THE ROLE OF TECHNOLOGY STRATEGY IN COMPETITIVENESS INCREASING
THE ROLE OF TECHNOLOGY STRATEGY IN COMPETITIVENESS INCREASING

Summary/Abstract: Technological change is one of the main generators of competition. It plays the most important role in changing the structure of existing and creation of new industries. In addition, technological changes equate company, since they may reduce the competitive advantage of well-positioned enterprises and point it to other companies. Many large companies have achieved their today success due to the fact that they were able to take advantage of technological change. Technological changes are one of the most important factors that can change the rules of the competition. Technological enterprises’ strategy is an integral part of its global development strategy and is defined as a long-term commitment of the company to the place and role of technology in business. The procedures of technology strategy forming have been studied in this research through strategic analysis and definition of technology strategy. Research has shown that forming the basis of technological strategy should consist of a set of long-term goals of the company, the overall potential of the company as well as environment demands fulfillment. It has been concluded that the strategy of technology is actually the company’s commitment to become a pioneer or the one that quickly forms alliances or partnerships in the branch. Strategy of technology is competitive advantage achieving through differentiation and low cost of production. It also establishes the basic ways of acquiring and using technology, while balancing optimization can be achieved by allocating resources (capital, human resources, technology, raw materials, etc.), which leads for a long time stability.

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