THE DEGREE OF ACCEPTANCE OF INNOVATION AS A BUSINESS MODEL BY THE LARGEST COMPANIES IN THE REPUBLIC OF SERBIA
THE DEGREE OF ACCEPTANCE OF INNOVATION AS A BUSINESS MODEL BY THE LARGEST COMPANIES IN THE REPUBLIC OF SERBIA

Summary/Abstract: In the modern business environment, characterized by accelerated technological progress and globalization, the ability of companies to adapt to changes has become crucial for their survival. The changing social, economic, and political environment requires a high level of flexibility and innovation from companies. The research and development sector plays a key role in generating innovations that enable companies to improve products, services, and processes. Rapid technological evolution and growing global competition require continuous improvement of innovation capacity. Automation and digitization further emphasize the need for constant adaptation. In this context, companies that integrate innovative approaches gain a significant competitive advantage, enabling sustainable growth and differentiation in the market. The innovation process requires technical expertise, technological readiness, and cultural change within the organization, where creativity and flexibility become the basic principles of business. This paper explores the ways in which the largest companies in Serbia evaluate how successfully they implement innovation through effective management of the research and development sector and adaptation to external changes. Key factors that contribute to successful innovation and strategies that enable companies to remain competitive on the global market are analyzed.

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