THE IMPACT OF GLOBALIZATION IN THE BUSINESS OF COMPANIES

U današnje vrijeme kada je tržište obilježeno globalizacijom i velikim promjenama poduzeća su prisiljena prilagođavati se istima, ulagati u novu tehnologiju, mijenjati organizacijsku strukturu i pratiti svjetske trendove. Stoga je nužno uložiti sve napore u razvoj menadžmenta s ciljem postizanja konkurentnosti na globalnom tržištu. U takvim tržišnim uvjetima nerijetko dolazi do krize u poduzećima. Iako je kriza sastavni dio globalizacijskih procesa, ona se često naziva nepoželjnom pojavom koja ponekad dolazi i neočekivano. U zemljama u razvoju kao i u zemljama u tranziciji pojava kriza postala je, može se reći, normalna pojava. Iako kriza mijenja životni ciklus poduzeća, ona istodobno pruža mogućnost poduzećima za promjenu njihovog poslovanja, poboljšanja poslovnih rezultata, povratka izgubljenog image-a te za novu poslovnu etiku. No, ukoliko se krizom ne upravlja na efikasan i produktivan način jasno je da će doći do propasti poduzeća. Stoga je nužno u proces rješavanja krize uključiti menadžment, ali i ostale zaposlenike. Krizni menadžeri trebaju razvijati svoje znanje i kompetencije u multikulturalnom smislu. To bi značilo da posjeduju interpersonalne kompetencije kao što su uvažavanje različitosti i multikulturalnosti te sposobnost rada u međunarodnom okruženju. Ukratko, kontinuirano profesionalno usavršavanje i izobrazba menadžera za interkulturalne odnose u 21. stoljeću su ključne za efikasno upravljanje kompanijama. Interkulturalne kompetencije i ulaganje u znanje smatraju se ključnim čimbenicima uspješnosti na globalnom tržištu. Nedostatak razumijevanja drugih kultura rezultira poslovnom neuspjehu kompanije. Predmet istraživanja ovog diplomskog rada je ispitati utjecaj globalizacije na suvremeno poslovanje. Svrha rada je ukazati na prednosti i nedostatke globalizacijskog procesa u području menadžmenta.Nowadays when the market is characterized by globalization and big changes. Enterprises are forced to adapt to it, they need to invest in new technology, change organizational structure, and track global trends. It is therefore necessary to make every effort to develop management in order to achieve competitiveness on the global market. In such market conditions, there is often a crisis in companies. Although the crisis is an integral part of globalization processes, it is often called an unwanted occurrence that sometimes comes unexpectedly. In developing countries as well as in transition countries, the emergence of the crisis has become, it can be said, a normal phenomenon. Although the crisis is changing the life cycle of a company, it also provides businesses with opportunities to change their business, improve business results, return the lost image, and new business ethics. However, if the crisis is not managed in an efficient and productive way, it is clear that the company will fail. It is therefore necessary to include management in the process of crisis resolution, as well as other employees. Crisis managers need to develop their knowledge and competences in a multicultural sense. This would mean that they possess interpersonal competencies such as respect for diversity and multiculturalism and the ability to work in an international environment. Shortly, continuous professional development and training of managers for intercultural relations in the 21st century is crucial for efficient management of companies. Intercultural competences and investing in knowledge are considered key success factors in the global marketplace. Lack of understanding of other cultures results in business failure of the company. The subject of this thesis work is to examine the influence of globalization on modern business. The purpose of the paper is to point to the advantages and disadvantages of the globalization process in the field of management