ИНОВАЦИЈЕ И ИНТЕЛЕКТУАЛНИ КАПИТАЛ КАО КОНКУРЕНТСКА ПРЕДНОСТ ПРЕДУЗЕЋА ДАНАШЊИЦЕ
INNOVATION AND INTELLECTUAL CAPITAL AS A COMPETITIVE ADVANTAGE OF TODAY’S COMPANY

Summary/Abstract: The goal of most business strategies is to achieve a sustainable innovative advantage that means a competitive position in the market. Innovation and progress eliminate the danger of competition dominance and the constantly present danger of substitutes. Competitive advantage is key to the survival of companies and the basic mission is to mobilize the creators of innovation, and these are individuals who use their knowledge to create new products and new services. New market moments is reflected through higher profits, better market positioning in the eyes of users, but also through more efficient and effective business processes. Companies needs to make strategic decisions permanently in order to define the priorities of innovation projects and their market goals. Despite the development in the field of theory and practice of innovation, there is no way to guarantee a quality innovation policy of the company and it differs from company to company. The main difference between innovation policy is made by individuals who have the task of devising and translating an idea into a new value. Applied knowledge creates new value, because knowledge is not consumed or lost by application, but increases and enriches, it can be used by many people countless times, and it is equally useful for everyone.

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