GLOBALIZATION IN THE FACE OF A COMPANY’S POTENTIAL AND COMPETITIVE POSITION

A comprehensive, analytical diagram showing the influence of globalization processes on the company’s competitive potential and position indicates how important it is to have an adequate diagnosis of globalization’s force and impact for a successful corporate strategy. Empirical research conducted in Wielkopolska, Poland shows the benefits of the application of the proposed method. The research looked into the substantial discrepancy between relatively high values of the current competitive position of a company (shareholders’ satisfaction) and weak competitive potential (relative adequacy of the company’s own resources and competence). The discrepancy indicates the extent of danger connected with international competition and the increase of shareholders’ expectations. The proposed concept and measurement tools comprise an attempt at establishing terminological consensus on micro-economic aspects of globalization processes and drawing some general rules and directions for further research