Role of technology strategy in competitiveness increasing

Economic Annals-ХХI: Volume 147, Issue 1-2(1), Pages: 32-35

Citation information:
Obradovic, D., Ebersold, Z., & Obradovic, D. (2015). Role of technology strategy in competitiveness increasing. Economic Annals-XXI, 1-2(1), 32-35. https://ea21journal.world/index.php/ea-v147-08/

Dragisa Obradovic
D.Sc. (Economics),
Associate Professor,
Member of Review Committee for the
Republican Control of Technical Documentation
22-26 Nemanjina Str., Belgrade, 11000, Serbia
dragishaobradovic@yahoo.com

Zoran Ebersold
PhD (Engineering),
Assistant Professor,
University of Applied Sciences
Hochschule Augsburg an der Hochschule 1, 86161 Augsburg, Germany
ebersold@gmx.net

Dragan Obradovic
MsC,
Lecturer,
Agricultural School of Pozarevac
22 Elijah Bircanina Str., Pozarevac, 12000, Serbia
stashabre@hotmail.com

The role of technology strategy in competitiveness increasing

Abstract. Technological change is one of the main generators of competition. It plays the most important role in changing the structure of existing and creation of new industries. In addition, technological changes equate company, since they may reduce the competitive advantage of well-positioned enterprises and point it to other companies. Many large companies have achieved their today success due to the fact that they were able to take advantage of technological change. Technological changes are one of the most important factors that can change the rules of the competition.

Technological enterprises’ strategy is an integral part of its global development strategy and is defined as a long-term commitment of the company to the place and role of technology in business. The procedures of technology strategy forming have been studied in this research through strategic analysis and definition of technology strategy. Research has shown that forming the basis of technological strategy should consist of a set of long-term goals of the company, the overall potential of the company as well as environment demands fulfillment.

It has been concluded that the strategy of technology is actually the company’s commitment to become a pioneer or the one that quickly forms alliances or partnerships in the branch. Strategy of technology is competitive advantage achieving through differentiation and low cost of production. It also establishes the basic ways of acquiring and using technology, while balancing optimization can be achieved by allocating resources (capital, human resources, technology, raw materials, etc.), which leads for a long time stability.

Keywords: Business;Technology Development; Technology Strategy; Competitive Advantage; Long-Term Objectives

JEL Classification: M21; G22; J28; J65

References

1. Kotler, P. (1989). Development and operation of enterprises, results of operations, elements of the work process, capital management, cost theory, the function of the company’s business policy, the basics of the company. Marketing Management, Informator, a basic understanding of micro and macroeconomics (Zagreb, Croatia).
2. Kotler, P. (1999). Influence of users in the organization of production in the transition period. IMR Institute, Belgrade, How to create, manage and dominate the market (New Sad, Serbia).
3. Milisavljevic, M. (2002). The modern development of competitiveness as a priority objective of the modern and market-oriented companies. Strategic Management, Institute of Economic Sciences, Belgrade (Belgrade, Serbia).
4. Milisavljevic, M. (2003). Japanese management – synthesis of domestic heritage and international experience, Megatrend University of Applied Sciences, Belgrade. Contemporary Strategic Management (Belgrade, Serbia).
5. Milanovic-Golubovic, V. (2006). Educational Seminar Health Management, organized by the Faculty of Management in Zajecar, Megatrend University in Belgrade. Marketing Management, Quality Management System in Health Care (Belgrade, Serbia).
6. Adamovic, Z. (2002). Department of textbooks and teaching aids. Management, Manufacturing (Serb Sarajevo, BIH).
7. Kotler, P. (2008) [1], Keller, K. (2008) [2], Marketing management and strategy courses, the gold standard in the marketing management discipline because it continues to reflect the latest changes in the theory and practice of marketing. Marketing Management (Prentice Hall, ISBN: 978-0136009986).
8. Wallin Tor A. (1994). Satisfacion, loyalty and reputation indicators orientation in the public sector, the University Press, vol. 7, Journal of Management in the public sector (Bradford, MCB).
9. Anderson, E. V. (1994). Customer Satisfaction, Market Share and Profitability: Findings from Sweden. Journal of Marketing (Chicago, AMA, vol. 58).
10. Bulat, V. (1999) [1], & Bojkovic, R. (1999) [2]. ICIM – Publishing Center of Industrial Management. Production Organization (Krusevac, Serbia).
11. Bogdanovic, D. (2006) [1], Ilic, S. (2006) [2], Megatrend University of Applied Sciences. Belgrade. Faculty of Management, Belgrade, circulation 700 – Bibliography: p. 167-168. ISBN 86-7747-213-4, Production management (Belgrade Serbia).
12. Veljovic, A. (2003). Department of Industrial Management, Faculty of Cacak. Military Academy of Logistics, Belgrade. IU INFO 2003, Kopaonik. The technology comes (Cacak, Serbia).
13. Veljovic, A., & Radojicic, M. (2004) [2]. For some elements of strategic quality management. Faculty of Cacak, International Scientific Meeting, Symposium «SM 2004» Subotica. Department of Industrial Management (Cacak, Serbia).
14. Zivkovic, M. (2003). Business Economics aims at finding optimal solutions for the implementation of the tasks set Enterprises. Megatrend University of Applied Sciences, Business Economics (Belgrade, Serbia).
15. Jovanovic, M. (2003). Megatrend University of Applied Sciences, The main features of the Chinese management – intercultural aspect Megatrend University. Intercultural Management, 1(1), 237-240 (Belgrade, Serbia).

Received 10.12.2014