Theoretical premises for the conception of enterprise competitiveness

Teoretická východiska pro pojetí konkurenční schopnosti podniku

Veronika Zemanová

Acta Oeconomica Pragensia, 2005, vol. 2005, issue 2, 158-182

Abstract: The aim of this contribution is to present a brief summary of basic theoretical premises for the conception of the enterprise competitiveness and its marketing environment analysis. So the attention is given to the definition of competitiveness, Porter's conception of competitive ability and competitive strategy and also to his comparison with present-day approaches. Within the framework of the marketing environment analysis of the enterprise I separately deal with the microenvironment and macroenvironment of the enterprise. In the first case I briefly speak about the structural industry analysis, structural analysis inside the industry and portfolio analysis methods. In the other case the attention is given to Political, Economic, Social and Technological Environment (PEST) Analysis, to main areas of elements interaction in macroenvironment and to the survey of these elements according to Kotler. So the perspective is not concentrated on firms only, but also in relation to the environment which they are in.

Keywords: competitiveness; enterprise competitiveness; marketing environment analysis (search for similar items in EconPapers)
JEL-codes: F23 (search for similar items in EconPapers)
Date: 2005
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DOI: 10.18267/j.aop.193

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