Razvoj koprorativne strategije i konkurentna prednost preduzeća
Corporate Strategy Development And Competitive Advantage Of Enterprise

Summary/Abstract: In dynamic and turbulent markets particular strategic positions are quickly eroding and the duration of competitive advantage is unpredictable. In that business reality, the traditional concept of corporate strategy that emphasizes strategic positioning and building valuable resources as the basis for obtaining sustained competitive advantage has become insufficient for better corporate performance. Therefore, it is more important to build corporate-level strategic processes that enable dynamic strategic repositioning of enterprise and reconfiguration of corporate resources. These corporate strategic processes, named patching (restructuring) and coevolving, are directed toward different changes for creating added economic value and sustaining obtained competitive advantages through more successful mobilization and reallocation of corporate resources. In the heart of the corporate-level strategy is also the concept of parenting advantage, which provides better performance of aggregated businesses than they would achieve if they were independent, stand-alone entities.

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