Fellanze Pula

This study aims to analyze the effect of marketing strategies on creating competitive advantage through strategies such as customized products strategy, pricing strategy, distribution strategy, promotion strategy, and innovation orientation strategy. The study was carried out on the basis of primary data, where part of the quantitative research were 15 categorized dairies, with low capacity (300-3,000 liters per day), with medium capacity (5,000-100,000 liters per day), and with high capacity (over 100,000 liters per day). From these dairies, 150 workers in leadership positions were surveyed, from which the marketing strategy with the greatest impact on creating competitive advantages was identified. Questionnaires were physically distributed and data were processed through Statistical Package for Social Sciences, version 26. Based on the multiple regression analysis, it was found that there is a statistically significant correlation that marketing strategies affect the creation of competitive advantage based on the value of R-square = 0.787, where customized products strategy, price strategy, and distribution strategy were found as important strategies. While innovation strategy and promotion strategy left the model due to the increased value of significance p > 0.05. Through this study, the dairy industry receives feedback on the type of strategy that should be used to create a competitive advantage, more so in the specific case where imports are very high and competition is very fierce.

Considering the intensification of feminization in the labor market and the fact that the behavior of a woman and a man differ significantly in terms of content and factors that shape it, recent studies show that women play an increasingly important role in business management. This study aims to analyze women’s role in effective business management through a comparative analysis. This analysis is based on five components of effective business management: human resource management, business operations, strategic management, financial management, and marketing management. Fifty women and fifty men from Kosovo who manage businesses took part in the survey. Based on the results of the study, mainly the t-tests, there is a statistically significant difference between women and men in business management, where women were found to perceive the components of business management more successfully than men. Women demonstrate better results in human resources management, business operations, strategic management, financial management, and marketing management. Therefore, more women should be placed in leadership structures of different departments, depending on their specialization.