ORGANIZACIONO ZNANJE U FUNKCIJI POVEĆANJA KONKURENTNOSTI KOMPANIJA ZAPADNOG BALKANA/ORGANIZATIONAL KNOWLEDGE IN THE FUNCTION OF INCREASING THE COMPETITIVENESS OF COMPANIES IN THE WESTERN BALKANS

Abstract

Western Balkan companies are not competitive with European Union companies, which can hinder the process of joining the European Union. One of the main reasons is the lack of competencies of employees, which results in low productivity that negatively affects competitiveness. The aim of this paper is to identify key factors of low productivity and competitiveness. The results of the research show that the educational systems of the Western Balkan countries are not focused on functional knowledge and that they are insufficiently connected with the business sector. On the other hand, in enterprises, insufficient attention is paid to organizational learning and creation of learning organizations. Government policies are not oriented to a knowledge society. The author suggests measures that would lead to increasing the competitiveness of enterprises, which include the introduction of a dual education system and the creation of a favorable environment for pupils and students practice, as well as training and education programs in companies. The author believes that by adopting and implementing these measures, companies will successfully deal with market challenges and reduce the risks of business failures.