PORTER’S MODEL OF GENERIC VALUE CHAIN AND PARADIGM OF VALUE CHAIN

Authors

  • Перица Мацура, PhD Associate Professor, Faculty of Economics, University of Banja Luka

Keywords:

The Porter’s model, concept, value chain, primary activities, logistics.

Abstract

Porter’s model, known as “Generic value chain”, is characterized by classification of activities on primary and logistics, which is specific categorization of business functions of an enterprise. Purpose of Porter’s model is creation of stronger cohesion between primary activities and logistics, aiming to reduce costs and to create more valuable output. Through extracting and profiling the basic idea of Porter’s model and its comparing with basic idea of value creation, the conclusion is reached that there is certain inconsistency in generic value chain model. Therefore, Porter’s model is based on the idea of managing efficiency of an enterprise, where value appears as a consequence, not as a main purpose of model construction.

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References

Галогажа, Милан: Принципи маркетинга, књига 1. и 2., Copyright by Milan Galogaza, Нови Сад, 1998.

Kotler, Philip: Управљање маркетингом: анализа, планирање, примјена и контрола, Информатор, Загреб, 2. изд. 1999.

Kotler, Philip: Marketing Management:, Prentice Hall, Upper Saddle River, New Jersey, Millennium Edition, 2000.

Милисављевић, Момчило: Маркетинг, Савремена администрација, Београд, 1996.

Мацура, Перица: Систем информација промоције, Глас Српски, Бања Лука, 2000.

Porter, Michael: Competitive Advantage – creating and sustaining superior performace, Free Press, June 1998.

Интернет извори:

http://www.free-books.org

http://marketing.about.com/library

http://www.valuebasedmanagement.net

http://www.marketingteacher.com

http://www.cscresearchservices.com

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Published

2008-06-30

How to Cite

Мацура, П. (2008). PORTER’S MODEL OF GENERIC VALUE CHAIN AND PARADIGM OF VALUE CHAIN. Acta Economica, 6(8), 109–120. Retrieved from http://ae.ef.unibl.org/index.php/AE/article/view/253

Issue

Section

Preliminary Communication