engleski

Individuality, standardisation and intangibles of firms

Standardisation is ousting individuality, especially in technical areas. But, at the same time, it tranfers it to more subtle areas. In firms individuality depends vitally on characteristics. They are required by their market and make up consistent parts of intangibles (the so-called intellectual capital) and social capital. The firm's individuality provokes different reactions to the business environment (intereset, benevolence, preference, but refusal and hampering, as well). Individuality needs a value system and a high degree of ability to collaborate as a precondition to gain valuable social capital. In confronting environment, which frequently leans upon stereotypes, the firms should care about their individuality by the so-called meta-strategic management.

Entrepreneurship; standardization; strategy; identity; innovation

Rad je prezentiran na konferenciji u Amsterdamu 2001. godine i objavljen u posebnom izdanju časopisa Systemica.