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Tehnika
2019, vol. 74, br. 5, str. 733-740
jezik rada: srpski
vrsta rada: izvorni naučni članak
objavljeno: 09/11/2019
doi: 10.5937/tehnika1905733B
Creative Commons License 4.0
Kvalitet poslovnog okruženja - osnova za razvoj meke moći Srbije
Akademija poslovnih strukovnih studija, Beograd

e-adresa: ivabubanja@gmail.com

Sažetak

Zemlje koriste potencijale meke moći da bi se pozicionirale i repozicionirale na međunarodnoj mapi sveta. Meka moć zasniva se na komunikaciju i saradnji ima za cilj da internacionalna publika izgradi pozitivan stav prema određenoj državi. To se postiže kroz upoznavanje sa jezikom i kulturom te zemlje, ali i kroz konzumaciju i korišćenje nacionalnih proizvoda i usluga. Da bi iskoristila potencijale meke moći, Srbija treba posebnu pažnju da posveti njenoj preduzetničkoj dimenziji koja se odnosi na stvaranje kvalitetnog i sigurnog poslovnog okruženja. U takvoj sredini ljudi mogu bezbedno i kvalitetno da posluju, razvijaju se i sarađuju, što je i osnovni razlog za upotrebu meke, a ne neke druge vrste moći.

Ključne reči

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