Objectives and key results and key performance indicators in small enterprises

Poboljšanje rezultata i pravovremene prilagodbe načina poslovanja i djelovanja na tržištu od krucijalne su važnosti za uspješno poslovanje današnjih poduzeća. Razni su utjecaji prisutni, a koji uvelike mogu olakšati, ali i otežati poslovanje. Kao okolnost koja je svakako otežala poslovanje svim poduzećima u svijetu je pojava pandemije virusa COVID-19. Uloga strateškog menadžmenta je učiniti poduzeće spremnim za prilagodbu u slučaju nepredvidivih okolnosti te postaviti ciljeve poslovanja na realnu, mjerljivu i svima razumljivu razinu. Poduzeća koja nisu do tada koristila neke od metoda mjerenja učinka svakako su počela razmišljati o tome ili počela primjenjivati. Upravljanje učinkom integrira ciklus od mjerenja i analize učinaka, radnje i implementacije učinaka, kontrole upravljanja učinkom te poboljšanja i prilagodbi učinka. Poduzeće spomenuto u radu spada u poduzeća koja su pojavom globalne pandemije implementirala ključne pokazatelje uspješnosti (KPI) u svoje poslovanje. Poduzeće posluje u Bosni i Hercegovini, Srbiji, Sloveniji, Crnoj Gori i Hrvatskoj te sama razgranatost poslovanja dodatno otežava praćenje performansi zaposlenika. Stoga se mjerenje učinaka, kroz primjenu KPI-jeva, smatra ključnim pokazateljem performansi prodajnih predstavnika i jedini način za praćenje učinaka. Ciljevi i ključni rezultati kao mjera performansi se ne koriste u spomenutom poduzeću, no istraživanjem provedenim pomoću dostupne literature i primjera iz prakse biti će prikazan prijedlog kako implementirati i koristiti ovaj pokazatelj u spomenutom poduzeću.Improving business results and timely adjustment of the way of doing business and operating in the market are crucial for the successful operation of today's companies. Various influences are present, which can greatly facilitate, but also make business more difficult. The occurrence of the COVID-19 virus global pandemic is a circumstance that has certainly made it difficult for all companies in the world to do business. The role of strategic management is to make the company ready to adapt in case of unforeseen circumstances and to set business goals to a realistic, measurable and understandable-to-all level. Companies, that had not used some of the performance measurement methods before, had certainly started to think about it or started to apply it. Performance management integrates the cycle from performance measurement and analysis, performance action and implementation, performance management control and performance improvement and adjustment. Company mentioned in this paper is one of the companies that have implemented key performance indicators (KPIs) in their business with the onset of the global pandemic. The company operates in Bosnia and Herzegovina, Serbia, Slovenia, Montenegro and Croatia and the very diversification of operations makes it even more difficult to monitor employee performance. Therefore, measuring performance, through the application of KPIs, is considered a key indicator of the performance of sales representatives and the only way to monitor their performance. Objectives and key results as a measure of performance are not used in mentioned company but research conducted using the available literature and practical examples will show a proposal on how to implement and use this indicator in the mentioned company