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Original scientific paper

KNOWLEDGE ON THE BUSINESS ENVIRONMENT AS A BASIS OF QUALITY IMPROVEMENT OF THE STRATEGIC DECISION-MAKING PROCESS IN TRADE COMPANIES

Blaženka Knežević orcid id orcid.org/0000-0003-1509-3126 ; Faculty of Economics and Business, University of Zagreb, Croatia
Nikola Knego ; Faculty of Economics and Business, University of Zagreb, Croatia


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Abstract

Successfulness of the business strategy implementation depends on numerous different success factors, especially those from the environment of the company. The way in which companies gather information on their environment, but also, the way in which they apply collected knowledge in their everyday business transactions, determines the competitiveness of the company in every industry. In this paper specificity of collecting and application of knowledge on business environment in the distributive trade sector will be described. Also, the results of the empirical research on the sample of trade companies in Croatia will be given. The results shows that the relation of the company towards knowledge on the business environment differs regarding to the branch of distributive trade in which the company belongs, but also regarding the presence of the company on the list of the top value creators in Croatia.

Keywords

distributive trade, strategic management, business environment, makroenviroment, microenvironment, PEST analysis

Hrčak ID:

38547

URI

https://hrcak.srce.hr/38547

Article data in other languages: croatian

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