engleski

Impact of internal and external factors on SMEs marketing strategy and performance in crisis

The research was conducted on the target sample of fast-growing SMEs in Croatia, as representatives of prior to crisis successful SMEs. The research results confirmed that, in conditions of crisis, eleven out of twelve analysed environmental factors significantly influence SMEs marketing strategy and/or performance, particularly “product innovation”, “autonomy”, “type/importance of goals”, “sector” and “customer type”.

marketinška strategija, performanse, kriza

nije evidentirano