Research & development and marketing – the business functions of strategic importance for SMEs in creating competitive advantages

Lazarević Moravčević, Marija and Brnjas, Zvonko and Belopavlović, Grozdana (2013) Research & development and marketing – the business functions of strategic importance for SMEs in creating competitive advantages. Metalurgia internaţional, 18 (4). pp. 250-255. ISSN 1582-2214

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Abstract

An enterprise's competitiveness in contemporary business conditions & growingly determined by its capacity to promptly recognize, adapt and react to the highly turbulent market conditions. With this in mind, it becomes obvious that marketing orientation followed by a constant striving to introduce and implement innovative projects, represent the key conditions of growth and development of any company. Due to the fact that the changes in markets and technologies are taking place daily, only proactive firms have the chance for survival and development, or, in other words, companies ready to elevate their knowledge margins, and permanently carry out innovations in the way they are conducting their operations and creating and delivering their products (services). Recognizing the importance of market orientation and innovations as a source of competitive advantage, the basic objective of the paper is to point to both, the key role of marketing and R&D, and the close cooperation of these two functional areas in creation of SMEs competitive advan

Item Type: Article
Additional Information: COBISS.ID=1024532624
Uncontrolled Keywords: competitive advantage, SMEs, research and development, marketing
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Jelena Banovic
Date Deposited: 20 Mar 2017 07:38
Last Modified: 20 Mar 2017 07:38
URI: http://ebooks.ien.bg.ac.rs/id/eprint/1044

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