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Značaj reputacije kao intelektualne imovine za konkurentnost preduzeća
aUniverzitet u Nišu, Ekonomski fakultet, Srbija
bUniverzitet u Nišu, Srbija
Ključne reči: intelektualni resursi; reputacija; relacioni kapital; stejkholderi preduzeća; poslovne performanse
Sažetak
Važna karakteristika savremenog poslovnog sveta jeste razvoj ekonomije znanja. U savremenim uslovima, nematerijalna imovina zasnovana na znanju postaje ključni resurs očuvanja konkurentske prednosti preduzeća. Reč je o ljudskim resursima, njihovom znanju, odnosima koje grade u cilju razvoja i transfera znanja, kao i odnosi koje grade sa stejkholderima. Ovi odnosi predstavljaju relacioni kapital preduzeća, a reputacija preduzeća jeste njegov važan segment. Reputacija je i važan faktor diferenciranja preduzeća na tržištu i stvaranja odnosa poverenja, ne samo sa potrošačima, već i sa svim drugim stejkholderima. Na ovaj način, preduzeće ostvaruje značajne ekonomske i neekonomske benefite. Cilj rada je da ukaže na ključne prednosti preduzeća od dobre reputacije, s aspekta stvaranja vrednosti za stejkholdere preduzeća, kao i s aspekta poslovnih performansi. Takođe, potencira se i važnost reputacije kao segmenta intelektualnog kapitala za konkurentnost.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/NPDUNP2101017K
primljen: 10.01.2021.
prihvaćen: 17.03.2021.
objavljen onlajn: 01.04.2021.
objavljen u SCIndeksu: 20.05.2021.
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