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Postoje razliciti putevi koji vode ka globalizaciji, pa tako i brojne opcije zamenadžment kada krece putem globalizacije. Izbor prave i odgovarajuce globalnestrategije je upravo jedan od najvažnijih izazova koji se stavlja pred svaki posao ilipreduzece. U predmetnom radu dat je pregled globalnih strategija proizvoda,strategija globalne komunikacije, opcija za prilagođavanje genericke globalnestrategije, aspekti kreiranja generickih globalnih strategija, te njihove prednosti inedostaci. // There are many different paths that lead to globalization, so as many options formanagement when moving through globalization. Choosing the right and appropriateglobal strategy is just one of the major challenges placed before any business orenterprise. Presented paper gives an overview of global product strategy, globalcommunication strategy, options for customizing the generic global strategies, aspectsof creating generic global strategies, and discusses their advantages anddisadvantages.

USVAJANJE GENERIČKIH GLOBALNIH POSLOVNIH STRATEGIJA - MARKETING ASPEKT // ADOPTION OF GENERIC GLOBAL BUSINESS STRATEGIES – MARKETING ASPECT