An analysis of terminology of concepts of competitiveness in the presentations of strategic development of selected car manufacturers

The primary objective of the presented research represents an evaluation of the terminology applied to the presentation of the strategic plans of companies. The purpose of the research was both an evaluation of the applicability of the terminology, defined in the theoretical level in the context of company practice, and - in a wider context – a search for links among the used approach of presentation, terminology and factual behavior of companies. The results show five key findings. First, the terminologies defined on the basis of the analysis of the three concepts of competitiveness share crucial common features. Second, the approach of the presentation used by the evaluated companies is still being developed, and reflects both external influences and internal aspects. Third, the manner used by the analyzed car producers is a rather significant element of its competitive behavior and, in a certain range, such a manner reflects the approach to the strategic development of competitiveness. Fourth, companies on a similar level of development tend to use similar way of communication. Fifth, the period of the economic crisis had less of a significant impact on the development of the communication of a company generally evaluated as less successful.