Veza između inovativnosti i strateškog planiranja –empirijsko istraživanje

  • Tatjana Mamula "MASMI", Serbia Univerzitet Metropolitan, Fakultet za menadžment
  • Sanja Popovic-Pantic Institut Mihajlo Pupin
DOI: https://doi.org/10.5937/industrija43-8718
Ključne reči: Marketing innovation||, ||Marketing inovacije, Organizational innovation||, ||Organizacione inovacije, Process innovation||, ||Inovacija procesa, Product innovation||, ||Inovacija proizvoda, Strategic planning||, ||Strateško planiranje, , SMEs||, ||MSP, Innovation||, ||Inovacija

Sažetak


U radu se istražuje veza između inovativnosti i strateškog planiranja u sektoru malih i srednjih preduzeća. U uvodnom delu, autorke daju pregled aktuelne literature koja se bavi istraživanjem ove specifične veze.  Rad daje i uporedni pregled pristupa sistemu upravljanja inovacijama u Evropskoj uniji i tumači poziciju Srbije u oblasti inovativnosti i konkurentnosti, na putu evropskih integracija. Cilj istraživanja je da ispita povezanost inovativnosti i strateške orijentacije u preduzeću, počevši od postojanja četiri ključna strateška dokumenta u poslovanju: strateškog, marketinškog, poslovnog plana i procedura kao I strateških dokumenata o inovacijama. U poslednjem delu se razmatra intenzitet veze između strateške orijentacije preduzeća izražene u postojanju ključnih strateških dokumenata i inovativnosti kao i veze između tri najčešća oblika inovacija u reprezentativnom uzorku od 150 srpskih malih i srednjih preduzeća (MSP). Istraživanje je pokazalo da postoji pozitivna korelacija između strateškog planiranja i inovacija u MSP ali snaga veze zavisi od tipa posmatrane inovacije.

 

Biografije autora

Tatjana Mamula, "MASMI", Serbia Univerzitet Metropolitan, Fakultet za menadžment
Tatjana Mamula, PhD has been working as an assistant professor at the Metropolitan University, where she lectures on the marketing research, consumer behavior and brand management subjects. She received her PhD degree in organizational sciences. She has managed a large number of quantitative and qualitative research projects, as a director of marketing research company MASMI. During 2013, as a senior expert in EU Project “Integrated Innovation Support Programme” in Republic of Serbia, Tatjana designed, developed and delivered two innovative SME coaching sessions for 300 SMEs in Serbia with focus on: How to Understand the Market and the Customers; Product Positioning, Competition, Customers and Value Capture. Tatjana has more than 10 papers published in the national books of papers and three in the international books of papers. She has participated in numerous conferences in the area of marketing, management, and branding as a presenter, trainer and coach. Tatjana is a member of several professional associations: ESOMAR (global association of marketing researchers), ICF (International Coaching Federation), Association of Business Women, Serbian Association of Managers, and others.
Sanja Popovic-Pantic, Institut Mihajlo Pupin

Sanja Popovic Pantic, PhD has published four papers in the international books of papers,  one paper in the journal included in the SCI list in 2014. and one in the leading national scientific journal. She has more than 10 papers published in the national books of papers and two books in female entrepreneurship recognized as monographs : “From vulnerable to sustainable group” in 2007. and “Sustainability of female businesses”, in 2010. Her research interests are focused to the SME’s sector since she  she has been engaged as SME expert in three leading EU funded project in the SME's innovativeness and competitiveness in Serbia. As being President of the Association of Business Women in Serbia for 17 years, special focus of Sanja Popovic Pantic is on female entrepreneurship in her research work as well. This was the area where she did her PhD thesis.  Also, as a leading female entrepreneurship expert in Serbia, she was engaged in the UNWOMEN funded research project "Advancing Women's Economic and Social Rights in Serbia”.  As to awards, she has been awarded by The International Alliance for Women  in 2012. with the World of Difference 100 Award  in the category of education for women’s start-ups and with the "PLANETA", delivered by the leading national magazine in entrepreneurship “Ekonometar”.

 

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Objavljeno
2016/03/24
Broj časopisa
Vol. 43 Br. 4 (2015)
Rubrika
Originalni naučni članak