Page 127 - Gošnik, Dušan. 2020. Strategije in uspešnost podjetja. Koper: Založba Univerze na Primorskem
P. 127
Summary
The scientific field in this monograph is the field of strategic manage-
ment. A narrower area of study explores the influence of the external en-
vironment of a company on the strategy towards customers and that im-
pact on company performance. Based on theoretical background from
the literature, we formulated a model of links between selected factors of
changes in the environment, company strategies towards customers, and
company performance. The study of environmental impacts, company
strategies towards customers and their impact on business performance
is complex because company performance is influenced by a number of
factors that cannot be all captured in one study at a time, so we treated
the links between these selected factors in this research as a model. In the
empirical section, we checked the validity of the developed model.
The problem in this research is how selected external environmen-
tal factors related of a company affect its strategy towards customers and
how these strategies further affect a company’s performance. Based on
the findings from the literature and previous research, we have developed
a hypothesis and in the empirical part of the research checked its validi-
ty. The developed hypothesis is: Changes in the external environment of
a company affect the company’s strategy towards customers, which influ-
ences the performance of a company. Companies that are using a diffe-
rentiation strategy have higher performance than those that are using one
of the other strategies (low cost, focus, or an overtaking strategy).
For each of the factors: ‘’Changes in the environment’’ of a company,
which include the areas: ‘’Customers’’, ‘’Competitors”, ‘’Technology’’ and
“Suppliers’’ and the factor, “Company strategy towards customers,’’ whi-
The scientific field in this monograph is the field of strategic manage-
ment. A narrower area of study explores the influence of the external en-
vironment of a company on the strategy towards customers and that im-
pact on company performance. Based on theoretical background from
the literature, we formulated a model of links between selected factors of
changes in the environment, company strategies towards customers, and
company performance. The study of environmental impacts, company
strategies towards customers and their impact on business performance
is complex because company performance is influenced by a number of
factors that cannot be all captured in one study at a time, so we treated
the links between these selected factors in this research as a model. In the
empirical section, we checked the validity of the developed model.
The problem in this research is how selected external environmen-
tal factors related of a company affect its strategy towards customers and
how these strategies further affect a company’s performance. Based on
the findings from the literature and previous research, we have developed
a hypothesis and in the empirical part of the research checked its validi-
ty. The developed hypothesis is: Changes in the external environment of
a company affect the company’s strategy towards customers, which influ-
ences the performance of a company. Companies that are using a diffe-
rentiation strategy have higher performance than those that are using one
of the other strategies (low cost, focus, or an overtaking strategy).
For each of the factors: ‘’Changes in the environment’’ of a company,
which include the areas: ‘’Customers’’, ‘’Competitors”, ‘’Technology’’ and
“Suppliers’’ and the factor, “Company strategy towards customers,’’ whi-
