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Marketing
2019, vol. 50, br. 1, str. 32-42
jezik rada: srpski
vrsta rada: prethodno saopštenje
objavljeno: 04/07/2019
doi: 10.5937/Markt1901032M
Creative Commons License 4.0
Globalne promene konkurentskih odnosa u auto industriji
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: dusanm@ekof.bg.ac.rs, asloba@ekof.bg.ac.rs, mijuskovic@ekof.bg.ac.rs

Sažetak

Poslovni ambijent na početku 21. veka se odlikuje radikalnim i frekventnim promenama. Ove promene dovode do restrukturiranja pojedinih tradicionalnih industrija kao što je auto industrija. Finansijska kriza, tehnološke inovacije i promena državne regulative "odmrzle" su odnose u auto industriji, a konkurenti su prinuđeni da prilagođavaju svoje poslovne strategije novim odnosima u grani. Finansijska kriza uzrokovala je finansijske teškoće ili čak i bankrotstvo pojedinih značajnih konkurenata u grani, što je otvorilo prostor za pojavu kasnih sledbenika sa tržišta u nastajanju. Inovacije u digitalnom sektoru stvorile su pretpostavke za pojavu autonomnih vozila i usluge deljenja vozila (carsharing) i deljenje vožni. Globalno zagađenje podstaklo je vlade da pooštre standarde emisije gasova, a pojedine zemlje postepeno uvode zabranu vozila sa dizel motorima, što je otvorilo prostor za ekspanziju električnih vozila. U kom pravcu će se dalje razvijati trendovi autonomnih vozila, carsharinga i elektrifikacije vozila nije lako predvideti. Auto kompanije su u cilju kontrole rizika na nepredvidive trendove u grani reagovale akvizicijama, sklapanjem strateških partnerstava i pažljivim fokusom na pojedine segmente.

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