MANAGEMENT OF CHANGES IN SMALL AND MEDIUM ENTERPRISES IN PRIMORSKO-GORANSKA COUNTY

Contemporarily comprehension of managing changes in a company is perceived as creating dynamic equilibrium between company and it’s environment by synchronizing key strategic processes. In these conditions, small and medium enterprises (SMEs) are becoming more and more important, regard on their flexible and adaptable competitive potential. In this work, the basic determinants of successful change management in SMEs have been abstracted, with the focus on entrepreneurial management as one dynamic
management process, dynamics of entrepreneurial strategies, flexible organizational platform, specific approach to human potentials, usage of creative-innovative potential of the company, development of intelligent entrepreneurship, understanding of entrepreneurial teaching and knowledge managing and using the opportunity of information – communication technologies, and all of that with the goal of increasing the company’s potential. Success is not only monitored through efficiency and effectivness, but also as flexible, adaptable and innovative potential of the company. Empirical research has been made on the chosen pattern of SMEs in Primorskogoranska county, and with the assumption that their success is based on dynamic approach to business through enterpreneurial reference towards changes which emphasizes continuous construction of flexible and adaptable potential of all key aspects of the company. The results have shown solid understanding of dynamic approach to business, but with mostly intuitive realization of the key aspects. Croatian companies should increase their success by additional theoretical and practical understanding from that area: with direction towards dynamic approach to all business segments, by stepping up creative-innovative activities, managing with knowledge and its capitalization, and all this with the goal of developing and maintaining competitive advantages.