IMAGE AS A COMPETITIVE ADVANTAGE ON THE EXAMPLE OF COMPANY ‘’FURNITURE PAVIČIĆ’’

Imidž poduzeća „slika“ je koju javnost ima o poduzeću. Poduzeće se suočava s problemom da različiti ljudi interpretiraju „sliku“ na različite načine. Zbog toga svi poslovi vezani za imidž poduzeća predstavljaju glavni zadatak. Jednom stvoren imidž nije stalan i može se mijenjati, ali to zahtijeva velike napore i velike vremenske i financijske izdatke. Stoga je neophodno planski pristupiti stvaranju imidža koji će se kasnijim komunikacijskim i drugim poslovnim aktivnostima dograđivati i prilagođavati širim uvjetima okoline. Na taj način promatrano, stvaranje i održavanje konkurentske prednosti predstavlja odgovor poduzeća na impulse iz okruženja i zauzima središnje mjesto u strateškome razmišljanju poduzeća. Konkurentska je prednost i racionalan način na koji se konkretno poduzeće može pojaviti ili natjecati na odabranome tržištu kako bi ostvarilo svoje ciljeve. Poduzeće pobjeđuje ne zbog jedne prednosti već zato što postupno uspostavlja jednu po jednu prednost u odnosu na druge konkurente.Company image is the image that the public has about the company. The problem the company faces is that different people interpret the message in different ways. Therefore, all activities relating to the image of a company are an acute task. Once created image is not permanent and can be changed, but it requires great effort and considerable time and financial expenditures. Therefore a systematic approach is necessary to create an image that will later be extended and adapted to the wider environmental conditions by communication and other business activities. Considered in this way, creating and maintaining a competitive advantage is a response to the impulses of companies from the region. It occupies a central place in the company’s strategic thinking. Competitive advantage is also the rational way in which the particular company may appear or compete in selected markets in order to achieve its objectives. The company does not win because of one advantage but because it gradually establishes one by one advantage in comparison to the other competitors