NOVI PROIZVOD KAO IZVOR KONKURENTSKIH PREDNOSTI SAVREMENOG PREDUZEĆA
A NEW PRODUCT AS A SOURCE OF COMPETITIVE ADVANTAGES OF A MODERN COMPANY

Summary/Abstract: The survival of a modern company implies the effective implementation of various marketing strategies. Management of the process of development and introduction of a new product into the production program and onto the market is becoming one of the key marketing activities of a modern company today. In this way, companies strive to not only maintain but also expand their position on the market. The technical-technological process, changes in consumer preferences and the dynamism of competition, as basic characteristics of modern economic conditions, have affirmed the product as one of the most important marketing instruments and a non-price factor of competitive advantage. That is why the focus of modern companies on innovative products is increasingly becoming the key to adequate business profitability, i.e. achieving company stability.

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