Olga Faltejskova and Lilia Dvorakova One of the most important tasks of modern controlling is monitoring and management of product life cycles. In the current environment competition creates strong pressure to shorten life cycles. Estimating the life-cycle of products and the timing of the introduction of new products is a basic essentials question for the company. Related to this are marketing tasks such as optimization of prices and pricing policies, monitoring the competitive environment and setting client segmentation Controlling in this sense is not just part of the activities of one of the business segments it must be understood as the style of work of each section, of each employee, as self-controlling. We can-not forget the success of the introduction self-controlling depends on the level of corporate culture. Monitoring, conducting strategic controlling is able to detect a turning point in development, deviation, respectively strategic gap, important for making decisions about any changes to corporate strategy. It is important to capture the change and the circumstances under which it occurred, including the identification of potential risks. A precondition for success is to react quickly and gain a competitive advantage.
Figure 1: Connection of Strategic Management with Controlling
9. Conclusion The basic requirement for businesses and their management in environment today's unpredictable, is a flexibility and readiness to change. Criticism of existing, previously used strategic models, leads to the questioning of existing analytical approaches. The experts and managers are looking for new and best solutions. Given the current level of knowledge it is not possible to offer anything better. A frequent target of criticism is especially subjectivity and static view of the financial analyzes, based on accounting data. Methods of financial analysis, however, indicate beyond those limitations that something is happening with the company. Here is important the understanding, recognition of the phenomenon in a specific context, in which it is happened. That can be for business manager a serious warning signal, that is wrong something. Under the new conditions it is necessary to monitor changes in the business environment and its surroundings, perceive their history in terms of their appearance and react. The process of strategic management today has lost its linearity and so should be treated with it. It cannot be expected that by extrapolating trends we will ensure future development. Models and instruments of traditional strategic approach should be combined with new knowledge and use of other options that provide business management processes. These include controlling. Through interconnection with controlling acquires strategic management a new dimension needed for more accurate and fast decisions in an environment of change and sudden reversals. It is, as is strategic management, focused on the future. Strategic controlling is able to focus on the near and long term future and use its tools to track changes, crucial for a new strategy. By the numerous surveys on the position of controlling is a proven fact, that the companies with well-functioning controlling easier to overcome the crisis.
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