Strateški menadžment u uvjetima globalizacije poslovanja
Numerous changes in various fields, especially in the economy of last decades, are directly linked to the process of globalization. Due to these changes, companies have been forced to internationalize their activities because reliance on the domestic market brings mere survival into question. In business globalization, where the business environment is defined by differences brought by the boundaries of national states, the role of strategic management is to formulate a coherent, coordinated, integrated and unified strategy for the company to globalize its strategic behavior in different countries. In this paper, the author explores and analyzes the theoretical assumptions of globalization and global strategic management, and how the international or global strategy of enterprise growth affects its market position and neutralization of the risks arising from such key decisions. The conducted research and analysis of authors` findings show that the success of a global development strategy of a company is linked to the degree of appreciation of the various regional uniquenesses of individual countries and that Croatian companies, especially those in manufacturing, are not able to formulate or realize their global strategies without the prior improvement of the international competitiveness of the Republic of Croatia.