| Strategic Management Concept and Market Restructuring as a Response to New Challenges of the World Financial Crisis | Strategijski koncept upravljanja i tržišno restrukturiranje kao odgovor na izazove u uslovima svetske finansijske krize |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2011.61.9 Number: 61 Year: 2011 UDC: 005.591.4:339.13 ; 338.124.4(100) [tmx] [bow] |
Ivana Domazet
Institution: ivana.domazet@ien.bg.ac.rs | Ivana Domazet |
| Ivan Stošić | Ivan Stošić |
| Jovan Zubović | Jovan Zubović |
Abstract
The negative effects of global financial and economic crises foster the application of modern concepts of strategic
management. In fact, radical changes of business environment, which are manifested by numerous discontinuities
and turbulent changes of business environment, justify the implementation of significant structural changes
in principles of business activities. In addition, the application of strategic management concepts, within the necessary
structural changes, represents a rational analytical framework to challenges from the environment. In order
to achieve distinctive competitive advantage and satisfaction of diminishing consumer demands, it is necessary
to implement a comprehensive business restructuring process, to a large extent based on market restructuring.
Specifically, market restructuring, which includes a series of structural changes in market orientation and marketing
activities, may provide a new strategic leverage, that is, through innovation of the business portfolio, the structure of the target market and marketing mix instruments, contribute to the survival and further growth and development
of numerous business entities. | Apstrakt
Negativni efekti svetske finansijske i ekonomske krize aktueliziraju primenu savremenih koncepata strategijskog menadžmenta. Naime, radikalne promene poslovnog okruženja, u kome se ispoljavaju brojni diskontinuiteti i turbulentne izmene uslova poslovanja, neminovno namecu sprovodenje znacajnih strukturnih promena u nacinu poslovanja. Pri tome, primena koncepata strategijskog menadžmenta, u sklopu neophodnih strukturnih promena, predstavlja racionalan analiticki okvir za odgovore na izazove iz okruženja. Pre svega kroz obezbedenje dis-tinktivne konkurentske prednosti i satisfakcije sve zahtevnijih potrošaca, u novoizmenjenim tržišnim uslovima pada tra'nje, jaca potreba za implementacijom sveobuhvatnih procesa poslovnog restrukturiranja koje je u znacajnoj meri zasnovano na tržišnom restrukturiranju. Naime, tržišno restrukturiranje, koje obuhvata niz strukturnih promena u tržišnoj orijentaciji i marketing aktivnostima, može da obezbedi novi strategijski leveridž, odnosno da se kroz inovacije poslovnog portfolija, strukture ciljnih tržišta i kombinaciju instrumenata marketinga, doprinese opstanku i daljem rastu i razvoju brojnih privrednih subjekta.
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| Pages: 79-87 | Strane: 79-87 |