THE IMPORTANCE OF THE STRATEGY OF CREATING NEW VALUES FOR THE PRODUCTIVITY OF METAL PROCESSING INDUSTRY

Strategy is one of the tools that achieves the desired market position, or competitiveness of the company. To achieve a competitive advantage, enterprise must have a well-designed and formulated strategy. The technological environment is a factor that represents the overall knowledge that people possess about how things are done, how innovations are created, how production, distribution and sales are carried out. The technology sector involves the creation of new knowledge and the exploitation of knowledge that creates new products: products, processes and materials. The development of technology is easily seen in new products, tools, machines and productivity. Three main goals of paper are presented: to analyse theoretical framework of production and competitiveness, to analyse and explain areas of Croatian metal processing industry, and to conduct research abut entrepreneurial development based on creating new values and productivity. Methodology of this paper is based on research and statistical analysis (Spearman's correlation, Kruskal Wallis test. Research is conducted on 508 firms (large size, small and medium) in sectors of Croatian metal processing industry. For data collecting is used postal Business Croatia and for data analysis is used SPSS statistical program (version 16.0, SPSS Inc., Chicago, IL, USA). Result of the paper is strategic recommendation that could create new values and improve level of productivity in metal processing industry. Nowadays, is necessary to find strategic models according to set parameters, how creating of new values can develop and increase a productivity and competitive position.