Situational analysis in the function of developing company competitive advantage

Brnjas, Zvonko and Tripunoski, Ivana (2016) Situational analysis in the function of developing company competitive advantage. In: Entrepreneurship: types, current trends and future perspectives. Faculty of Business Economics and Entrepreneurship (BEE), Belgrade, pp. 134-153. ISBN 978-1-5323-2194-8

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Abstract

Competitive advantage is the main goal of a market –oriented company, and the knowledge of environmental factors is the basic condition for its creation. By gaining insight into the structure and development trends of factors of external and internal environment, we create conditions for subsistence, development and creation of competitive advantage. Given the fact that the modern business environment is characterized by a high degree of uncertainty, subsistence and success of the company is primarily determined by the ability of management to create a strategy that, under the given conditions, contribute to achievement of the goals. The information obtained by scanning the external environment and analyses of internal environments are the basis for strategic planning and decision making. The research results in this paper indicate that the business environment in Serbia is not sufficiently encouraging for the development of entrepreneurship. Due to the negative impact of many factors, strategic orientation has been identified as an essential condition for creating a sustainable competitive advantage, companies in Serbia.

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