Konkurentska prednost i korporativne komunikacije
Competitive Advantage and Corporate Communications
Apstrakt
Strateški značaj korporativnih komunikacija i njihova ulogu u građenju konkurentske prednosti poslednjih godina sve više zaokuplja pažnju istraživača iz oblasti organizacije, menadžmenta, marketinga i odnosa s javnošću. Novija istraživanja o konkurentskoj prednosti ukazuju na rastući značaj tzv. mekih faktora među kojima se posebno ističe reputacija. Sam koncept reputacije u znatnoj je meri povezan sa konceptom stejkholdera. Reputacija se gradi komunikacijom sa stejkholderima. Time se naglašava značaj korporativnih komunikacija za postizanje konkurentnosti kompanija. U radu se akcenat stavlja na stratešku konkurentnost i naglašava neophodnost uspostavljanja veze između strategije, reputacije i korporativnih komunikacija.
Abstract
Strategic importance of corporate communications and its role in the development of competitive advantage has attracted interest of numerous researchers in the fields of organization, management, marketing and public relations. Recent studies particularly emphasise the growing importance of soft factors, such as reputation in the development of competitive advantage. Concept of reputation is strongly connected with stakeholder theory, which stresses the importance of corporate communications for competitive advantage of firms. The paper focuses on competitive advantage and the link among strategy, reputation and corporate communications.
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