Mirna Leko-Šimić

Mirna Leko-Šimić
University of Osijek | UNIOS · Faculty of Economics

Professor

About

102
Publications
162,324
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223
Citations
Citations since 2017
42 Research Items
176 Citations
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Introduction
Mirna Leko-Šimić currently works at the Faculty of Economics, University of Osijek. Mirna does research in Entrepreneurial Economics, Marketing and Business Economics.
Additional affiliations
December 1986 - present
University of Osijek
Position
  • Professor
Description
  • International Marketing, International Business, Nonprofit Marketing, Food Marketing
Education
June 2016 - July 2020
British Council
Field of study
  • Academic Teaching Excellence, English as the Medium of Instruction
January 1993 - July 1995
Faculty of Economcs Osijek, Croatia
Field of study
  • Marketing
September 1991 - December 1992
Institute of Social Studies
Field of study
  • Development studies

Publications

Publications (102)
Article
Full-text available
In addition to teaching and research, the “third mission” has become one of the major societal challenges faced by higher education institutions worldwide. This is related to the university’s efforts to contribute to the economic and social development of the community in which they operate. One of the major concepts focused on this issue is univer...
Conference Paper
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Entrepreneurship is a global phenomenon developing all around the world. However, different countries differ in characteristics of entrepreneurship development: level and intensity of entrepreneurial activities, entrepreneurial behavior, women participation in entrepreneurial activities, and many others. Several studies have indicated that these di...
Presentation
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This study aims to contribute to broadening theoretical and managerial knowledge and identify the specific challenges that public and private HEIs are facing in transitional economies as well as to identify key factors for HEIs development strategies and policies to attract and retain students as satisfied customers.
Presentation
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Entrepreneurship is a global phenomenon developing all around the world. However, different countries differ in characteristics of entrepreneurship development: level and intensity of entrepreneurial activities, entrepreneurial behavior, women participation in entrepreneurial activities, and many others. Several studies have indicated that these di...
Presentation
Full-text available
Assuming that return migration decision-making is a multi-faced and multidimensional process, this paper examines the migration behaviors of young migrants to find out what the main determinants of their return intentions are. It utilizes the data obtained by surveying Croatian migrants in 2018 and proposes an ordered logit regression model for the...
Article
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The aim of this paper is to get insight into the university social responsibility (USR) context in Croatia and identify its components and implementation. The study uses content analysis in analysis of universities’ websites and its contents related to social responsibility. The analysis relies on ISO 26000 norm and analyzes seven components of soc...
Conference Paper
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Having been living with COVID-19 pandemic for over two years many issues regarding it have been open for scientific interest, not only in the area of health and medicine but also of different social, economic, cultural and other issues. One of the major areas studied is the prosocial behavior of citizens, i.e. adherence to prescribed measures, as a...
Article
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Purpose: The purpose of this research is to analyze the changes in Croatian Generation Z buying behavior due to the COVID-19 pandemic. As a result of the pandemic, all governments have imposed different measures that directly and indirectly impact consumer behavior. Recent studies have mostly recorded a dynamic increase in online shopping, stockpil...
Article
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Promjene u ponašanju potrošača najčešće su rezultat pozitivnih ili negativnih eksternalija. Na bilo kojoj razini društva svi su suglasni da je pandemija Covid-19 danas najznačajnija negativna eksternalija globalnog karaktera. U cilju obuzdavanja i kontrole širenja pandemije mnoge države donijele su niz, uglavnom, restriktivnih mjera koje direktno i...
Article
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Due to the transition process in Croatia that started about three decades ago, higher education institutions (HEIs) are forced to intensively involve themselves in market competition and become market and entrepreneurial oriented in order to keep up with new trends in higher education. The branding process in HEIs has become one of the major activi...
Article
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Introduction: Volunteering in the modern world is one of the basic resources for solving society’s problems, an activity that helps students in different countries to build personal and professional competencies. The limited research that makes it possible to analyse the cross-cultural elements of student volunteering has led to a scientific intere...
Article
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Abstract. Introduction. Volunteering in the modern world is one of the basic resources for solving society’s problems, an activity that helps students in different countries to build personal and professional competencies. The limited research that makes it possible to analyse the cross-cultural elements of student volunteering has led to a scien...
Article
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Marketing segmentation is one of the key strategic elements in marketing planning that helps identifying key consumer groups and their characteristics and enables the adaptation of marketing strategies to different target consumers. The aim of this paper is paper aims to segment classic theatre audiences based on their attendance frequency and iden...
Conference Paper
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The main purpose of this study was to understand behavioral drinking patterns in accordance with positive alcohol outcome expectations. The data were collected on a sample of students from Bosnia and Herzegovina. Several regression models were used to observe alcohol consumption continuum in interaction with binge drinking. Results have shown the e...
Conference Paper
Full-text available
The main purpose of this study was to understand behavioral drinking patterns in accordance with positive alcohol outcome expectations. The data were collected on a sample of students from Bosnia and Herzegovina. Several regression models were used to observe alcohol consumption continuum in interaction with binge drinking. Results have shown the e...
Conference Paper
Full-text available
Only recently we witness the increasing implementation of social responsibility concept in non-business areas, including universities. This is closely related to the introduction of Triple helix model and increasing focus on university "third mission"-university active engagement in development of local/regional/national community. The aim of this...
Presentation
Full-text available
Paper presented at 19. IAPNM conference (online).
Chapter
This is a case study on SME internationalization. It is about Croatian mid-sized medical shoes producer who is investigating opportunities to enter Finnish market.
Chapter
This is a case study on Croatian medium sized company facing logistic issues when entering Belgian market.
Article
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Many cultural institutions are experiencing challenges to implement different types of market-oriented behaviour in order to ensure their existence. Classic theatres are faced with many challenges related to their audience. One of the challenges is related to traditional audience that is declining and ageing. The aim of this research was to identif...
Article
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Technology development has enabled companies of all kinds, industries, and sizes to actively participate in international business. Information and communications technology (ICT), and especially e-business tools, are important for the international activities of companies. ICT empowers the company's potential to contribute significantly to econo...
Conference Paper
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In the past few decades business higher education in Croatia is marked with increasing competition that is visible through several facts: increased number of institutions, both private and public, increasing government preference and support to STEM areas of studies relative to social sciences and negative demographic trends. Because of that, HEI n...
Conference Paper
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EXTENDED ABSTRACT BACKGROUND: Classic theatre is a social, situational and experiential phenomenon rather than a fixed or tangible product (Walmasley, 2011) and therefore needs a special marketing approach toward customers. Marketing experts agree that market segmentation is one of the key strategic elements in marketing planning (Colbert, 1994, Ko...
Article
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THE AIMS OF PAPERThe aim of this paper was to identify key elements that create satisfaction of classic theatre audiences with respect to age (young (<35) vs. senior (35+) and theatre visiting frequency. It was measured as discrepan-cies between the level of theatre attendants’ expectations from certain dimensions of theatre service and their exper...
Conference Paper
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The aim of this paper is gain more insights into dimensions used by business students’ evaluation of education service quality in public and private higher education institutions and compare different education service quality components perceived by students as the major stakeholders of higher education. The research was conducted at two higher ed...
Presentation
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Presentation for workshop on Local food and short supply chains as new marketing trends, for small food producers in Slavonija & Baranja.
Article
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Social marketing as a discipline that promotes products, services and ideas for voluntary behaviour change can be implemented in solving alcohol abuse problems. The WHO report (2014) on global alcohol abuse positioned Croatia on a high fourth place with an average of 15.1 litres of annual alcohol consumption per capita. To develop efficient marketi...
Article
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The long term trend of classic theatre market performance worldwide shows the aging of its loyal customers. The aim of this paper is to analyse the characteristics, opinions and attitudes of young population (18-35) in Croatia toward classic theatre. Their perception of classic theatre as a mean of culture needs satisfaction and the level of their...
Conference Paper
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Quality and performance of academic library in medium and long term depends on the higher education institution it belongsto, limitations of government as its major source of financing as well as on general development and social trends related to the activities and goals set in the process of library foundation. Academic libraries are constantly c...
Article
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Active participation in different aspects of social and economic development in contemporary society should not only be a matter of one's own choice, but a duty and responsibility of all stakeholders and members of the society. However, young people, as important actors in community development, often do not understand their responsibilities and th...
Conference Paper
The aim of this paper is to analyze existing research on food and tourism, with particular focus on food souvenirs and their potential to help developing Croatian tourism product. Existing research on food as a part of tourism product suggests that food is a significant tourist attraction. To our opinion developing food/gastro tourism can help avoi...
Article
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Students' career preferences are an important issue to various stakeholders: to university administration, career counselors, higher education policy makers as well as to human resource managers in companies. Students, whose career preferences and goals are fulfilled, are better and more highly motivated employees. By a questionnaire survey carried...
Article
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Classic theatres worldwide are faced with the trend of aging of loyal audiences and general decrease of the audience size. It indicates that attracting young audiences to classic theatre is the key issue of its existence. Since the quality of communication is one of the major elements of marketing e ciency, the aim of this research is to identify C...
Presentation
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Presentation of some research results from the project on Croatian students alcohol consumption patterns, motivations and behavior. The question is:what social marketing strategies and activities can be implemented to promote responsible drinking behavior.
Presentation
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Analysis of positive and negative marketing activities and the alcohol related behavior of students in Osijek, Croatia. Identification of responsible and irresponsible alcohol related behavior among students.
Article
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Tourism in is one of the most efficient and competitive industries in Croatia. According to the Croatian National Bank (2015), with an income of 7.4 billion Euros in 2014, it contributes 17.2% to the national GDP. From the marketing point of view, it is one of the most crucial images of Croatia internationally. However, for decades tourism in Croat...
Conference Paper
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Food and tourism are closely related. As a component of tourism product, food plays a dual role - on one hand it is an unavoidable part of each and every tourist travel since the need for food is a basic, daily and unpostponable one, and, on the other hand it can be presented as the major tourist attraction and experience for certain, steadily grow...
Conference Paper
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Cilj ovog rada jest razmotriti obrazovanje za osobni marketing u funkciji stvaranja dodatne vrijednosti obrazovne usluge, u širem smislu, koja je izravni čimbenik društvenog razvoja. Visokoškolske obrazovne ustanove imaju zadaću prenositi specijalistička znanja te obučiti mlade ljude za izlazak na tržište rada s visokom stručnom spremom. Ulazak Hrv...
Conference Paper
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One of the major problems of classic theatre worldwide is the aging of its loyal customers, meaning that young audiences are showing decreasing interest for theatre visit and are even less ready to be loyal theatre customers (in terms of theatre, meaning regular subscriber). The aim of this paper is to make in-depth analysis of existing and potenti...
Article
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Throughout 5,000 years of human literacy, the alphabet system has developed from pictograms and ideograms to the contemporary system of Latin letters. The simplification of primary pictograms and their transformation to ideograms followed the major goal of written communication – to transmit thoughts and ideas. Besides, written communication has en...
Article
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In the conditions of modern business, all business systems, therefore also in the field of construction,need to find new solutions on a daily basis in order to maintain and increase their competitiveness on the market. It is possible to achieve competitiveness primarily by performing non-standard procedures, such as projects. Having in mind that th...
Article
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Rast i razvoj svakog poslovnog sustava ovisi o učinkovito i uspješno izvedenim projektima. S obzirom da je broj projekata u svijetu u konstantnom porastu, od ključne je važnosti razvijati projektne sposobnosti kod pojedinaca koji sudjeluju u bilo kojoj od faza projekata. U Republici Hrvatskoj broj institucija koje nude programe obrazovanja s područ...
Presentation
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A comparison of innovativenss indicators between Croatia and Germany
Presentation
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Oveview of innovativeness theory and Croatian practice
Conference Paper
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In developed countries higher education has a significant role in economic and social development. Nowadays, in Croatia it is harder than ever to predict which skills will be needed in the next ten years. Education service quality is becoming increasingly important for those who are directly or indirectly involved or use services of higher educatio...
Conference Paper
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In developed countries higher education has a significant role in economic and social development. Nowadays, in Croatia it is harder than ever to predict which skills will be needed in the next ten years. Education service quality is becoming increasingly important for those who are directly or indirectly involved or use services of higher educatio...
Article
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Palliative care is meant to provide the highest possible quality of life to terminally ill people. The importance of palliative care is globally growing due to long term demographic, economic, social and technology trends. There is, however an increasing gap between available service and identified needs in many countries, including Croatia. Pallia...
Article
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The research of 60 companies in Croatian food industry has indicated the insufficient marketing orientation of the industry neither in terms of marketing philosophy of the companies, nor in terms of marketing behavior. Although marketing resources are generally recognized, inadequate marketing knowledge and existence and role of marketing departmen...
Conference Paper
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The global understanding of the cultural identity and the acceptance of local experiences, offer the sense of belonging, unity and nationality. Due to the community's subjectivity the process of globalization does not affect the homogenization of the cultures. The mankind is in a permanent search for its cultural origin. The trans-modern travelers...
Chapter
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This case study analyses the marketing activities conducted by the German minority association in Croatia in order to overcome the problems identified by the association leadership. In order to understand the situation, the whole environment of the nonprofit sector and position of national minorities in Croatia have been analysed. Most of the probl...
Conference Paper
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Innovativeness in contemporary research is closely related to competitiveness. Numerous researches indicate that development of innovative capacity both directly and indirectly impacts business performance, financial results and general competitiveness of the company. Different factors can impact the level and scope of innovativeness and they can b...
Conference Paper
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U suvremenom ekonomskom kontekstu obrazovanje se shvaća kao kontinuirani proces stvaranja i dodavanja vrijednosti čovjeku kao najznačajnijem poslovnom resursu. Ta vrijednost se stvara kroz različite oblike formalnog, neformalnog i informalnog obrazovanja. U konceptu društvenog razvoja utemeljenog na znanju visoko obrazovanje ima sve značajniju ulog...
Article
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The aim of this paper is to determine the relationship between students’ expectations at time of enrollment at higher education institution and their perception of different aspects of educational service quality received. Three Business Schools (Osijek, Croatia - EFO, Ljubljana, Slovenia – FELU and Szeged, Hungary - GTK) took part in this research...
Conference Paper
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The purpose of this paper is to define basic characteristics of rural tourism image in Osijek-Baranya county (Croatia) from the point of view of its inhabitants. These findings can serve an a marketing tool for improvement of the existing image, service quality and better positioning of the product. The research included sample of 163 respondents a...
Conference Paper
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The major goal of this paper is to analyze the influence and models of local and regional government support to the nonprofit sector in Croatia. The nonprofit sector is relatively developed in Croatia. There were almost 57 000 nonprofit organizations registered in 2009, but only 36% of them are active. Most of them are in other services group (54....
Conference Paper
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The main objective of this research was to investigate the perceptions and attitudes of Croatian employees towards CSR, since this is a rarely investigated relationship in Croatia. Preliminary research results show that Croatian employees perceive CSR as moral and ethical business practices and obedience of law and regulations. They consider themse...
Conference Paper
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Contemporary concept of corporate social responsibility (CSR) tends to create an image of a company as responsive to the society and represent its active commitment to minimizing or eliminating any harmful effects and maximizing its long term beneficial impact on society. The aim of this paper is to analyze CSR concept in Croatia from different sta...
Article
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Already in 1995 food production and tourism have been proclaimed a major strategic economic actitivites that are to ensure economic development of the newly independent Republic of Croatia. Ever since than, food production in Croatia is facing some serious challenges with natural resources, human resources and technology as major input fators of fo...
Conference Paper
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The role and impact of marketing environment in any company is growing for two reasons: first, the dynamics of changes in the environment has incresead, and second, there is a growing number of different types of changes in the environment.The aim of this paper is to assess if the exisiting perception of marketing environment in Croatian food indus...
Article
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The purpose of this article is to provide a wine market segmentation methodology as a meaningful tool for wine marketing strategy creation in Croatia. Based on recently published research of wine consumers in comparable countries, specific marketing features of wine as a product and research on wine market characteristics in continental Croatia, th...
Article
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Corporate social responsibility (CSR) can take various forms. Its emphasis can be on consumers, environment and/ or employees. The major goal of CSR activities, whoever they are aimed at, is to create an image of a company as responsive to the society and based on that, build the competitive advantage. Research of consumers with respect to CSR has...
Conference Paper
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Due to institutional and market changes in the area of higher education in transitional economies in Central and Eastern Europe, universities are faced with increasing demands on education service quality, which requires a higher degree of marketing concept implementation. The aim of this paper is to determine the relationship between students’ mo...
Presentation
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The presentation was made for small entrepreneurs in rural tourism. The role of marketing in developing rural tourism project is explained.
Presentation
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In the last few decades, in Croatia and other countries, corporate social responsibility has been acquiring new dimension. Companies follow the impact of their activities on customers, suppliers, employees, shareholders, and other stakeholders, as well as the environment. They have recognized how to use corporate social responsibility in their mark...
Article
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In Croatia and other countries in transition, dramatic changes in the area of higher education are mainly due to market (economic transition) and institutional changes (Bologna process implementation). One of the solutions to fight the market changes and challenges for institutions of higher education is the implementation of marketing concept in o...
Presentation
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The goal of this paper is to provide analysis of marketing efforts in Croatian secondary education system on macro level and on micro level a case study of vocational school Ivan Domac in Vinkovci, Croatia marketing efforts was presented.
Conference Paper
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Tradicionalna uloga znanja i obrazovanja u suvremenom društvu danas je znatno proširena i uvjetovana je sve većim iščekivanjima u smislu njena utjecaja na intelektualni, kulturni, socijalni i tehnološki razvoj društvene zajednice. Na tržištu znanja kao i na tržištu rada događaju se značajne kvantitativne i kvalitativne promjene. Stoga se pred visok...
Article
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Entrepreneurial activity has long been acknowledged as a contributing factor to the economic vitality of a nation or a region (e.g. Schumpeter, 1934; Kent, 1982). It is linked with individuals, new ventures, risk-taking and innovation (Jennings and Lumpkin, 1989; Lumpkin and Dess, 1996). According to Balabanis and Katsikea (2003), entrepreneurial p...
Conference Paper
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Agrotourism, which is based on natural resources, is often promoted as the most sustainable way of rural community development nowadays. The evidence shows a significant demand growth for this kind of tourism in the developed world, but also in Croatia. Agrotourism in Croatia might be significant for the continental part of the country which is not...
Article
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Export performance is today one of the most widely used measures of a company’s success, due to the globalization and market liberalization processes. The rather bad export performance of Croatian exporters can be explained by a number of factors, one of which is assumed to be the low level of risk taking propensity, which is one of the three major...
Conference Paper
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Considering the already exisxting both conventional and GM multinational seed producers' market presence in Croatia, this paper is researching the knowledge, opinion and attitudes toward GM crops of agricultural producers in Osijek-Baranja County. The results have shown a high level of respondents' persistence: those who are not willing to produce...
Conference Paper
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Cilj radaje identificirati i istražiti direktne i/ili indirektne utjecaje koje definirani aspekti okruženja mogu imati na potražnju za GM hranom u RH.U radu je identificiran snažan skepticizam javnosti i državnih institucija vezano uz GMO problematiku.Potražnja za hranom u velikoj mjeri determinirana cijenom, brigom o zdravlju i raspoloživosti info...
Conference Paper
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U današnjim uvjetima globalizacije i liberalizacije tržišta, širenje poslovanja poduzeća na međunarodno tržište, posebice u malim gospodarstvima, ključni je element ne samo razvoja nego i opstanka nacionalnog gospodarstva. Autarkični gospodarski sustav, okrenut samo sebi, danas nema šanse opstati. Izvoz kao gospodarska djelatnost predstavlja jedan...
Conference Paper
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The rather bad export performance of Croatian exporters can be explained by a number of factors, and one of them surely is the low level of risk taking propensity which is one of the three major dimensions of entreprenurial behaviour. The aim of this paper is to define factors that determine level of risk taking propensity in Croatian exporting com...
Conference Paper
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Household waste management is becoming a significant problem of environment protection and consequently sustainable development in many countries. Although Croatia is still behind developed countries of EU (yearly amount of household waste in Croatia is about 270 kg per inhabitant, while in EU it is 560 kg), the problem is becoming more and more ev...
Conference Paper
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The relationship between innovativeness which is usually used as an indicator of level of non-price competitiveness and export performance attracts a significant scientific attention. Most of the theoretical evidence on defining innovativeness is based upon company characteristics: size, age and business activity type. Our research shows that none...
Conference Paper
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Market orientation is defined as implementation of marketing concept in a company. Many companies that fail in international markets lack market orientation. The aim of this research is to determine the market orientation level of Croatian exporters, recognize the crucial factors that influence market orientation and on the other hand, to explore h...
Article
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Tržište poslovne potrošnje ili industrijsko tržište danas predstavlja izuzetno značajan element u gospodarstvu razvijenih zemalja. Zbog svojih specifičnosti vrlo je zanimljivo i izazovno područje za marketere. Naime, broj, veličina i lokacija kupaca, dogoročne, često i osobne veze između poslovnih partnera, priroda potrošnje industrijskih proizvoda...
Conference Paper
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Tourism, alongside with food production has been identified as a strategic development issue and was given a high development priority in Croatian economy in the past few decades. More then 80% of tourists in Croatia are foreign and tourism is heavily dependent on international market trends. These trends have changed in general during the past dec...
Conference Paper
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Globalization has largely influenced processes of transition in CEE countries, but also a vice veras. In fact, it is a vicious circle of influence. Globalization, on one hand, can be defined by its dominant processes of integration and regionalization. The critical need for management of chaotic environment and human society requires integration of...
Article
Due to characteristics of global economic environment, many countries are required to create the economy capable of competition in international market as a prerequisite for development. Thus international competitiveness of companies, industries and national economy as a whole is a crucial development factor. Although there are different approache...
Conference Paper
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Contemporary economic theory refers to regionalization, especially in a context of supranational regions development as an inseparable part of the globalisation process. Geographically seen, there is no doubt that all Mediterranean countries (especially the European part) have a lot in common and that they could be called a region. But from the pol...
Conference Paper
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The purpose of this paper is to define the importance, role and marketing concepts for further promotion and development of the non-profit sector in an economy in transition. Three sectors of the economy: government, for-profit and non-profit are compared and existing marketing concepts related to non-profit sector in the developed democratic world...

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Projects (19)
Project
Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, together with co-organizers: University of Maribor, Faculty of Economics and Business, University of Tuzla, Faculty of Economics in Tuzla, Croatian Academy of Sciences and Arts, The Institute for Scientific and Artistic work in Osijek, is organizing its 12th International Scientific Symposium „Region, Entrepreneurship, Development” which will take place on June 15 -16, 2023 in Osijek, Croatia. The idea is to gather scientists and experts dealing with the development of the economy and society, with the aim of exchanging opinions and ideas and providing recommendations applicable in economic and social practice. Hereby, we’d like to share with you the additional information about the RED 2023: IMPORTANT DATES: Symposium dates: June 15 - 16, 2023 Abstract submission deadline: December 31, 2022 Abstract acceptance notification: January 15, 2023 Full paper submission: March 1, 2023 Paper acceptance notification: May 1, 2023 TRACKS: We suggest the following tracks: REGION Eastern Croatia: Interdisciplinary Approach to Growth and Development Developing Competitive Regions Regional integrations and competitiveness Regional economic structure – challenges and perspectives ENTREPRENURSHIP Entrepreneurial Ecosystem International entrepreneurship Social entrepreneurship Entrepreneurial teaching and learning Developing entrepreneurial mindset Entrepreneurial Finance DEVELOPMENT CSR & Sustainable development Financial Infrastructure and Development Tourism and Development Cultural Heritage and Development Human Resources in economic development Legal p