o:9789 Interpersonal Communication as a Key Driver of Competitive Advantage in Serbian Companies en Abstract: The aim of this paper is to analyze the factors of competitive advantage, and the use of communication as a special factor of competitive advantage in companies in Serbia. Scientific and empirical research show that interpersonal communication is key to successful business, both abroad and in our country. Continuous and rapid changes on the markets and business require from companies to work on improvement of competitive advantage and its factors. This research is based on the assumption that interpersonal communication is one of the main factors of a company's competitiveness. The analysis is based on the data collection through questionnaires, and statistical processing using SPSS software. The adopted methodology is based on statistical description and correlation analysis, while the qualitative research method is adopted. The research results show that the factor of interpersonal communication improves the competitive advantage of the companies. Keywords: Competitive advantage; communication; business communication; interpersonal communication; correlation analysis. 2026-06-11T08:10:57.887Z 44 yes 46 Branka Laličić Ivana Brkić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-5319-7893 Jovana Gardašević Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-3239-2083 2025 application/pdf 573398 https://unilib.phaidrabg.rs/o:9789 no yes 16 70 1552253 2025-12-02 Journal of Agronomy, Technology and Engineering Management 8 6 1764 1777 2025