or lowest interest rate applied by the National Bank of Serbia, shall apply in the implementation of repo transactions of sale or purchase of securities with a maturity of 12 to 16 days. The interest rate on the deposit facility of the National Bank of Serbia is the overnight interest rate for depositing excess liquidity with the National Bank of Serbia. It is calculated by dividing the reference interest rate of the National Bank of Serbia decrease by 2,5 percentage points (Vunjak 2008, p. 230). In the next chart you can see the overview of the reference interest rate of the National Bank of Serbia (NBS) for the period from 2007 to 2011. Grafikon 4. Kretanje referentne kamatne stope NBS (Đolai, 2011) Graph 4. Trends of reference interest rate of the NBS (Đolai, 2011) Srbiju karakteriše izuzetno visoka referenta kamatna stopa NBS koja i u uslovima globalne krize ostaje na visokom nivou, iako druge centralne banke, prije svega centralne banke najrazvijenijih zemalja u svijetu, drastično smanjuju svoje osnovne kamatne stope. Referentna kamatna stopa prema NBS je u 2007. godini imala niz oscilacija. Od februara 2008. godine bilježi konstantan rast da bi u novembru 2008. godine bila najviša na nivou između 17% i 18%. Nakon toga slijedi period konstantnog pada do maja 2010. godine kada je referentna Serbia is characterized by very high referent interest rate NBS in terms of the global crisis remains high, although other central banks, primarily the central banks of most developed countries in the world, drastically reducing its basic interest rate. The reference interest rate by NBS 2007 had a series of oscillations. From February 2008 was constant growth and in November 2008 was the highest level between 17% and 18%. This is followed by a period of constant decline until May 2010 when the benchmark interest rate 155 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE kamatna stopa bila na nivou oko 8%. U narednom periodu bilježi se konstantan rast sve do aprila 2011. godine kada opet počinje da pada. Korisnici kredita sa promjenljivim kamatnim stopama osjećaju svaku promjenu navedenih referentnih kamatnih stopa, zbog toga je bitno pratiti redovno informacije sa tržišta. was at 8%. In the next period there has been a constant increase until April 2011 when again start to fall. Borrowers with variable interest rates feel any change in the above benchmark interest rates, therefore it is important to monitor regularly the information from the market. Belibor Belibor Belibor je referentna kamatna stopa za dinarska sredstva ponuđena od strane banaka Panela na srpskom međubankarskom tržištu. Panel banaka čini 11 banaka, a neke od njih su: Komercijalna banka, Hypo-Alpe-Adria Bank, Vojvođanska banka i Udruženje banaka. Belibor se izračunava kao aritmetička sredina kotacija, preostalih poslije eliminisanja najviše i najniže stope, sa dva decimalna mjesta. U zavisnosti od ročnosti ponuđenih sredstava razlikuje se: nedeljni, dvonedeljni, mjesečni, dvomjesečni, tromjesečni i šestomjesečni belibor (Vunjak, 2008, str. 237). Na osnovu analize kretanja tromjesečnih kamatnih stopa po kojima vodeće srpske banke pozajmljuju dinare jedna drugoj, u periodu od početka 2007. godine do aprila 2011. godine, izveden je sljedeći grafički prikaz: Belibor the reference rate for the dinar funds offered by banks Serbian Panel on the interbank market. The panel consists of 11 banks, and some of them are: Commercial Bank, Hypo-Alpe-Adria Bank, Bank of Vojvodina and the Association of Banks. Belibor is calculated as the arithmetic mean of the quotations, remaining after eliminating the highest and lowest rates, with two decimal places. Depending on the maturity of the available resources is different: weekly, a two weeks, monthly, bimonthly, quarterly and six-month Belibor (Vunjak, 2008, p. 237). Based on an analysis of quarterly movements in interest rates at which banks lend leading Serbian dinars to each other, in the period from the beginning of the 2007 to April 2011 derived following graphic representation: Grafikon 5. Kretanje belibor-a od januara 2007. do aprila 2011. godine (Đolai, 2011) Graph 5. Belibor rates from January 2007 to April 2011 (Đolai, 2011) 156 S. Simić: INTEREST RATES ON INTERBANK LOANS Na grafičkom prikazu se vidi da je u januaru 2007. godine belibor bio na nivou od oko 14%, nakon čega počinje da opada do kraja 2007. godine. Početkom 2008. godine belibor ponovo ima rastući trend. Maksimum dostiže godinu dana kasnije u januaru 2009. godine kada dostiže nivo od 18%. To je period kada je u Srbiji kriza dostigla vrhunac, usljed čega je rizik na finansijskom tržištu uticao da se kamatna stopa na međubankarske pozajmice u Srbiji poveća na tako visok nivo. Nakon ovog perioda, situacija se stabilizuje, kamatna stopa počinje da opada sve do kraja 2010. godine kada je bila ponovo na nivou od 10% kao prije uticaja krize. Međutim, nakon što su se pojavili ponovni znaci krize u zemljama Evropske unije, to se odražava i na situaciju u Srbiji i kretanje belibora-a, tako da on ponovo počinje da raste od jula 2011. godine. Beonia (eng. Belgrade Overnight Index Average) je efektivna prekonoćna stopa izračunata kao ponderisani prosjek svih prekonoćnih pozajmica na srpskom međubankarskom tržištu koje su plasirale banke Panela, uključujući i plasmane date drugim bankama van Panela. Visina kamatne stope određuje se u fiksnom određenom procentu, ili u zbiru referentne kamatne stope (libora/belibora/euribora) i određenog procenta (marže). Pri obračunu kamate, pod referentnom kamatnom stopom podrazumijeva se vrijednost libora/belibora/euribora i to dva radna dana prije: (1) dana potpisivanja Ugovora i (2) dana obračuna kamate. Nominalne kamatne stope se iskazuju u procentima sa dva decimalna mjesta na mjesečnom ili godišnjem nivou. Godišnja kamatna stopa podrazumijeva period od 365 kalendarskih dana, a mjesečna period od broja dana u predmetnom mjesecu za koji se obračunava kamata (Vunjak, 2008, str. 280). On the graph shows that in January 2007 Belibor was at about 14%, after which it starts to decrease until the end of 2007. At the beginning of 2008 Belibor have again a growing trend. Maximum reached a year later in January 2009 when it reaches the level of 18%. It is a period when the crisis reached its peak in Serbia, which resulted in a risk to the financial markets affected the interest rates on interbank loans in Serbia increased to such a high level. After this period, the situation has stabilized, interest rates begin to decline until the end of 2010 when he was again at the 10% level as before the crisis. However, after re-emerged signs of crisis in the European Union, it is reflected on the situation in Serbia and movement of Belibor, so he begins to grow again from July 2011. Beonia (Belgrade Overnight Index Average) is an effective overnight rate computed as a weighted average of all overnight loans to Serbian interbank market which have placed the bank panel, including placements with banks outside the panel. The interest rate is set at a fixed specific percentage, or the sum of the reference rate (Libor/Belibor/Euribor) and a certain percentage (margin). When calculating interest, the reference rate means the value of Libor/Belibor/Euribor and to two working days prior to: (1) the date of signature of the Agreement, and (2) days of accrued interest. Nominal interest rates are expressed as a percentage with two decimal places on a monthly or annual basis. The annual interest rate means a period of 365 calendar days, a monthly period by the number of days in the relevant month for which the interest is calculated (Vunjak, 2008, p. 280). KRETANJE LIBOR-a, BELIBOR-a I EURIBOR-a KROZ KRIZU THE MOVEMENT OF LIBOR, BELIBOR I EURIBOR THROUGH A CRISIS Nakon analize različitih kamatnih stopa libor-a, belibor-a i euribor-a, urađena je grafička komparacija kretanja tri različite stope u periodu od početka 2008. godine do aprila 2012. godine. After analyzing the different interest rate Libor, Belibor and Euribor, made a graphic comparison of three different rates of movement for the period from beginning of 2008 to April 2012. 157 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE Napomena: Belibor (Đolai, 2011); Euribor (euriborrates.eu, 2012); Libor (global-rates.com, 2012) Napomena: Belibor (Đolai, 2011); Euribor (euriborrates.eu, 2012); Libor (global-rates.com, 2012) Na grafikonu možemo vidjeti kretanje međubankarskih pozajmica na međubankarskom tržištu za vrijeme krize. Uočava se da euribor i libor imaju slična kretanja, jer su približno istog nivoa i u istoj vremenskoj tački dostižu maksimum, u oktobru 2008. godine kada je u svijetu kriza pokazala najsnažnije posljedice. Nakon toga dolazi do opadanja, i obje kamatne stope se kreću na približno istom nivou od oko 1,5%. S druge strane, se vidi da belibor ne prati kretanje euribor-a i libor-a, jer je on na mnogo višem nivou (od 10% pa na više). To ukazuje na veći rizik i nerazvijenost međubankarskog tržišta u Srbiji. Vidimo da se u Srbiji uticaj krize na kretanje kamatne stope na međubankarske pozajmice ispoljava nešto kasnije, u aprilu 2009. godine. Takođe, linija belibor-a ima nepravilnije kretanje sa više oscilacija. On the chart we can see the movement of interbank lending in the interbank market during the crisis. It can be seen that the Euribor and Libor have similar trends, because they are approximately the same level in the same time point reaches a maximum in October 2008 when the world crisis showed the strongest effects. After that there is a decline, and both interest rates are moving at about the same level of around 1,5%. On the other hand, we can see that Belibor not follow Euribor and Libor, as it is on a much higher level (10% and above). This indicates a higher risk and underdevelopment of the interbank market in Serbia. We see that in Serbia the impact of the crisis on the movement of interest rates on interbank loans having somewhat later, in April 2009. Also, the line Belibor has irregular movement with more oscillations. ZAKLJUČAK CONCLUSION Finansijska previranja koja su započela 2007. godine imala su značajan uticaj na funkcionisanje novčanog tržišta. Najprije je započet jak proces preispitivanja rizika vezanih za kamatne stope na međubankarske pozajmice, kojem je izloženo međubankarsko tržište. Potom su se ti strahovi proširili The financial turmoil that began in 2007 had a significant impact on functioning of the money market. He first started strong review process risks related to interest rates on interbank loans, which is exposed to the interbank market. Then, these fears spread to banks and the money market in the euro area. Uncertain- 158 S. Simić: INTEREST RATES ON INTERBANK LOANS na banke i novčano tržište u evrozoni. Nesigurnost o istinskoj vrijednosti i izloženosti banaka riziku, naročito, imovine, dovodi do prve faze krize likvidnosti. Dok su učesnici na tržištu novca nesigurni o vlastitoj potrebi za likvidnošću, s obzirom na kontekst veće volatilnosti, oni takođe revidiraju naviše svoj ugovorno stranački kreditni rizik u kontekstu asimetričnih informacija i neizvjesnosti bilansa banaka. To je prevedeno kao povećana tražnja za likvidnošću. Banke povećavaju tražnju za likvidnošću centralne banke i pokazuju sklonost da rezerve pune na početku, tj. da drže više depozite kod centralne banke nego što je potrebno na početku perioda održavanja, kao mjeru predostrožnosti. Od izbijanja turbulencija na finansijskim tržištima, što je rezultiralo u dislokacije na različitim segmentima tržišta novca, učesnici na tržištu su izrazili zabrinutost zbog referentne kamatne stope na novčanom tržištu, posebno za neobezbijeđene kredite, tvrdeći da mogu da potcjenjuju stvarne troškove zaduživanja na međubankarskom tržištu. Iako su ovi problemi uglavnom fokusirani na referentne kamatne stope američkog dolara, bilo je povremenih kritika kvaliteta eura benčmark kamatnih stopa za neobezbijeđene kredite, uključujući euribor i libor eura. Od presudne važnosti je da tržište ima apsolutno povjerenje u međubankarske pozajmice i njihove ekvivalente (libor, euribor, eonia, belibor). No, to povjerenje je narušeno posljednjih godina kada se otkrilo da su pojedini bankari manipulisali njima za vrijeme finansijske krize od 2007. do 2009. godine. S obzirom na učestala dešavanja u vezi sa manipulacijom ovih kamatnih stopa, razmatra se mogućnost korišćenja kamata koje se više temelje na tržišnim načelima kao, npr., repo kamata ili prekonoćna indeksna swop kamata, ili mogućnost korišćenja kamata na američke trezorske zapise. Zabrinutost zbog manipulisanja međubankarskim pozajmicama izazvala je preispitivanje i drugih kreditnih mjerila u svijetu. Evropska centralna banka zatražila je od organizatora sistema euribora da učini sve kako bi ojačao povjerenje u to euro mjerilo. ty about the true value of the banks’ exposure to risk, in particular, property, leading to the first phase of a liquidity crisis. While participants in the money market are uncertain about their own liquidity needs, given the context of greater volatility, they also revised upward its contractual party credit risk in the context of asymmetric information and uncertainty of banks’ balance sheets. This was interpreted as increased demand for liquidity. Banks increase the demand for central bank liquidity and tend to reserve full at the beginning, ie to hold more deposits with the central bank rather than what is needed at the beginning of the maintenance period, as a precautionary measure. Since the outbreak of turbulence in financial markets, which has resulted in the dislocation of the various segments of the money market, market participants have expressed concern over the benchmark interest rate in the money market, especially for unsecured loans, arguing that they could underestimate the real cost of borrowing in the interbank market. Although these problems are mainly focused on the reference rate of the U.S. dollar, there was the occasional criticism of the quality euro benchmark interest rates for unsecured loans, including Euribor and Libor euros. Of crucial importance is that the market has absolute confidence in inter-bank loans and their equivalents (Libor, Euribor, Eonia, Belibor). But that trust was violated last year when it was discovered that some bankers manipulate them during the financial crisis since 2007 to 2009. Due to frequent events related to the manipulation of the interest rates, discusses the possibility of using interest rates to be based more on market principles as, for example, repo interest or overnight index swop interest, or the ability to use interest rate on U.S. treasury bills. Concerns about manipulation of interbank lending has caused a re-examination and other credit standards in the world. The European Central Bank require for the organizers of Euribor system to do everything to strengthen confidence in the euro benchmark. Singapore and Hong 159 S. Simić: KAMATNE STOPE NA MEĐUBANKARSKE POZAJMICE Singapur i Hong Kong najavili su preispitivanje načina na koji se određuju međubankarske referentne stope u azijskim finansijskim središtima, dok je u Južnoj Koreji agencija za zaštitu tržišne utakmice proširila istragu zbog mogućeg manipulisanja tamošnjom referentnom kamatom stopom. Manipulisanje referentinih stopa, poput libora, euribora, eonie i belibora biće klasifikovano kao krivično djelo, zbog čega se i predlažu pravila na nivou Evropske unije kako bi se spriječile ove vrste zloupotrebe tržišta i zatvorile bilo kakve rupe u propisima. Pored toga, razmatra se i stroža kontrola takvih stopa, pri čemu je doveden u pitanje metod po kojem se one trenutno obračunavaju. Banke su do sada same određivale libor i njegov evropski ekvivalent – euribor, ali će se ta praksa, vjerovatno, prekinuti. Sprovođenje reformi će nadgledati Uprava za poslovnu etiku u finansijskom sektoru (FCA), jedno od dva tijela koje je od 2013. godine zamijenila Uprava za kontrolu i nadzor finansijskog sektora Velike Britanije. Najvažnije je pitanje ko će, nakon jedne od najvećih afera u bankarskom sektoru, preuzeti odgovornost za oporavak posrnulog sistema. Naročito zato što je izvjesno da će, uporedno sa sprovođenjem reformi, izlaziti na vidjelo novi detalji globalne bankarske zavjere. Kong have announced a review of the way in which it determines interbank reference rates in Asian financial centers, while in South Korea Protection Agency competition expanded investigation for possible manipulation of the local reference interest rate. LITERATURA LITERATURA Aikin, S. (2012). Trading Euribor and Eurodollar Futures. Hampshire: Harriman House Limited. Angeloni, C. & Wolf, G. B. (2012). LTRO, interbank stress and banks’ stock prices: a conundrum?. Preuzeto 28. novembra 2012. sa sajta: http://www.bruegel. org/nc/blog/detail/article/723-ltro-interbank-stress-and-banks-stock-prices-a-conundrum/ BBA libor. (2012). The basics. Preuzeto 23. januara 2014. sa sajta: http://www.bbalibor.com/explained/the-basics Đolai, S. (2011). Istraživanje portala: Izabrati fiksne kamate ili rizikovati?. Preuzeto Aikin, S. (2012). Trading Euribor and Eurodollar Futures. Hampshire: Harriman House Limited. Angeloni, C. & Wolf, G. B. (2012). LTRO, interbank stress and banks’ stock prices: a conundrum?. Preuzeto 28. novembra 2012. sa sajta: http://www.bruegel. org/nc/blog/detail/article/723-ltro-interbank-stress-and-banks-stock-prices-a-conundrum/ BBA libor. (2012). The basics. Preuzeto 23. januara 2014. sa sajta: http://www.bbalibor.com/explained/the-basics Đolai, S. (2011). Istraživanje portala: Izabrati fiksne kamate ili rizikovati?. Preuzeto 160 Manipulating referentinih rate, such as Libor, Euribor, Eonia and Belibor will be classed as a criminal offense, which is why to propose rules at the EU level in order to prevent this kind of abuse of market and closed any loopholes in the regulations. In addition, considering the more stringent control of such rates, with the questionable methods by which they are currently calculated. Banks have so far determined the same Libor and its European equivalent - Euribor, but this practice is probably broken. Reforms will oversee the management of business ethics in the financial sector (FCA), one of the two bodies, which has since 2013. Replaced management control and supervision of the financial sector of the UK. The most important question is who will, after one of the biggest scandals in the banking sector, to take responsibility for recovery of ailing system. Especially because it is certain that, in parallel with the implementation of reforms, come out into the details of the new global banking conspiracy. S. Simić: INTEREST RATES ON INTERBANK LOANS 28. novembra 2012. sa sajta: http://banke. online.rs/42/807/clanak.htm Furtila, S. (2008). Referentna kamatna stopa narodne banke Srbije kao instrument regulisanja inflacije. Preuzeto 09. aprila 2014. sa sajta: http://www.ubs-asb.com/ Portals/0/Casopis/2008/11_12/B11-122008-Furtula.pdf Global-rates.com. (2013). LIBOR - Hintergrundinformationen über den LIBOR. Preuzeto 23. januara 2014. sa sajta: http:// de.global-rates.com/zinssatze/libor/libor-hintergrundinformationen.aspx Global-rates.com. (2012). 3 month Swiss franc LIBOR interest rate. Preuzeto 28. novembra 2012. sa sajta: http://www.global-rates.com/interest-rates/libor/swissfranc/chf-libor-interest-rate-3-months. aspx Ellis, D. & Campana, B. (2013). Reforming the Benchmarks: Similarities and differences between LIBOR and EURIBOR. Preuzeto 09. februara 2014. sa http://www. fticonsulting.com/global2/media/collateral/united-kingdom/similarities-and-differences-between-libor-and-euribor-.pdf Euribor-rates.eu. (2012). Euribor charts with historical Euribor rates. Preuzeto 28. novembra 2012. sa sajta: http://www.euribor-rates.eu/euribor-charts.asp Komazec, S., Gligić, A. & Ristic, Z. (2008). Bankarski menadžment. Univerzitet za poslovne studije Banja Luka. Vunjak, M. N. (2008). Finansijski menadžment - Poslovne finansije. Ekonomski fakultet Subotica. 28. novembra 2012. sa sajta: http://banke. online.rs/42/807/clanak.htm Furtila, S. (2008). Referentna kamatna stopa narodne banke Srbije kao instrument regulisanja inflacije. Preuzeto 09. aprila 2014. sa sajta: http://www.ubs-asb.com/ Portals/0/Casopis/2008/11_12/B11-122008-Furtula.pdf Global-rates.com. (2013). LIBOR - Hintergrundinformationen über den LIBOR. Preuzeto 23. januara 2014. sa sajta: http:// de.global-rates.com/zinssatze/libor/libor-hintergrundinformationen.aspx Global-rates.com. (2012). 3 month Swiss franc LIBOR interest rate. Preuzeto 28. novembra 2012. sa sajta: http://www.global-rates.com/interest-rates/libor/swissfranc/chf-libor-interest-rate-3-months. aspx Ellis, D. & Campana, B. (2013). Reforming the Benchmarks: Similarities and differences between LIBOR and EURIBOR. Preuzeto 09. februara 2014. sa http://www. fticonsulting.com/global2/media/collateral/united-kingdom/similarities-and-differences-between-libor-and-euribor-.pdf Euribor-rates.eu. (2012). Euribor charts with historical Euribor rates. Preuzeto 28. novembra 2012. sa sajta: http://www.euribor-rates.eu/euribor-charts.asp Komazec, S., Gligić, A. & Ristic, Z. (2008). Bankarski menadžment. Univerzitet za poslovne studije Banja Luka. Vunjak, M. N. (2008). Finansijski menadžment - Poslovne finansije. Ekonomski fakultet Subotica. 161 162 DIGITALNA EKONOMIJA - DIGITAL ECONOMICS CYBER KRIMINAL CYBER CRIME Renata Gligorević, dipl. ek. Stručni članak DOI 10.7251/OIK1301011G, UDK 343.53:[004.738.5 005.742 Professional paper REZIME SUMMARY Cyber kriminal је prisutan od samog početka upotrebe računara i računarske opreme. Cyber kriminal je oblik kriminalnog ponašanja, kod koga se računarske mreže pojavljuju kao sredstvo izvršenja kriminalnog djela. Na početku, takvo kriminalno ponašanje je bilo beznačajno. Riječ je o kriminalnom djelu koje, uglavnom, obavljaju pojedinci, ali, u nekim slučajevima, i same organizacije. Takvo kriminalno ponašanje ima za posljedicu neovlašćen pristup povjerljivim informacijama kao i njihovo nedozvoljeno objavljivanje. Cyber crime is present from the beginning of the use of computers and computer equipment. Cyber crime is a form of criminal behaviour, in which computer networks appear as a medium of a criminal act. At the beginnings, such criminal behaviour was insignificant. It is a criminal act which is mainly done by individuals, but the organisations also. Such criminal behaviour has as a result unauthorised access to confidential information and unauthorized publishing. Ključne riječi: cyber kriminal, kriminalno ponašanje, računarske mreže i računarska oprema. Key words: cyber crime, criminal behaviour, computer networks and computer equipment. UVOD INTRODUCTION Ljudska potreba za brojnim pogodnostima koje pruža upotreba savremene tehnologije, za kratko vrijeme je dovela do opasne zavisnosti od umreženih sistema. Nacionalna infrastruktura se našla pod kontrolom složenih kompjuterskih sistema. Vremenom se ova informaciona tehnologija „uvukla“ u svaki segment ljudskog života. Kompjuteri upravljaju velikim dijelom našeg života. Brz razvoj i upotreba savremene tehnologije upravljaju našim komunikacijama, vozilima, poslovima, transakcijama, ama baš svim. Sve to ima i prednosti i mane. Jedan od glavnih problema sa kojim se susrećemo pri upotrebi računara jeste upravo kompjuterski kriminal. Cyber kriminal se odnosi na zloupotrebu računarske tehnologije, a neki od primjera zloupotrebe su utaja, pronevjera, krađa. Podaci The human need for the numerous benefits provided by the use of modern technology, in a short time led to a dangerous dependence on networked systems. National infrastructure came under the control of complex computer systems. Over time, the information technology was dragged into every aspect of human life. Computers direct large part of our lives. The rapid development and use of modern technology directs our communications, cars, jobs, transactions, absolutely everything. For all that there are both advantages and disadvantages. One of the major flaws and problems with which, we are meeting when we use a computer is just a computer crime. Cyber crime is in fact related to the abuse of computer technology, a few examples of the misuse are fraud, embezzlement, theft. The 163 R. Gligorević: CYBER KRIMINAL koji se dobiju na neovlašćen način, tj. zloupotrebom računara mogu da posluže za pribavljanje brojnih koristi. data obtained in an unauthorised manner, i.e. misuse of computers can be used to obtain a number of benefits. KOMPJUTERSKI KRIMINAL COMPUTER CRIME U današnjem svijetu sve više se koristi pojam „cyber“, a da u stvari i ne znamo šta on znači. Pojam „cyber“ prvo se pojavio u vojnoj terminologiji, u smislu predviđanja budućih oblika ratovanja. „Cyberwar“ predstavlja ratovanje znanjem, odnosno informacijama. Radi se o ratu visoke tehnologije, koji se odnosi na prikupljanje povjerljivih informacija. Pojam cyber kriminal se može definisati kao oblik kriminalnog ponašanja za čije izvršenje se koristi računarska oprema. Lica koja obavljaju takve kriminalne radnje su cyber kriminalci. Uglavnom su to muškarci između 19 i 30 godina starosti. Postoji veoma mali broj žena koje se bave ovim nedozvoljenim radnjama, ali se one uglavnom pojavljuju kao saučesnici (Mesarović, 2006). Cyber kriminalom su se mladi hakeri dokazivali u društvu, ali, kako se tehnologija razvijala, i cyber kriminalci su postajali ozbiljniji i zreliji ljudi, koji su imali motive za takvo ponašanje. Cyber kriminalci su vrlo inteligentni i obrazovani ljudi koji dosljedno prate razvoj savremene tehnologije. Samouvjereni i sigurni u svoje znanje, teže da još dublje prodru u virtualni svijet kako bi ostvarili svoje ciljeve. Sa većim razvojem savremene tehnologije, povećava se i broj kriminalnih radnji kao i broj njihovih izvršilaca. Svakim danom broj cyber napada je sve veći i sve više negativno utiče na cijelo društvo. Riječ je o ozbiljnom problemu, koga većina ljudi nije ni svjesna. Mnogi cyber kriminalci su dovoljno inteligentni da iskoriste i najmanju grešku računarske mreže. Njihove najvažnije mete su kreditne kartice, najčešće kreditne kartice evropskih zemalja i Kanade. (Gleni, 2011, str. 10). Cyber napade izvode profesionalni kriminalci, koji kradu milione i koji žele pri- Today, many people use the term „cyber“, but they do not know what its meaning. The term “cyber” first appeared in military vocabulary, in terms of predicting future forms of warfare. “Cyber war” is a war of knowledge or information. It is a war of high technology, which refers to the collection of confidential information. The concept of cyber crime can be defined as a form of criminal behaviour that is performed by the use of computer equipment. Persons who perform such criminal activities are cyber criminals. They are mostly men between 19 and 30 years of age. There are few women involved in these illegal activities, but they mostly appear as accomplices (Mesarovic, 2006). Cyber crime used to be a way of young hackers proving themselves in the society but as development of technology is growing, more serious and mature people are becoming cyber criminals with motives for such behavior. Cyber criminals are very intelligent and educated people who consistently follow the development of modern technology. Confident and sure of their knowledge, they tend to penetrate deeper into the virtual world in order to achieve their goals. By the increasing development of modern technology, number of crimes and number of their executors increases. Each day the number of cyber attacks is growing as more and more negative effects are on the whole society. This is a serious problem, which most people are not aware of . Many cyber criminals are intelligent enough to take advantage of the smallest erron on a computer network. Their main targets are mostly credit cards, usually credit cards of European countries and Canada. (Gleni, 2011, p.10). Cyber attacks are performed by professional criminals who steal millions and 164 R. Gligorević: CYBER CRIME stup računarima, brojevima kreditnih kartica i slično. Cyber kriminalci „vrebaju“ iza svojih monitora i teško je dokazati ko je, u stvari, osoba koja pokreće sav taj haos u virtualnom svijetu. Na mrežama je teško odrediti ko Vam ne misli dobro. Zakoni koji se odnose na internet, se razlikuju od države do države. Za kriminalističke službe najveći problem jeste anonimnost, jer se ne može sa sigurnošću dokazati ko upravlja računarom ili računarskom opremom. Glavni cilj cyber kriminalca je da ostane anoniman i da izbriše svaki trag, koji bi otkrio njegov identitet i lokaciju. Upravo zbog toga, oni, uglavnom, vrebaju iz lokalnih internet kafea. Cyber operacije se mogu podijeliti na: (1) računarski Mrežni napad - CNA, (2) računarska mrežna odbrana - CND i (3) Računarska mrežna eksploatacija - CNE (Popić, 2012). Cyber kriminal je takav oblik kriminalnog ponašanja kod koga je cyber prostor okruženje u kome se računarska mreža koristi kao osnovno sredstvo izvršenja krivičnog djela. Cyber prostor podrazumijeva visoku tehničku opremeljenost. Računarske mreže stvorile su mogućnost za novi oblik kriminala. Organizovanje takvog kriminala zahtijeva dobro poznavanje kompjuterske tehnologije. Kompjutersku tehnologiju najčešće koriste dvije grupe ljudi koje se bave ovakvim kriminalom: pravi hakeri i pravi kriminalci. Radi se o zaista ozbiljnom organizovanom kriminalu. Pravi hakeri i pravi kriminalci čine grupe od kojih jako mali procenat ljudi predstavlja ozbiljnu prijetnju za virtualni svijet. Ostali su sitni lopovi koji rade samostalno i tu je riječ o manjim sumama novca. Njih se ne isplati loviti s obzirom na oskudne resurse sa kojim raspolažu kriminalističke službe. Svijet se danas susreće sa sve mlađim osobama, tzv. hakerima, koji dobro poznaju savremenu tehnologiju i koji detaljno prate njen razvoj. Dok se na jednoj strani nalaze pojedinci sa velikim znanjem o informaciono – komunikacionoj tehnologiji, na drugoj strani se who want access to computers, numbers of credit cards and other similar things. Cyber criminals are lurking behind their monitors and it is very difficult to prove who the person who has initiated all this chaos in the virtual world actually is. It is much more difficult online to determine whose intentions are bad. Laws relating to the Internet are different from country to country. For law enforcement agencies the biggest problem is the anonymity because you can not prove with certainty who operates the computer or computer equipment. The main goal of cyber criminals is to remain anonymous and to beat every trace that might discover their identity and location. Because of this, they usually lurk from local internet cafés. Cyber operations can be divided into: (1) Computer Network Attack - CNA. (2) Computer Network Defence -CND. (3) Computer Network Exploitation - CNE (Popic, 2012). Cyber crime is such a form of criminal behaviour where the cyber space is environment in which the computer network is used as the primary means of committing the crime. Cyber space involves high technical equipment. Computer networks have created the opportunity for new forms of crime. Organising such a criminal activity requires possession of a good knowledge of computers. Such techniques are commonly used by two groups of people who are involved in this crime: the real hackers and real criminals. This is a really serious organised crime. The real hackers and the real criminals form the group from which a very small percentage of people represent a serious threat to the virtual world. Others are little thieves who work alone and they are after small sums of money. These players are not worth the hunt, given the scarce resources available to the law eforcement services. Today, the world is faced with younger people called hackers who have very good understanding of modern technology and who closely follow its development. While there are individuals with extensive knowledge of information - communication technology, on the 165 R. Gligorević: CYBER KRIMINAL nalazi veći broj ljudi, koji o toj tehnologiji ne zna ništa. Cyber kriminal svakim danom sve više raste i stvara ogroman problem i pojedincima i državi. Zemlje u razvoju su posebna meta hakera ili cyber kriminalaca, koji vrebaju iz malih nerazvijenih i mnogo siromašnijih zemalja. Kao što je već rečeno, to su, uglavnom, mladi ljudi, koji na samom početku bavljenja takvim nelegalnim djelatnostima nisu ni svjesni da čine ozbiljno kriminalno djelo. Njihov motiv jeste da se dokažu u društvu ili da otkriju nešto novo što do sada niko nije uspio. Vidjevši da iz svega toga mogu da izvuku i određenu korist, motivisani su da nastave dalje, nadajući se da ih niko neće otkriti. Cyber kriminal je takav oblik kriminalnog ponašanja kod koga je teško ući u trag izvršiocima, ali sa velikim naporima i zalaganjima i to je moguće. Ključ uspjeha i opstanka kriminalističkih službi jeste da budu u kontaktu sa svojim kolegama u drugim zemljama. Upravo zbog toga što se zakon o cyber kriminalu razlikuje od države do države. Cyber kriminal danas pravi veću štetu nego trgovina drogama. Jedan od najvećih problema jeste što nema adekvatnog zakona za ovu vrstu kriminala, jer internet nema granica. Lica koja se bave ovim nelegalnim radnjama su, uglavnom, studenti, informatički stručnjaci, bivši inspektori kriminalističkih službi i brojni drugi koji dobro poznaju savremenu tehnologiju. other hand there is a larger number of people who do not know anything on this technology. Cyber crime grows more and more every day and creates enormous problems to the authorities and society in general. Developing countries are especially a targeted zone for hackers and cyber criminals who are preying from undeveloped and poor countries. It was aforementioned that these are mostly young people who at the beginning of dealing with such illegal activities are not even aware that it is actually a serious cyber crime. Their motive is to prove themselves in the society or to discover something new that no one has succeeded in before. Being aware of the possibility to derive a certain benefit, has certainly given them an even greater incentive and motivation to continue , hoping that no one will discover them. Cyber crime is a form of criminal behaviour in which it is very difficult to trace a criminal but with a great effort and dedication it is possible. The key to success and efficiency of law enforcement is to keep in touch with colleague in other countries. It is because the law on cyber crime varies from state to state. Cyber crime now makes more damage than drug trafficking. One of the biggest problems is that there are not laws against this type of criminal activity, because the Internet has no boundaries. Persons who are dealing with these illegal activities are mainly students, IT professionals, former law enforcement inspectors and many others who have extensive knowledge of modern technology. VRSTE I TIPOVI CYBER KRIMINALA KINDS AND TYPES OF CYBER CRIME Na svom Desetom kongresu za suzbijanje kriminala i postupanju prema prestupnicima, 2000. godine, UN su podijelile cyber kriminal na dvije podkategorije: 1. cyber kriminal u užem smislu, koji podrazumijeva svako nezakonito ponašanje usmjereno na elektronske operacije sigurnosti kompjuterskih sistema i podataka, koji se u njima obrađuju; In 2000 at UN Tenth Congress for Crime Prevention and the Treatment of Offenders, cyber crime was divided into two sub-categories: 1. Cyber Crime in the narrow meaning is any illegal activity directed to electronic operations security of computer systems and data which are processed within. 166 R. Gligorević: CYBER CRIME 2. cyber kriminal u širem smislu, odnosno svako nezakonito ponašanje vezano za ili u odnosu na kompjuterski sistem i mrežu, uključujući i takav kriminal kakvo je nezakonito posjedovanje, nuđenje i distribuisanje informacija preko kompjuterskih sistema i mreža (Ugren, 2012, str. 9). Istim dokumentom su definisani i konkretni oblici ovog kriminaliteta, u skladu sa Preporukom Savjeta Evrope i listom OECD-a, te u djela cyber kriminala u užem smislu spadaju: (1) neautorizovani pristup kompjuterskom sistemu ili mreži, kršenjem mjera sigurnosti; (2) oštećenje kompjuterskih podataka ili programa; (3) kompjuterske sabotaže; (4) neovlašćeno presretanje komunikacija od i u kompjuterskim sistemima i mrežama; (5) kompjuterska špijunaža (Ibidem). Kao oblici cyber kriminala u širem smislu najčešće se pojavljuju: (1) kompjuterski falsifikati; (2) kompjuterske krađe; (3) tehničke manipulacije uređajima ili elektronskim komponentama uređaja; (4) zloupotreba sistema plaćanja, kao što su manipulacije i krađe elektronskih kreditnih kartica ili korišćenje lažnih šifri u nezakonitim finansijskim aktivnostima (Ibidem). Evropska konvencija o cyber kriminalu previđa četiri grupe djela: 1. djela protiv povjerljivosti, integriteta i dostupnosti kompjuterskih podataka i sistema – njih čine nezakoniti pristup, presretanje, uplitanje u podatke ili sisteme, korišćenje uređaja (proizvodnja, prodaja, uvoz, distribucija), programa, lozinki; 2. djela vezana za kompjutere kod kojih su falsifikovanje i krađe najtipičniji oblici napada; 3. djela vezana za sadržaje – dječija pornografija je najčešći sadržaj koji se pojavljuje u ovoj grupi cyber kriminala; 4. djela vezana za kršenje autorskih i srodnih prava, obuhvataju reprodukovanje i distribuciju neautorizovanih primjeraka djela kompjuterskim sistemima (Ibidem, str. 10). U Enciklopediji cyber kriminala navodi se da FBI i Nacionalni centar za kriminal bijelih kragni SAD (National White Collar Cri- 2. Cyber Crime in a broader meaning is any unlawful conduct related to or in relation to a computer system and network including such crimes as the unlawful possession, offering and distribution of information through computer systems and networks (Ugren, 2012, p. 9). The same document also defines specific forms of crime in accordance with Council of Europe recommendations and a list of the OECD, so that the acts of cyber crime in the narrow meaning include: (1) Unauthorized access to a computer system or network, or breach of security measures; (2) Damage to computer data or programs; (3) Computer sabotage; (4) Unauthorized interception of communications and computer systems and networks; (5) Computer espionage (Ibidem). As the forms of cyber crime in a broader sense, the most frequently occurring are: (1) Computer forgeries; (2) Computer theft; (3) Technical manipulation devices and electronic components of the device; (4) Misuse of payment systems, such as electronic manipulation and theft of credit cards or use of fake code in illegal financial activities (Ibidem). European Convention of Cybercrime foresees four groups of works: 1. Offenses against the confidentiality, integrity and availability of computer data and systems – made up of illegal access, interception, interference with data or systems, the use of the device (production, selling, importing, distribution) of programmes, a password; 2. Offenses related to computers in which forgery and theft are the most typical forms of attack; 3. Offenses related content - child pornography is the most common content that appears in this group of cyber crime; 4. Offenses related to infringement of copyright and related rights, including reproduction and distribution of unauthorized copies of a work by computer systems. (Ibidem, p. 10). The Encyclopaedia of cyber crime, according to FBI and the National Center for white-collar crime the U.S. (National White Collar Crime 167 R. Gligorević: CYBER KRIMINAL me Center) otkrivaju i prate sljedeće oblike: (1) upade u kompjuterske mreže; (2) industrijsku špijunažu; (3) softversku pirateriju; (4) dječiju pornografiju; (5) bombardovanje elektronskom poštom; (6) „njuškanje“ password-a; (7) „prerušavanje“ jednog računara da elektronski „liči“ na drugi, kako bi se moglo pristupiti sistemu, koji je pod restrikcijom; (8) krađu kreditnih kartica (Ibidem). U zavisnosti od tipa počinjenog djela, cyber kriminal može biti: 1. politički, koji čine cyber špijunaža, hakovanje, cyber sabotaža, cyber ratovanje i cyber terorizam; 2. ekonomski cyber kriminal čine cyber prevare, hakovanje, krađa internet usluga i vremena, piratstvo softvera, piratstvo mikročipova i baza podataka, cyber industrijska špijunaža, prevare internet aukcije; 3. proizvodnja i distribucija nedozvoljenih i štetnih sadržaja čine dječija pornografija, pedofilija, vjerske sekte, širenje rasističkih i nacističkih kao i sličnih ideja i stavova, zloupotreba žena i djece, manipulacija zabranjenim proizvodima, supstancama i robom (droga, ljudski organi, oružje); 4. povrede cyber privatnosti čine nadgledanje e-pošte, spam, phiching, prisluškivanje, praćenje e-konferencija, itd (Ibidem, str. 10-11). Center) detects and monitors the following forms: (1) Hacking the computer network; (2) Industrial espionage; (3) Software piracy; (4) Child pornography; (5) The bombing of the electronic mail; (6) “Sniffing” passwords; (7) “Disguise” of a computer to electronically “look like” the other, in order to be able to access the system which is under restriction; (8) The theft of credit cards (Ibidem). Depending on the type of offense committed, cyber crime can be: 1. Political cyber crime made up of cyber espionage, hacking, cyber sabotage, cyber warfare and cyber terrorism. 2. Financial cyber crime made up of cyber fraud, hacking, theft of Internet services and time, piracy software, microchips and databases, cyber industrial espionage, Internet auction fraud. 3. Production and distribution of illegal and harmful content include child pornography, pedophilia, religious sects, spreading of racist, Nazi and similar ideas and attitudes, abuse of women and children, manipulation of prohibited goods, substances and goods (drugs, human organs, arms). 4. Affliction of cyber policy content include: monitoring of e-mail, spam, phiching, tapping, following of electronic conferences (Ibidem, p. 10-11) CYBER BEZBJEDNOST CYBER SECURITY Bezbjednost se odnosi na zaštitu vrijedne imovine od gubitka, odnosno oštećenja. Postoje mnoge pojave koje mogu da ugroze bezbjednost informacionih sistema određenih organizacija. Neke od tih pojava su sankcionisane zakonom (Krsmanović & Polić, 2012, str. 72). Tehničke mjere zaštite su: identifikatori korisnika, lozinke, firewall i slično. Softverska rješenja koja se koriste za bezbjednost informacionih sistema su: mrežni firewall, upravljanje ranjivošću, upravljanje mrežnom bezbjednošću, obezbjeđenje bežične mreže (wireless) itd. (Ibidem, str. 80). Security refers to the protection of valuable assets from loss or damage. There are many factors that may endanger security of information systems of a company. Some of these phenomena are sanctioned by law (Krsmanovic & Polic, 2012, p. 72). Technical protection measures are user IDs, passwords, firewalls and other. Software solutions that are used to ensure the safety of information systems are network firewall management, vulnerability management, network security, securing a wireless network (wireless) (Ibidem, p. 80). 168 R. Gligorević: CYBER CRIME Razvoj savremene tehnologije ima svoje prednosti i mane. Glavni problem ili poteškoća sa kojom se susreću osobe, koje koriste savremenu informaciono – komunikacionu tehnologiju jeste cyber bezbjednost. Informacioni sistemi treba da pruže sigurnost upotrebe ove tehnologije kako bi se steklo povjerenje u njeno korišćenje. Postoji veliki procenat ljudi koji nisu sigurni u računarske mreže i ne usuđuju se da ih koriste. Strahuju da će se njihovi lični podaci i informacije naći na meti cyber kriminalaca. Gledajući trenutno stanje, može se reći da imaju razlog za strah. Ko može da garantuje da će njihovi podaci biti zaštićeni od zloupotrebe? Da bi se steklo povjerenje u cyber okruženje, potrebno je uspostaviti politiku bezbjednosti. Politika bezbjednosti treba da pokaže da je internet sigurno sredstvo i da nema razloga za brigu. Najmanja greška ili propust za cyber kriminalca predstavlja pun pogodak da na lak način zloupotrijebi ili ukrade povjerljive informacije. Riječ je o nemilosrdnom obliku kriminala za koji odgovara jako mali broj cyber kriminalaca. Krsmanović i Polić navode neke od tehnika za sticanje povjerenja u digitalno okruženje: sertifikovani digitalni potpis i kriptografska zaštita podataka. Kriptografija predstavlja proces konvertovanja digitalnih informacija u šifrovani tekst sa jednim algoritmom za šifrovanje (enkripciju) i dešifrovanje (dekripciju). Kriptografija treba da obezbijedi povjerenje, autentičnost, integritet i neporicanje (Ibidem, str. 21). Šifrovanje (enkripcija) predstavlja element kriptografije. To je postupak transformacije čitljivog teksta u nečitljiv tekst za onoga kome taj tekst nije namijenjen (Ibidem). Dešifrovanje (dekripcija) je takođe element kriptografije i predstavlja postupak transformacije nečitljivog teksta u čitljiv tekst, za onoga kome je taj tekst namijenjen (Ibidem). Internet se susreće sa dva osnovna problema: sigurnost prenošenja podataka i ostvarivanje sigurne komunikacije. To su problemi koji se uvijek pojavljuju i koje je potrebno riješiti kako bi se steklo povjerenje u digitalno okruženje. The development of modern technology has both advantages and disadvantages. The main problem or difficulty people who use modern information - communication technology are faced with is cyber security. Information systems need to provide safe use of such technology in order to keep confidence in its use. There is a large percentage of people who do not trust computer networks and do not dare to use them. They are afraid that their personal data and information may become target of cyber criminals. Analysing the current situation, we can say that they have justified cause to fear. Who can guarantee that their data will be protected from abuse? In order to gain confidence in the cyber environment, it is necessary to provide security policy. Security policies need to show that the Internet is a safe place and that there is no reason to worry. The smallest error or omission can represent a bingo opportunity for cyber criminals misuse or steal confidential information. It is a ruthless form of crime which corresponds to a very small number of cyber criminals. Krsmanovic and Polic suggest some of the techniques for gaining confidence in the digital environment: certified digital signatures and cryptographic data protection. Cryptography is the process of converting digital information into an encrypted text with an algorithm for encryption and decryption. Cryptography should provide confidence, authenticity, integrity, and non-repudiation (Ibidem, p. 21). Encryption is an element of cryptography. It is a process of transformation of readable text into unreadable text to the person whom the text is not intended for. (Ibidem). Decryption is also an element of cryptography and represents a process of transformation of unreadable text into a readable one for the person whom the text is intended (Ibidem). The Internet is facing with two main problems: security of data transfer and exercising of secure communications. These are problems that always occur and they need to be solved in order to gain confidence in digital environment. 169 R. Gligorević: CYBER KRIMINAL NAJVEĆI CENTRI CYBER KRIMINALA THE BIGGEST CENTRES OF CYBER CRIME Norton u svom izvještaju za 2013. godinu navodi da cyber kriminal nema granica i da se najveći broj žrtava nalazi u Rusiji (85%), Kini (77%), Južnoj Africi (73%). Godišnji broj žrtava cyber kriminala, procjenjuje se na 378 miliona (Security affairs, 2013). Finansijski troškovi zbog cyber kriminala iznose: SAD (38 milijardi doalra), Evropa (13 milijardi dolara), Kina (37 milijardi dolara), Brazil (8 milijardi dolara), Indija (4 milijarde dolara), Meksiko (3 milijarde dolara), Australija, Japan i Rusija (1 milijarda dolara) (Ibidem). Najčešći oblici cyber kriminala koji se koriste u pomenutim zemljama su: prevare 38%, krađa podataka 21%, izmjena podataka 24% i ostali oblici 17% (Ibidem). Norton (2013) navodi da sve većom upotrebom mobilnih telefona („pametnih telefona“) dolazi do povećanja broja cyber napada. Jedna polovina korisnika tih uređaja ne koristi osnovne mjere predostrožnosti, zbog čega postaju žrtve cyber napada (Ibidem). Interesantan je primjer Austrije gdje je cyber kriminal u značajnom porastu, što pokazuje izvještaj Savezne kriminalističke službe (BK). Sa nešto više od 10.000 prijavljenih slučajeva u 2012. godini broj prekršaja ovog tipa se, u poređenju sa 2011. godinom, gotovo više nego udvostručio. BK procjenjuje da je tačan broj cyber krivičnih djela daleko veći i ukazuje da su „pametni telefoni“ sve češća meta cyber napada (Vijesti online, 2013). U 2012. godini je prijavljeno ukupno 10.231 krivično djelo iz oblasti cyber kriminala, što je više od dvostrukog povećanja u poređenju sa 2011. godinom, kada je podnesena 4.831 prijava. Stopa riješenih slučajeva iznosila je oko 25%, što je smanjenje za oko 20% u poređenju sa 2011. godinom, proizilazi iz izvještaja (Ibidem). BK ističe da su uzroci za smanjenje stope sve veća profesionalizacija kriminalnih bandi koje su organizovane i međunarodno umrežene, kao i zbog sve učestalije upotrebe programa koji nanose štetu raču- Norton (2013) says in his report that cyber crime has no borders and majority of victims are located in Russia (85%), China (77%), South Africa (73%). The annual number of victims of cyber crime is estimated at 378 million (Security affairs, 2013). The financial costs arising from cyber crime are: USA ($ 38 billion), Europe ($ 13 billion), China ($ 37 billion), Brazil ($ 8 billion), India ($ 4 billion), Mexico (3 billion), Australia, Japan and Russia (1 billion) (Ibidem). The most common forms of cyber crime which are used in these countries are 38% fraud, data theft 21%, exchange of data 24% and other forms 17% (Ibidem). Norton (2013) states that by the increasing use of mobile phones (“smart phones”) there is an increasing number of cyber attacks. One half of all users of these devices do not use basic precautions what makes them become victims of cyber attacks (Ibidem). Austria is an interesting example where cyber crime is significantly increasing as the Federal Law Enforcement agency (BK) report says. With over 10,000 reported cases of violation compared to the year 2011 cyber crime has almost more than doubled. BK estimates that the real number of cyber offenses is higher and suggests that “smart phones” are more frequently targeted by cyber attacks (Vijesti online, 2013). In 2012 it reported a total of 10,231 criminal offenses of cyber crime, almost doubled compared to 2011 when they filed 4,831 applications. The rate of solved cases has risen to about 25%, a decrease of about 20% compared with 2011, resulting from the report (Ibidem). BK points out that the causes of the reduction of the increasing professionalisation of criminal gangs that are organised and networked internationally, as well as for more frequent use of programmes that harm the 170 R. Gligorević: CYBER CRIME narima. Istovremeno je rad policije otežan zbog novih tehnologija i anonimnosti korisnika (Ibidem). computers. At the same time the police work is more difficult due to new technologies and anonymity of users (Ibidem). CYBER KRIMINAL U BOSNI I HERCEGOVINI CYBER CRIME IN BOSNIA AND HERZEGOVINA U cilju efikasnije borbe protiv cyber - kriminala, Bosna i Hecegovina je definisala Akcioni plan za borbu protiv cyber - kriminala, koji se provodi, te potpisala i niz međunarodnih konvencija i sporazuma među kojima su i oni o policijskoj saradnji sa gotovo svim zemljama u regiji, ali i šire (Start, 2012). Borba protiv cyber - kriminala je sastavni dio Strategije BiH za prevenciju i borbu protiv terorizma od 2010. do 2013. u kojoj stoji da za sada ne postoje pouzdani pokazatelji na koji način, u kojoj mjeri i obimu je ovaj problem prisutan u BiH i da, prema raspoloživim podacima, u BiH za sada nije došlo do zloupotrebe interneta u klasične terorističke svrhe ili u funkciji cyber - terorizma, ali da postoji nekoliko web sajtova, koji prezentovanim sadržajima podstiču ili pozivaju na netrpeljivost, pa i mržnju i uglavnom se radi o sajtovima koji nisu registrovani u BiH, nego u pojedinim evropskim zemljama kao što su Austrija, Njemačka, Norveška i slično (Ibidem). Tokom prethodne dvije godine nadležnim tužilaštvima u Bosni i Hercegovini podneseno je više od 50 izvještaja o počinjenim krivičnim djelima iz oblasti kompjuterskog kriminala. Na globalnom nivou, procjenjuje se da je trenutno na internetu više od milion slika djece koja su izložena seksualnom zlostavljanju i eksploataciji, a njihov broj se godišnje uvećava za 50.000 (Tuzlanski.ba, 2012). U Bosni i Hercegovini su u 2012. godini registrovane 64 prijave cyber kriminala. U Derventi, marta 2011. godine. Federalna uprava policije RS je u računaru jednog korisnika pronašla 2 miliona fotografija i 7 000 video snimaka dječije pornografije (Ibidem). Najveći problem, kada je riječ o cyber kriminalu u Bosni i Hercegovini je nepostojanje adekvatnih mehanizama koji će ga spriječiti. In order to effectively combat cyber-crime, BiH has defined an action plan to combat cyber-crime which is being carried out and signed a number of international conventions and agreements, including those on police cooperation with almost all countries in the region and beyond (Start, 2012). The fight against cyber crime is an integral part of the Strategy for the Prevention and Combating of Terrorism between 2010 and 2013 in which countries that currently have no reliable data on how much and to what extent and scope this problem is present in BiH and that, according to the available data, so far there has been no abuse of the Internet for terrorist purposes or classical operational cyber-terrorism in BiH, but there are several websites that present contents that encourage or call for intolerance and hatred and most of them are sites that are not registered in BiH but in other European countries such as Austria, Germany, Norway (Ibidem). Over the past two years relevant prosecutors in Bosnia and Herzegovina filed more than 50 reports of crimes committed in the area of cyber crime. Globally, it is estimated that on the Internet currently exist more than a million images of children who are vulnerable to sexual abuse and exploitation and that their number is increasing by 50,000 per year (Tuzlanski.ba, 2012). There are 64 files of cyber crime registered in Bosnia and Herzegovina in 2012. In Derventa in 2011 the Federal Police RS found 2 million photographs and 7,000 videos of child pornography in one computer (Ibidem). The biggest problem when it comes to cyber crime in Bosnia and Herzegovina is the lack of adequate mechanisms to prevent it. Centre for 171 R. Gligorević: CYBER KRIMINAL Pri Državnoj agenciji za istrage i zaštitu (SIPA) trebao je formirati Centar za borbu protiv cyber kriminala. Ministarstvo unutrašnjih poslova Republike Srpske (MUP RS) je učinilo prve korake te je u tu svrhu formiralo posebnu jedinicu za borbu protiv cyber kriminala, što je prvo odjeljenje te vrste u cijeloj Bosni i Hercegovini. Od hakera i cyber kriminala strahuje cijeli svijet, ali problem u Bosni i Hercegovini predstavlja nedostatak novca koji će se uložiti u sigurnosne sisteme (Ibidem). fighting cyber crime should have been formed in the State Investigation and Protection Agency (SIPA). Ministry of Internal Affairs of Republic of Srpska (MUP RS) has made the first step and for this purpose formed a special unit to fight cyber crime which is the first department of this kind in the whole of Bosnia and Herzegovina. The whole world fears hackers and cyber criminals but the problem in Bosnia and Herzegovina is the lack of money that should be invested in security systems (Ibidem). ZAKLJUČAK CONCLUSION Nalazimo se u digitalnom dobu koje polako ulazi u svaki segment ljudskog života. Upravlja našim komunikacijama, vozilima, poslovima, kupovinom i prodajom. Svako od nas je bar jednom obavio važnu poslovnu ili finansijsku transakciju koristeći računar i računarsku opremu, a da nismo razmišljali da li možemo vjerovati ovoj savremenoj, digitalnoj mreži. Pogodnosti koje ona mreža pruža su svakako primamljive, ali treba znati i njene loše karakteristike. Informacioni sistemi treba da obezbijede politiku bezbjednosti kako bi se steklo povjerenje pojedinaca u poslovanje putem interneta. Međutim, kako postoje kriminalne radnje u realnom tako se one javljaju i u virtualnom svijetu. Razlika je u tome što u virtualnom svijetu pravi kriminalac vreba iza svoga računara, i teško ga je otkriti. Upravo zbog toga, samo mali procenat cyber kriminalaca odgovara za štetu, koju su počinili. I posle izvršenja svoje kazne, za takvog pojedinca niko ne može garantovati da neće ponoviti istu grešku. Cyber kriminal – kriminal modernog, digitalnog doba. We are living in the digital age which is slowly entering into every segment of human life. It manages our communications, cars, businesses, buying and selling. Each of us has at least once completed a major business or financial transaction using computers and computer equipment without thinking whether we can trust this modern, digital network or not. The benefits that the network provides are certainly tempting but one should know and bad characteristics too. Information systems should provide security policy in order to gain the trust of individuals in the business dealings via the Internet. However, as there is fraud present in the real world, so there can also be fraud in the virtual world. The difference is that in the virtual world real criminal is lurking behind your computer and it is very difficult to detect them. This is why only a very small percentage of cyber criminals are found guilty of the damage that they have caused. And after serving their sentence there is no guarantee for such an individual that they will not make the same offense again. Cyber Crime - Crime of modern, digital age. LITERATURA LITERATURE Cross Domain Solutions. (n.d.). Cyber crime. Preuzeto 18. januara 2014. sa sajta http:// www.crossdomainsolutions.com/cybercrime/ Cross Domain Solutions. (n.d.). Cyber crime. Rectrived January 18, 2014, from http:// www.crossdomainsolutions.com/cybercrime/ 172 R. Gligorević: CYBER CRIME Gleni, M. (2011). Dark Market, Kako su hakeri postali nova mafija. Beograd: Samizdat B92. Krsmanović, B. & Polić, S. (2012). Digitalna ekonomija. Materijal sa predavanja, Univerzitet Istočno Sarajevo, Fakultet poslovne ekonomije Bijeljina. Mesarović, S. (2006). Motiv i profil izvršilaca. U zborniku Ziteh ‘06. Beograd. IT veštak. Popić, A. (2012). Cyber kriminal načela i djelovanje. Preuzeto 16. januara 2014, sa sajta http://digitalnasigurnost.com/cyber-kriminal-nacela-djelovanje/ Security affairs (2013). 2013 Norton Report, the impact of cybercrime according Symantec. Preuzeto 17. januara 2014. sa sajta http://securityaffairs.co/wordpress/18475/cyber-crime/2013-norton-report.html Start. (2012). Cyber-kriminalci nisu zaigrani hakeri. Preuzeto 17. januara 2014. sa sajta http://www.startbih.info/Novost.aspx?novostid=7325. Tuzlanski.ba (2012). Kompjuterski kriminal u BiH: Registrirane 64 prijave, zaplijenjeni milioni fotografija (VIDEO). Preuzeto 18. januara 2014. sa sajta : http://tuzlanski.ba/ izdvojeno/89-izdvojeno/3500-kompjuterski-kriminal-u-bih-registrirane-64-prijave-zaplijenjeni-milioni-fotografija-video. html. Vijesti online (2013). Sajber kriminal u Austriji u zabrinjavajućem poratu. Preuzeto 16. januara 2014. sa sajta http://www.vijesti.me/svijet/sajber-kriminal-austriji-zabrinjavajucem-porastu-clanak-149230 Ugren, V. (2012). Cyber kriminal. Master rad, Univerzitet Singidunum Beograd, Departman za poslediplomske studije. Preuzeto 17.01.2014. sa sajta http://www.singipedia.com/content/3523-Cyber-kriminal Gleni, M. (2011). Dark Market, as hackers have become the new mafia. Beograd: Samizdat B92. Krsmanović, B. & Polić, S. (2012). Digital economy. Material from lectures, University of East Sarajevo, Faculty of Business and Economics Bijeljina. Mesarović, S. (2006). The motive and the offender profile. In Ziteh ‘06. Beograd. IT veštak. Popić, A. (2012). Cyber crime policies and actions. Rectrived January 16, 2014, from http://digitalnasigurnost.com/cyber-kriminal-nacela-djelovanje/ Security affairs (2013). 2013 Norton Report, the impact of cybercrime according Symantec. Rectrived January 17, 2014, from http://securityaffairs.co/wordpress/18475/cyber-crime/2013-norton-report.html Start. (2012). Cyber-criminals are not playful hackers. Rectrived January 17, 2014, from http://www.startbih.info/Novost. aspx?novostid=7325. Tuzlanski.ba (2012). Computer crime in BiH: registered 64 applications, seized millions of images (VIDEO). Rectrived January 18, 2014, from http://tuzlanski.ba/ izdvojeno/89-izdvojeno/3500-kompjuterski-kriminal-u-bih-registrirane-64-prijave-zaplijenjeni-milioni-fotografija-video. html. Vijesti online (2013). Cyber crime in Austria worrying harbor. Rectrived January 18, 2014, from http://www.vijesti.me/svijet/ sajber-kriminal-austriji-zabrinjavajucem-porastu-clanak-149230 Ugren, V. (2012). Cyber kriminal. Master’s thesis, Singidunum University, Department of Postgraduate Studies. Rectrived January 17, 2014, from http://www.singipedia.com/content/3523-Cyber-kriminal 173 174 DIGITALNA EKONOMIJA - DIGITAL ECONOMICS UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI THE IMPACT OF INFORMATION TECHNOLOGY ON THE PERFORMANCE OF ECONOMIC ACTIVITIES Petra Pantić, dipl. ek. Stručni članak DOI 10.7251/OIK1402007P, UDK 340.137:004.738.5 Professional paper REZIME SUMMARY U ekonomskoj sferi postaje sve značajnije prikupljanje i raspolaganje informacijama, kao jedan od bitnih resursa za obavljanje ekonomske djelatnosti, posjedovanje i korišćenje informacione tehnologije. Nove informacione tehnologije uveliko povećavaju ekonomsku efikasnost i omogućavaju mnoštvo novih poslovnih mogućnosti. Zahvaljujući njima uspostavljene su nove direktne veze između ljudi i preduzeća. Rast preduzeća, kompleksnost poslova, rastuća brzina kojom treba donositi poslovne odluke i skraćivanje životnog ciklusa proizvoda utiču na razvoj i značaj informacione tehnologije na obavljanje ekonomske djelatnosti. In the economic sphere it becomes increasingly important when collecting and disposing information, as one of the key resources for conducting economic activity, possession and use of information technology. New information technologies greatly increase the economic efficiency and enable a host of new business opportunities. Thanks to them are established new direct connections between people and businesses. Enterprise growth, job complexity, increasing the speed with which to make business decisions and shortening product life cycle affect the development and importance of information technology to carry out economic activities. Ključne riječi: raspolaganje informacijama, obavljanje ekonomske djelatnosti, nove informacione tehnologije, ekonomska efikasnost. Key words: access to information, carry out economic activities, new information technology, economic efficiency. UVOD INTRODUCTION Brz razvoj nauke, razvoj informacione i telekomunikacione tehnologije stvorio je veoma dobre uslove za globalizaciju poslovanja. Unapređenje i širenje nove tehnologije ima značajan uticaj skoro u svim sferama ljudske djelatnosti. Osnovni cilj je da se, bez obzira na geografsku udaljenost, što brže i efikasnije povežu klijenti i tokovi informacija, njihovo posjedovanje kao i raspolaganje njima. U uslovima vrlo jake konkurencije, naročito u ekonomskoj sferi postaje sve značajnije prikupljanje i posjedovanje informacija kao The rapid development of science, development of information and telecommunication technologies has created very good conditions for the globalization of business. Promotion and dissemination of new technologies has a significant impact in almost all spheres of human activity. The main goal is, regardless of geographic distance, to quickly and efficiently connect customers and information flows, making their possession and disposal of them. In terms of very strong competition, particularly in the economic sphere it is becoming increasingly important the gathering and 175 P. Pantić: UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI i umijeće korišćenja novih informacionih tehnologija. Veoma značajne promjene u našem društvu desile su se baš onda kada su se razvile savremene tehnologije kao što su: informaciona tehnologija, laserska tehnologija, tehnologija novih materijala, nuklearna tehnologija, tehnologija osvajanja svemira, biotehnologija i genetičko inženjerstvo. Pojava i uvođenje ovih tehnologija dovelo je do promjene u društvenim odnosima, proizvodnji, životu ljudi i njihovom obrazovanju. Informacione tehnologije (IT) zasnovane na znanju čine osnovu gotovo svih drugih tehnologija i kao takve one su uključene u gotovo sve proizvode i usluge preduzeća, omogućavajući mu smanjenje troškova, veću efikasnost i profitabilnost poslovanja, unapređenje svih funkcija preduzeća, modernizacija administracije, ubrzanje procesa projektovanja i sl. possession of information as well as the art of using new information technologies. Very significant changes in our society have occurred exactly when modern technologies developed such as: information technology, laser technology, technology of new materials, nuclear technology, the technology of space flight, biotechnology and genetic engineering. The emerge and introduction of these technologies has led to changes in social relations, production, people’s lives and their education. Information technology (IT) based on knowledge form the basis of almost all other technologies and as such, they are involved in almost all of the products and services of the company, enabling cost reduction, increased efficiency and profitability, improves all functions of the company, the modernization of administration, accelerates the process of designing and the alike. POJAM I RAZVOJ INFORMACIONE TEHNOLOGIJE CONCEPT AND DEVELOPMENT OF INFORMATION TECHNOLOGY Teško je dati tačnu definiciju informacionih tehnologija ali možemo reći da se pod informacionim tehnologijama (IT) podrazumijevaju različiti elementi i vještine za kreiranje, čuvanje i prenošenje informacija u različitim vidovima. Poslovne organizacije ih koriste u svrhu: (1) poboljšanja kvaliteta proizvoda i usluga, (2) poboljšanja efikasnosti i efektivnosti, (3) povećanja produktivnosti, (4) uštedu novca i energije, (5) uštedu vremena i (6) povećanja profita. Information Technology Association off Amerika (ITTA) definiše informacione tehnologije kao proučavanje, projektovanje, razvoj, primjenu, podršku ili upravljanje informacionim sistemima zasnovanim na računarima, posebno softverskih aplikacija i računarskog hardvera (Stankić, 2014, str. 2). Kao osnovne komponente informacionih tehnologija Hanić i Krsmanović (2001, str. 29) navode: (1) informaciju kao strategijski resurs (uključujući znanje); (2) kompijuterski zasno- It is difficult to give an exact definition of information technology , but we can say that the information technology (IT) involves different elements and skills for creating, storing and transmitting information in various forms. Business organizations use them for the purpose of: (1) improving the quality of products and services, (2) improve the efficiency and effectiveness, (3) increase productivity, (4) save money and energy, (5) saving time and (6) increase profits. Information Technology Association off America (ITTA) defines information technology as the study, design, development, implementation, support or management of information systems based on computers, particularly software applications and computer hardware (Stankić, 2014, p. 2). As a core component of information technology Hanić and Krsmanović (2001, p. 29) reported: (1) information as a strategic resource (including knowledge); (2) computer - based 176 P. Pantić: THE IMPACT OF INFORMATION TECHNOLOGY ON THE PERFORMANCE... vane sisteme; (3) arhitekturu informacionih tehnologija usklađenu sa organizacijom; (4) razvoj i rukovanje kompijuterskim aplikacijama; (5) menadžment upravljanje. Hanić i Krsmanović (2001, str. 29) takođe navode da se kao glavne oblasti primjene informacionih tehnologija ističu: (1) upravljanje podacima i informacijama; (2) razvoj i upravljanje aplikacijama; (3) upravljanje komunikacijama; (4) kompijutersku podršku operacijama; (5) industrijsku automatizaciju (kontrolu procesa, sredstava i robotiku); (6) automatizaciju ofisa (kancelarija); (7) razvoj integrisanih sistema upravljanja (CAD/CAM, CIM, FMS i dr); (8) podršku odlučivanju i upravljanju poslovnim sistemom. Razvoj i primjena informacionih tehnologija u mnogome mijenja način privređivanja i život pojedinca. Razvoj informacionih tehnologija je prouzrokovao pojavu novih aplikacija i mreža ovih tehnologija, koje su značajno promijenile način poslovanja i življenja. Stankić i Krsmanović (2009, str. 14) takođe navode da postoji trend da se poslovne aktivnosti zasnovane na ovim tehnologijama premjeste u zemlje u razvoju ili nerazvijene zemlje (zemlje sa niskim dohotkom). Zemlje sa nižim dohotkom se uključuju u globalne tokove putem investiranja u informaciono-komunikacione tehnologije. Ovi trendovi su najprisutniji u zemljama Azije (Indiji, Kini, Tajvanu, Maleziji) i evropskim zemljama u tranziciji. U svijetu su različito razvijene i zastupljene informaciono-komunikacione tehnologije i sektori čije je poslovanje na njima zasnovano. Stankić i Krsmanović (2009, str. 14) smatraju da je implementacija, difuzija i prisustvo novih tehnologija u razvijenim privredama na visokom nivou. Ove zemlje su ekonomski rast ostvarile pod uticajem razvoja informaciono-komunikacionih tehnologija. Jedna od inovacija razvoja informaciono-komunikacionih tehnologija internet se smatra pokretačem promjena u društvu i privredi, od prikupljanja informacija preko posjedovanja i primjene znanja do rješavanja pojedinih zadataka i ostvarivanja prednosti, efikasnosti i boljih rezultata. systems; (3) architecture of information technologies in corresspondence with the organization; (4) development and operated computing applications; (5) management control. Hanić and Krsmanović (2001, p. 29.) Also noted that as the main field of application of information technologies stand out: (1) management of data and information; (2) Development and management of applications; (3) communications management; (4) Computer support operations; (5) Industrial automation (control processes, tools and robotics ); (6) Office automation (office); (7) Development of integrated management systems (CAD/ CAM, CIM, FMS, etc.); (8) Support decision making and business management system. The development and application of information technology in many ways changes business and the life of an individual. The development of information technology has caused the emergence of new applications and the network of these technologies, which have significantly changed the way of business and living. Stankić and Krsmanović (2009, p. 14.) also suggest that there is a trend that business activities based on these technologies are transferred to developing countries or undeveloped countries (with low-income). Countries with lower income are included in the global flows of the investment in information and communication technology. These trends are most prevalent in Asian countries (India, China, Taiwan, Malaysia) and the European countries in transition. In the world there are differently developed and represented information and communication technology sectors, making them the main core of business establishment. Stankić and Krsmanović (2009, page 14.) argue that implementation, diffusion, and the presence of new technologies in the developed economies are at a high level. These countries have achieved economic growth influenced by the development of information and communication technologies. One of the innovations in development of information and communication technologies internet is considered a driving force for the changes in society and economy, from the point of collecting information through possession and applying knowledge all up to solving certain tasks and achieving the benefits, efficiency and better results. 177 P. Pantić: UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI U javnosti se sve više govori o informaciono-tehnološkoj industriji i njenom značaju, što je rezultat velikog i eksplozivnog rasta ovog segmenta privrede kako na globalnom nivou tako i kod nas. Vladan Atanasijević (2014) navodi da bi najveći generator tražnje za informaciono-tehnološkom infrastrukturom trebalo da bude država. Uvođenjem elektronskih servisa, državna administracija postaje efikasnija, optimalnija i, prije svega, transparentnija, uz direktan podsticaj IT sektoru. The public is talking more and more about the information-technology industry and its importance, as a result of the large and explosive growth of this segment of the economy both globally and in our region. Vladan Atanasijević (2014) states that the largest generator of demand for information- technology infrastructure should just be a state. With the introducion of electronic services, public administration becomes more efficient, more optimal, and above, all transparent, with a direct incentive to the IT sector. UTICAJ INFORMACIONE TEHNOLOGIJE NA POSLOVNO OKRUŽENJE IMPACT OF INFORMATION TECHNOLOGY ON BUSINESS ENVIRONMENT U kreiranju novih proizvoda i usluga uloga novih znanja i informacionih tehnologija je nezaobilazna. Hanić i Krsmanović (2001, str. 17) objasnili su da se uloga informacionih tehnologija sastoji u tome što ona preduzeću omogućava: visok stepen automatizacije i efikasnosti proizvodnje, decentralizaciju preduzeća, fleksibilan nastup na tržištu, real-time povezanost sa dobavljačima i kupcima, ubrzanje isporuke i bitno smanjenje proizvodnih i administrativnih troškova. Informacije i informaciona tehnologija radikalno mijenjaju tradicionalni način rada, organizaciju i sistem komuniciranja u preduzeću kao što su: promjene koje su donijele telekomunikacije, učenje i rad na daljinu, bankarska plaćanja preko kućnog računara, elektronski novac, elektronska kupovina i prodaja. Takođe je bitno pomenuti i ključni uticaj informacionih tehnologija na procese upravljanja i odlučivanja, kao što su: DSS (Decision Suport System) ili ES (Expert System) koji menadžerima svih organizacionih nivoa omogućavaju donošenje najkvalitetnijih odluka. Stoga sve poslovne organizacije koje su u svoje procese uključili informacione tehnologije imaju značajne konkurentske prednosti na tržišu. Informacija se danas smatra strateškim resursom, potencijalnim izvorom za sticanje In creating new products and services, the role of new knowledge and information technology is inevitable. Hanić and Krsmanović (2001, p. 17) explained that the role of information technology adds to the fact that it allows the company: a high degree of automation and production efficiency, decentralization of the company, a flexible approach to the market, real-time connectivity with suppliers and customers, accelerating delivery and significantly reducing production and administrative costs. Information and information technology dramatically change the traditional way of working, organization and communication system in the enterprise, such as: the changes that have adopted telecommunications, learning and teleworking, banking payments on your home computer, electronic cash, electronic buying and selling. It is also important to mention the crucial impact of information technology on management processes and decision-making, such as DSS (Decision Suport System) or ES (Expert System) which allows managers from all organisations to make the most qualative decisions. Therefore, all business organisations which have included information technology in their process have significant competitive advantages on the market. Today, information is considered a strategic resource, a potential source for obtaining 178 P. Pantić: THE IMPACT OF INFORMATION TECHNOLOGY ON THE PERFORMANCE... konkurentske prednosti. Efikasno obavljanje svih ekonomskih djelatnosti sve više zavisi od efikasne upotrebe raspoloživih podataka i informacija. Zoran Ćirić (2010, str. 42) navodi da svaki organizacioni sistem mora imati informacioni sistem koji prikuplja, skladišti, čuva, obrađuje i, u skladu sa zahtjevima njegovih korisnika, isporučuje potrebne im informacije za obavljanje ekonomske djelatnosti. Razvoj informaciono-komunikacione tehnologije stvorio je mogućnosti efikasnog poslovanja na globalnom nivou. Stankić i Krsmanović (2001, str. 178) navode da u uslovima jake konkurencije gdje postaju razlike kao na primjer kod banaka, brokerskih firmi, finansijske organizacije su pod stalnim pritiskom da zadrže konkurentsku prednost, smanje troškove, upravljaju rizikom, koriste tehnologiju kao izvor konkurentske prednosti. Model globalne organizacije i jake konkurencije zahtijeva novu koncepciju pristupa u obavljanju ekonomske djelatnosti. Jedna od ključnih tehnologija za obavljanje tih djelatnosti je internet. Internet i njegovi servisi, među kojima se posebno ističu World Wide Web i elektronska pošta, široko je otvorio vrata bankarstvu i finansijama, trgovini, državnoj upravi, odbrani i bezbijednosti zemlje, nauci i obrazovanju, stvaraocima svih vrsta i svih nivoa, razmjeni znanja, informisanju, druženju, zabavi i rekreaciji i mnogim drugim, manje složenim i manje značajnim poslovima, omogućavajući im da svoje aktivnosti racionalizuju, ubrzaju, poboljšaju, prilagode, uvećaju i prošire. Mogućnosti su, dakle, tu i samo ih treba koristiti (Petrović, 2012, str. 10). Cilj je da se postigne više uz što manje utrošenog vremena i radne snage. Zemlje Evropske unije su još 1999. godine započele projekat e-Europe koji uključuje dostupnost informacionog društava najvećem dijelu stanovništva bez obzira na geografske i socijalne razlike, kao i razvoj savremenog načina realizacije javnih i zdravstvenih usluga, prilagođavanje obrazovnih sistema potrebama savremenog društva i prilagođavanje poslovnih sistema savremenim uslovima poslovanja i zahtjevima poslovnog okruženja. competitive advantages. Efficient performance of all economic activity is increasingly dependent on efficient use of available data and information. Zoran Ćirić (2010, p. 42) states that each organizational system must have an information system that collects, stores, maintains, processes, and, in accordance with the requirements of its users, it delivers the necessary information to carry out their economic activities. The development of information and communication technologies has created effective business opportunities on a global scale. Stankić and Krsmanović (2001, p. 178) report that in cases of strong competition where differences appear, such as banks, brokerage firms, financial institutions are under constant pressure to maintain a competitive advantage, reduce costs, manage risk, use technology as a source of competitive advantage. Model of the global organization and strong competition requires a new concept in pursuing economic activities. One of the key technologies for performing these activities is the internet. Internet and its services, amongst which World Wide Web and e-mail mostly stand out, have widely opened the door for banking and finance, retail, government, defense and security of a country, science and education, the creators of all kinds and at all levels, exchange of knowledge, information, socializing, entertainment and recreation, and many other, less complex and less important tasks, allowing them to rationalize their activities, accelerate, enhance, adapt, enlarge and expand. The possibilities are there, therefore, they just need to be used (Petrović, 2012, p.10). The goal is to achieve more with a lesser amount of time and labor. The countries of the European union in 1999 had began a project called e-Europe, which includes access to information societies of the biggest area within a population regardless of geographical and social differences, as well as the development of modern ways when realizing public and health care favours, adapting educational systems to the needs of modern society and adapting business systems to modern conditions and requirements of the business environment. 179 P. Pantić: UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI Mnoge nacionalne ekonomije prepoznale su informacione tehnologije kao glavni faktor uticaja na ekonomski razvoj i inovativnost. Sopstvenim ekonomskim strategijama i primjenom informacionih tehnologija u svim aspektima društva, kao i promjenama koje su ovom primjenom nastale, ove zemlje su omogućile razvoj informacionog društva sa tendencijom njegovog daljeg usmjeravanja i usavršavanja ka iskorišćavanju potencijala informacionih tehnologija za povećavanje efikasnosti rada, smanjenje troškova, ekonomski rast, veću zaposlenost i podizanje kvaliteta života građana. Danas gotovo nijedna moderna operacija ne može uspiješno da se izvrši bez upotrebe informaciono-komunikacionih tehnologija. Internet je postao sastavni dio društvene i ekonomske strukture svake zemlje. Sredstva informaciono-komunikacionih tehnologija omogućila su zaposlenima da sami planiraju vrijeme kako bi posao obavili što kvalitetnije. Zahvaljujući primjeni informaciono-komunikacionih tehnologija radnici mogu da obavljaju poslove i od kuće. Razvojem informacionih tehnologija i njihovom adekvatnom primjenom dolazi do stvaranja mnoštva novih poslova ili se iz postojećeg posla stvara novi, odnosno unaprijeđuje tradicionalni posao. Preduzeća treba da investiraju u informaciono-komunikacionu opremu kako bi se razvili efikasniji načini obavljanja poslovnih aktivnosti. Cilj je da se optimalno iskoriste informacione tehnologije da bi se ostvario maksimalan rezultat uz što manje utoršenog vremena. Many national economies have recognized information technology as a major factor of influence on the economic development and innovation. With own economic strategies and the application of information technology in all aspects of society, as well as the changes that have occurred with this application, these countries have enabled the development of information society with its tendency for further guidance and training to exploit the potential of information technology to increase efficiency, reduce costs, economic growth, increase employment and improve the quality of life for citizens. Today, almost no modern surgery can successfully be carried out without the use of information and communication technologies. Internet has become an integral part of the social and economic structure of each country. The means of information and communication technologies have enabled employees to plan their time and get the work done more efficiently. Due to the use of ICT workers can perform tasks from home. With the development of information technology and applying them to be carried out through adequate leads for the formation of many new employment opportunities or to enhance an existing business in order to create a new one, in fact upgrading the traditional job. Companies need to invest in information and communication equipment in order to develop more efficient ways of doing business. The aim is to make optimal use of information technology, in order to achieve maximum results with minimum time spent. UTICAJ INFORMACIONE TEHNOLOGIJE NA STVARANJE NOVE EKONOMIJE IMPACT OF INFORMATION TECHNOLOGY ON THE CREATION OF A NEW ECONOMY Danas živimo u vremenu naprednih tehnologija i promjena koje utiču na transformaciju privrede, društva i života. Brz tehnološki progres u sektoru informacionih tehnologija pokrenuo je nagli proces stvaranja nove ekonomije. Nova ekonomija je promijenila eko- Today we live in a time of advanced technology and changes that affect the transformation of economy, society and life. Rapid technological progress in the information technology sector has launched a rapid process of creating a new economy. The new economy 180 P. Pantić: THE IMPACT OF INFORMATION TECHNOLOGY ON THE PERFORMANCE... nomski sistem na globalnom nivou. Razvoj i primjena informacionih tehnologija kreirali su novu ekonomiju koja predstavlja mnoštvo kvalitativnih i kvantitativnih promjena koje su u posljednjih dvadeset godina transformisale strukturu, funkcionalnost i pravila u ekonomiji. Američka privreda je krajem devedesetih godina XX vijeka ostvarila značajan privredani rast zahvaljujući primjeni informaciono-komunikacionih tehnologija, i od tada je počeo da se koristi naziv “nova ekonomija”. Naziva se i digitalnom ekonomijom, informacionom ekonomijom a sve popularnije i internet ekonomijom. Svi nazivi se odnose na uticaj informacionih tehnologija na obavljanje svih ekonomskih djelatnosti. Nova ekonomija obezbjeđuje razne mogućnosti preduzećima da unaprijede organizaciju i strukturu poslovanja. Ona predstavlja osnov za promjene u ekonomskim djelatnostima, sa mogućnostima kreiranja novih pravila za postizanje produktivnosti, zaposlenosti, ekonomskog rasta i inovacija u svim sektorima. Osim navedenih smanjenja troškova i ostalih mogućnosti, nova ekonomija obezbjeđuje smanjivanje ili ukidanje geografskih, industrijskih i korporativnih barijera i granica. Potrošači u novoj ekonomiji imaju veliki izbor pristupa proizvodima i uslugama. Zbog pozitivnih rezultata, većina preduzeća povećava investicije u informacione tehnologije, unapređuje organizaciju kako bi smanjila troškove, povećala efikasnost i fleksibilnost, efikasnije upotrijebila tehnologije i poboljšala donošenje poslovnih odluka. has changed the economic system globally. The development and application of information technology has created a new economy that represents a multitude of qualitative and quantitative changes in the last twenty years which have transformed the structure, function and rules of the economy. The U.S. economy in the late nineties of the twentieth century made significant economic growth through the use of information and communication technology, and since then has started to use the term “new economy”. Also referred to as the digital economy, the information economy and the increasingly popular internet economy. All product names are related to the impact of information technology and on the performance of all economic activity. New economy provides a variety of options to companies in order to improve the organization and structure of the business. It is the basis of change in economic activity, with the possibility of creating new rules for achieving productivity, employment, economic growth and innovation in all sectors. In addition to the above cost reduction and other possibilities, the new economy provides a reduction or elimination of geographic, industrial and corporate barriers and borders. Consumers in the New Economy have access to a wide selection of products and services. Due to the positive results, most companies increase investment in information technology, promote the organization to reduce costs, increased efficiency and flexibility, effectively used the technology and improved business decision making. Internet ekonomija Internet economy Stankić i Krsmanović (2009, str. 28) smatraju da internet predstavlja uzorak i posljedicu nove ekonomije. On je proizvod tehnoloških i ekonomskih promjena i stvaranja novih mjera i pravila. Nova ekonomija je povezana sa mrežnim efektima - što je veći broj korisnika u mreži, to je vrijednost mreže veća. Internet je danas jedan od najefektivnijih resursa koje preduzeće koristi da bi Stankić and Krsmanović (2009, p. 28) argue that the internet is a pattern and effect of the new economy. It is a product of technological and economic change and the creation of new bounds and rules. The new economy is associated with network effects - the higher the number of users in the network, the greater the value of the network. The Internet is now one of the most effective resources that 181 P. Pantić: UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI povećalo efikasnost i efektivnost poslovanja. Milićević (2002, str. 24) navodi da internet i nove informacione tehnologije dovode do restruktuiranja tržišta na globalnom nivou i pojedinih industrijskih i uslužnih djelatnosti. Ovo utiče na redefinisanje načina obavljanja poslovanja i predstavlja izazov za konvencionalno ekonomsko razmišljanje. Internet je doveo do značajnih promijena u ekonomiji. Internet tehnologije predstavljaju fundamentalni preokret u sposobnosti prikupljanja, obradi, čuvanja i transferisanju informacija. Razmjena informacija putem interneta i intraneta se sada može posmatrati kao izvor kreiranja vrijednosti, za razliku od ranijeg shvatanja da informacija isključivo predstavlja trošak. Internet je doveo do promjene obavljanja ekonomske djelatnosti, kao i balansa moći između proizvođača, posrednika i potrošača. Danas kupac postaje “kralj” nove ekonomije. Rastući dio ekonomske vrijednosti je proizvod informacionih tehnologija. Nova ekonomija zahtijeva brzinu, fleksibilnost i inovativnost. Tradicionalna preduzeća moraju da promijene svoje poslovne procese da bi ostala konkurentna u novim uslovima obavljanja ekonomske djelatnosti. Đorđević (2012, str. 189) objašnjava da kako ključni simboli savremene ekonomije, odnosno okruženja koje postaje opšte mjesto za realizaciju najrazličitijih aktivnosti i procesa, postaju cyber-prostor, računari, računarske mreže, informacioni tokovi i informacioni sadržaji u digitalnoj formi, IT su tehnologije koje su glavni nosioci ekonomskog razvoja i modernizacije društva. Zato mnoge zemlje, koje su već napravile značajan napredak u pravcu razvoja mrežne ekonomije, imaju potrebu, ali i zadatak, da i dalje investiraju u razvoj i implementaciju ICT. a company uses to increase efficiency and effectiveness of business. Milićević (2002, p. 24.) states that the internet and new information technologies led to the restructuring of global markets and individual industrial and service activities. This has an impact on redefining the way business is accomplished and is a challenge to conventional economic thinking. The Internet has led to significant changes in the economy. Internet technologies represent a fundamental shift in the ability of collecting, processing, storing and transferring information. The exchange of information over the Internet and Intranet can now be seen as a source of value creation, as opposed to the earlier understanding that the information represents only an expense. The Internet has led to changes in the performance of economic activities, as well as the balance of power between producers , intermediaries and consumers. Today, the buyer becomes the “king” of the new economy.Growing part of the economic value is the product of information technology. The new economy requires speed, flexibility and innovation. Traditional companies have to change their business processes in order to remain competitive in the new conditions of the economic activity. Đorđević (2012, p. 189) explains that the key symbols of modern economy, in fact, that the environment is a common place for implementing various activities and processes, becoming cyber - space, computers, computer networks, information flows and information content in digital form, IT technologies are the main leaders of economic development and modernization of society. Therefore, many countries that have already made significant progress towards the development of network economy, have the need, but also the task to continue to invest in the development and implementation of ICT. ZAKLJUČAK CONCLUSION Informaciono-komunikacione tehnologije, uključujući fiksne i mobilne telefone, faks, računare, internet i druga informaciono-komunikaciona oprema transformišu poslovanje Information and communication technologies, including fixed and mobile phones, fax, computers, internet and other information and communication equipment transform business 182 P. Pantić: THE IMPACT OF INFORMATION TECHNOLOGY ON THE PERFORMANCE... i privredu u cjelini, dovode do sniženja troškova, do porasta efikasnosti, donošenju ključnih poslovnih odluka, doprinose povećanju mogućnosti da se proizvodi i usluge prilagode zahtjevima kupaca i da se ubrza razmjena. Pored toga, ove tehnologije su omogućile razvoj novih proizvoda i djelatnosti, dok je korišćenje interneta dovelo do nastanka mnogih novih firmi širom svijeta i do otvaranja novih radnih mjesta. Živimo u vremenu naprednih tehnologija koje su dovele do promjena koje utiču na transformaciju privrede, društva i života. Veoma brz tehnološki progres u oblasti informaciono-komunikacionih tehnologija pokrenuo je proces stvaranja nove ekonomije, novog rasta i razvoja privrede, i značajno uticao na pozitivno obavljanje ekonomske djelatnosti. and the economy as a whole, lead to cost reduction, increase of efficiency, making key business decisions, which contribute to increasing the possibility of products and services to be adapted to the requirements of customers and to accelerate the exchange. In addition, these technologies have enabled the development of new products and activities, and the use of Internet has led to the emergence of many new companies around the world creating new jobs. We live in a time of advanced technologies which have led to changes that affect the transformation of the economy, society and life. A very rapid technological progress in the field of information and communication technologies has initiated the process of creating the new economy, new growth and economic development, and significantly impacted on the positive performance of economic activity. LITERATURA REFERENCES Atanasijević, V. (2014). IT ima veliki uticaj na ekonomiju, potrebna veća podrška. Preuzeto 08. marta 2014. sa sajta http:// www.novimagazin.rs/ekonomija/it-imaveliki-uticaj-na-ekonomiju-potrebnaveca-podrska Ćirić, Z. (2010). Upravljanje projektima razvoja i implementacije informacionih sistema. Ekonomski fakultet Subotica. Đorđević, G. (2012). Uticaji ICT informacionog društva na društvenoekonomski razvoj. Socioeconomica, br. 1, str. 188-200. Hanić, H. & Krsmanović, S. (2001). Upravljački informacioni sistemi. Ekonomski fakultet Beograd. Krsmanović, B. & Polić, S. (2012). Digitalna ekonomija. Materijal sa predavanja, Univerzitet Istočno Sarajevo, Fakultet poslovne ekonomije Bijeljina. Milićević, V. (2002). Internet ekonomija. Fakultet organizacionih nauka (FON) Beograd. Petrović, S. R. (2012). Izazovi informacionog društva – lice i naličje. Preuzeto 08. Atanasijević, V. (2014). IT has a major impact on the economy, need more support. Retrived Marta 08, 2014 from http:// www.novimagazin.rs/ekonomija/it-imaveliki-uticaj-na-ekonomiju-potrebnaveca-podrska Ćirić, Z. (2010). Management development and implementation of information systems. Ekonomski fakultet Subotica. Đorđević, G. (2012). The impact of ICT Information Society to the socio economic development. Socioeconomica, No. 1, p. 188-200. Hanić, H. & Krsmanović, S. (2001). Management Information Systems. Ekonomski fakultet Beograd. Krsmanović, B. & Polić, S. (2012). Digital economy. Material from lectures, University of East Sarajevo, Faculty of Business and Economics Bijeljina. Milićević, V. (2002). Internet economy. Fakultet organizacionih nauka (FON) Beograd. Petrović, S. R. (2012). Challenges of the Information Society - two sides. Retrived 183 P. Pantić: UTICAJ INFORMACIONE TEHNOLOGIJE NA OBAVLJANJE EKONOMSKE DJELATNOSTI marta 2014. sa sajta http://www.itvestak. org.rs/ZITEH_12/radovi-12/Izazovi%20 informacionog%20drustva.pdf Stankić, R. & Krsmanović, B. (2009). Upravljački informacioni sistemi. Fakultet spoljne trgovine, Bijeljina. Stankić R. (2014) Informaciona tehnologija. Preuzeto 15. marta 2014. sa sajta http:// www.ekof.bg.ac.rs/upload/1119PI2014CAS01.pdf 184 March 08, 2014 from http://www. itvestak.org.rs/ZITEH_12/radovi-12/ Izazovi%20informacionog%20drustva. pdf Stankić, R. & Krsmanović, B. (2009). Management Information Systems. Fakultet spoljne trgovine, Bijeljina. Stankić R. (2014) Information Tehnology. Retrived March 08, 2014 from http:// www.ekof.bg.ac.rs/upload/1119PI2014CAS01.pdf PRIKAZ KNJIGE - BOOK REVIEW Mahmutefendić, T. (2014). Economic Performance in South-East European Transition Countries after the Fall of Communism. Bloomington: Xlibris Mahmutefendić, T. (2014). Ekonomske performance u zemljama tranzicije u Jugoistočnoj Evropi nakon pada komunizma. Bloomington: Xlibris Mr Vesna Đukić DOI 10.7251/OIK1402012Dj, UDK 338.124.4:316.334(4-12) Ekonomske performanse zemalja u tranziciji Jugoistočne Evrope nakon pada komunizma, danas i samo nekoliko godina ranije, izgledaju prilično različito. I svet u celini, a pogotovo Evropa, ni iz daleka nisu na ekonomskom kursu i u razvojnom zamahu, u kome su se nalazili do 2009. Balkan je po autoru ove interesantne monografije, oduvijek bio najsiromašniji dio Evrope, uz mogući izuzetak u kratkom periodu tokom šezdesetih godina, kada su Grčka i Jugoslavija, uspješnim privrednim razvojem dospjele pri dno liste razvijenih zemalja. Značajan faktor koji je doprinosio relativnoj zaostalosti Balkana, smatra autor, bila je njegova fragmentiranost. Nakon Drugog svjetskog rata fragmentiranost Balkana bila je četvorostruka; interno politička, eksterno politicka, interno ekonomska i eksterno ekonomska. Evo kako on o tome utvrđuje sledeće teze: 1. Grčka i Turska bile su pretežno kapitalističke zemlje sa političkim sistemom parlamentarne demokratije, koji je u dva navrata bio prekidan vojnom diktaturom. Ostale četiri zemlje, Jugoslavija, Albanija, Bugarska i Rumunija bile su komunističke zemlje s jednopartijskim političkim sistemom. 2. Sa stanovišta spoljne politike Balkanske zemlje su bile još više podijeljene. Grčka i Turska bile su članice NATO-a. Bugarska i Rumunija bile su članice Varšavskog pakta, a Jugoslavija je bila nesvrstana zemlja. Albanija nije pripadala nijednom političkom savezu. Do 1961. imala je intenzivne političke veze sa Sovjetskim Savezom, a poslije toga sa Kinom. Economic performance of the South-East European transition countries look different today from several years ago. Also, world in general and especially Europe are far from a development trajectory in which they were before 2009. According to the author of this interesting monograph the Balkans have always been the poorest region in Europe, with possible exception of a short period in 1960’s when a successful economic development placed Greece and Yugoslavia near the bottom list of developed countries. An important factor which contributed to a relative backwardness of the region, according to the author, was its fragmentation. After the WWII a fragmentation of the Balkans was four-fold. The countries of the Balkan Peninsula had different internal political system, external political links and associations, different economic systems and different patterns of economic links with the rest of the world. Here is how he corroborates his theses: 1. Greece and Turkey were mainly capitalist countries and parliamentary democracies and with multi-party political systems, which were on two occasions interrupted by military dictatorships. The other four countries, namely Albania, Bulgaria, Romania and Yugoslavia were communist countries with one-party system. 2. From the point of view of external politics the Balkans were even more divided. Greece and Turkey were members of NATO. Romania and Bulgaria were members of the Warsaw Pact. Yugoslavia was a non-aligned country, whilst Albania did not belong to any pact or association of countries. It had intensive links with the Soviet Union until 1961 and, after this point with China. 185 3. Grčka i Turska bile su trzišne privrede, uz značajnu ulogu vlade i javnog sektora u privrednom životu. Albanija, Bugarska i Rumunija imale su centralnoplansku privredu. Jugoslavija je imala polutržišnu, relativno otvorenu ekonomiju, koja je sadržavala elemente oba sistema. 4. Grčka i Turska su bile članice OECD-a i imale su najintenzivnije ekonomske veze sa ostalim kapitalističkim zemljama. Bugarska i Rumunija bile su clanice SEV-a (Saveta za uzajamnu ekonomsku pomoć socijalističkih sistema u koordinaciji Sovjetskog Saveza) i održavale su najintenzivnije ekonomske veze sa ostalim komunističkim zemljama, po principima uzajamnosti, a ne na tržišnim kriterijima. 5. Jugoslavija je bila najotvorenija komunistička zemlja, ostvarujući intenzivnu ekonomsku saradnju i sa komunističkim i sa kapitalističkim zemljama, posebno sa Sovjetskim Savezom, Zapadnom Njemačkom i Italijom. Albanija je bila zatvorena zemlja sa zanemarljivim nivoom ekonomske saradnje sa ostalim zemljama. Kolaps komunizma doživljen je od strane međunarodne zajednice kao zlatna prilika da se Balkan integriše i pretvori u prosperitetni dio Evrope. Uvođenje višepartijskog sistema i parlamentarne demokratije politički je ujedinilo region. Tranzicija od centralnoplanske, a u slučaju Jugoslavije od polutrzižne ka tržišnoj privredi, imala je, između ostalog i cilj da se region ekonomski ujedini. Tome su doprinijele i razne inicijative kao sto su Stabilization and Association Pact, te bilateralni trgovinski ugovori između balkanskih zemalja. Izgled članstva u Evropskoj Uniji i NATO-u trebalo je da posluži kao dodatni stimulans integraciji balkanskih zemalja. Uz to, međunarodna zajednica pružala je tehničku, ekonomsku i finansijsku pomoć u iznosu od nekoliko desetina milijardi dolara, tokom prve decenije XXI vijeka. Sa današnjeg stanovišta veoma je upitna uspješnost ovih poduhvata. Slovenija, kao bivši najseverniji i najrezvijeniji deo Jugoslavije, u analizi se obično isključuje iz ove grupe (balkanskih) zemalja. Mada se dio njenog teritori186 3. Greece and Turkey were market economies with their governments playing a large role in their economies, Bulgaria and Romania were centrally planned economies. Yugoslavia was a semi-market economy containing the elements of both the systems. 4. Greece and Turkey were the members of OECD and had the most intensive economic links with capitalist countries. Romania and Bulgaria were the members of COMECON and had the most intensive economic relations with the other communist countries, according to principles of mutual co-operation and not according to market criteria. 5. Yugoslavia was the most open communist country with intensive economic links with both, capitalist and communist countries, especially the Soviet Union, West Germany and Italy. Albania was a closed country with a negligible level of economic relations with the rest of the world. The collapse of communism was viewed by the international community as a golden opportunity to integrate the region and turn it into a prosperous part of Europe. The introduction of parliamentary democracy and multiparty system politically unified the region. Transition from centrally planned and in the case of Yugoslavia from a semi-market to a market economy had, amongst the others the aim of removing the differences in economic systems which existed between the region’s countries. Various initiatives, such as the Stabilisation and Association Pact and bilateral trade agreements were supposed to contribute to this aim. The possibility of European Union and the NATO membership was supposed to be the additional impetus to the region’s integration. In addition the international community offered technical, economic and financial aid amounting tens of billions of dollars during the first decade of the XXI century. From today’s point of view the success of these attempts seems to be questionable. Slovenia, as the most northern and most developed part of Yugoslavia, is usually excluded from the analyses related to the Balkan countries. Although part of her ja nalazi na Balkanskom poluostrvu istorijski, kulturno i prema nivou razvijenosti Slovenija pripada Srednjoj Evropi. U manjoj mjeri to vazi i za Hrvatsku. Međutim, Hrvatska ima neke zajedničke karakteristike sa zemljama Jugoistočne Evrope. Zbog toga se ona nekad klasificira kao Srednjoevropska, a nekad kao zemlja Jugoistocne Evrope. Autor je, radi korektnosti komparativne alnalize uključio i Hrvatsku u grupu zemalja Jugoistočne Evrope, čiji razvoj prati. Nakon raspada druge Jugoslavije, koji se zbijao prilično traumatično, uz oružane sukobe i ogromne ljudske i ekonomske gubitke tokom 1991-1992, aprila 1992, Srbija i Crna Gora formirale su novu drzavu, Saveznu Republiku Jugoslaviju. Ona je opstala pod ovim imenom do 2002, nakon čega je pretvorena u labavu uniju dvije republike, Državnu zajednicu Srbija i Crna Gora. Razlike u pogledu ekonomske i druge politike među njima, kulminirale su 1997, da bi Srbija kao novčanu jedinicu zadžzala prethodno jugoslovenski (sada srpski) dinar, a Crna Gora unilateralno uvela euro kao svoju valutu. U 2006. Crna Gora je, nakon referenduma postala nezavisna država. Zbog toga je, kao analitička kategorija, grupa zemalja u tranziciji u Jugoistočnoj Evropi obuhvatala do 2006. sedam, a nakon toga osam država: Albaniju, Bosnu i Hercegovinu, Bugarsku, Crnu Goru, Hrvatsku, Makedoniju, Rumuniju i Srbiju. U predgovoru knjige autor navodi ogromne probleme s kojima su se ove zemlje suočile tokom devedesetih godina XX veka, sto je inače odgodilo reforme za čitavu deceniju. Ovi problem nisu bili prebrođeni okončanjem rata u Hrvatskoj i Bosni i Hercegovini. Uslijedio je 78-dnevni rat koji je NATO vodio protiv Srbije u 1999. godini. Ostale tri zemlje koje nisu iskusile rat, Albanija, Bugarska i Rumunija doživjele su političke i finansijske skandale. Po riječima Džona Keneta Galbrajta, bilo je to doba u kome je jedan jak i nesavršen sistem zamijenjen odsustvom bilo kakvog sistema. Nakon porođajnih muka tokom devedesetih godina, početkom ovog vijeka zemlje tranzicije u Jugoistocnoj Evropi ko- territory is situated in the Balkan Peninsula, historically, culturally and according to the level of development Slovenia belongs to Central Europe. To a lesser degree this applies to Croatia as well. However, Croatia shares some characteristics with South-East Europe. This is why Croatia is sometimes classified as Central European and sometimes as South-East European country. The author has for the sake of correctness of the comparative analysis included Croatia in the group of South-East European countries. After the break-up of the second Yugoslavia, which occurred traumatically, with arm conflicts and huge human and economic losses during 1991-1992, in April 1992 Serbia and Montenegro declared a new state, The Federal Republic of Yugoslavia. The state remained under this name until 2002, when it was transformed into a loose union of the two republics called the state union of Serbia and Montenegro. The differences between economic and other policies between them culminated in 1997 when Serbia retained previously the Yugoslav (and now the Serbian) dinar and Montenegro unilaterally introduced the euro as its currency. In 2006 Montenegro seceded and became an independent state after the referendum. This is why, until 2006 the group of transition countries as analytical category included seven, and after 2006 eight states: Albania, Bosnia and Herzegovina, Bulgaria, Croatia, FYR Macedonia, Montenegro, Romania and Serbia. In the preface of the book the author mentioned enormous problems which these countries encountered during the 1990’s causing a postponement of reforms for the whole decade. The plight of the South-East European countries did not finish with the end of war in Croatia and Bosnia and Herzegovina in 1995. The wars of Yugoslav succession had their sequel in 1999 when NATO waged a 78-day war against Serbia. The other three countries, which did not experience war, namely Albania, Bulgaria and Romania, went through political and financial scandals. In the words of John Kenneth Galbraith, one strong and imperfect system was replaced by the absence of any system. After teething pains during the 1990’s the South-East European transition coun187 načno su pristupile reformama. Ove reforme prošle su kroz tri faze: „trzišno omogućavajuce” (vreme uspostavljanja tržišta); trzišno produbljujuće (koje su omogućavale razvoj i širenje tržišta) i tržišno održavajuće (radi održanja i razvoja tržišta u celini). Prva grupa reformi je, po autoru, najlakša i najbrže se sprovodi. Ona uključuje liberalizaciju cijena, domaće i spoljne trgovine i privatizaciju malih preduzeca. Druga grupa reformi se sastoji od privatizacije velikih preduzeća i imovine i uspostavljanje finansijskih tržišta, novih bankarskih i nebankarskih finansijskih poslova kao što je lizing, institucionalnih reformi osiguranja, kao i uspostavljanje novih neobaveznih, penzionih i imovinskih fondova. Treću grupu reformi je najteže sprovesti. Ona uključuje reforme u upravljanju preduzećima, politiku zaštite konkurencije i infrastrukturne reforme u pet sektora: električna energija, željeznice, ceste, telekomunikacije i distribucija vode. Ova grupa takodjer pokriva sektorske reforme kao što su one u trgovini, carinama, kao i poboljšanje kvaliteta regulatornog mehanizma, reforma privatnog sektora. Sa implementacijom prve i druge grupe reformi i uz priliv jednokratne pomoći i zajmova sa Zapada, a u globalnom okruženju cikličnog uspona u svjetskoj privredi, zemlje tranzicije u Jugoistočnoj Evropi ostvarile su snažan i kontinuiran rast u periodu od 2000. do 2008, ali je on prekinut recesijom 2009. Prema autoru, pomenute reforme vezane za tranziciju su do sada proizvele pozitivne i negativne rezultate. Pozitivni rezultati ogledaju se u sledećem: 1. dinamičniji rast u poređenju sa centralnoevropskim, baltičkim i zemljama Evropske unije. To je omogućilo izvjesno smanjivanje jaza u nivou razvijenosti, mada ce biti potrebno mnogo decenija uspješnog privrednog razvoja da bi se postigla puna realna konvergencija; 2. efikasnija monetarna politika, koja je bila uspješna u obuzdavanju endemske inflacije, i njenog smanjivanja do istorijski najnižih vrijednosti; 3. odgovarajuća politika deviznog kursa, bilo u formi valutnog odbora, vezivanja nacionalne valute za evro, unilateralnog 188 tries finally embraced reforms. These reforms went through three stages: market enabling (the time of market establishment); market-deepening (which enabled growth and expansion of markets) and market-maintaining (for the sake of maintaining and development of markets). Market-enabling reforms are the easiest and quickest to implement. They include price, domestic and foreign trade liberalization and a privatization of small enterprises. Market-deepening reforms include the privatization of large companies and assets and the strengthening of banking and non-banking financial institutions such as leasing, pension and equity funds. Market-sustaining reforms are the most difficult to carry out. They involve governance and enterprise reforms, competition policy and infrastructure reform in five sectors –electricity, railways, roads, telecommunications, and water (including waste water). They also cover issues such as commercialization, tariff reforms, quality of the regulatory framework and involvement in the private sector. With the first and second stages of the reform firmly in place and with the flow of aid and loans from the West, in a global environment of cyclical upturn in the world economy, the South East European countries experienced a vigorous and sustained growth from 2000 to 2008, before the recession in 2009. Transition to free market economy has so far produced positive and negative results. Positive results are evident in the following: 1. More dynamic growth than in Central European and Baltic States and the European Union. This has enabled some catching-up to take place, however there is still a huge difference in the level of development and many decades of successful economic development are needed in order to achieve a full real convergence; 2. A prudent monetary policy which was successful in tackling inflation and decreasing it to historically lowest levels 3. Sound exchange rate policy, whether in the form of currency board, pegging currency to the euro, unilateral adoption of the euro or managed float- usvajanja evra ili upravljanih fleksibilnih kurseva; 4. uravnotežena fiskalna politika koja je dovela javne finansije u raspon između umjerenog deficita i umjerenog suficita. Na polju javnih finansija zemlje tranzicije u Jugoistočnoj Evropi stoje bolje od većine ostalih evropskih zemalja. Negativni rezultati ogledaju se u sledećem: 1. visok deficit platnog bilansa koji povećava ranjivost zemalja tranzicije u Jugoistočnoj Evropi i njihovu zavisnost od stranih izvora finansiranja; 2. rastući spoljni dug koji u nekim zemljama dostize nepodnošljive razmjere, u odnosu na BDP; 3. visoka i perzistentna nezaposlenost, koja u nekim zemljama dostize i 40% ukupno radno sposobnog stanovnistva; 4. rastući jaz između bogatih i siromašnih građana i brzi porast udela stanovnistva koje se nalazi u zoni apsolutnog siromastva. Ove dvije poslednje negativne posljedice tranzicije najviše zabrinjavaju i uzrok su širokog nezadovoljstva izazvanog ukupnim konsekvencama reformi, kao i prelaza ka trzišnoj privredi. Mahmutefendićeva knjiga je podijeljena na jedanaest poglavlja. Autor je prvim poglavljem obuhvatio ekonomske performanse u zemljama Jugoistočne Evrope u periodu od 2001. do 2003. Razlog za to je što je to bio sam početak tranzicije cijelog regiona u kome je prevladala dinamika unutrašnjih faktora, tako da su zemlje regiona samo marginalno osjetile efekat globalnih ekonomskih promjena. Pri tome je bitno i to što su podaci iz ovog perioda oskudni i ponekad protivrječni, usled reformi statistike, ali je taj problem u manjoj mjeri izražen i u narednim godinama. Drugo poglavlje tretira makroekonomsku dinamiku u zemljama tranzicije u Jugoistočnoj Evropi u 2004, a treće poglavlje posvećeno je intraregionalnoj trgovini u ovim zemljama. Visoke deficite platnog bilansa zemalja tranzicije u Jugoistočnoj Evropi autor dovodi u vezu s niskim nivoom intraregionalne trgovine, što je u suprotnosti s tzv. gravity mo- ing. This policy brought stability and in some cases the appreciation of the real exchange rate 4. A prudent fiscal policy which brought government balances into range between moderate deficits and moderate surpluses. In this respect South- East European countries fare better than most of the other European countries Negative results are most evident in the following: 1. Large external imbalances which increase the vulnerability of South East European countries and their dependence on foreign sources of finances, 2. Rising foreign debt which in some countries is approaching unsustainable levels 3. High and persistent unemployment which in some countries reaches forty percent of the workforce 4. A widening gap between rich and poor and a sharp increase in absolute poverty It is these last two items which are the main cause for concern and the main reason for widespread dissatisfaction with the transition. Mahmutefendic’s book has eleven chapters. The first one analyses economic performance in South - East European countries during the period of 2001-2003. There were two reasons why this has been treated as a single period Firstly, this was the beginning of economic transition for the whole region in which the dynamics of internal factors prevailed and the transitional countries of South East Europe were only marginally affected by the external environment. Secondly, data and sources for this period can be scarce and sometimes contradictory in nature (this might, however, be the case for the later period, albeit to a lesser extent). The second chapter deals with macroeconomic dynamics in SEE transition countries in 2004, while the third chapter follows the patterns of intra-regional and inter-regional trade in SEE transition countries. Large deficits of the balance of payments in the South-East European transition countries the author explained by a low level of intra-regional trade, which contradicts so called 189 delom. Nizak nivo međusobne trgovine autor objašnjava jednim privremenim faktorom, raspadom Jugoslavije i trajnijim činiocima kao sto su slaba bilateralna saradnja, necarinske barijere i slab kvalitet infrastrukture. Poglavlja četiri, pet, šest i sedam analiziraju neprekinuti prosperitet u zemljama tranzicije u Jugoistočnoj Evropi. Poglavlja osam i devet bave se svjetskom recesijom i njenim uticajem na zemlje tranzicije u Jugoistočnoj Evropi. Deseto poglavlje analizira uticaj tranzicije na blagostanje i distribuciju dohotka u zemljama tranzicije u Jugoistočnoj Evropi. Istraživanje pokazuje da su obrazovanje i zdravstvo, dvije najsvjetlije tačke iz nasleđa komunistickog sisitema, postali žrtve tranzicije. Standardi u zdravstvu i obrazovanju su drastično pali, kako zbog pada ekonomske aktivnosti, koja se dešavala u poslednjoj deceniji XX vijeka, tako i zbog smanjenja postotka BDP koji se izdvaja za ove dvije djelatnosti, a korupcija je zahvatala svaku od ovih službi, uporedo sa deregulacijom, privatizacijom i rastućim ekonomskim teškoćama. Prelazak sa komandne na tržišnu privredu i masovna privatizacija doveli su do ogromnog društvenog raslojavanja i povećanja socijalnih razlika, tj. stvaranja uskog sloja izuzetno bogatih i drastičnog povećanja postotka stanovništva koji živi u apsolutnom siromaštvu. Kao rezultat ovih procesa, danas je svega 20% stanovnistva zadovoljno rezultatima tranzicije. Zaključno, jedanaesto poglavlje knjige nosi naslov “Rezultati tranzicije su razočaravajuci – da li je komunizam sve u svemu bio loš?”. U ovom poglavlju učinjen je pokušaj balansiranja pristupa analizi dva (prethodno isključiva) sistema ekonomije i društvenih vrijednosti. Autor, zbog toga, aposteriori navodi prednosti jednog i drugog društvenog poretka. Kao prednosti kapitalizma autor navodi 1. ekonomsku efikasnost I uravnotezeniji ekonomski rast, 2. demokratiju i političke slobode I 3. pravnu drzavu i vladavinu prava. Kao prednosti komunizma navode se 1. ravnomjernija raspodjela dohotka, b. bolja snabdjevenost bazičnim dobrima i elemen- 190 gravity model. According to the author this is caused by one temporary factor, the break-up of the former Yugoslavia, and more permanent ones such as weak bilateral relations, non-tariff barriers and poor infrastructure. The chapters four to seven analyse uninterrupted prosperity in South-East European transition countries. Chapters eight and nine deal with the world recession and its impact on SEE transition countries. The chapter ten analyses the impact of transition on welfare and distribution of income in SEE transition countries. Research shows that education and health system, two the brightest spots inherited from the communist regime, became the victims of transition. Standards in health and education systems significantly fell, partly because of contracted economic activity in the 1990’s and partly because of lower proportion of GDP directed towards these two sectors. In addition these two sectors were plagued with corruption which followed deregulation, privatisation and increased economic problems. Transition from a command economy to a market economy and a large-scale privatisation increased social polarisation and social differences, i.e. the creation of a narrow layer of extremely rich and enormous increase of the proportion of population living in absolute poverty. As a result of these processes only 20% of population is satisfied with the results of transition. Concluding eleventh chapter of the book is entitled: ‘The Results of Transition are disappointing –Was Communism altogether bad?’ In this chapter the author attempted to give a more balanced analysis of two (previously excluding) systems of economy and social values. Because of this, the author ex-post lists the advantages and disadvantages of both the systems. According to the author the advantages of capitalism are 1. Economic efficiency and a more balanced growth,2 .Democracy and political freedoms and 3. A rule of law and a lawful state The advantages of communism, according to the author, are 1. More equal distribution of income, 2. Better provision of the tarnim potrebama i 3. sigurnost zaposlenja i ravnopravnost među polovima. Autor posebno analizira neke od razloga nezadovoljstva tranzicijom. Oni uključuju 1. krizu trećeg puta, 2. nemogućnost razlikovanja pojmova kapitaliste i preduzetnika–mešetara (tajkuna) 3. pogrešna poređenja između kapitalističkih i komunistickih zemalja, odnosno previđanje činjenice da su potonje uvijek bile razvijenije i 4. filozofski problem inkompatibilnosti konačnih vrijednosti, tj. koliziju između sigurnosti i egalitarizma na jednoj, i slobode na drugoj strani. Knjiga ima tri dodatka. U prvom je data kratka uporedna analiza ekonomskog rasta u Jugoslaviji i njenim zemljama nasljednicama. Autor koristi četiri kriterija u svojoj analizi: 1. brzinu obnove nakon ratova, 2. apsolutne stope rasta bruto domaćeg proizvoda, 3. relativne stope rasta BDP i 4. mjesto na ljestvici svjetskog ekonomskog razvoja. Sva četiri kriterija pokazuju znatno veću uspješnost Jugoslavije u odnosu na svoje zemlje nasljednice. Drugi dodatak naslovljen je “Makroekonomske performanse u zemljama tranzicije u Jugoistočnoj Evropi u devedesetim godinama”. Ovaj dodatak sadrži šest tabela: 1. Rast bruto domaćeg proizvoda, 2. Nezaposlenost kao postotak radno sposobnog stanovnistva, 3. Inflacija, mjerena postotkom porasta potrosačkih cijena, 4. Budzetski bilans, kao postotak BDP 5. Platni bilans, kao postotak BDP I 6. Strane direktne investicije u milionima dolara. Treći dodatak daje indekse realnog brutodomaćeg proizvoda, u osam zemalja tranzicije u Jugoistočnoj Evropi, uzimajući kao osnovicu 1989. godinu. Većina poglavlja podijeljena je na tri ili četiri dijela. U prvom dijelu data je analiza globalnih ekonomskih performansi. U drugom dijelu autor se bavi ekonomskim performansama u Evropskoj Uniji. On navodi značaj Evropske Unije kao glavnog trgovinskog partnera zemalja tranzicije u Jugoistočnoj Evropi. Ekonomska ekspanzija u Evropskoj Uniji dovodi do povećanja tražnje za proizvodima iz Jugoistočne Evrope. To prouzrokuje povećanje izvoza iz zemalja tranzicije u Jugoistočnoj Evropi, sto se putem multiplikatora efektuira u natproporcionalnom povećanju merit goods and 3. Job security and equality of genders The author analyses some of the reasons of disappointment with transition. They include 1. Crisis of the third way, 2. Inability to distinguish between capitalists and entrepreneurs, 3. Wrong comparisons between capitalist and communist countries, i.e. overlooking the fact that the former have always been more developed and 4. Philosophical problem of the incompatibility of the ultimate values, i.e. a collision between security and equality on one hand and freedom on the other. The book has three appendixes. In the first one a brief comparative analysis of economic growth in Yugoslavia and its successor states is given. The author uses four criteria in his analysis: 1. A speed of recovery after wars, 2. Absolute growth rates of GDP 3. Relative growth rates of GDP and 4. A place in world ranking according to the level of development. All the four criteria show that Yugoslavia was much more successful compared to its successor states. The second appendix is entitled:’ Macroeconomic performance in SEE transition countries in the 1990’s. This appendix contains six tables: 1. A growth of GDP, 2. Unemployment as a percentage of workforce, 3. Inflation, measured in percentage increase of consumer prices, 4. Government balance as a percentage of GDP and 6. Foreign direct investments in million dollars. The third appendix gives indexes of the real GDP in eight SEE transition countries, taking 1989 as a basis. Most of chapters are divided into three or four parts. The first part contains a global economic performance. The second part deals with economic performance in the EU. The author emphasises the importance of the EU as a main trading partner of the SEE transition countries. Economic expansion in the EU increases demand from the SEE transition countries. This leads to a rise in exports from the SEE transition countries, which through the multiplier effect causes more than proportionate rise in income and growth rates. The op- 191 dohotka i stopa rasta. Inverzan proces se dešava kad se zemlje Evropske Unije nalaze u recesiji. Treći dio poglavlja analizira globalne ekonomske promjene u zemljama tranzicije u Jugoistocnoj Evropi, a cetvrti detaljan pregled po zemljama. Sama ekonomska aktivnost analizirana je sa strane tražnje i sa strane ponude. U analizi faktora koji su uticali na promjenu tražnje autor polazi od sljedećeg obrasca agregatne tražnje: posite happens when the EU countries are in recession. The third part is dedicated to global economic performance in the SEE transition countries, while the fourth one deals with individual analysis of each and every country. Economic activity itself was analysed from the demand and supply side. In the analysis of factors which influenced changes in demand the author starts from the following formula for aggregate demand: AD = C + I + G + (X – M) gdje AD predstavlja agregatnu tražnju, C ličnu potrosnju, I investicije, G javnu potrošnju, X izvoz a M uvoz. Tokom cijelog perioda ekonomske ekspanzije, od 2000. do 2008. može se primijetiti da su dvije osnovne poluge snažnog rasta bile lična potrošnja i investicije. Lična potrošnja stimulisana je jeftinim kreditima pod povoljnim uslovima, kao i doznakama iz inostranstva. Glavni izvor investicija predstavljala su strana direktna ulaganja, vezana za lukrativne ugovore o privatizaciji javne svojine. Javna potrošnja nije značajnije uticala na ekonomski rast zbog bojazni od bijega kapitala i finansijske nestabilnosti. Osim toga, bužetski suficiti koje su ostvarile mnoge zemlje, nadomjestile su nedostatak privatne štednje, sto je poztivno uticalo na kamatne stope, a koje bi bez toga bile na višem nivou. Mada je izvoz u godinama prosperiteta rastao po visokim stopama, njega je nadmašivao rast uvoza, naročito usled zbog visoke elastičnosti uticaja uvoza na rast dohotka. I pored toga sto su ogromni deficiti u trgovinskom bilansu ublaživani pozitivnim saldom na računu usluga, kao i doznakama, ukupan uticaj spoljnotrgovinskih transakcija na agregatnu tražnju i dohodak bio je negativan. Na strani faktora ponude upadljiva karakteristika je sve veći uticaj sektora usluga i relativno manji značaj industrije i poljoprivrede, što je značilo smanjenje udela proizvodnje u BDP. Dokaz tome je da su nerijetko visoke stope rasta bruto domaćeg proizvoda bile praćene stagnacijom ili čak kontrakcijom primarnog i sekundarnog sektora. 192 Where AD represents aggregate demand, C consumption, I investment, G government expenditure, X exports and M imports. During the whole period of economic expansion from 2000 to 2008 two main pillars of economic prosperity were consumption and investment. Consumption was boosted with cheap and easily available credits and remittances from abroad. The main sources of investments were foreign direct investments linked to lucrative deals in the process of privatisation of public property. Government expenditure did not contribute significantly to economic growth due to fear of capital flight and financial instability. Also, budget surpluses accumulated in many countries offset the lack of private savings, which had a positive effect on interest rates which would have been otherwise much higher. Although exports rose at high rates in the years of prosperity they were exceeded by a rise in imports especially because of high elasticity of imports to increase in income. In spite of the fact that huge deficits in trade balance were mitigated with surpluses in the balance of invisibles and remittances the overall impact of foreign transactions on aggregate demand was negative. On supply side a conspicuous characteristic was a rising importance of service sector and relatively smaller contribution of manufacturing industry and agriculture, which meant that production of goods decreased its proportion in GDP. A proof for this is that not rarely high growth rates of GDP were accompanied by stagnation or even contraction in primary and secondary sector. Ekonomski prosperitet prekinut je 2009. kad se svjetska recesija proširila na zemlje Jugoistočne Evrope. Industrijska proizvodnja zabilježila je kontrakciju po dvocifrenim stopama, a pad izvoza bio je jos drastičniji. Dok je BDP u 2008. porastao za 6,5%, isti je smanjen za 6,2% u 2009. To znači da je privredna aktivnost smanjena za 12,7% u 2009. u odnosu na prethodnu godinu. I pored toga recesija u Jugoistočnoj Evropi bila je znatno blaža nego u većini ostalih zemala tranzicije. To se može objasniti činjenicom da su zemlje Jugoistočne Evrope manje integrisane u svjetsku privredu od srednjoevropskih i baltičkih zemalja. Najmanje integrisana zemlja, Albanija, bila je jedina koja je izbjegla recesiju i zabiljezila rast od 3% u 2009. Autor čitaocu veoma uverljivo predočava činjenicu da je kratkotrajni ekonomski oporavak koji je uslijedio u 2010. godini, nakon oštre recesije bio slab i nepotpun. Polovina zemalja o kojima on piše, faktički je ostala u recesiji, a one koje su je prebrodile, zabilježile su veoma niske stopa rasta bruto domaćeg proizvoda. U preporuci za korišćenje ove knjige, trebalo bi istaći i to da će ona će svakako biti od interesa bar za tri grupe čitalaca: 1. akademskim i stručnim ekonomistima, a posebno onim zainteresovanim za privredu i reforme u Jugoistočnoj Evropi; 2. istraživačima Baklana - sociolozima, politikolozima, pravnicima, novinarima, zainteresovanim za Balkan, kao i istrazivačima koji se bave regionom; 3. svim drugim licima zainteresovanim za predmetnu temetiku i akademska istrazivanja. Da bi učinio knjigu pristupačnom drugoj i trećoj grupi čitalaca autor je dao detaljno objašnjenje mnogih makroekonomskih i mikroekonomskih pojmova. Vrlo često ova objašnjenja on potkrepljuje numeričkim primjerima, analizama i slučajevima. Davno itišavši iz ex Jugoslavije, Tahir Mahmutefendić, kao bivši nastavnik Sarajevskog univerziteta, je bio i ostao lično, životno, stručno, pa i emotivno zainteresovan za zbivanja na njenim prostoroma, kao i za ekonomske promene u neposrednom okruženju. Sve što ne ide na ruku zamljama u reformi danas na ovim prosto- Economic prosperity was interrupted in 2009 when world recession spread to SEE. Manufacturing production recorded a double-digit contraction and the fall in exports was even greater. While GDP increased by 6.5 % in 2008 it fell by 6.2% in 2009. This means that GDP decreased by 12.7% in 2009 compared to 2009. In spite of this recession in SEE was much milder than in the other transition countries. This could be explained by the fact that SEE countries are much less integrated in world economy compared to the Central European and the Baltic States. The least integrated country Albania was the only one which avoided recession and recorded a positive growth of 3% in 2009. The author emphasises that a short economic recovery in 2010, which followed a sharp recession, was weak and incomplete. Half of the countries were still in recession and the rest experienced only a small increase in GDP. In recommendation for use of this book one should point out that it will be of interest to three groups of readers: 1. Academic and professional economists, especially those interested in economy and --reforms in SEE 2. Researchers in Balkan studies – sociologists, political scientists, lawyers, journalists interested for the Balkans, as well as researchers interested in the region 3. All other persons interested in the subject and academic research In other to make the book accessible to the second and the third group of readers the author gave a detailed explanation of macroeconomic and microeconomic concepts. Those explanations are very often corroborated by descriptive and numerical examples and analyses. Leaving the former Yugoslavia a long time ago Tahir Mahmutefendic, as a former teacher at University of Sarajevo, remained personally, professionally and emotionally interested for the events in the area as well as in its near surroundings. He is concerned with everything what goes wrong in the region. 193 rima, njega zabrinjava i podstiče na temeljnu analizu, kao i preispitivanje prošlosti, a posebno želja i mogućnosti. Mnogi eksplicitni i implicitni saveti i pouke koje proističu iz monografije odnose se na tešnju, kvalitetniju i sveobuhvatniju ekonomsku, kulturnu i svaku drugu saradnju zemala Jugoistočne Evrope, a naročiti republika u okviru bivše Jugoslavije. Ne treba bolji dokaz za to od iskustva nakon velikog poplavnog talasa koji je tokom maja 2014. pogodio Srbiju, BiH i Hrvatsku. U svakom slučaju, svi Mahmutefendićevi nalazi iz ove dragocjene knjige, veoma su angažovani i dobrodošli, posebno u vremenima presipitivanja temeljnih načela i vrijednosti ekonomskih i razvojnih modela i iskustava sa tržišnim slobodama i tipskim modelima razvoja, kako sa stanovišta humaniteta, tako i sa pozicije efikasnosti. 194 The problems inspire him to conduct a thorough analysis as well as questioning the past in a connection with wishes and possibilities in overcoming the problems. Many explicit and implicit advices and teachings in his monograph are related to a closer, better and more comprehensive co-operation between SEE countries and especially republics of the former Yugoslavia. The best example for this are the experience of the most recent floods, which affected Serbia, Bosnia and Herzegovina and Croatia. In every respect all Mahmutefendic’s findings in this precious book are very welcome and inspiring especially in a time of reconsidering fundamental principles and values of economic and development models, from the point of view of its humane as well as efficiency aspect. UPUTSTVO ZA AUTORE (TIMES NEW ROMAN, VELIKA SLOVA, BOLD, CENTRALNO PORAVNANЈE) INSTRUCTIONS FOR AUTHORS Prof. dr Suzana Simić Univerzitet u Novom Sadu, Ekonomski fakultet u Subotici University of Novi Sad, Faculty of Economics REZIME Rezime se nalazi na početku rada i treba da bude napisan fontom Times New Roman, Italic, 12 pt. Navod „Rezime“ piše se dva propreda ispod naslova, fontom Times New Roma, Bold, 11 pt. Dužina rezimea je od 50 do 150 riječi. Jedan prored nakon rezimea navode se ključne riječi (do 10 ključnih riječi). Ključne riječi: rezime, dužina rezimea, klasifikaciona šifra, font SUMMARY Summary should be written at the beginning of work and should be typed in Times New Roman, Italic, 12 pt. 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Second level headings should be written in lower case, centered, TNR font, bold, 12 Before and after the title is an empty line. Podnaslovi, treći nivo Heading 3 Treći nivo podnaslova se piše malim slovima, poravnato prema lijevoj margini, font TNR, 12, italic. Prije i poslije naslova se nalazi jedan prazan red. Third level headings should be written in lower case, flush with the left margin, font TNR 12, italic. Before and after the title is an empty line. 195 FORMAT STRANICE Stranica je veličine A4. Margine su: vrh 2,54 cm, donja 2,54 cm, lijeva 2,54 cm, desna 2,54 cm, odnosno, svaka po 1 inč. Rad treba da ima dužinu do 20.000 znakova, 10 strana (uključujući apstrakt, jednačine, tabele, reference literature i dodatke). Rad se piše u dvije kolone (lijeva kolona na srpskom, a desna na engleskom jeziku). Širina kolona je 7,91 cm, a razmak između kolona je 0,1 cm. Razdvajanje pasusa se vrši uvlačenjem početnog reda za 0,5 cm. JEZIK RADA I PISMO Tekstovi se pišu u Microsoft Word Windows programu. Jezik rada je srpski i engleski. Dio na srpskom jeziku dostavljati na latiničnom pismu. Economics, časopis za ekonomsku teoriju i analizu koristi APA standarde pisanja naučnog rada. TABELE Tabele treba da budu numerisane u kontinuitetu arapskim brojevima, i to naslov i redni broj tabele se postavljaju iznad tabele, poravnato uz lijevu marginu. Legenda se ispisuje ispod tabele. Kada citiramo podatke, ime tabele ispisujemo početnim velikim slovom i navodimo njen redni broj. APA slijedi pravilo da se u tabelama uklone vertikalne linije, a od horizontalnih zadrže samo najnužnije. Veličina fonta u tabelama je 10pt. Tabele se postavljaju centrirano, dovoljno je samo na engleskom jeziku, a legenda se po potrebi ispisuje i na srpskom jeziku. GRAFIKONI, SLIKE I JEDNAČINE Grafikoni i slike se numerišu u kontinuitetu arapskim brojevima. Naslov i redni broj figure se unose ispod figure, poravnato uz lijevu marginu. Sve figure citiramo početnim velikim slovom. Veličina fonta u figurama je 10 pt. 196 PAGE FORMAT Page size is A4. Margins are: top 2.54 cm, bottom 2.54 cm, 2.54 cm left, right 2.54 cm, respectively, each 1 inch. The paper should have a length of up to 20,000 characters, 10 pages (including abstract, equations, tables, references and appendices). The paper should be written in two columns (left column is in Serbian and the right one in English). Column width is 7.91 cm, and the distance between the columns is 0.1 cm. The separation of paragraphs is done by inserting a paragraph initial order of 0.5 cm. WRITING Papers are written in Microsoft Word for Windows program. Language is Serbian and English. Part of the Serbian language to the Latin script. Economics, Journal of Economic Theory and Analysis using APA writing standards of scientific research. 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CITIRANJE REFERENCI U TEKSTU Osnovni APA princip citiranja u otvorenom tekstu jeste „jedan autor, jedna riječ“. Uz ime autora potrebno je navesti samo godište, ali ne i broj stranice. Na primjer: Voker (Walker, 2000). poredio je vrijeme reakcije... Citiranje imena tri, četiri ili pet autora: Prvo navođenje: Ilić, Branković, Milijević, Suzić i Gutović (1999) objasnili su... Drugo navođenje: Ilić i saradnici (1999) objasnili su... Za izvor sa Interneta koji nema označene stranice, koristite znak para ¶ i broj paragrafa na stranici na kojoj je objavljen. Na primjer: (Srpski jezik) Majers (Myers, 2000, ¶ 5) POPIS LITERATURE Svi citirani izvori u tekstu rada treba da se nalaze u popisu literature. Radovi koji su korišćeni u literaturi se navode alfabetskim redom. APA standardi slijede princip „autor – godište izdanja“. APA stil podrazumijeva da se lista referenci daje u popisu na kraju rada, a nikako navođenjem izvora u fusnotama. Naredni primjeri imaju za cilj da autorima pruže pregled navođenja u bibliografiji odgovarajućih modela. Knjige Suzić, N. (2006). Poslovna kultura (drugo izdanje). Banja Luka: XBS Radovi iz časopisa Suzić, N. (2008). Kako adolescenti vrednuju svoje roditelje a kako roditelji The equation to be written in Equation Editor, and is positioned at the center, and the numbering is with Arabic numerals on the right margin. CITING REFERENCES IN THE TEXT The basic principle of APA citation in plaintext is “one author, one word.” With the author’s name should be stated only age, but not the number. For example: Walker (2000). compared reaction times... Citing the names of three, four or five authors: First time: Wasserstein, Zappulla, Rosen, Gertsmann, and Rock (1994) found... Second time: Wasserstein et al. (1994) found ...(ibid,p.208) For an Internet source that does not have a bookmark, use the ¶ sign pairs and the number of paragraphs on the page where it published. For example: (English) (Myers, 2000, ¶ 5) REFERENCES All sources cited in the text should be included in the reference list. Papers that have been used in the literature are presented in alphabetical order. APA standards follow the principle of “author–year release.” APA style that includes a list of references given in the list at the end of the article, not quoting sources in footnotes. The following examples are intended to authors provide an overview of citation in the bibliography of the corresponding models. Books Hirsch, Jr.., E. D. (1996). The schools we need and why we do not have them. New York: Doubleday. Papers from the magazine Dennis T. A. Cole, P. M., Wiggins, C. N., Cohen, L. H. & Zalewsky, M. (2009). The 197 sami sebe? Naša škola, časopis za teoriju i praksu odgoja i obrazovanja br. 46/216, str. 25–34 Rad objavljen u zborniku functional organization of preschool-age children’s emotion expressions and actions in challenging situations. Emotion, 9, 520–530. Suzić, N. (2009). Kako učenici vrednuju školu i kako uče. U zborniku Monografija međunarodnog znanstvenog skupa „Škola po mjeri“ (str. 221–236). Pula: Sveučilište Jurja Dobrile. Rad poznatog autora preuzet elektronski Barrett, cp, & Campos, J. J. (1987). Perspectives on emotional development: II. A functionalist approach to emotions. In J. D. Osofsky (Ed.), Handbook of infant development (2nd ed., Pp. 555–578). Oxford, England: Wiley. Schwarzer, R. (1989). Statistički softver za meta analizu [Kompjuterski softverski vodič]. Preuzeto 23. marta 2001. sa http:// www.yorku.ca/faculty/academic/schwarze/ meta_e.htm Schwarzer, R. (1989). Statistics software for meta-analysis [Computer software and manual]. Retrived March 23, 2001,from http:// www.yorku.ca/faculty/academic/schwarze/ meta_e.htm Članak koji je objavljen jedino na Internetu Fredserickson, B. L. (07.03.2000). Cultivating positive emotions to optimize health and wel-being. Prevention & Treatment, 3, Article 0001a. Preuzeto 20.11.2000, sa sajta http://journals.apa.org/prevention/volume3/ pre0030001a.html Podaci preuzeti sa sajta vladine ili druge zvanične organizacije Department of Health and Human Services, National Center for Health Statistics. (1991). National Health Provider Inventory: Home health agencies and hospices, 1991 [Zvanični podaci]. Dostupno na veb sajtu Nacionalnog tehničkog informacionog servisa: http:// www.ntis.gov 198 Paper published in the journal The work of renowned author downloaded electronically An article that was published only on the Internet Fredserickson, B. L. (2000, March 7). Cultivating positive emotions to optimize health and wel-being. Prevention & Treatment, 3, Article 0001A. Retrieved November 20, 2000 from http://journals.apa.org/prevention/ volume3/pre0030001a.html Data downloaded from the government or other official organization Department of Health and Human Services, National Center for Health Statistics. (1991). National Health Provider Inventory: Home health agencies and hospices, 1991 [Data file]. Available from National Technical Information Service Web site, http://ntis.gov ISSN 2303-5005 9 772303 500006
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