Marketing (Beograd. 1991) (Jan 2009)
The role of marketing and production in overcoming crisis
Abstract
In this paper a strategic roles of marketing and production have been stressed as an important elements for achieving business success' on a domestic and an international market. The suppositions for a functioning of a national economy and companies is their broader and complex including in the international business flow, or an acceptance a process internationalization, but it is very important on the certain way. It means the bigger and suitable implementation marketing approach in a business. The books on corporate strategy tend to ignore the strategic importance and contribution of production in corporate decisions. On the other side, books written on production, with rare exceptions, also ignore the strategic importance of production in corporate decisions. The core of competitive advantage, which is the circumstances for achieving business success on a market, is to construct especially, distinguish ability or unique competencies. For the construction that ability the production has the strategic role. There is no area in a company which can contribute some weaknesses of production. Those abilities can contribute faster the new products development, a low costs production, assuring reliability and better quality of delivery. Those are equally the key elements of competitive advantage. In the contemporary business environment it has been understood that a company success depend on the production abilities and competences, or the production are getting the strategic role.
