Vol. 9, No 2, 2012 pp. 205 - 214
UDC 005.96
RELATIONS IMPROVEMENT BETWEEN ORGANIZATION AND EMPLOYEES IN THE FUNCTION OF PROMOTION OF ORGANIZATIONAL COMPETITIVENESS
Ivana Simić, Maja Ivanović-Đukić
Faculty of Economics, University of Niš, Serbia
ivana.simic@eknfak.ni.ac.rs
In a dynamic and competitive modern business environment organizations can survive and succeed only if consumers are offered products and services with superior characteristics, compared to products and services provided by competition, or if similar products and services are offered at lower prices. The sources of an organization's competitiveness may be found in various resources that the organization has or various competencies which are characteristic of the company. In the last decades, human resources have become one of the most significant organizational potential for achieving and maintaining competitiveness. In order to attract, keep and use the potential of human capital, an organization should create an internal business environment that would stimulate the manifestation and purposeful application of the potential. The aim of this paper is to point out the increasing contribution of the human resources to the competitiveness of the organization, as well as to demonstrate that efficient application of various measures can attract and promote the development of the personnel that significantly contributes to creating multiple values for the organization, which makes them an important source of its competitiveness.
Key Words: human resources, competitiveness, management, organization
UNAPREĐENJE ODNOSA ORGANIZACIJE SA ZAPOSLENIMA U FUNKCIJI JAČANJA ORGANIZACIONE KONKURENTNOSTI
U dinamičnom i konkurentskom savremenom poslovnom ambijentu, organizacije mogu opstati i uspeti samo ukoliko potrošačima ponude proizvode i usluge superiornijih karakteristika, u poređenju sa proizvodima i uslugama koje nude konkurenti, ili ukoliko proizvode ili usluge, sa karakteristikama koje su slične konkurentskim, ponude po nižoj ceni. Kao izvori konkurentnosti organizacije mogu se javiti različiti resursi kojima organizacija raspolaže ili različite kompetencije koje su joj svojstvene. Tokom poslednjih decenija, ljudski resursi postaju jedan od najznačajnijih organizacionih potencijala za sticanje i održanje njene konkurentnosti. Da bi privukla, zadržala i iskoristila potencijal koji ljudski kapital sa sobom nosi, organizacija treba da kreira takav interni poslovni ambijent koji će podsticajno delovati na maksimalno ispoljavanje i svrsishodno korišćenje tog potencijala. Cilj rada je da ukaže na pojačani doprinos ljudskih resursa konkurentnosti organizacije kao i na različite mere čija efikasna primena može unaprediti procese privlačenja i razvoja onih kadrova koji u većoj meri doprinose kreiranju više vrednosti za organizaciju, zbog čega postaju jedan od značajnih izvora njene konkurentnosti.
Ključne reči: ljudski resursi, konkurentnost, menadžment, organizacija
