engleski

Marketing Perspectives for the Construction Sector

The rapid trend of globalization and technological change has made it difficult for construction companies to survive in the competitive world. The current crises in the global economy have particularly affected the construction sector in developing countries such as Croatia. This paper gives a short survey of the Croatian construction industry during the past several years and proposes models for its recovery. One of the models is entering the global market, which brings many problems. Croatian construction companies have very low performance on international markets and this is a serious problem for the entire Croatian economy. International marketing operations are therefore rapidly becoming increasingly important, but international marketing strategies are not the same as domestic strategies.

construction sector; Croatian construction; internationalisation; international marketing strategies

nije evidentirano