KNOWLEDGE AND LEARNING AS A SOURCE OF COMPETITIVE ADVANTAGE IN THE 21ST CENTURY

Danas su za održivu konkurentsku prednost poduzeća iznimno važni znanje i učenje. Riječ je o rijetkim i vrijednim izvorima konkurentske prednosti. Konkurentska prednost jest prednost koja se stječe ili održava u odnosu na konkurente, odnosno prednost koja se ostvaruje isključivo u konkurentskoj borbi. Održiva konkurentska prednost pridonosi iznadprosječnoj veličini dobiti koju osigurava samoodržanje, stalni rast i razvitak poduzeća te je ona cilj svakog poduzeća. Stoga poduzeća trebaju razvijati potrebne kompetencije za postizanje ciljeva razvijenih u skladu sa zahtjevima tržišta. Zbog toga je važno upravljanje znanjem pomoću kojeg se razvija i održava intelektualni kapital poduzeća i kontekst u poduzeću koji pogoduje učenju. Primjenom novog znanja postiže se neprestano poboljšavanje performansi poduzeća te održiva konkurentska prednost.For a sustainable competitive advantage of companies are extremely important knowledge and learning. Those are rare and valuable sources of competitive advantage. Competitive advantage is a benefit that is acquired or held in relation to competitors, an advantage which can be realized exclusively in the competitive struggle. Sustainable competitive advantage contributes above average size of gain which ensures self-preservation, growth and development of companies and it is the goal of every company. Therefore, companies need to develop the necessary competencies to achieve the goals developed in accordance with the requirements of the market. Therefore, it is important knowledge management through which is developed and maintained the company intellectual capital and the context in the company which favors learning. By applying new knowledge it is achieved continuously improving of the company performance and sustainable competitive advantage