THE RELATIONSHIP BETWEEN TECHNOLOGICAL DYNAMICS OF NEW TECHNOLOGIES AND ABSORPTIVE CAPACITY OF EXPORT COMPANIES OF THE REPUBLIC OF CROATIA

Information and communication and digital technologies provide numerous opportunities for companies so that companies can operate more easily and efficiently globally and, due to new technologies, gain a competitive advantage. New trends and technologies are creating great pressure in the market and companies are forced to look for new, faster and more efficient ways and models of doing business. Markets dictate the pace and are becoming more digital precisely due to technology that is advancing and evolving rapidly. With new technology knowledge and innovations are the key factors to success. Many companies today are defined and described as knowledge companies that accumulate and develop existing knowledge but also adopt new. The aim of this paper was to explore and examine the ability of the organization to absorb knowledge (absorptive capacity) as the key factor in the process of acceptance of new technologies. The research was conducted in the Republic of Croatia and Croatian export companies (micro, small, medium and large) were included in the research. The research hypothesis "Technological dynamics of new technologies affect the absorptive capacity of acceptance of new technologies in export companies of the Republic of Croatia" was confirmed through conducted research. The research has proven that absorptive capacity plays a major role in the context of an organization's ability to recognize, acquire, transform, and use new knowledge and new technologies.