Suchergebnisse

The structure of the military organization, its social, normative and legal role, doctrine, history and tradition, specific internal relations, combat readiness, weapons, external features, the attitude and behaviour of personnel to its fundamental values and, finally, the way it communicates with the public, make the totality of the identity of the Serbian Armed Forces. The way that the public perceives the identity characteristics of the military represents a dynamic category that we call an image. A reputation, like an image, is based on the subjective perception of an identity, with the difference that establishing a reputation requires personal experience in relation to the organization and the period in which such an experience is confirmed. Brand and branding are occasionally, theoretically inconsistently, related to the Serbian Armed Forces as an organization, while the main properties of these concepts established in marketing are ignored. This paper analyses various definitions and determinants of the concept of brand, and offers an answer to the question: whether and in which case it is possible to talk about "the brand of the Serbian Armed Forces" and why its public image should primarily be considered and studied through the prism of an organizational identity, image and reputation. The paper proposes that the organizational image and reputation of the Serbian Armed Forces be used as conceptual frameworks for considering its image in the public, while the concept of brand can be used in the sense of branding the Armed Forces as an employere.

This paper examines the roots of the disproportionately low representation of women in command and management positions as compared to their outstanding involvement in all the activities of the Serbian Armed Forces. The key source for this empirical research is the data compiled by surveying military personnel of both sexes on the functioning of the gender-mixed military and organizational units of the Serbian Armed Forces. Within this authentic pool of information about the respondents' opinions, attitudes, and sentiments, the paper aims to identify whether, and to what extent, the advancement of women in military service lags due to gender stereotypes, which structures contribute to this problem the most, and whether there are other reasons for such a low representation of women in high-ranking positions. The methods applied are statistical analysis and Chi-squared statistics (c2), which determine the deviations in the answers of groups of respondents, and the assessment of the statistical significance of this deviation (p-value). The results indicated two groups of causes: sporadic informal slowing of progress by senior officers, and the psychological and physical maladaptation of a significant number of women to field tasks.