Corporate reputation and competitive advantage
Korporativna reputacija i konkurentska prednost
Abstract
As the international environment changes, a closer inspection of the competitiveness drivers that change along with it becomes necessary. The rules are changing – competition is getting tougher, stakeholders are multiplying and the role of companies as members of the society grows. Undoubtedly, intangible resources are the key factors of success on the market in the 21st century. A company that can create and improve intangible resources is one that will have a good business performance. This paper aims to describe the role of corporate reputation, as a valuable intangible resource, in gaining competitive advantage. The social relations and interpersonal relationships form the base of corporate reputation. The reputation encompasses all relevant aspects of corporate activity in communication with all stakeholders, both internal and external.
Apstrakt
Promene u međunarodnom okruženju upućuju na potrebu sagledavanja faktora konkurentnosti koji se takođe menjaju. Zaoštravanje konkurentske utakmice u uslovima multiplikovanja broja stejkholdera i sve značajnije uloge preduzeća kao člana društva upućuje na odstupanje od tradicionalnih pravila igre. Ključni faktori tržišnog uspeha u 21. veku nedvosmisleno postaju nematerijalni resursi. Preduzeće koje ume da stvara i unapređuje nematerijalne resurse je ono koje će beležiti dobre poslovne performanse. Korporativna reputacija predstavlja vredan nematerijalni resurs preduzeća. U ovom radu će biti predstavljena uloga reputacije u stvaranju konkurentske prednosti. U njenoj osnovi se nalaze društveni odnosi, odnosi među ljudima. Ona opisuje sve relevantne aspekte delovanja preduzeća, u odnosima sa svim stejkholderima, internim i eksternim.
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