engleski

SYNERGY OF THE INNOVATION PROCEDURES AND COMMUNICATION SKILLS AS A SUCCES PREDICTOR IN MANAGEMENT

For the modern organization, as well as for Croatia as a relatively young EU member, the term innovation is of crucial meaning. The key to business capability is reflected in new products, services and technologies, as confirmed by recent studies in the field of communication: innovative communication is the strategic ability to plan, execute, coordinate and evaluate stakeholders of the communication process as a mean to spread and redefine comparative advantages in the aim to create a successful business organization. The research was conducted in business organizations of the Republic of Croatia and has thus shown that the success of business organizations and the acquisition of market games, lay in the synergy of the innovative procedures and communication skills to acheeve sucess in the market.

communication, idea, innovation, innovative communication, know – how.

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