NEW VIEWS ON STRATEGIC MANAGEMENT

Globalisation is the only economic way for national economies all around the world. The globalisation process is marked by the following characteristics: uneven industrial development, intensive application of information and communications technologies (ICT), the development of innovations, the improvement of productivity, and the need to increase the level of competitiveness. As a result of increased ICT application in business, a new business model – sharing economy - has been established and it is increasingly present in practice. However, these changes have significantly influenced the end users themselves who are more and more demanding when using the Internet, smart phones and tablets while shopping for goods or services. With a view to developing competitiveness, developing countries have to follow the changes of the global market, but they also have to create their own national economy growth models. Alongside national economies, companies also have to adapt to new trends. Companies today face great challenges set to them by both the market and the end users.