摘要：Na konkurentnost i strategijsku poziciju preduzeća utiču brojni faktori.Značajnu grupu čine faktori tržišta koji nameću potrebu razvijanja novih poslovnih modela i zaokrete u poslovnoj orijentaciji preduzeća.Razvoj inovacija i marketing sposobnosti su kritični faktori uspeha savremenih preduzeća.Teorija i praksa pokazuju da inovacije u marketingu i marketing inovacija doprinose unapređenju konkurentnosti na svim nivoima,a samim tim i efikasnoj upotrebi ograničenih resursa.Rad je strukturiran na sledeći način:najpre je analizirana konkurentnost privrede Srbije,potom slede objašnjenja uloge i značaja tržišne orijentacije preduzeća i razvoja modela otvorenih inovacija za unapređenje konkurentnosti.Na kraju,na osnovu rezultata istraživanja teorije i prakse preduzeća u Srbiji,identifikovana je povezanost poslovnih performansi,inovativnosti i tržišne orijentacije,predloženi su zaključci i smernice za buduća istraživanja.
其他摘要：Enterprise's competitiveness and strategic position are influenced by numerous factors.Market factors represent significant group that cause the need for developing new business models and implementing strategic shifts in business orientations of enterprises.Development of innovations and marketing capabilities are critical factors of modern enterprises' success.Theory and practice show that both innovations in marketing and marketing of innovations contribute to improving competitiveness on all levels,and also more efficient use of limited resources.This paper is structured as follows:first the competitiveness of Serbian economy is analyzed,then role of market orientation and open innovation models are explained as well as their importance for improving competitiveness.At the end,based on results of researching theory and practice of enterprises in Serbia,authors present identified relation of business performance,innovativeness and market orientation,followed by conclusions and directions for further research.
关键词：Na konkurentnost i strategijsku poziciju preduzeća utiču brojni faktori.Značajnu grupu čine faktori tržišta koji nameću potrebu razvijanja novih poslovnih modela i zaokrete u poslovnoj orijentaciji preduzeća.Razvoj inovacija i marketing sposobnosti su kritični faktori uspeha savremenih preduzeća.Teorija i praksa pokazuju da inovacije u marketingu i marketing inovacija doprinose unapređenju konkurentnosti na svim nivoima,a samim tim i efikasnoj upotrebi ograničenih resursa.Rad je strukturiran na sledeći način:najpre je analizirana konkurentnost privrede Srbije,potom slede objašnjenja uloge i značaja tržišne orijentacije preduzeća i razvoja modela otvorenih inovacija za unapređenje konkurentnosti.Na kraju,na osnovu rezultata istraživanja teorije i prakse preduzeća u Srbiji,identifikovana je povezanost poslovnih performansi,inovativnosti i tržišne orijentacije,predloženi su zaključci i smernice za buduća istraživanja.
其他关键词：Enterprise's competitiveness and strategic position are influenced by numerous factors.Market factors represent significant group that cause the need for developing new business models and implementing strategic shifts in business orientations of enterprises.Development of innovations and marketing capabilities are critical factors of modern enterprises' success.Theory and practice show that both innovations in marketing and marketing of innovations contribute to improving competitiveness on all levels,and also more efficient use of limited resources.This paper is structured as follows:first the competitiveness of Serbian economy is analyzed,then role of market orientation and open innovation models are explained as well as their importance for improving competitiveness.At the end,based on results of researching theory and practice of enterprises in Serbia,authors present identified relation of business performance,innovativeness and market orientation,followed by conclusions and directions for further research.
