Nora Sadiku-Dushi - Academia.edu (original) (raw)

European Journal of Education Studies by Nora Sadiku-Dushi

The concept of "brand" has provoked a huge curiosity among researchers from around the world beca... more The concept of "brand" has provoked a huge curiosity among researchers from around the world because it plays a very important role in all marketing activities. This study aims to provide an overview of the impact of brand names on Kosovo consumers’ behavior and on their decision for car purchasing. The study will also investigate the other factors that consumers consider important when buying cars such as price, quality and country of origin, and among others the study will also investigate what is their opinion on the role of the car brand in determining the social status of the person and its impact on a persons’ self-esteem. This research is of an empirical nature and is carried out by collecting primary data via a self-administered questionnaires distributed electronically to 100 randomly selected car possessors. The study has pointed out that brand is not the decisive factor when making a decision to purchase a car. The price, quality and country of origin of cars are considered the most important attributes in determining the purchase. The results of this paper can be used by marketing managers and car dealers who, based on the data obtained from this research, can create new price strategies or even implement other promotional forms that put more emphasis on price, quality and country of origin of cars in order to better access their customers.

Papers by Nora Sadiku-Dushi

Journal of Enterprising Communities: People and Places in the Global Economy

Purpose Altruism has an important place in shaping a healthy and developed society for the presen... more Purpose Altruism has an important place in shaping a healthy and developed society for the present and the future. Altruism refers to exhibiting good behavior that does not expect a reward in return. The fact that female entrepreneurs have busy working and private lives and try to be individuals who add value to life while striving for success in this intense tempo increases the investigation of altruism. This study aims to examine the differences in altruistic behaviors of female entrepreneurs according to demographic variables. Design/methodology/approach The research sample consists of 120 female entrepreneurs belonging to the Turkish community in Kosovo. T-test and one-way ANOVA analysis were applied to examine the difference between altruism and demographic characteristics. Findings This study determined that age and work experience influence altruism. Female entrepreneurs in the age group of 31+ had higher altruism scores than female entrepreneurs in the 21–24 and 25–30 age gr...

Journal of Enterprising Culture, 2017

The decision-making process concerning succession issues for family businesses is crucial as it a... more The decision-making process concerning succession issues for family businesses is crucial as it affects long term performance and sustainability. However, while succession issues in family business has been extensively studied, the decision-making process for women-owned family businesses is sparse, particularly in transition economies. This is despite the growth of women-owned businesses worldwide. This study explores the succession decision-making process in women-owned small family businesses in Kosovo using a qualitative approach. The findings suggest that group decision making is important in family businesses and plays a role in determining how gender influences succession planning. Managerial and policy implications are discussed.

Journal of Enterprising Communities: People and Places in the Global Economy

Contributions to Management Science, 2020

This chapter offers insights into women entrepreneurship in the Republic of Kosovo. The chapter i... more This chapter offers insights into women entrepreneurship in the Republic of Kosovo. The chapter initially provides the historical and demographic overview of Kosovo. The study continues by presenting the current state of women entrepreneurship through the available data. Further government policies for women entrepreneurship promotion followed by the local and international organizations that support women entrepreneurship are discussed. And, in the end, the chapter takes a look at the development of women entrepreneurship in the future.

Journal of Business Research, 2019

When traditional marketing practices are unsuitable for small and medium enterprises, entrepreneu... more When traditional marketing practices are unsuitable for small and medium enterprises, entrepreneurs have to unlearn traditional principles and replace them with new innovative thoughts and actions, such as entrepreneurial marketing (EM). This paper examines the impact of EM dimensions on small and medium-sized enterprises (SMEs) in Kosovo. Findings reveal that respondents tend to be highly opportunity focused and understand the importance of resource leveraging. While value creation is seen as a very important entrepreneurial marketing dimension, respondents are reserved with respect to taking risks; furthermore, they do not tend to be proactive, innovative nor customer oriented. Finally, the limitations of the study and the suggestions for future research are provided.

Contributions to Management Science

Informal Ethnic Entrepreneurship

After the 1999 Kosovo conflict, from approximately 200,000 ethnic Serbs that were living in Kosov... more After the 1999 Kosovo conflict, from approximately 200,000 ethnic Serbs that were living in Kosovo only half of them remained, concentrated primarily in several enclaves throughout Kosovo. According to the Office of Community Affairs in Kosovo, the unemployment rate within the Serbian community ranges between 40% and 100%, depending on the on their representation in municipalities. Therefore, the objective of this chapter is to provide an empirical insight on the motives of the Serb minority living in Kosovo towards informal ethnic entrepreneurship. Considering that the number of companies operated by Serbs in Kosovo is limited, as well as geographically disbursed a qualitative methodology, therefore, was utilized as the best suited approach to conduct this study. The research was conducted during January 2018, where five ethnic Serb minority entrepreneurs were interviewed using in depth semi-structured, face to face, interviews. The cases were identified and selected using the snowball sampling method. The study has analyzed their motives towards self-employment, challenges faced as ethnic minority entrepreneurs, as well as their attitudes towards informality.

European journal of management, 2017

The concept of "brand" has provoked a huge curiosity among researchers from around the ... more The concept of "brand" has provoked a huge curiosity among researchers from around the world because it plays a very important role in all marketing activities. This study aims to provide an overview of the impact of brand names on Kosovo consumers’ behavior and on their decision for car purchasing. The study will also investigate the other factors that consumers consider important when buying cars such as price, quality and country of origin, and among others the study will also investigate what is their opinion on the role of the car brand in determining the social status of the person and its impact on a persons’ self-esteem. This research is of an empirical nature and is carried out by collecting primary data via a self-administered questionnaires distributed electronically to 100 randomly selected car possessors. The study has pointed out that brand is not the decisive factor when making a decision to purchase a car. The price, quality and country of origin of cars ar...

Marketing is regarded as one of the most essential activities for the survival and growth of smal... more Marketing is regarded as one of the most essential activities for the survival and growth of small and medium enterprises, but, at the same time, it is considered as the greatest challenge for the SMEs. The lack of resources, knowledge, and expertise make it difficult for SMEs to perform traditional marketing practices. Consequently, operating in an environment with increasing dynamics, turbulence, and competition suggests that entrepreneurs have to overpass the conventional marketing principles and change them with new innovative ideas and actions such as the Entrepreneurial Marketing (EM). Entrepreneurial marketing is a relatively new field of study that has emerged at the intersection of marketing and entrepreneurship fields when it was noticed that the traditional marketing practices are not suitable for the small and medium companies. The aim of this chapter is to offer an overview on the history of the foundation of this relatively new field, the most common definitions that m...

Entrepreneurial marketing is a relatively new concept that has emerged at the intersection of the... more Entrepreneurial marketing is a relatively new concept that has emerged at the intersection of the two very extensively researched fields such as marketing and entrepreneurship. It is considered as a new marketing paradigm that is suitable especially for small and medium-sized enterprises who due to their limited financial and human resources are unable to perform the traditional marketing principles. Having in mind that this research field has not yet sufficiently penetrated in the Balkans, this paper will provide some insight into this relatively new concept that has gained the attention of many researchers from all over the world. This paper will explain what is entrepreneurial marketing as well as when, how and why this research field has emerged? Further, the paper will stress the need for entrepreneurial marketing, its characteristics as well as the main differences between entrepreneurial and traditional marketing. This study will also underline the importance of this new mark...

Social media have become an inseparable part in everyday life of a large number of people. Approx... more Social media have become an inseparable part in everyday life of a large number of people. Approximately one third of the total world populations are active social media users who connect, communicate, inform and entertain themselves in a different ways. This current phenomenon has drawn the attention not only of individuals but also companies and many researchers. Since such huge number of people are active social media users it is seen as an opportunity from the businesses to start promoting their companies on these media, and thus getting noticed by larger number of potential customers. Small businesses mostly lack marketing expertise and sufficient funds to use traditional marketing and thus their promotion activities are mainly focused on word of mouth and their personal networks. The rapid advancement of the technology and use of the social media has opened new insights and new opportunities for small businesses. This way the small companies can expand their networks even beyo...

Journal of Enterprising Culture

Studia Universitatis Babes-Bolyai Oeconomica

The extrinsic product cues are becoming a very important aspect in product evaluation by consumer... more The extrinsic product cues are becoming a very important aspect in product evaluation by consumers. Because of their importance many authors are exploring which extrinsic cues are considered more significant when evaluating the different kind of products. Therefore, the aim of this research is to investigate the impact of most researched extrinsic cues such as the country of origin (COO), brand, and price on a purchasing decision for food products among consumers in Kosova. To explore the domestic country bias, the impact of the additional cue labeled as “domestic product” is studied. Based on a quantitative survey, the main findings of this study revealed that the brand, the price, the country of origin, and domestic branded products have positive impact on a consumer’s purchasing decision, since consumers rely on those extrinsic cues when making their purchasing decisions. When multiple cues are presented, the country of origin is considered as the most important cue, while the “d...

Journal of Enterprising Communities: People and Places in the Global Economy

Journal of Enterprising Culture, 2017

Journal of Enterprising Communities: People and Places in the Global Economy

Contributions to Management Science, 2020

Journal of Business Research, 2019

Contributions to Management Science

Informal Ethnic Entrepreneurship

European journal of management, 2017

Journal of Enterprising Culture

Studia Universitatis Babes-Bolyai Oeconomica