o:28445 Promene premijum segmenta na globalnom auto tržištu Reshaping of premium segment in global automotive market sr Apstrakt: Tokom 21. veka auto indu- strija se suočila sa čestim i radikalnim promenama. Velika recesija, radikalne tehnološke inovacije, pojava novih konku- renata, te pandemija Kovida-19 su doveli do promena u preferencijama potrošača i problema u upravljanju lancem snabde- vanja. Ove promene su naročito uticale na kompanije koje su lideri u premijum auto segmentu. Kompetencije ovih kompanija više nisu dovoljne da bi se stekla i održala konkurentska prednost. Rad analizira trendove na premijum automobilskom tržištu i transformaciju konkurentskih i marketinških strategija premijum auto kompanija. Tehnološke inovacije i digita- lizacija su promenili značajno percepciju premijum vozila. Kako bi odgovorili na ove promene premijum auto proizvođači moraju da modifikuju svoje konkurentske strategije. U radu je pokazano da auto kompanije na premijum segmentu moraju da poseduju agilnost i fleksibilnost kako bi se održale u nestabilnom tržišnom okruženju. Kompanije moraju da smanje kompleksnost proizvoda kako bi ostvarile troškovnu efikasnost, dok istovremeno moraju da pronađu nove načine da se diferenciraju, kako od postojećih tako i od novih konkurenata na premijum segmentu. Kako bi ostvarile ove naizgled suprotstavljene ciljeve, premijum kompa- nije usvajaju najnovija tehnološka rešenja koja omogućavaju veću poslovnu efika- snost, ali i integrisanje hardvera, softvera i usluge, kao paketa vrednosti koji se nudi premijum segmentu kupaca. Abstract: Automotive industry has faced frequent and radical changes of business environment during 21st century. Great recession, disruptive innovations, rise of emerging markets competitors, and Covid-19 pandemic have resulted in new customer preferences and constrains in managing supply chain. These factors significantly have affected business operations in automotive premium segment. Traditional competencies are not sufficient to gain and sustain competitive advantage in the market segment. The paper analyzes: trends in premium automotive segments and restructuring of business models, competitive and marketing strategies in the market segment. Technological innovations and digitalization have changed customer perception of premium vehicles. To sustain market position in unpredictable business environment and deal with these factors the competitors have to be agile and flexible. Automotive companies in premium segment have to deal with increasingly complex products, to achieve business efficiency. At the same time the companies have to differentiate their products in the new way, aiming to compete traditional competitors and new comers. To achieve these opposite goals, the companies develop new technological processes, which result in lower operating costs, and integrate hardware, software and service, to create the most valuable premium packet for customers in the segment. Ključne reči: auto industrija, premijum segment, disruptivne inovacije, digitali- zacija Keywords: automotive industry; premium segment; disruptiv innovations; digitalization 1552099 10.5937/mkng2104236M 1552101 0354-3471 2023-03-29T09:20:51.117Z 44 no 46 Dušan Marković Univerzitet u Beogradu Ekonomski fakultet 13834599 0000-0003-1512-739X Vladan Madić person application/pdf 467939 https://phaidrabg.bg.ac.rs/o:28445 no yes 21 70 92000002 11A03 Marketing 52 4 236 246 2021