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The Importance of Marketing Innovation in New Economy

Author

Listed:
  • Ilić Dejan

    (Union University - Nikola Tesla, Faculty for Strategic and Operati onal Management 29 Staro Sajmiste Street, Belgrade, Serbia)

  • Ostojić Slavica
  • Damnjanović Nemanja

    (Faculty of Business Economics and Entrepreneurship 8 Mitropolita Petra Street, Belgrade, Serbia)

Abstract

Savremena ekonomija je u najvecoj meri, determinisana procesom globalizacije, radikalnim i frekventnim promenama kao i rastucim znacajom primene znanja kroz uspešno implementiranje inovacija. Navedene determinante direktno uticu na cinjenicu da održivu konkurentnu prednost prvenstveno dostižu organizacije koje su razvile sposobnost unapreenja nivoa efikasnosti i efektivnosti uz neprestani razvoj ukupnih inovacionih performansi. U savremenoj ekonomiji, organizacije koje su razvile sposobnost da u što kracem vremenskom intervalu usvoje invencije i na profitabilan nacin ih primene u svim oblastima poslovanja, dostižu konkurentnu prednost u odnosu na referentnu konkurenciju tokom vremena. Rastuci znacaj inovacija u funkciji dostizanja održive konkurentne prednosti je uslovio i sasvim novi pristup pojmu i novu klasifikaciju inovacija. Danas se pod pojmom inovacija ne podrazumeva iskljucivo proces znacajnog unapre_enja proizvoda i tehnologije, vec se pojam sve više odnosi na proces inoviranja u oblasti upravljanja ljudskim resursima a narocito u oblasti marketing menadžmenta. Iz navedenih razloga, u radu je posebna pažnja posvecena upravo analizi marketing inovacija i sve znacajnijem uticaju koji imaju na proces dostizanja održive konkurentne prednosti.

Suggested Citation

  • Ilić Dejan & Ostojić Slavica & Damnjanović Nemanja, 2014. "The Importance of Marketing Innovation in New Economy," The European Journal of Applied Economics, Sciendo, vol. 11(1), pages 34-42, April.
    • Handle: RePEc:vrs:tejoae:v:11:y:2014:i:1:p:34-42:n:5
    DOI: 10.5937/sjas11-5015
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