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2013, vol. 59, br. 1, str. 26-35
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Identitet, imidž i reputacija - determinante konkurentnosti preduzeća
Identity, image and reputation as determinants of enterprise competitiveness
Sažetak
Konkurentnost preduzeća u savremenim uslovima zasnovana je na intelektualnim resursima. Stoga je ključni izazov ekonomije znanja upravljanje, merenje i unapređenje intelektualnog kapitala. Imajući u vidu da je on složena kategorija, odnosno da se sastoji iz više nematerijalnih komponenti i vrednosti, cilj ovog rada je da rasvetli značaj koji segmenti intelektualnog kapitala - identitet, imidž i reputacija imaju u izgrađivanju, održanju i uvećanju konkurentnosti preduzeća.
Abstract
Competitiveness of enterprises in modern business conditions is based on intellectual resources. Therefore, a key challenge of knowledge economy is management, measurement and improvement of intellectual capital. Bearing in mind that it is a complex category, that it consists of several intangible components and values, the aim of this paper is to reveal the importance which segments of intellectual capital - identity, image and reputation have in building up, maintaining and increasing enterprise competitiveness.
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