On the global market competitiveness of Serbian companies is at a very low level. According
to Global Competitiveness Report 2007‐2008 Serbia was ranked 91. Leading country is USA, whereas the UK had lost the second and fell to ninth position. The criteria on which Global Competitiveness
Report ranks 131 world countries are creation of business strategies and a quality of business environment1.
Competitiveness increase of local companies’ should be assessed through holistic concept which targets on
core micro and macro environment indicators improvement, as well as by adopting a new business philosophy
‐ strategic management and innovation. Development of CRM (Customer Relationship Management) concept is one of the tools which significantly influence raise of competitiveness and more effective creation of
business strategies
