engleski

Marketing Paradigms for Emerging Economies

The threshold of the new century provides an exciting and challenging time for the business community in emerging economies. Some of them are faring better than others and there seems to be no easy template to follow and thus to assure successful transition. On the basis of the former research the authors conclude that forming a new organizational culture based on the demands of costumers, as an answer to the challenges from the environment, is considered to be a prerequisite for the survival and success of an enterprise in new circumstances. In order to establish a progress in market orientation in the Croatian economy, as an example of emerging economies, the authors carried out a longitudinal research (1997-2002). The results of the research show that during the period of the research market orientation was not widely spread, but enterprises which recognized the market orientation postulates on the basis of new organizational culture were more successful. Taking this into consideration, we conclude that it is necessary to take more activities on the micro and macro level to to encourage permanent studying about new technologies, but as well about management skills, including the knowledge about the marketing management. The aim of the mentioned activities will be faster economic growth, higher standard of living and the development of the society in general.

emerging economies; Croatia; enterprises adaptation; market orientation

Rad je citiran u bazi Ebscohost. Rad je kao prosireni sazetak objavljen u Book of extended abstracts (ISSN 1846-2693), str. 164-166.