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Marketing
2014, vol. 45, br. 4, str. 271-281
jezik rada: srpski
vrsta rada: prethodno saopštenje
doi:10.5937/markt1404271S


Marketing inovacije kao izvor konkurentske prednosti preduzeća

Projekat

Istraživanje i razvoj platforme za naučnu podršku u odlučivanju i upravljanju naučnim i tehnološkim razvojem u Srbiji (MPNTR - 47005)

Sažetak

Na konkurentnost i strategijsku poziciju preduzeća utiču brojni faktori. Značajnu grupu čine faktori tržišta koji nameću potrebu razvijanja novih poslovnih modela i zaokrete u poslovnoj orijentaciji preduzeća. Razvoj inovacija i marketing sposobnosti su kritični faktori uspeha savremenih preduzeća. Teorija i praksa pokazuju da inovacije u marketingu i marketing inovacija doprinose unapređenju konkurentnosti na svim nivoima, a samim tim i efikasnoj upotrebi ograničenih resursa. Rad je strukturiran na sledeći način: najpre je analizirana konkurentnost privrede Srbije, potom slede objašnjenja uloge i značaja tržišne orijentacije preduzeća i razvoja modela otvorenih inovacija za unapređenje konkurentnosti. Na kraju, na osnovu rezultata istraživanja teorije i prakse preduzeća u Srbiji, identifikovana je povezanost poslovnih performansi, inovativnosti i tržišne orijentacije, predloženi su zaključci i smernice za buduća istraživanja.

Ključne reči

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