Ocena faktora konkurentnosti i inovativnosti u cilju ostvarivanja tržišnog učešća

Abstract

Poslovanje u savremenim uslovima karakteriše veliki broj ponuđača proizvoda i/ili usluga koji mogu da zadovolje potrebe na isti ili sličan način. Iz tog razloga svaka organizacija mora stalno da prati konkurentnost na tržištu, uvodi inovacije, kako bi zadržala postojeća ili eventualno osvojila nova tržišta. Sprovedeno istraživanje imalo je za cilj da oceni faktore koji su od značaja za ostvarivanje konkurentske prednosti, podizanje inovativnih aktivnosti i faktore od značaja za ulazak i osvajanje novog tržišta, kao i da utvrdi korelaciju tih faktora sa različitim karakteristikama organizacija (veličina, nivo i dužina poslovanja). Rezultati su pokazali da se u organizacijama za postizanje konkurentske prednosti marketing prepoznaje kao najznačajniji faktor, dok je inovativna aktivnost imitatorskog karaktera, a potrošači, njihovi zahtevi i potrebe, zanemareni.

Doing business in modern days is characterized by a large number of suppliers of products and / or services that can meet our needs in the same or similar manner. For this reason, each organization has to constantly monitor the competitiveness of the market, to innovate in order to maintain the existing place on the market or possibly reach new markets. The purpose of conducted research was to assess the factors which are important for achieving a competitive advantage, increasing innovative activities and to identify factors which are crucial for the entry and penetration into new markets, as well as to determine the correlation of these factors with different characteristics of organization (size, level and duration of business). The results have shown that marketing is recognized as the most important factor for achieving a competitive advantage. Innovative activities are usually of imitative character, while consumers and their needs and requirements are largely ignored.