KVALITETA POSLOVNIH INFORMACIJA – KLJUČ POSLOVNOG USPJEHA / BUSINESS INFORMATION QUALITY – KEY TO SUCCESSFUL BUSINESS

Abstract

Gathering and using good quality business information for export activities is significantly increasing prospects for business success and decreasing risks exporters are exposed to. For a company to be able to gather and use business information efficiently, first and foremost, it has to define it’s information needs, choose adequate information sources and establish the method for determining which export markets deserve serious consideration. Significance of business information quality lays in the way information is perceived and used by it’s user. By defining, approaching, modifying and redefining business information quality and modes of better information management, information can be initiator rather than obstacle for achieving business success. Primary goal of this paper is design of aggregated image of perception of information quality provided by specific sources. By survey of business information quality significance to exporters, following hypothesis was being tested: Export succes is proportional to use of good quality business information on export market. This hypothesis is completely confirmed. According to the perception of examined exporters, the best quality business information on export market, is provided by specialised market research agencies. Results of this survey have shown that examined firms with greater export values, use business information gathered from market research agencies more often than less successful exporters.