| Title | OSTVARIVANJE ODRŽIVE KONKURENTSKE PREDNOSTI STRATEGIJOM DIFERENCIJACIJE |
| Author | Nikolina Jezerčić |
| Mentor(s) | Neven Garača (thesis advisor)
|
| Abstract | Menadţment čine posebna skupina ljudi koja svoje napore usmjerava prema ostavrivanju zajedničkih ciljeva. Svaki menadţment ima posebnu ulogu u poduzeću. Uloga strateškog menadţmenta je donošenje i primjena strategije koja će ostvariti postavljene ciljeve. Strateški menadţment je proces u kojem se odlučuje i razmišlja o pravcu i smjeru kratanja poduzeća. Svako poduzeće se koristi drugačijom strategijom, jer je svako od njih jedinstveno i djeluje na različitim vrstama trţišta. Trţišta su najčešće u obliku monopolističke konkurencije na kojem su poduzeća podjednaka, a opet prema nekim karakteristikama različita. Konkurencija je danas velika te se, zahvaljujući razvoju tehnologije, moţe pojaviti iz svakog dijela svijeta. Konkurentnost na trţištu monopolističke konkurencije nije teško ostvariti, ali ju je teško zadrţati. Kako bi uspjela na takvoj vrsti trţišta, poduzeća se okreću primjenjivanju strategije diferencijacije na svaki element svoga poslovanja, bilo da se radi o proizvodu, osoblju, usluzi, načinu poslovanja ili oglašavanju. Strategija diferencijacije moţe biti u različitim oblicima i idejama, ali niti jedno poduzeće ne primjenjuje ovu strategiju na isti način kao neko drugo kako bi ostvarilo konkurentsku prednost. Namjera ovog rada je upoznati se sa pojmom strategije diferencijacije, na koje načine se ona pojavljuje u različitim poduzećima te kako doprinosi stvaranju i odrţavanju konkurentske prednosti na trţištu. |
| Keywords | strategic management competitiveness differentiation strategy |
| Parallel title (English) | ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE WITH DIFFERENTIATION STRATEGY |
| Granter | Virovitica College |
| Place | Virovitica |
| State | Croatia |
| Scientific field, discipline, subdiscipline | SOCIAL SCIENCES
Economics
|
| Study programme type | professional |
| Study level | undergraduate |
| Study programme | Entrepreneurship; specializations in: Entrepreneurship of Services, Rural Entrepreneurship |
| Study specialization | Entrepreneurship of Services |
| Academic title abbreviation | bacc.oec. |
| Genre | undergraduate thesis |
| Language | Croatian |
| Defense date | 2017-09-19 |
| Parallel abstract (English) | Management makes a special group of people who direct their efforts towards realizing common goals. Each management has a special role in the enterprise. The role of strategic management is the adoption and implementation of a strategy that will achieve the set goals. Strategic management is a process which decides and thinks about the route and the direction of company movement. Each company uses a different strategy, because each of them is unique and operates on different market types. Markets are most often shaped by monopoly competitions where businesses are equal, and yet some characteristics are different. Today's competition is huge and, thanks to the development of technology, can emerge from all over the world. Competitiveness in the monopoly competition is not difficult to achieve but it's difficult to maintain. In order to succeed in such markets, companies are turning to using a differentiation strategy on every business element, whether it is a product, a staff, service, a business model or advertising. The strategy of differentiation can be in different forms and ideas, but no company applies this strategy in the same way as the other to achieve a competitive advantage. The purpose of this paper is to get acquainted with the concept of differentiation strategy, in which ways it appears in different companies and how it contributes to the creation and maintenance of competitive advantage on the market. |
| Parallel keywords (Croatian) | strateški menadţment konkurentnost strategija diferencijacije |
| Resource type | text |
| Access condition | Access restricted to students and staff of home institution |
| Terms of use |  |
| URN:NBN | https://urn.nsk.hr/urn:nbn:hr:165:728528 |
