EVALUATION OF EFFICIENCY OF TRADE COMPANIES IN SERBIA USING THE DEA APPROACH

In recent years, the concept of company efficiency and its measurement using Data Envelopment Analysis (DEA) has received a great deal of attention in the professional literature. Keeping this in mind and taking into account that, to our knowledge, there is no comprehensive study on the efficiency of trade companies in Serbia using the DEA model, the paper seeks to explore this topic. The results of the research into the efficiency of the top 14 retailers in Serbia, suggest that, considering the existing macroeconomic environment, the overall efficiency of the commercial sector in Serbia is satisfactory. To promote the efficiency of trade companies in Serbia in the future, it is necessary to take full advantage of new business models, contemporary concepts of cost management, information and communication technologies, and the concept of sustainable development, by following the example of global retail chains. Developing a private label is another useful tool for increasing corporate efficiency. Companies would also benefit greatly from developing a private label and increasing organic food sales.