{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-28QPNX1B/496bc15c-d078-4184-a6eb-655b6c422381/PDF","dcterms:extent":"327 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-28QPNX1B/6c55af91-5f1f-4280-9957-7cb338888959/TEXT","dcterms:extent":"0 KB"}],"edm:TimeSpan":{"@rdf:about":"2012-2025","edm:begin":{"@xml:lang":"en","#text":"2012"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-28QPNX1B","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-MS57N02D"},{"@xml:lang":"sl","#text":"Revija za univerzalno odličnost"}],"dcterms:issued":"2025","dc:creator":["Brulc, Karin","Žibert, Lara"],"dc:format":[{"@xml:lang":"sl","#text":"letnik:14"},{"@xml:lang":"sl","#text":"številka:3"},{"@xml:lang":"sl","#text":"str. 287–300"}],"dc:identifier":["DOI:10.37886/ruo.2025.017","ISSN:2232-5204","COBISSID_HOST:266933763","URN:URN:NBN:SI:doc-28QPNX1B"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Fakulteta za organizacijske študije"},"dc:subject":[{"@xml:lang":"sl","#text":"komunikacijske strategije"},{"@xml:lang":"sl","#text":"konkurenčna prednost"},{"@xml:lang":"sl","#text":"model EFQM"},{"@xml:lang":"sl","#text":"tržna vrednost"}],"dcterms:temporal":{"@rdf:resource":"2012-2025"},"dc:title":{"@xml:lang":"sl","#text":"Komuniciranje in prodajne vrednosti| integracija strategij in modela EFQM 2020|"},"dc:description":[{"@xml:lang":"sl","#text":"Research Question (RQ): How can companies effectively communicate their value to target groups through clear messaging, channel integration and active audience engagement? Purpose: The aim of the research is to identify strategies and approaches that enable clear articulation of companies' offered value and to explore opportunities for improving communication through the EFQM 2020 model. Method: The qualitative part of the research includes a case study analysis of successful business practices. Results: The study highlights the importance of clear value definition, personalized and consistent communication, and persuasive value selling for business competitiveness. The EFQM 2020 model provides a framework for enhancing these processes. Organization: The research has practical significance for managers, offering guidelines for improving communication strategies. Society: The study contributes to corporate social responsibility by encouraging transparent and ethical communication that considers consumer needs. It also emphasizes the importance of environmentally friendly practices in shaping offered value. Originality: The research is innovative as it links effective communication with the theoretical principles of the EFQM excellence model. Its value lies in practical recommendations for applying this model to improve communication processes. Limitations/Future Research: The study is limited to selected sectors and specific companies, restricting the generalization of findings. Further research could include a broader range of industries and examine the long-term effects of using the EFQM model on various aspects of communication"},{"@xml:lang":"sl","#text":"Raziskovalno vprašanje (RV): Kako lahko podjetja učinkovito predstavijo svojo vrednost ciljnim skupinam z jasnimi sporočili, integracijo kanalov in aktivnim vključevanjem občinstva? Namen: Namen raziskave je identificirati strategije in pristope, ki omogočajo jasno izražanje ponujene vrednosti podjetij ter raziskati možnosti izboljšanja komuniciranja s pomočjo modela EFQM 2020. Metoda: Kvalitativni del raziskave vključuje analizo študij primerov uspešnih praks v podjetjih Rezultati: Raziskava poudarja pomen jasne vrednosti, personalizirane in dosledne komunikacije ter prepričljivega prodajanja vrednosti za konkurenčnost podjetij. Model EFQM 2020 nudi okvir za izboljšanje teh procesov. Organizacija: Raziskava ima praktičen pomen za menedžerje, saj jim nudi smernice za izboljšanje strategij komuniciranja. Družba: Raziskava prispeva k družbeni odgovornosti, saj spodbuja podjetja k transparentni in etični komunikaciji, ki upošteva potrebe potrošnikov. Prav tako opozarja na pomen okolju prijaznih praks pri oblikovanju ponujenih vrednosti. Originalnost: Raziskava je inovativna, ker povezuje temo učinkovite komunikacije s teoretičnimi načeli EFQM modela odličnosti. Njena vrednost je v praktičnih priporočilih za uporabo tega modela pri izboljšanju komunikacijskih procesov. Omejitve/nadaljnje raziskovanje: Raziskava je omejena na izbrane sektorje in specifična podjetja, kar omejuje posplošitev ugotovitev. Nadaljnje raziskovanje bi lahko vključevalo širši spekter sektorjev in proučilo dolgoročne učinke uporabe EFQM modela na različne vidike komunikacije"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-28QPNX1B","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-28QPNX1B"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-28QPNX1B/496bc15c-d078-4184-a6eb-655b6c422381/PDF"},"edm:rights":{"@rdf:resource":"http://creativecommons.org/licenses/by-nc-nd/4.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Fakulteta za organizacijske študije v Novem mestu"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-28QPNX1B/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-28QPNX1B"}}}}