STRATEGIJA DIVERZIFIKACIJE KAO NUŽNOST OPSTANKA, RASTA I RAZVOJA PROIZVODNIH PREDUZEĆA
DIVERSIFICATION STRATEGY AS A NECESSITY OF SURVIVAL, GROWTH AND DEVELOPMENT OF PRODUCTION ENTERPRISES

Summary/Abstract: Modern living and working conditions, development, application and impact of numerous technical and technological achievements on everyday life and business have caused changes at both micro and macro levels that affect the company, its way of working, employees, management and overall the economy of one country. The market is becoming more dynamic, and competition is growing every day and gaining global scale, so companies are expected to be present and visible in the market with constant innovative development and expansion of products and services if you want to provide market advantage and advantage over the competition, while consumer need. Creating and maintaining a competitive advantage is a specific response of the company to the impulses from the environment in order to achieve defined goals and its ability to gain a superior advantage over competitors. Therefore, the strategy of diversification, although current in the 60s and 70s of the last century, does not lose its significance even today, but represents the necessity of modern business conditions.

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