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Visoka škola za poslovnu ekonomiju i preduzetništvo Beograd , Belgrade , Serbia
Visoka škola za poslovnu ekonomiju i preduzetništvo , Belgrade , Serbia
Visoka poslovna škola strukovnih studija “Prof. dr Radomir Bojković” , Kruševac , Serbia
The business environment of the enterprise in terms of globalization is characterized by high turbulence, expressed in terms of predictability of future business trends, resulting in uncertainty and risk in terms of future business. The condition for the survival of business entities in such terms becomes a question of their adjustment to numerous and varied changes in the environment, and continuous improvement of their own business performance and in this regard raising the level of competitiveness. Therefore, business entities are trying to optimally combine own available resources and capabilities in order to use them in the most appropriate manner. To achieve the necessary level of competitiveness, business entities are often required additional efforts and devoting more time, energy and engaging significant human and financial resources. The way they seek to achieve this goal is the selection of appropriate strategy. In this respect, before an enterprise is more than one possible strategy, such as functional, competitive, corporate, special strategies or a combination of them. In this paper, the emphasis is placed on special strategies, and within them the entrepreneurial strategies, with a special focus on innovation as a key element of that strategy. Therefore, it is assumed that a business entity in a dynamic environment can survive in the long term only if it has a very innovative program, ie if it makes efforts in the field of innovation, research and development, from which it derives its innovativeness.
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