摘要：Transition is a complex process that in political terms means the transition into democratic society and in economic terms it means the establishment of free market. Transitional changes also include a new role and positon of electronic media. The question of influence of electronic media on transition is not only the question of freedom of media but this question is also used as a measure of the success of transition. First, transition is a process of obtaining competitiveness in particular in production companies. Transitional changes are professionally very demanding in the segments of internal organisation of every company, in manangement, in business processes and their adjustment to wider regional, European and global markets. Electronic media are crucial for obtaining the competitiveness of companies as they enable their presentatation on global market. Electronic media have an impact on company performance and maintaining its competitiveness on the market. It is of crucial importance for a large number of Croatian companies, that hardly have any chance in international competition using the electronic media in this way, to change their approach to this significant segment. The assumption is that electronic media have an influence on the company's capibilities to use its competitiveness for faster establishment into the global market.
关键词：transition; electronic media; competitiveness; ratio of diversification in production and electronic media
