Organizacija, letnik / volume 40 Summaries številka / number 1, januar / january 2007 

Borut Rusjan 

Matjaž Mulej, Nastja Mulej 

Siniša Drobnjak, Eva Jereb 

Problems and Deficiencies in the 
Research on Manufacturing Strategic 
Planning as
Reason for its non Applying in the 
Praxis 

De Bono's Methodology “Six Hats of 
Thinking” and Mulej's Methodology of 
Creative Cooperation “USOMID” 

Is Living at Distance our Future? 

Using the information communication 
technology, introducing distance education, 
employing workers to work at distance, 
using services at distance, accepting the 
informational society, and building a virtual 
environment all enhance tomorrow’s changes 
of man’s habits. In the paper the effect of 
stated elements to the new way of life - life at 
distance is described. 

Key words: information communication 
technology, distance education, work at 
distance, services at distance, informational 
society, virtual environment, life at distance 

In his search for ways to support the real 
transition and thus to realize the institutional 
one, the first author came across the 
methodology called »Six thinking hats«. This 
contribution briefs how coauthors have linked 
it with the first author's own methodology that 
is called USOMID, which is at least equally old, 
and supports creative thinking, too. Synergy 
of both methodologies is feasible. The first 
trials demonstrated that it can be very useful. 
USOMID supports well the blue and white 
heads, first of all, while receiving support 
from the red, black, green, and yellow hats in 
the phases of creative work and preparation 
of decisions; in the phase of implementing 
them USOMID seems to complete up the t6 
thinking hats method. 

Key words: creative cooperation, Dialectical 
Systems Theory, innovative business, 
methodology USOMID, methodology Six 
thinking hats, transition 

The purpose of the paper is to show major 
problems and defficiencies in the research 
of the content of the manufacturing strategic 
planning. Research of the content of the 
manufacturing strategic planning studies 
manufacturing strategic goals, strategic 
decisions inside manufacturing, relationship 
among strategic decisions and the impact 
of manufacturing strategic decisions on 
manufacturing strategic goals. Related to the 
research of manufacturing strategic goals 
we emphasise the question of appropriate 
determination of goals and the problem related 
to this question. The problem is that researchers 
often do not appropriately distinguish between 
the manufacturing strategic goals and the 
means to achieve them. In order to achieve 
appropriate distinction of goals and means 
at the manufacturing business function level 
we emphasise the distinction of the purpose 
of the manufacturing strategic goals and 
of the purpose of manufacturing strategic 
decisions. The purpose of manufacturing 
strategic goals is to guarantee the achievement 
of company`s competitive advantage, and the 
purpose of manufacturing strategic decisions 
is to guarantee the achievement of appropriate 
results related to manufacturing strategic 
goals. We also emphasise that there is a lack 
of systematic research of relationship among 
the manufacturing strategic decisions and of 
the relationship between the manufacturing 
strategic decisions and manufacturing 
competitive priorities. The consequence of 
this is the neglect of possible trade-offs among 
the manufacturing competitive priorities and 
the neglect of the analysis phase in the process 
of planning. The neglect of the analysis leads 
to implementation of improvements on the 
basis of benchmarking best practices of 
other companies and to conclusions about 
universal approaches for improvement of 
manufacturing competitive priorities results, 
which is in confrontation with the approach of 
choosing improvement activities on the basis 
of identified problems. 

Key words: manufacturing strategic planning, 
content of planning, manufacturing 
competititve priorities, manufacturing strategic 
decisions 

Tatjana Kozjek, Vladislav Rajkovič, 
Marko Ferjan 

A Media Choice Decision-Making 
Model to be Used in Public Relations 

The central part of the article comprises 
a media choice decision-making model to be 
used in public relations. The model's essence is 
the use of modern information methods with 
the emphasis on artificial intelligence methods 
in decision-making processes which enable 
transparency and interpretation of knowledge 
used in decision-making and of the decision 
itself. Within the solution, a realization of 
the model base is described by means of the 
DEXi program system. The model takes into 
account quantity as well as quality choice 
criteria. In this way, a more holistic idea of the 
media and the goals pursued by the decisionmaking 
is formed. Basic elements of the model 
are defined, such as the target public, goals 
the organisation wishes to achieve in public 
relations, resources earmarked for public 
relations, messages to be communicated to 
the public, etc. The criteria that are part of 
the decision-making model were gained by 
studying bibliography in the field of public 
relations and concrete experiences at the 
Faculty of Administration of the University 
of Ljubljana. The criteria that were formed by 
studying practical experiences at the Faculty 
refer to the attainability of the target public. 
Since every organization has its own target 
public, the model would have to be adjusted to 
the concrete organization. When developing 
the model, this fact was considered, therefore, 
the authors of the article believe that the 
findings obtained can be generalized. 

Key words: public relations, media 
choice, multi-attribute decision making, 
decision-making model, DEXi 

Mitja Ruzzier, Maja Konečnik 

Internationalization of Small and 
Medium Enterpreises: An Integrative 
Conceptual Model 

Internationalization of small and 
medium enterprises (SMEs) is becoming a 
very important research area, because of their 
crucial role in developing economic growth. 
Globalization of the economic environment 
is challenging the current economic theories 
underpinning the SMEs research. The 
study seeks to integrate new phenomenon 
of international new venture with widely 
accepted theories of SMEs internationalization 
into a new redefined integrative conceptual 
model of SMEs internationalization. The new 
model is built around key internationalization 
dimensions, internationalization antecedents 
and consequences. A set of propositions 
about relationships in the conceptual model is 
developed and implications are proposed. 

Key words: internationalization, 
small and medium enterpreises (SMEs), 
entrepreneur 

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