ROLE OF BUSINESS NEGOTIATION IN GAINING COMPETITIVE ADVANTAGE

Rad se temelji na premisi da se integriranjem različitih pogleda na stjecanje konkurentske prednosti omogućuje realnije sagledavanje praktičnih problema strategijskog menadžmenta. Iz navedene je premise proizašao zaključak o sposobnosti poslovnog pregovaranja kao izuzetno značajnog izvora konkurentske prednosti u suvremenim uvjetima poslovanja. Provedenim empirijskim istraživanjem ustanovljeno je da je u hrvatskim poduzećima uvelike prisutna svijesti o tome da sposobnost poslovnog pregovaranja predstavlja značajan izvor konkurentske prednosti. Istraživanje je također ukazalo na to da ta svijest nije dostatno operacionalizirana. U zaključku se rada predlaže model djelovanja hrvatskih poduzeća poradi uzdizanja sposobnosti poslovnog pregovaranja na razinu izvora konkurentske prednosti.This paper is based on the premise that integrating different perspectives on achieving competitive advantage provides a more realistic view as far as the practical aspects of strategic management are concerned. A conclusion can be derived from this premise that business negotiation skills constitute an extremely important source of competitive advantage in today\u27s business environment. Empirical research conducted for the purposes of this paper has shown that Croatian companies understand that business negotiation skills constitute an important source of competitive advantage. Research results also point out to the fact that this understanding or awareness has not been sufficiently operationalized. In conclusion to this paper we propose a model which Croatian companies could follow in order to enhance business negotiation skills to the point where it becomes a source of competitive advantage