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Regarding the new paradigm, i.e. key role of the knowledge and the connection of everything and everyone, the paper presents the selected theoretical assumptions, essential while studying the company orientation (strategic orientation/management orientation). Furthermore, the paper indicates some difficulties during the identification of the companies orientations. These result from both the hidden quality of its development conditions (according to the Bohm theory), and from the extraordinary complexity of the construct itself, meaning the plurality of its conditions and the circular connections between them.
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