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Serbian Journal of Management
2012, vol. 7, br. 2, str. 309-320
jezik rada: engleski
vrsta rada: originalan članak
objavljeno: 13/11/2012
doi: 10.5937/sjm7-2681
Strategije poslovanja u nestabilnom institucionalnom ambijentu - primer BRIK zemalja
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: dusanm@ekof.bg.ac.rs

Sažetak

Kada je pre više od jedne decenije vodeća investiciona banka Goldman Sachs osmislila akronim BRIK1 i predvidela da će ove zemlje imati vodeću ulogu u razvoju globalne ekonomije mnogi su bili skeptični. Ono u šta su mnogi sumnjali ostvarilo se. Na kraju 2011. godine BRIK zemlje su generisale skoro 26% globalnog GDP, ali je mnogo bitnije da su doprinele rastu globalnog GDP sa preko 50%. Impresivan rast BRIK zemalja u prethodnom periodu u velikoj je meri posledica snažnog priliva SDI2. Snažan ekonomski razvoj u prethodnom periodu nije bio praćen unapređenjem efikasnosti institucija. U radu će biti pokazano da relativno neefikasne institucije u BRIK zemljama nisu delovale odbijajuće na MNK,3 koje su se dominantno vodile veličinom i dinamikom razvoja tržišta. Analiziraće se modifikacije poslovnih strategija MNK, u odnosu na primenjivane na tržištima razvijenih zemalja, a čija je svrha upravljanje nestabilnim institucionalnim ambijentom. Zaključak je da se modifikovanje poslovnih strategija ogleda u uspostavljanju snažnih veza sa lokalnim stejkholderima, a sve u cilju sticanja neophodnih znanja za poslovanje u specifičnom poslovnom ambijentu i kreiranju baze putem koje bi se uticalo na podizanje efikasnosti institucija.

Ključne reči

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