The role of marketing and production in overcoming the crisis
Uloge marketinga i proizvodnje u savladavanju krize
Abstract
In this paper a strategic roles of marketing and production have been stressed as an important elements for achieving business success on a domestic and an international market. The suppositions for a functioning of a national economy and companies is their broader and complex including in the international business fl ow, or an acceptance a process internationalization, but it is very important on the certain way. It means the bigger and suitable implementation marketing approach in a business. The books on corporate strategy tend to ignore the strategic importance and contribution of production in corporate decisions. On the other side, books written on production, with rare exceptions, also ignore the strategic importance of production in corporate decisions. The core of competitive advantage, which is the circumstances for achieving business success on a market, is to construct especially, distinguish ability or unique competencies. For the construction that ability the production has the strategic role. There is no area in a company which can contribute some weaknesses of production. Those abilities can contribute faster the new products development, a low costs production, assuring reliability and better quality of delivery. Those are equally the key elements of competitive advantage. In the contemporary business environment it has been understood that a company success depend on the production abilities and competences, or the production are getting the strategic role.
Apstrakt
U radu se ukazuje na strategijske uloge marketinga i proizvodnje za ostvarivanje uspeha preduzeća, kako na domaćem, tako i na međunarodnom tržištu. Uslov opstanka i funkcionisanja nacionalne privrede i preduzeća, jeste njihovo veće i sadržajnije uključivanje u tokove međunarodnog poslovanja, odnosno prihvatanje procesa internacionalizacije. Ali, ne na bilo koji način. Zahtev za širim uključivanjem u tokove međunarodnog poslovanja mora se bazirati na većoj i odgovarajućoj primeni marketinga u poslovanju preduzeća. U literaturi iz strategijskog upravljanja, strategijski značaj proizvodnje u procesu donošenja odluka, je često zanemaren ili ignorisan. Sa druge strane, i sama literatura iz oblasti proizvodnje, sa retkim izuzecima, takođe ignoriše strategijski značaj proizvodnje u procesu donošenja odluka. Suština konkurentske prednosti, koja je pretpostavka ostvarivanja uspeha preduzeća na tržištu, je izgrađivanje posebnih, distinktivnih sposobnosti, ili jedinstvenih komptencija. Za izgrađivanje takvih sposobnosti presudnu ulogu ima proizvodnja. Nijedna druga oblast u fi rmi ne može da nadoknadi nedostatke u proizvodnji. Takve sposobnosti mogu doprineti bržem razvoju novih proizvoda, nižim troškovima proizvodnje, osigurati pouzdanost i povećati brzinu isporuke. Ovo su istovremeno i ključni faktori za konkurentsku prednost. Tek u novije vreme se shvata da se uspeh fi rme, u velikom stepenu zasniva na proizvodnim/operativnim sposobnostima i kompetencijama, odnosno proizvodnji se daje strategijski značaj.
References
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