magistrsko delo
Igor Kos (Author), Mojca Duh (Mentor)

Abstract

V okviru strateškega managementa predstavlja proučevanje konceptov konkurenčne prednosti velik izziv za teorijo ekonomske znanosti. Zaradi pojasnjevanja realnih razmer v sodobnih gospodarstvih ima to področje tudi lahko uporabno vrednost za prakso konkretnih podjetij. Osnove konkurenčne prednosti se glede na dogajanja v okolju skozi čas spreminjajo. Podjetja reagirajo različno na zunanje dogodke in skušajo pridobiti konkurenčno prednost na razlikovalen način, ki ga posebej dobro obvladajo. Skozi relativno dolgo časovno obdobje raziskovanja so se razvile različne teorije, ki pojasnjujejo osnove konkurenčne prednosti podjetij. V naši nalogi smo v uvodnem delu podrobneje prikazali štiri teorije. Teorija na temelju dinamičnih zmožnosti, ki je nastala v devetdesetih letih prejšnjega stoletja ravno v času hitrih sprememb, si je zadala za cilj pojasniti uspeh in neuspeh na ravni podjetja na osnovi ugotovitve specifičnih notranjih in zunanjih sposobnosti za obvladovanje spreminjajočega se okolja. Med konkurenčno prednostjo in uspešnostjo poslovanja podjetja ni nujna neposredna vzročno-posledična povezava. Ugotavljanje razlikovanja med konkurenti je relativno enostavno pri ugotavljanju uspešnosti poslovanja, pri ugotavljanju konkurenčnih prednosti pa predstavlja to nalogo, ki zahteva zelo mnogo znanja z različnih področij poslovanja. Cilj teorije dinamičnih zmožnosti je razumeti osnove konkurenčne prednosti in poslovne uspešnosti podjetja. Slovenska podjetja so se z vstopom Slovenije v Evropsko unijo znašle na velikem prostem trgu izpostavljene evropski in tudi svetovni konkurenci. V magistrski nalogi obravnavamo vsebino teorije dinamičnih zmožnosti na teoretični in empirični ravni. Namen raziskave je glede na redkost dosedanjega obravnavanja prispevati k razumevanju dinamičnih zmožnosti v slovenskem prostoru. Problem proučevanja predstavlja ugotavljanje »dodane vrednosti« v obliki razlikovanja med navadnimi in dinamičnimi zmožnostmi. Empirični del raziskave temelji na kvalitativnem proučevanju vzorca izbranih slovenskih podjetij s področja živilske industrije na osnovi uporabe študij primerov. Glavni cilj raziskovalne naloge je ugotoviti, ali imajo proučevana podjetja zmožnosti, ki bi jih lahko opredelili kot dinamične, in kakšen je njihov vpliv na konkurenčen položaj in poslovno uspešnost posameznih podjetij. Za poglobljeno proučevanje smo izbrali pet podjetij iz panoge predelave mleka. Gre za zrelo panogo z dolgo tradicijo. V Sloveniji je panoga z vidika rasti v dolgem obdobju stagnacije. V obdobju od 2011 do 2014 so proučevana podjetja poslovala z vidika uspešnosti zelo različno, in sicer manjše mlekarne uspešneje od večjih. Podobna ugotovitev velja tudi za konkurenčen položaj, kjer pa dodatno izboljšuje svoj položaj na domačem trgu druga največja mlekarna. Pri proučevanju dinamičnih zmožnosti izbranih podjetij smo ugotovili, da jih mlekarne razvijajo različno, in sicer v tržnih nišah, na osnovi lastne zgodbe, na osnovi ugotovitve ključnih izzivov v mlečni panogi in na neključnih proizvodnih programih. Na zastavljeno raziskovalno vprašanje, kaj je v izbranem vzorcu podjetij mogoče prepoznati kot dinamične zmožnosti, so bile prepoznane kot ključne managerske zmožnosti in kot manj razvite zmožnosti človeških virov. Izvajanje potrebnih sprememb v smeri dinamičnih zmožnosti je bolj posledica vpliva turbulentnega okolja kot pa zavestna strateška odločitev podjetij v smislu prepoznanja in izkoriščanja podjetniških priložnosti. Drugo raziskovalno vprašanje, ki smo si ga zastavili, je, kako lahko povežemo prepoznane dinamične zmožnosti posameznih podjetij z njihovo konkurenčno prednostjo in poslovno uspešnostjo. Glede na tržni položaj ugotavljamo skladnost med ugotovljenimi dinamičnimi zmožnostmi posameznih podjetij in njihovim konkurenčnim položajem. Primerjava konkurenčnega položaja in poslovne uspešnosti kaže na izrazito prednost obeh manjših mlekarn v primerjavi z večjimi.

Keywords

strateški management;poslovna uspešnost;konkurenčna prednost;dinamičnost;predelava mleka;študije primerov;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [I. Kos]
UDC: 005.7:005.336(043.2)
COBISS: 12419356 Link will open in a new window
Views: 860
Downloads: 124
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary title: Dynamic capabilities as factor of firm competitive advantage and business performance
Secondary abstract: As part of strategic management represents examination of concepts of competitive advantage a major challenge for the theory of economic science. This field of work may have for the sake of interpretation of the real situtation in a modern economy also utility value for practice of concrete enterprises. The basis of competitive advantage changes in the light of what is happening in environment over the time. Enterprises react different to external events and try to attain competitive advantage in a differentiated manner, that they had a extra good command of it. Through relative long period of time of exploration have developed many different theories, which are trying to explain the basis of competitive advantage of enterprises. In our task we have presented in more detail four theories in the introductory part. Theory of dynamic capabilities-based view arised in the nineties of last century just in time of rapid changes and her goal was to explain firm-level success and failure on the basis of conclusion of internal and external firm-specific competences to address changing environments. Existing of direct cause-and-effect relationship between competitive advantage and business performance is not obvious. To find out distinctions between competitors is relatively easy by appraisal of business performance. Same task requires much more knowledge from different fields of business by finding out distinctions between competitors in case of competitive advantage. The main objective of theory of dynamic capabilities-based view is to understand the basis of enterprise competitive advantage and business performance. The Slovenian enterprises have been found with entry of Slovenia in the European Union on the large free market exposed to European and world competition. In our master task we discuss about the nature of dynamic capabilities on theoretical and empirical levels. The goal of research is to contribute because of lack of previous discussion to understanding of dynamic capabilities in Slovenian area. The problem of examination represents finding of »the added value« in form of distinction between ordinary and dynamic capabilities. The empirical part of research is founded on qualitative study of sample of selected Slovenian enterprises from the field of the food industry with the application of case studies. The main goal of research task is to find out, if the researched enterprises have capabilities, we can define it as dynamic, and what is their impact on competitive position and business performance of single enterprises. For the detailed examination we choose five enterprises from branch of milk processing. The branch is mature with long tradition. From the view of growth is the branch in Slovenia in a lengthy period of stagnation. Given the level of effectiveness all the researched enterprises ran the business in period of 2011 till 2014 very different. The smaller dairies were more efficient in comparison with larger one. The similar finding is valid also for the competitive position of enterprises, where the difference is in the position improvement on the domestic market for the second largest dairy. We find out, that dairies develope their dynamic capabilities on very different way, one of them in the market gaps, second on basis of own story, next with determining of key challenges in dairy branch and last one on non-essential production programmes. The answer to the first research question, what is possible to recognise as dynamic capabilities in selected sample of enterprises, is, that the key capabilities are managerial one and the less developed are human resources capabilities. The second research question is, how can we link recognized dynamic capabilities of single enterprises with theirs competitive advantage and business performance.As regards a market situation we have noted compliance between established dynamic capabilities of single enterprises with theirs competitive advantage.
Secondary keywords: strategic management;competitive advantage;business performance;dynamic capabilities;branch of milk processing;case study;
URN: URN:SI:UM:
Type (COBISS): Master's thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: VII, 162 str., 5 str. pril.
ID: 9137741