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2019, vol. 50, br. 4, str. 247-258
Fokusiranje novih multinacionalnih kompanija na globalni "value-for-money" segment i nove mogućnosti za srpska preduzeća
aUniverzitet u Beogradu, Ekonomski fakultet
bEBS Business School, Wiesbaden, Germany + Univerzitet u Beogradu, Institut za filozofiju i društvenu teoriju

e-adresabrakita@sbb.rs, dusanm@ekof.bg.ac.rs, mrdjan.mladjan@ebs.edu
Ključne reči: velika recesija; cenovno osetljivi kupci; tržišta u nastajanju; tehnološki intenzivne industrije; reversne inovacije
Sažetak
Globalna ekonomska kriza na početku 21. veka dovela je do značajnih promena u preferencijama kupaca i oštrijoj konkurenciji na globalnom nivou u različitim industrijama. Finansijski problemi lidera iz zemalja Trijade (Zapadna Evropa, Severna Amerika i Japan), nastali usled globalne ekonomske krize, otvorili su prostor za intenziviranje internacionalizacije poslovanja multinacionalnih kompanija (MNK) sa tržišta u nastajanju. Pad kupovne moći i visok stepen ekonomske neizvesnosti širom sveta, čak i u razvijenim privredama, pogodovali su razvoju "value-for-money" segmenta, odnosno segmenta proizvoda solidnog kvaliteta sa relativno niskom cenom. To je dodatno podstaklo internacionalizaciju poslovanja kompanija sa tržišta u nastajanju. Naime, ove kompanije su iskoristile svoje kompetencije u opsluživanju cenovno osetljivih kupaca na domaćem tržištu i prodrle na "value-for-money" segment kupaca na razvijenim tržištima. Ovaj rad ima za cilj da bliže objasni uzroke globalnog razvoja "value-for-money" segmenta kao i koje su posledice toga za MNK sa tržišta u nastajanju i srpske kompanije. Studija slučaja kineskog proizvođača pametnih telefona Ksijaomi (en. Xiaomi) se koristi kako bi se objasnio razvoj ,,value-for-money" segmenta kupaca i konkurentskih strategija MNK sa tržišta u nastajanju. Uspeh preduzeća iz tehnološki intenzivne grane ruši predrasudu da izazivači sa tržišta u nastajanju mogu biti uspešni na ,,value-for-money" segmentu samo u zrelim tradicionalnim granama. Zaključujemo da ovi trendovi stvaraju tržišne mogućnosti za srpske kompanije koje imaju više-decenijsko iskustvo u opsluživanju cenovno osetljivih potrošača u uslovima ekonomske neizvesnosti.
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O članku

jezik rada: srpski
vrsta rada: članak
DOI: 10.5937/markt1904247R
objavljen u SCIndeksu: 24.03.2020.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0