SUSTAINABLE COMPETITIVE ADVANATAGES可持续竞争.pdfVIP

COMPREHENSIVE STRATEGIC DECISIONMAKING MODEL IN BUILDING SUSTAINABLE COMPETITIVE ADVANATAGES Nataša RUPČIĆ, Lara JELENC Ekonomski fakultet Rijeka I.Filipovića 4, 51 000 Rijeka, Croatia email: nrupcic@efri.hr, ljelenc@efri.hr The paper suggests a comprehensive threestage model, which offers an overall assessment of the company’s performance, as well as external success factors, threats and opportunities. The analysis should enable the company to determine a set of feasible strategies and decide upon the most appropriate one, which implementation could improve its current position. Strategic decision making tools can be methodologically grouped into three stages, with the portfolio analysis representing its core. Portfolio methodology with all its limitations offers a solid ground in the strategy formulation process especially for companies in transition economies inexperienced in the strategic planning process. The basic idea is to enable companies build grounds for sustainable or longterm competitive advantage. Key words: decisionmaking process, strategic planning process, strategy formulation model, portfolio analysis, competitive advantage 1.DECISION MAKING PROCESS IN THE CORPORATE STRATEGY FORMULATION CONTEXT Decision making process is a generic process based on choosing between two or more actions or options in order to achieve a determined goal. It is a complex process that involves collecting valuable information and their selection and evaluation based on some criteria. Many potential conflicts may arise in the