Analysis of Productivity of Distribution Trade of Selective Countries of the European Union, Russia and Serbia Based on the OCRA Method
Analysis of Productivity of Distribution Trade of Selective Countries of the European Union, Russia and Serbia Based on the OCRA Method

Summary/Abstract: Recently, as it is known, the measurement of market performance of sheep companies is increasingly performed on the basis of multi-criteria analysis. With this in mind, this paper analyzes the productivity of distribution trade of selective countries of the European Union, Russia and Serbia on the basis of the OCRA method, and in this context, adequate measures for improvement in the future are proposed. Obtained results of empirical research on the productivity of distribution trade of selective countries of the European Union, Russia and Serbia using the OCRA method show that Germany is in the first place. Then they follow in order: France, Italy, Poland, Netherlands, Slovenia, Russia, Estonia, Croatia and Serbia. The productivity of distribution trade in Russia is lower compared to Germany, France and Italy. The productivity of distribution trade in Serbia is at a lower level compared to the analyzed countries of the European Union, Russia, and countries in the region (i.e. Slovenia and Croatia). This positioning of the distribution trade of the selective countries of the European Union, Russia and Serbia in terms of productivity was influenced by numerous macro and micro factors (economic climate, living standard, private label, sale of organic products, digitalization of business and others). In order to improve the productivity of the distribution trade of the respective countries in the future, it is necessary to manage human capital, investments, sales and profits as efficiently as possible.

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