Uloga strategijskog menadžmenta u stvaranju održive konkurentske prednosti malih i srednjih poduzeća

master's thesis

• Title (english): The role of strategic management in small and medium enterprises while creating sustainable competative advantage
• Author: Ivana Petrović
• Mentor: Mihaela Mikić (mentor)
• Committee member: Domagoj Hruška (predsjednik povjerenstva)
• Committee member: Ana Andabaka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-10-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Kako bi poduzeće uspješno poslovalo u suvremenom svijetu mora biti snažno i fleksibilno, snažno u smislu da može konkurirati na tržištu, a fleksibilno u smislu da poduzeće brzo odgovora na promjene u okolini. Strateški menadžment podrazumijeva analize i odluke za provođenje dobre strategije organizacije, a ključna strategija jest održavanje konkurentske prednosti. Oblikovanjem strategije, odnosno stvaranjem strateškog plana organizacija mora procijeniti svoje resurse, raspodijeliti proračun te odrediti najefikasniji plan za maksimalizaciju povrata na ulaganja. Kako bi organizacija bila uspješna, mora biti svjesna svoje konkurencije na tržištu. Poduzeće mora vršiti benchmarking, odnosno proučavati snage i slabosti svojih konkurenata te analizirati načine na koje njihovi proizvodi i usluge zadovoljavaju potrebe kupaca.
Glavni pokretač razvoja svakog modernog gospodarstva je malo i srednje poduzetništvo. Poticanje pozitivne poduzetničke klime potiče nastanak novih malih i srednjih poduzeća što znači ekspanziju konkurentnih organizacija. Stoga strategijski menadžment kao ključni faktor za stvaranje održive konkurentske prednosti u malom i srednjem poduzetništvu postaje itekako značajan. Empirijsko istraživanje povezano s temom diplomskog rada provedeno je u tri mala i srednja poduzeća: TOVEDO d.o.o., MDM d.o.o. te ANTON d.o.o. Cilj analize slučaja bio je proučiti imaju li uopće mala i srednja poduzeća u Hrvatskoj jasno definiranu strategiju razvoja svog poslovanja te, ukoliko nemaju, kako i na temelju čega bi poduzeća trebala kreirati svoju jedinstvenu strategiju pomoću koje će se diferencirati na tržištu i biti bolji od konkurenata.

Abstract (english)

In order for company to successfully operate in the modern world it must be strong and flexible; strong in the sense that it can compete in the market and flexible related to fast-response towards environmental changes. Strategic management involves analysis and decision-making for a profitable strategy in an organization. The key strategy is to maintain competitive advantage. By designing a strategy (which inherently means creating strategic plan) the organization must assess and allocate its resources & budget and also determine the most efficient plan in order to maximize return on investment. Organizations must be aware of the competitive atmosphere if they want to be successful and stay on the market. The company must perform benchmarking to screen strengths and weaknesses of competitors, and analyse ways in which their products and services reach customer needs.
The main drivers of development in any modern economy are small and medium enterprises. Deriving a positive business climate encourages procreation of new SME’s, which means an expansion of competing organizations. Therefore, strategic management is a key factor for creating sustainable competitive advantages in small and medium entrepreneurship which then becomes significantly valuable. Empirical research connected with master thesis will be examined in three small and medium enterprises: TOVEDO Ltd., MDM Ltd. and ANTON Ltd. The objective of case study is to examine whether small and medium enterprises in Croatia have a clearly defined strategy for the development of their business, if they do not, how and on which basis the company should create its own unique strategy which will help them to differentiate in the market and be better than competitors.

• Keywords: strategija; konkurentska prednost; mala i srednja poduzeća; strategijski menadžment
• Keywords (english): Strategy; Competitive Advantage; Small and Medium Enterprises; Strategic Management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:600260
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-16 16:56:40