Competition is a process that occurs in every aspect of human activity especially when it comes to economic activity within the market economy, which is one of the fundamental forms of social organization of economic activity. Traders are forced to make decisions concerning both the production and resource allocation, which is an inherent factor in competition. One of the preconditions for the process of competition is the scarcity of a resource in relation to the demand for the goods. In the case of a market economy we are dealing with a limited volume of demand for the asset. So competition is one of the features of a market economy. The continuous competition of traders in order to achieve the same goal (profit maximizing), is a necessary factor in the success or failure of a company, industry, region or national economy. The situation becomes even more complicated when companies are forced to act in times of crisis. The crisis should be understood as a worldwide collapse of the economy manifested primarily by a fall of the stock index, decrease of production, rising unemployment, declining economic growth, declining revenues or by the failure of the financial system. The global economy is currently in a deep financial crisis, which is why, in order to survive, companies operating in that environment must have the ability to quickly adapt to the rapidly changing environment. The author of this text presents the essence of competition as an economic phenomenon, the causes of the global financial crisis and possible actions and strategies that may enable companies to compete effectively in the present crisis.
Globalization is not a new phenomenon. This process has been initiated by great geographic discoveries. One can say, that the first age of globalization has been started in the 19th century. Continuous reducing of duty caused England to become the trade – open country. It allowed to accelerate the develpment of international business. In the end of the 19th century, innovations were a significant factor for development of globalization. They enabled a boost of efficiency of enterpreneurship through organizing mass production, reducing elementary cost and reducing price of final products. Technical progress in transport was also a significant factor for development of globalization. Along with technical progress, enterprises were forced to change their market orientation. Development of telecommunication contributed to propagation of information and it allowed enterprises to react much more quickly to changes in their environment. Presently, globalization has adopted a different form. First of all, it proceseeds faster and it has the greatest territorial coverage. There is no doubt that modern enterprises face the great challenge of being more competing on the homogeneous international market. Marketing is a package of market management instruments and one of the basic manager orientation. Efficiency of the enterprise activity on the market is mainly dependent on the selection of proper marketing instruments. The main questions are: How to be competitive on the international market in the age of globalization? Has globalization played a big role in forming the marketing theory?
Nowadays in Poland many enterprises use instruments of marketing. A part of larger, but especially the smallest enterprises include such operations as promotion for general strategy or advertising. Unfortunately, it does not ensure the achievement of constant, solid competition superiority on the market. From the point of view of marketing as well as industrial marketing, innovation is an implementation of new ideas, a new kind of market policy, new manners of distribution and promotion, entrance on new markets, release of a new product, or conscious, significant change of elements of marketing in the enterprise. Innovations play an important role in creation of the company image on the market. The scale of innovation is strictly related to the level of industrial investment and the economic growth rate. In the case when national economy is characterized by a small degree of industrial investment and low economic growth, considerable development of innovation is not possible.
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