摘要：The new economy is greatly determined by the globalization process,radical and frequent changes,as well as the growing importance of knowledge application through the successful implementation of innovation.These determinants directly affect the fact that sustainable competitive advantage primarily reaches organizations that have developed the ability to improve the level of efficiency and effectiveness with the constant development of the total innovation performance.In the new economy,organizations that have the ability to develop and adopt the invention in a short period of time and profitably apply it in all areas of business reach competitive advantage over the competition in time.The growing importance of innovation in function of achieving a sustainable competitive advantage determined a brand new concept and innovation classification.Nowadays,the term innovation means not only a significant improvement in process and product technology,but it refers more to the innovation process in the field of human resources,especially in marketing management.For the above mentioned reasons,the paper pays special attention to the marketing innovation analysis and the increasingly significant impact it has on the process of achieving sustainable competitive advantage.
其他摘要：Savremena ekonomija je u najvećoj meri,determinisana procesom globalizacije,radikalnim i frekventnim promenama kao i rastućim značajom primene znanja kroz uspešno implementiranje inovacija.Navedene determinante direktno utiču na činjenicu da održivu konkurentnu prednost prvenstveno dostižu organizacije koje su razvile sposobnost unapređenja nivoa efikasnosti i efektivnosti uz neprestani razvoj ukupnih inovacionih performansi.U savremenoj ekonomiji,organizacije koje su razvile sposobnost da u što kraćem vremenskom intervalu usvoje invencije i na profitabilan način ih primene u svim oblastima poslovanja,dostižu konkurentnu prednost u odnosu na referentnu konkurenciju tokom vremena.Rastući značaj inovacija u funkciji dostizanja održive konkurentne prednosti je uslovio i sasvim novi pristup pojmu i novu klasifikaciju inovacija.Danas se pod pojmom inovacija ne podrazumeva isključivo proces značajnog unapređenja proizvoda i tehnologije,već se pojam sve više odnosi na proces inoviranja u oblasti upravljanja ljudskim resursima a naročito u oblasti marketing menadžmenta.Iz navedenih razloga,u radu je posebna pažnja posvećena upravo analizi marketing inovacija i sve značajnijem uticaju koji imaju na proces dostizanja održive konkurentne prednosti.
