o:28465 Globalne promene konkurentskih odnosa u auto industriji Global reshaping of competitive relationships in Auto industry sr Rezime: Poslovni ambijent na početku 21. veka se odlikuje radikalnim i frekven- tnim promenama. Ove promene dovode do restrukturiranja pojedinih tradicional- nih industrija kao što je auto industrija. Finansijska kriza, tehnološke inovacije i promena državne regulative „odmrzle" su odnose u auto industriji, a konkurenti su prinuđeni da prilagođavaju svoje po- slovne strategije novim odnosima u grani. Finansijska kriza uzrokovala je finansijske teškoće ili čak i bankrotstvo pojedinih zna- čajnih konkurenata u grani, što je otvorilo prostor za pojavu kasnih sledbenika sa tr- žišta u nastajanju. Inovacije u digitalnom sektoru stvorile su pretpostavke za pojavu autonomnih vozila i usluge deljenja vozila (carsharing) i deljenje vožni. Globalno zagađenje podstaklo je vlade da pooštre standarde emisije gasova, a pojedine zemlje postepeno uvode zabranu vozila sa dizel motorima, što je otvorilo prostor za ekspanziju električnih vozila. U kom pravcu će se dalje razvijati trendovi auto nomnih vozila, carsharinga i elektrifikacije vozila nije lako predvideti. Auto kompanije su u cilju kontrole rizika na nepredvidive trendove u grani reagovale akvizicijama, sklapanjem strateških partnerstava i pažljivim fokusom na pojedine segmente. Abstract Business environment at the beginning of the 21st century is characterized by disruptive and frequent changes. These changes lead to restructuring of some traditional industries, such as automotive industry. Great recession, technology innovations and changes in government regulations unfreezed the structure of automotive industry. Consequently, competitors in the industry have to fit their strategies to new reality. Great recession resulted in financial troubles or even bankruptcy of some significant incumbents and created market space for late followers from emerging markets. Digital innovations have created preconditions for emergence of autonomous cars and carsharing and ridesharing service industry. Global pollution puts pressure on national governments to establish higher gas emission standards and ban diesel vehicles in city centers, which encourages development of electric cars. It is hard to predict the course of development of carsharing service industry, autonomous and electric cars due to high risks and uncertainties. Therefore, auto companies focus their efforts on some smaller market segments, form strategic alliances and acquire targets with complementary resources. Ključne reči: Auto industrija, autono- mna vozila, carsharing, električna vozila, strategijske alijanse, akvizicije Keywords: Auto industry; autonomous cars; carsharing; electric vehicles; strategic alliances; acquisitions 1552099 10.5937/Markt1901032M 1552101 0354-3471 2023-03-29T12:49:47.305Z 44 no 46 Dušan Marković Univerzitet u Beogradu Ekonomski fakultet 13834599 0000-0003-1512-739X Slobodan Aćimović Univerzitet u Beogradu Ekonomski fakultet person 12754791 0000-0003-3112-3268 Veljko Mijušković Univerzitet u Beogradu Ekonomski fakultet person 13834855 0000-0002-0668-8614 application/pdf 359961 https://phaidrabg.bg.ac.rs/o:28465 no yes 21 70 92000004 11A03 Marketing 50 1 32 42 2019