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Ekonomija: teorija i praksa
2016, vol. 9, iss. 3, pp. 35-54
article language: Serbian
document type: Review Paper
published on: 04/03/2017
doi: 10.5937/etp1603035V
The evaluation of competitiveness and innovation factors in order to increase market share
University of Business Academy in Novi Sad, Faculty of Applied Management, Economics and Finance, Belgrade



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.



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