ICT AS PREREQUISITE FOR ECONOMIC GROWTH AND COMPETITIVENESS - CASE STUDY PRINT MEDIA INDUSTRY

This paper analyzes the contribution of information-communication technologies to economic growth of national economies and higher productivity and competitiveness of companies. Educated work force and organizational changes are necessary in order to realize all ICT potentials and benefits and, on the other side, to minimize risk of implementation. ICT effects are also connected with companies’ readiness for innovation and experiments, as well as, with its size and industry. Print media industry is presented as a sample industry with ICT and Internet causing completely new business models and consumer participation in content creation. The last part of the paper is devoted to importance of ICT integration in Serbian economy in order to enhance national economic growth, rise employment and welfare, and improve productivity and competitiveness of national companies.