Prispevek k opredelitvi konkurenčnosti in kakovosti
Dubrovski, Drago
ǂThe ǂexports of goods, performed regardless of the price the products will attain in foreign markets, bring about damage rather than benefit to a national economy. For this reason, a planned and ...systematic selection of the products which show potential competitive advantages in specific segments of foreign markets ought to be carried out. This can be achieved only through the analysis of the means of competitiveness improved and adapted to the requirements of the individual markets. There are three forms of market competitiveness: the competitiveness of a national economy form the viewpoint of the world economy, domestic competitiveness among enterprises and their competitiveness abroad, and the basic (most concrete) competitiveness of an individual product (service). There is an interlinked dependence among the various levels of competitiveness. The success of an individual product in the foreign market will depend on the combination of the influences of all three forms of competitiveness and, above all, on the product's own competitiveness which includes: price, quality, delivery time and marketing. The otherwise favourable competitiveness can be reduced by the business policy of the enterprise or by socioeconomic measures introduced at the level of the national economy. Among the tools for a competitive approach, the central role can be attributed to quality which has been, for a long time past, utterly neglected in the macroeconomic analyses. For this reason, a terminological disorder and divergence in the totally separate treatment of the term quality prevail in this field, either from the viewpoint of technical-technological processes or from the viewpoint of economic requirements. In order to avoid the prevailing too broad definition of quality (the suitability of a product for its use), quality is treated first staticaly (as a system) and then dinamically (as a process). Quality -as a system- is a systematic integrity composed of individual characteristics of quality and of their interlinked dependendence. Quality -as a process- is the total of continually performed activities which in specific phases create integral aggregate quality of an individual product.
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