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vi

YEARBOOK

Faculty of Culture and Media Megatrend university

CONTENTSMANAgEMENt

Prof. Mia Jovanovi Boinov, PhDProf. Ana Langovi Milievi, PhDMANAgINg gLOBALIZAtION AND CULtURAL DIFFERENCES IN tHE DEVELOPMENt OF BUSINESS SYStEMS ........................................................................................1Dragan NikodijevigOVERNINg MEDIASPHERE IN tHE AgE OF CULtURE OF NEW CAPItALISM ......................15Lidija Petrovi, PhD candidate, MA in organisational sciencesProf. Radovan Radovanovi, PhDtRANSNAtIONAL COMPANIES AS tHE gLOBALIZAtION-BEARERS AND A DYNAMIC FACtOR OF tHE INtERNAtIONAL ECONOMIC DEVELOPMENt .................31

COMMUNICAtIONDoc. dr tatjana MilivojeviMOtIVAtIONAL DIMENSIONS OF COMMUNICAtION WItH StUDENtS .................................... 69Prof. Jasna Janiijevi, PhDCOMMUNICAtION AND VIRtUAL REALItY SUMMARY .................................................................... 95Aleksandra Bokan, MA in Communication Sci.tHE MAN tODAY: FREE AND ON HIS OWN OR EtERNALLY BOUNDED AND SOMEONE ELSE'S? .............................................................................111Ana Juri, MANikolina VrceljtHE IMPORtANCE OF INtERCULtURAL COMMUNICAtION FOR MANAgINg DIVERSItY EFFECtIVELY ........................................................................................... 123

MEDIAPrf. Miljojko Bazic. Ph.D,Prof. Vesna Milanovi. Ph.D, Aleksandar Bazi, MA, MODEL OF EStABLISH RELAtIONS BEtWEEN ORgANIZAtION AND MEDIA ......................... 143Miroslav Kuka, PhDBojo Kolondovski, PhD Metodije Stojanovski, PhDWItHIN tHE CONCEPt OF SUStAINABILItY SCIENtIFICItY StOCHAStIC PEDAgOgICAL RULES ......................................................................................................... 157Jasmina Mitrovi MariLINEAR AND DIgItAL READINg .................................................................................................................167

. IV (2012)

viiCONtENtS

Predrag Jelenkovi, PhDPUBLIC RELAtION IN tHE FIELD OF ENVIRONMENtAL PROtECtION ......................................181Doc. dr Valentina Mucunska PalevskaEtHICAL ASPECtS OF PUBLIC RELAtIONS ............................................................................................. 193Zoran Brankovi, tHEORIES OF MEDIA OF XX CENtURY ................................................................................................... 209Ana Stevanovic, PhD candidate ECONOMIC AND POLItICAL INFLUENCES ON JOURNALIStS AS A CAUSE OF MEDIA MANIPULAtION ................................................................................................. 221

ARtAcademian Radovan VukoviIVO ANDRIC ACCORDINg tO PRECURSORS ........................................................................................ 239Academician Radomir V. Ivanovi, PhDNOVELIStS ARt OF UMBERtO ECO (tHE NAME OF tHE ROSE - FOUCAULtS PENDULUM) ..................................................................... 247Prof. Milivoje Pavlovi, PhDProf. Nikola Cvetkovi, PhDNEO AVANt-gARDE AND tHE SPIRIt OF CLOCOtRISM IN SERBIAN CULtURE .................... 283Jerko Jea Denegri, PhDSPECIFIC PHENOMENA OF YUgOSLAV ARt SPACE: SOCIALISt MODERNISM tHROUgH tEMPERAtE tO tHE RADICAL POSItIONS ............... 297Nikola Moravevi, PhD SEXUALItY IN WORKS OF IONESCU ..........................................................................................................317Miomir Petrovic, PhDDIEgEtHIC IS ENtERINg gAtE OF MIMEtHIC .................................................................................... 327Smiljka Isakovi, PhDtHE LEgEND IN tHE MEDIA PERSPECtIVE ........................................................................................... 347Dr. Branko ZlatkoviDOSItEJ AND VUK IN ANECDOtES AND MEMOIRS MEMORIES ................................................... 363Marina Nikodijevi, Art HistorianAVANt-gARDE FILMS OF tHE tWENtIES AS PARt OF MODERNIStIC VISUAL CULtURE ...................................................................................... 371Jovan N. Ivanovic, tEODOR PAVLOVIC AND ILLYRISM........................................................................................................... 400

CULtUREMiroslav Perii, PhDCULtURE IN tHE ROLE OF PRECURSOS IN FOREIgN POLICY ........................................................ 413PhD Violeta Cvetkovska Ocokolji,PhD tatjana CvetkovskiSLAVIC tRIBES AND tHEIR BURIAL CUStOMS FROM tHE PERSPECtIVE OF ARABIC tRAVELERS .............................................................................. 429Zoran Avramovic, PhDENDOWMENt AS ELEMENt OF SERBIAN NAtIONAL IDENtItY .................................................. 447

viii CONtENtS

Presbyter Zeljko Djuric, PhDCOMPENDIUM OF CANONICAL SOURSES FOR BISHOPRIC OFFICE ............................................. 459Sneana Beri, gLOBALISM AS MODERN WORLD PARADIgM ...................................................................................... 487Branko V. JokiStAtUS OF SERBIAN CULtURAL HERItAgE IN KOSOVO AND MEtOHIJA 1999-2011. ............ 509Ljubica Njegomir ivi FOUNDAtIONS AS A WItNESS tHROUgH CENtURIES AND MEEtINg PLACE OF CULtURE AND MORAL ............................................................................. 535Miomir KoraSneana goluboviMODERN PRESENtAtION OF ANtIQUE SItES IN SERBIA ................................................................ 567Mr Jadranka BoiSOCIOLINgUIStIC AND ANtHROPOLOgICAL APPROACH tO LOAN-WORDS WItH SPECIAL EMPHASIS ON tHE tURKISH LOAN-WORDS IN SERBIAN LANgUAgE ......... 583Jelena ArnautovitHE CULtURAL POLICY OF RADIO BELgRADE IN SFRJ: tHE CASE OF JAZZ MUSIC ............. 633Nevena Janiijevi MatiFANtAStIC LItERAtURE IN EUROPE OF tHE XIX ND XX CENtURY ....................................... 649Jovan Janjic, RELIgIOUS CONDItIONS IN ROMAN EMPIRE BEFORE EDICt OF MILAN .................................. 667Dr Ljubinko RadenkovicSOUtH SLAVIC-RUSSIAN PARALLELS OF A FOLKLORE tEXt: YOUNg MEN-DEMONS ON PRELO.............................................................................................................. 699Mladen gvero, M.A.SERBIAN CYRILIC ON tHE OPEN WIND ...................................................................................................711Prof. Dr. Miloje M. RakoeviISOMORPHISM IN NAtURE AND CREAtIVItY ..................................................................................... 723

RESEARCHDragoljub R. ivojinoviHUNtINg AUStRO-HUNgARIAN FLEEt(1918-1919) ............................................................................ 737Stojan Obradovic, PhDMEtAPHYSICAL ASPECtS OF QUANtUM COSMOLOgY ................................................................... 753Prof. Slobodan BrankovicINtERNAtIONAL RECOgNItION OF INDEPENDENCE OF SERBIA At tHE BERLIN CONgRESS 1878. ................................................................................................................ 763Mio MiletiONtOLOgICAL gEOMEtRIES OF BRUNO AND PEtRONIJEVI ..................................................... 793Mr. Antun MileticYUgOSLAVIAN VOLKSDEUtSCHE IN WORLD WAR tWO NDH AND BACKA ........................ 803Bodin Vukadinovic, MPhilHUSSERLS CONCEPtION OF SUBJECtIVItY .........................................................................................815Prof. Nikola Cvetkovi, PhDtHE SPECIFIC POLYPHONY ON tHE ACt ................................................................................................ 853

, . IV (2012): . 1-14

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Aberdeengroup Inc./Human Capital Institute. (2005). Retaining talent: Reten-[1] tion and succession in the corporate workforce. Boston: Author.Ana Langovi-Milievi, Mihailo Rabrenovi: Priprema menadera za pregov-[2] aranje u globalnom okruenju. XVI BUDVANSKI PRAVNIKI DANI, Aktu-elna pitanja savremenog zakonodavstva, Zbornik radova sa savetovanje pravnika, 7-11. juna 2010. Budva strana 415-424 ISBN 978-86-7542-081-1 COBISS.SR-ID 252583687 StAMPA SAVEZ UDRUENJA PRAVNIKAAna Langovi-Milievi, tatjana Cvetkovski, Zlatko Langovi: StRAtEgY OF [3] HUMAN RESOURCES MANAgEMENt IN SMALL AND LARgE COMPANIES IN tHE gLOBAL ENVIRONMENt, 3 rd International Conference for Entrepre-neurship, Innovation and Regional Development ICEIRD 2010, 27 29 May 2010, Novi Sad, Serbia ISBN 978-86-7892-250-3 COBISS.SR-ID 252076295 pg 444-451Ana Langovi-Milievi, tatjana Cvetkovski, Zlatko Langovi: globalization [4] and Multiculturalisam Business Systems Development in Southern Banat, International Scientific Conference Strengthening the Competitiveness and Economy Bonding of Historical Banat - SCEBB Proceedings, 28-29 September 2011, Vrsac, Sebia, pg 157-164, ISBN 978-86-7747-443-0 Material editor: Regional Chamber of Commerce and Industry Pancev Ana Langovi-Milievi, tatjana Cvetkovski, Zlatko Langovi: transnaciona-[5] lni projektni tim i globalno okruenje, Symorg 2010 - Simpozijum Fakulteta organizacionih nauka, XII meunarodni simpozijum Fakulteta organizacionih nauka, 09-12. jun, ZlatiborAna Langovi-Milievi, Zlatko Langovi, Brankica Paun.: talent management [6] as a driving force of company development, 8th International scientific confer-ence: Forces Driving the Revival of the Companies and Economy, 3rd December, Megatrend University, Belgrade, 2010. Pg 507-515Ana Langovi Milievi, Cvetkovski tatjana, Langovi Zlatko: gLOBALIZA-[7] tION AND tHE NEED FOR tHE KNOWLEDgE CULtURAL DISCREP-ANCIES AND INFORMAtION tECHNOLOgIES, Serbia Facing the Chal-lenges of globalizations and Sustainable Development, Belgrade, 25, 2011. pg 153-158 ; ISBN 978-86-7747-445-4 COBISS.SR-ID 187614732 Ana Langovi Milievi, Cvetkovski tatjana, Langovi Zlatko: NEW tENDEN-[8] CIES - MULtICULtURALISM AND BUSINESS SYStEMS DEVELOPMENt, the Vth International Scientific Conference Innovative Development and Eco-nomic growth November 3, 2011, Moscow, Russia pg 430-437 ISBN 978-5-209-04209-9 UDK 658:001.895Cafolla, Liana Extreme talent: Management training at HSBC. China Staff. [9] FindArticles.com. 11 Sep, 2010. http://findarticles.com/p/articles/mi_qa5478/is_200610/ai_n21402099/

... 11

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Capabilities and Engagement of employees, which then in turn drive the impor-[10] tant outcomes such ascustomer satisfaction.Capital, Human Resource Planning, 29.1, April 2006.[11] Collison, J. (2005, June). 2005 future of the U.S. labor pool survey report. Alex-[12] andria, VA: Society for Human Resource Management.Corporate Leadership Council. (2003). High-impact succession management: [13] From succession planning to strategic executive talent management. Retrieved January 27, 2006, from www.executiveboard.comCustomer Lifetime Value to Strategic Marketing Decisions, Marketing Science [14] Institute Working Paper Series, No. 01-108.Cvetkovski t., Langovi Milievi, A, Cvetkovska Ocokolji, V: the Labor Mar-[15] ket in Serbia: Recruitment Opportunities for Foreign Companies, International Conference: global Logistic and Operations, global Business Management and Managing Financial Performance, 5. May 2010. Steyr, Austria. pp. 77-85. Erickson, tamara J. (2005) Engaging Both Heart and Mind: the Coming Crisis [16] of the ChangingFegley, S. (2006, January). 2006 talent management survey report. Alexandria, [17] VA: Society for Human Resource Management.Fegley, S. (2006, January). 2006 talent management survey report. Alexandria, [18] VA: Society for Human Resource Management.gale, Bradley t. (1994) Managing Customer Value: Creating Quality and Service [19] that Customers Can See, New York: the Free Press.Hofstede, g. & Hofstede, g.J. (2005) Cultures and Organizations. Software of [20] the Mind (2nd edn). New York: Mcgraw-Hill.Hofstede, g. & McCrae, R.R. (2004) Personality and culture revisited: linking [21] traits and dimensions of culture. Cross-Cultural Research, 38(1), pp. 5288.IBM Corporation. (2005). the capability with: the global human capital study [22] 2005. Retrieved January 12, 2006, from www.ibm.comLawler, III. E. E. (2005, Summer). From human resource management to organi-[23] zational effectiveness. Human Resource Management, 44, 2, 165-169.Leadership Excellence, Volume 22, No. 8, August 2005, p. 19.[24] Mia Jovanovi, Ana Langovi-Milievi, Nevena Karanovi: CULtURAL [25] FACtORS - MERgERAND ACQUISItION OF SMALL AND LARgE COM-PANIES IN tHE gLOBAL ENVIRONMENt, 3 rd International Conference for Entrepreneurship, Innovation and Regional Development ICEIRD 2010, 27 29 May 2010, Novi Sad, SerbiaMia Jovanovi, Ana Langovi-Milievi, Nevena Karanovi: CULtURAL [26] FACtORS - MERgERAND ACQUISItION OF SMALL AND LARgE COM-PANIES IN tHE gLOBAL ENVIRONMENt, 3 rd International Conference for Entrepreneurship, Innovation and Regional Development ICEIRD 2010, 27 29 May 2010, Novi Sad, Serbia pg. 346-353

. ; .

12

Morton, L. (2004, January). Integrated and integrative talent management: A [27] strategic HR framework. New York: the Conference Board.Morton, L. (2005). talent management value imperatives: Strategies for execu-[28] tion. New York: the Conference Board.Morton, L. (2005). talent management value imperatives: Strategies for execu-[29] tion. New York: the Conference Board.Pink, Daniel H. (2005). A Whole New Mind. New York: the Penguin group.[30] Rust, Roland t., Katherine N. Lemon and Valarie A. Zeithaml (2001). Driving [31] Customer Equity: LinkingSchiemann, William (2005), Measuring Return on Human Capital: Build the [32] Equity of Your People,Schiemann, William (2006), People Equity: A New Paradigm for Measuring [33] and Managing HumanSchiemann, William (2007). Measuring and Managing the ROI of Human [34] Capital, Cost Management,tatjana Cvetkovski , Ana Langovi-Milievi, Violeta Cvetkovska -Ocokolji: [35] HUMAN RESOURCES AND gLOBALIZAtION, 3 rd International Confe-rence for Entrepreneurship, Innovation and Regional Development ICEIRD 2010, 27 29 May 2010, Novi Sad, Serbia ISBN 978-86-7892-250-3 COBISS.SR-ID 252076295 pg 156-163the company and employees names have been disguised to protect confidentiality.[36] Upper Austria University of Applied Sciences and School of Management, Steyr[37] Hofstede, g. & Hofstede, g.J. (2005) Cultures and Organizations. Software of [38] the Mind(2nd edn). New York: Mcgraw-Hill.[39] Hofstede, g. & McCrae, R.R. (2004) Personality and culture revisited: linking [40] traits and dimensions of culture. Cross-Cultural Research, 38(1), pp. 5288.http://www.b92.net/biz/vesti/svet.php?yyyy=2009&mm=12&dd=22&nav_[41] id=399845

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... 13

Prof. Mia Jovanovi Boinov, PhDMegatrend University Belgrade

Prof. Ana Langovi Milievi, PhDGraduate School for Business Studies, Megatrend University Belgrade

MANAGING GLOBALIZATION AND CULTURAL DIFFERENCES

IN THE DEVELOPMENT OF BUSINESS SYSTEMS

Abstract Many theorists argue that the literature is becoming less and less relevant to the education of young managers. They find that those who are receiving the right information are those who work because the modern environment, in which we are now, is imposing a global business that changes the traditional approach to education that is, companies seek to expand their operations abroad, manage talent more strategic, and changing traditional bureaucratic structures, becoming intercultural business communication, virtual, horizontal.

The purpose of this study is to provide a brief overview of the forces that shape the environment, including changes that are manifested in management of business systems, but primarily in human resources management.

Key words: GloBalizaTion, ManaGeMenT, BUSineSS SySTeMS, hUMan reSoUrceS, edUcaTion

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. . , (NC), , . (-, 2004: 5) - - ime Wrner, news corporation, Viacom, he Wlt disney company Bertelsmann. - PolyGram, Seagram, Sony, General electric, le-comunications inc(ci), homson corporation(), Westinghouse, dow nes, Gannem, he new yrk imes, BBc, reuters, ceP communications(), ... - -. , , nws corporations, Wc ringier.

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30

Dragan NikodijeviFaculty of culture and Media, Megatrend University

GOVERNING MEDIASPHERE IN THE AGE OF CULTURE OF NEW CAPITALISM

Abstract: central demands of industrial age are characterized by its orientation towards production and consumption, with the marker as basic socio-economic relation that shapes its symbiosis. however, industrial society nowadays is not capable anymore to implement its basic objectives economic growth and material wealth with onetime results. Since industrial concept is worn-out, one process of change has been necessary set in motion. in pursuit for new resources and new technologies, and markets of course, developed societies are more and more removing from industrial concept in all its dimen-sions. challenges that man of the new age is facing are directly related to character of new ways of organizing and governing. in an effort to anticipate new circumstances, there is an impression that outlines of new order within governing and organizing model are most intensely foreseen exactly in media sphere.

Key words: indUSTrial PeriodS, PoST-indUSTrial ePoch; ManaGe-MenT; TradiTional orGanizaTion; Media conGloMeraTeS

, . IV (2012): . 31-68

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, - 1914. . 349. , 30- - .

II , 60- .

. . , ; .

38

, , 1946 - 1970. 8.925 ( : , . , - ), 1970. . 10.909 (, 1986). . 80- 90- , , , .

. 1989/90., - . . - . , . -, -, 90- XX . , , , , .

2003. . 61.582, 926.948 (UNCtAD, 2004), - , , , . 45.077 ( : , ), 14.192, 2.313. - , , , ( , know-how), - (), , , . - , . 50% . . 2/3 , (2002), , 1/3 , , .

. IV (2012): . 31-68

... 39

2.2.

- -, :

-; , , (). - . - ( , - ) , . - () - - , . - - , ; ( , , , , ); , - . , SDI ( , 2008); . 1990-2003. . 2.265 2.316 - , (1.885) (UNCtAD, 2004); ; ; - ;

. . , ; .

40

; , , ; ; ; ; .

- , .

, - , , , : , .

/ - : 1) , 2) , 3) , 4) 5) (, 1994).

(resource seeking) . -. , , , , - . , - , , . (market seeking) , . , , () ( , gDP, -). - - . , , . -

... 41

. IV (2012): . 1-68

, , . (efficiency seeking) , , . (strategic asset or capability seeking), - (Dunning, 1994). : , , - , - , .

, .

2.3.

, . -: , () , . , - . , , - , , .

. - . , , 90% .

. -

. . , ; .

42

. - . ( ) , .

. - , , - . , . , - . , , - .

(equity-based) :

- 1. greenfield , 2. .3.

Greenfield SDI . , - , , .

(mergers and aquisitions - M&a) -, () . -, . ( ) , - , . 1 USD 19872000. . :

. IV (2012): . 31-68

... 43

) , - , ) , , .

(joint ventures) .

60- 70- XX . (, , - -) , . (Oman, 1984; Vidas-Bubanja, 2000).

2.3.1.

, : , , : , .

- ; . :

, (greenfield operacija) ; (aquisition) ; (merger) -.

- .

- () (: ), ( ) - . , -

. . , ; .

44

( , 2008). . (- , ), . , - . , .

- . . . ( ).

2.3.2.

() - . 1990- . 1997. . 400 , . .

, . , , . . : -, . 1/3 . - - . , . , . : , , , , -, .

. IV (2012): . 31-68

... 45

1980- 1990- . , - , . , , , , (- ), , , , , -. - , , . , - . , , 1980- .

XX XX , , (-, 2006). , . 2007. 1.248 USD, 32,6% 2006. . 2007. 445 USD.

2007. 232.8 USD, 224 USD. , , . - , , 2007. 43% 2006. , , 316 USD 2005. 500 USD 2007. . SEE 86 USD (50%), 51 USD. 62% .

2008. 29% 2007., UNCtAD (UNCtAD, 2008), 10% .

. . , ; .

46

3.

. - . -, . - (Krugman, 2003).

, (, 1991). , , , - , , , . , , , , ( , 2006). , , , - .

, (, , , , , .) , , , - , , . . . , , , . . , , . 10% 1980. .

. , , , , , , , .

. IV (2012): . 31-68

... 47

XX , () (, 1991).

. , . , . , , , , , .

- - . - , - . - . - , - , - , . , .

, - . , , , ( ).

-, , -, , , - .

. . , ; .

48

. , , - . : , , ., - - , -, .

-. , , . - , . , , , , - ., . - . . - . , , , , . , , .

. , - . . , . - . - -. 4/5 , 4/5 , 1/2 .

, - . , - , .

. IV (2012): . 31-68

... 49

3.1.

, . 90% 80% . , 100 1990. ., : , 87% 100 (, 1991). UNCtAD-a, , , - , - , , . , , 90- XX . , - SDI . , . -, , . - , - .

, , . . , ( ), - ( , ); , - ; , , - , ; , - .

, . . - , - -

. . , ; .

50

, (, ) . , . : - ( -), ( ), ( ), .

, - . - , , , , ., . ( ).

3.2.

, , .

. , , , .

, , , - , . - (, , ), , , , , , . - , , - , , : - ,

. IV (2012): . 31-68

... 51

, , , , - , , , , , - . .

. , , , , , .

- , , , , . . - . , , , .., . , .

4.

, , , , - 100 - USd , 6 20% (, 2003). , , - ( ) - . (, 2003). .

. . , ; .

52

, , . . , . , , , -, . - , - (, 2006).

Fortune magazina, 10 , - USD 2010, :

(1) Wal-Mart Stores 408.914; (2) royal dutch Shell 285.129; (3) exxon Mobil 284.650; (4) BP 246.138; (5) Toyota Motor 204.106; (6) Japan Postholdings 202.196; (7) Sinopec 187.518; (8) State Grid 184.496; (9) aXa 175.257; (10) china national Petroleum 165.496;

, , , - . - , -. . , - . : , , - , , , , know-how .

. IV (2012): . 31-68

... 53

4.1.

- (UNCtAD, 1998), - (Index of Transnationality TNI) , () - (, ). UNCtAD 1990. , , . ( ) . - (, 1998). UncTad World investment report, . UNCtAD-a 100 ( ) , - . - 50 25 ( , 2008).

, , TNI, :

- ( / ), - ( / ). , (UNCtAD, 2002), - ( / ).

- . 1 100 1993-2006. .

. . , ; .

54

1. Tni 100 19932006.

1997., . , 10 - , , . , , . - tNI 1999. 52,3%, 2000. 56%. : . , 75%. . , . , tNI , - . 100 : , .

50 () 1993. . : (), , . , , (), , . (, -, , ), .

25 , - tNI, UNCtAD 1999. . (UNCtAD, 1999). (CEE), . -

. IV (2012): . 31-68

... 55

( 2000. .) , , . . 10 . - 1,5 .

(tNI) . .

, (2008), - (Network-spread Index NsI) (N) (N*), :

NSI = / x 100

NSI , , - - (, 1998). NSI , , - . 100 0.40. .

, - (NSI) (tNI). , , , .

, (tNI) (NSI), . -

. . , ; .

56

/ , , . -, . . , - . .

1: (nSi) (ii) 100

, ( )

, (Internationalization Index II). - , :

II = / x 100

tNI, - ( , 2008).

. IV (2012): . 31-68

... 57

1 , , 35 , 18%, 65%.

2 100 2002-2006. .

2: (ii) 100 , ( )

II - - .

4.2. ,

- , . , - , ( ). , -, . - .

. . , ; .

58

, , , . , , - . , - , .

/ , (Petrovi i Mitrovi, 2011). . , - : , , . , - , - ). , , . , -, . , , , . - - . . , , . , , - , (Wortmann, 1999). , , , . 100 UNCtAD , , gDP . , - , , - , . , . ,

. IV (2012): . 31-68

... 59

(Strange, 1998) , (Hirst and thompson, 1996). -, - . - . . , Sullivan (1996) . , gDP . - . , , , - . , - , - . (Hirst and thompson, 1996; Doremus et al., 1998) , , - . - . (Wortmann, 1999) , - , - .

4.3.

-, , , , , , - . - , , - .

-, . - (stand-alone strategy)

. . , ; .

60

. - . .

(simple integration) , - . , .

(complex integration) . , , - . . . , . , - , . - (, ) , ( , .). , , - .

5.

, . - , - . . . . , - . . - ,

. IV (2012): . 31-68

... 61

. , . -, new economy information Service (neiS), -. - , - (icc), , (WeF), . (, 2003). , - , , - . .

. , , . . , (, , ). -, , chiquita dole, , . , (, 1993). - , -, - .

, , , , . (Wlo), -, , - . - . - . - , , . -

. . , ; .

62

(. ) - ( - ) PEC-, . - . , , - (W) (tRIPS) - , .

, . , . , , , . , , , , , (UNCtC) 1993. . . , - UNCtAD-a , , .

- -. (, .), . , - .

, , -, , .

. IV (2012): . 31-68

... 63

6.

XX XXI . , - , - , : , , , -, -, . , , , -, , .

, , , , , , . , . XXI . ( 70.000, 770.000), , (), -, . , ( ) . ( ), , . , .

, ; -, , . - , .

, -

. . , ; .

64

, , . . (Sullivan, 1996), . , , - - . , , , - . , , . - , , - , .

, - , 100 , , , , . . - , , - .

. IV (2012): . 31-68

... 65

:

, . (1991). [4] , : ., . (2003). [5] , : ., . (2001). [6] , : .Doremus, P., Keller, W., Pauly, L.. and S. Reich (1998). [7] The Myth of the Global corporation, Princeton: Princeton University Press.Drakovi, V. i Jovovi, R. (2006). [8] Globalizacija u ekonomskom kontekstu, Mon-tenegrin Journal of Economics, br. 3, str. 75-88.Dunning, J. (1993). [9] Multinational enterprises and the Global economy, Workin-gham, England: Addison-Wesley Publishing Company Inc.Hirst, P. and thompson, g. (1996). [10] Globalization in Question. The international economy and the Possibilities of Governance, Cambridge: Polity Press.Kova, O. (1994). [11] Platni bilans i meunarodne finansije, Beograd: Centar za eko-nomske studije CES MECON , . (2002). [12] , : ., . (2003). [13] , : - , ., . (1994). [14] , , . (.), , , , . 453-462.Krugman, P. (2003). [15] The Great Unrevelng: losng our Way n the new cen-tury, New York: W.W. Norton & Company., . (1998). [16] , : . , (2006). [17] : , : -.Oman, C. (1984). [18] new Forms of international investment in developing coun-tries, Paris: OECD Development Center., . (1993). [19] , : ., . , . (2011). [20] , SYM-OP-IS 2011, , 4-7. 2011., . (1986). [21] , : .

. . , ; .

66

, . (2008). [22] , : .Strange, S. (1998). globaloney?, [23] review of the international Political economy, 5 (4) pp. 704-711. Sullivan, D. (1996). Measuring the Degree of Internationalization, A Reply, [24] Journal of international BusinessStudies[25] , 27 (1) pp. 179-192. - , . (2000). [26] , , . 7-8, .178-181.UNCtAD (1998, 1999, 2002, 2004, 2008). [27] World investment report, New York and geneva: UN.UNCtAD (2008). [28] World investment Prospects Survey 2008-2010, New York and geneva: UN. Wortmann, M (1999). globalisierung, gewerkschaften und Europische Betri-[29] ebstrte. Lehren aus der Havanna Charta von 1947/48., Kurswechsel, 1, pp. 68-78.

. IV (2012): . 31-68

... 67

Lidija Petrovi, PhD candidate, MA in organisational scienceseuropean center for Peace and development (ecPd), Belgrade

The United nations University for PeaceProf. Radovan Radovanovi, PhD

academy of criminalistic and Police Studies, Belgrade

TRANSNATIONAL COMPANIES AS THE GLOBALIZATION-BEARERS

AND A DYNAMIC FACTOR OF THE INTERNATIONAL ECONOMIC

DEVELOPMENTAbstract: in the light of the latest efforts of the world economy, better known as the

process of transnationalization, the analysis of transnational companies (Tncs) has been given in the paper; the huge global enterprizes doing business in several countries with their international activities represent the most important bearers of the foreign direct investments (Fdis) and global growth becoming much more than dominant partici-pants in internationl economic relations. The growing economic importance of Tncs, its spread, motives and way of doing business, are considered within the scope of the analysis of effects of international capital flows, as a determining factor of the process of economic globalization. in order for different aspects of the process of transnationalization of both countries in the world and Tncs to be comprehensibly analysed, the paper underlines the necessity of application of qualitative measures indices that are mutualy correlated providing deep understanding and complexity of such a process.

Key words: GloBalizaTion, TranSnaTional coMPanieS, indeX oF TranSnaTionaliTy, neTWorK-SPread indeX, inTernaTionalizaTion indeX

, . IV (2012): . 69-94

. ,

1

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1 , .

.

70

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. , . , movere, ; motivus, . , , , , , (). , -. , -, , , , , . , , (. ). , .

-, . , , .

: ex-cathedra , , , . ,

. IV (2012): . 69-94

71

, , ( ) . , , , , , . -, , - (25-302 ), , - , , , .

, -, , , , .

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4 . : , , . ... 5 : -, , , , . , . , , , , 2 : http://www.mpn.gov.rs/userfiles/dokumenti/visoko/ECtS.pdf, 29.09.20113 , 2005:374 (FioreE., Orezzoli,M. 1994: 103) Mguez, 2005:75 Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 116

.

72

, . - , , , (-, , , , .) .

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, , - . , , , - . , ,

. IV (2012): . 69-94

73

, -. , . , - : - . 6, . 37,8% 45% 7.

:

, , , , , , . , , , , .

. , , , , . - , , , . , : , . , , , ( )..

, , , , , -. : 6 (McKenzie&Schweitzer, 2001) Levy, S. 2008: 147 http://www.studentskisvet.com/info/20080713/kuda-ide-srpsko-visoko-

obrazovanje-visina-skolarina-dostupnost-skolstv. 25.09.2011.

.

74

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, , , . - : , ; , ' .; , : , -, , , , - , , . , - , , , , , , , .

- . , - . (, ) , - , . 8 . - , -- () , , ---9 , 15-20 .108 ,

. 9 Suzi, 2005:39710 ibidem:39

. IV (2012): . 69-94

75

, x-cathedra , , , , , , - , , , 11. , 12, - 13 - . , , 14, -, .15 , 16, .

, - -, .17 , , - , , , , . - - , - - , ( / ).18. - (r = 0,58).19 - , , , - .20 self 11 Suzi, 2005:14912 (BurnsandLash, 1986) Suzi, 2005:19113 (Doyle, 1992) Suzi, 2005:19114 Bergstrm, 2010: 4415 Suzi, 2005:19216 torre, S. 200417 (Levine&Cureton, 1998) Levy, 2008: 1718 (Brophy, 1983; Nicholls, 1989) Suzi, 2005:62819 Suzi, 2002: 1320 Martin . 2003: 618

.

76

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E (AndrewJ. Martin) , - , .25 , , - .26 , , .

- . , - , ( - ): 21 AmritaD., MeenakshiA. 2009: 522 Martin, 1998: 31023 ,

, .

24 Martin, 1998: 32725 Martin, Marsh, andDebus, 2001:126 Suzi, 2002:13

. IV (2012): . 69-94

77

.27 , , , , -., - , , -. , , , , -, , .28 29 .

, . , , -. , , , . . - -. "", - : , , -, , -, .30 -, , .31

, - , , , , - . -, , : :

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.

78

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35 lvarez, B. .,. Mieres C. g , Rodrguez N. g., 2007:236 , 2011:219

79

. IV (2012): . 1-94

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c , , , . , 2011: 201-202

41 http://www.docstoc.com/docs/9629712/Overflowing-BrainKlingberg, torkel. 2009: 168

42 Suzi, 2005:17043 Ibidem:171

. IV (2012): . 69-94

81

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47 : , , , - -48. . , - - , , .49 - 50, , , - , . , ( ), , , .51

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.

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()

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, , , , (reinforcement), 55 56 , .57

52 (Huertas, 1997) Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 11753 , 2009: 6454 (Schraw, Horn, thorndike-Christ, &Bruning, 1995) Levy, 2008: 1655 2011: 19856 tapia 2005:211 57 2001:198

. IV (2012): . 69-94

83

, , . , , - , 58- .

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84

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- , , , , 64 . , 61 , 2011:20062 Stipek,1988: 43 63 , 2011:20164 (Lepper, 1988) Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 108

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85

-, . .65

.66 -67 ( )68 , - , . , 69 - , . , , . , , - : - , : , - 70 , , , . - . , - -. . , ( ), ( / ).

65 (Kohn, 1993). Levy, 2008: 566 Stipek,1988: 7367 tapia 2005:212 68 Mguez, 2005:4469 25-30 70 tapia 2005:221

.

86

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, , , - , , . ( ) . , .73 . , -71 , 2009: 30272 tapia 2005:22173 Ibidem:216

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87

.74 , .75, ( ...) - . , , , . - , . , , , , . - , , , .76

-, , 77, , 78. (tapia, 2005) : , , - , , ; , .79 , .80 , -, , . 81

, , , , , 74 Ibidem:21775 Ibidem:22076 , 2009:11377 tapia 2005:21178 Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 108; (Lumsden, 1994) Levy, 2008: 579 tapia 2005:23080 Ibidem:23081 Hernndez 2005:8

.

88

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- , 83. , , 84. (Ausubel) 82 tapia 2005:23383 (PardoyAlonsotapia, 1990) tapia 2005:21284 tapia 2005:214

. IV (2012): . 69-94

89

. , 85. , - , , . . - .86

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.

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,96, , , , . , , , , - , , . , , -, ,

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, , , , . , - .

, , , , - (., , , , ). , , , . , , , - 97, . - .98 , 99, , , - .100, -, , - .

, -. (ErihFromm) , , , , ,, , , , . , , , .

97 (Pintrichygarca, 1993) Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 10998 (Biggs,1989, gonzlez, Pieiro, Rodriguez, Surez& V alle, 1998; Martnez & galn, 2000;

Valle, gonzlez,gmez, V ieiro, Cuevas & gonzlez, 1997) Rojas 2008: 1899 (Pintrichygarca, 1993) Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 109100 Rinaudo, M.C. Chiecher, A., Donolo,D. 2003: 114

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. IV (2012): . 69-94

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Rojas, H. L. (2008) [17] aprendizaje autorregulado, motivaciny rendimiento acadmico,Liberabit14(14) .15-20 Ruthven, K.(2007)[18] Teachers, Technologies and the Structures of SchoolingCERME5-the 5th Congress of ERME, the European Society for Research in Mathematics Education. 18. 09. 2011 URL: http://ermeweb.free.fr/CERME%205/Plenaries/Plenary3.pdfStipek, D. J.(1988) [19] Motivation to learn: From Theory to Practice.Englewood Cli-ffs, New Jersey: Prentice HallSuzi, N. (2002). [20] efikasnostinteraktivnoguenjaunastavi: eksperimentalnapro-vjera. Obrazovnatehnologija, br. 2,str. 13-45 Suzi, N. (2005)[21] PedagogijazaXXivijek, BanjaLuka: tt-Centartapia, J. A.(2005)[22] Motivacin para el aprendizaje: la perspectiva de los alumnosLa orientacin escolar en centros educativos.( . 209-242). Madrid: MEC.torre, S. (2004). [23] aprender de los errores. el tratamiento didctico de los errores comoestrategias innovadoras. Editorial Magisterio del Ro de La Plata: Bueno Aires 13.07.2008. Kuda ide srpsko visoko obrazovanje?.[24] 25.09.2011.http://www.studentskisvet.com/info/20080713/kuda-ide-srpsko-visoko-[25] obrazovanje-visina-skolarina-dostupnost-skolstv

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Doc. dr Tatjana MilivojeviFaculty of culture and Media, Megatrend University

MOTIVATIONAL DIMENSIONS OF COMMUNICATION WITH STUDENTSAbstract: The aim of this paper is to present the motivational aspects of educational

communication, which are increasingly coming into focus due to the enrichment and improvement of teachers' role and promotion of intensive interaction and collaboration with students. one of the big problems putting a great strain on education is the quite widespread lack of student motivation. With the expansion of student population this phenomenon is getting more and more noticeable. one of the reasons of growing demotivation is the predominance of extrinsic over intrinsic factors of motivation. Solutions can be found in the improvement of educationnal communication.

Keywords: CoMMUNICATIoN, edUcaTion, MoTiVaTion, inTrinSic, eXTrinSic

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William gibson, (1984), [1] newromancer, New York, Ace Books.Ellis, S. R. ed, (1991),[2] Pictorial communication in Virtual and real environments, New York, taylor and Francis.Leonard Shilain, (1991), [3] art and Physics: Parallel Visions in Space, Time and light, New York, Morrow Williams and comp.Howard Rheingold, (1991), [4] Virtual reality, New York.Sandra Morris, (1992) [5] Multimedia applications Using dVi Technology.H. Rheingold, (1992) [6] Virtual reality, exploring the Brave new technologies, New York, Simon & Schuster. .Michael Benedict, (1992),[7] cyberspace. First Steps, Cambridge, MA, the MIt Press.Linda Jakobson, (1993), [8] Garage Virtuel reality, the affordable Way to explore Virtual Worlds, Samms, Prentice Hall Coppleton Books.Michilo S. Cline,[9] (2005), Power, Madness and immortality-The Future of Vr n Pimentel, Kevin teixeira, (1995), [10] Virtual reality, Through new looking Glass,Intel. MCgraw Hill, New York. [11] Philip Zai (1998),[12] Get real-a Philosophical adventure in Vr, New York and Oxford.Jay David Burstin, Richard grusin (2000), [13] remediation/Understanding new Media, the MIt Press, Cambridge Mass, London. David Hilmes, (2005), [14] communication Theory . Media, Technology and Society, London.

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Prof. Jasna Janiijevi, PhDFaculty of Philology, University of Belgrade

COMMUNICATION AND VIRTUAL REALITY SUMMARY

summary: Virtual reality is a new technology at the end of the XX century. it enables the user to enter the 3d simulated world through the computer. The main features of Vr are inclusion, immersion in the environment. namely, the participants are placed within the information. although it relays on the multimedia Vr differs greatly from it since it creates something new, while multimedia combines together the already existing media forms in the computer. on the other hand, virtual art is at the same time technology, media and concept - the ability to control a gap between the viewer of art and the object of art. it points to the new kind of consciousness by making the viewer also the participant inside the work of art.

KEY WORDS: VirTUal realiTy, VirTUal arT, MUlTiMedia, hyPerMedia, cyBerSPace, concePTUal arT

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Aleksandra Bokan, MA in Communication Sci.Faculty of culture and Media, Belgrade

THE MAN TODAY: FREE AND ON HIS OWN

OR ETERNALLY BOUNDED AND SOMEONE ELSE'S?

ABsTrACT: i live in a very small house, but my windows look out on a

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Br. 4 (2012)