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Pregled bibliografske jedinice broj: 611176

Marketing Environment in Croatian Food Industry


Leko Šimić, Mirna; Štimac, Helena; Balaž, Davor
Marketing Environment in Croatian Food Industry // From Old Industries to a New Entrepreneurial Development Structure - Reality and Challenges for Pforzheim and Osijek / Moczadlo, Regina ; Singer, Slavica (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences, 2012. str. 33-41 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


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Naslov
Marketing Environment in Croatian Food Industry

Autori
Leko Šimić, Mirna ; Štimac, Helena ; Balaž, Davor

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
From Old Industries to a New Entrepreneurial Development Structure - Reality and Challenges for Pforzheim and Osijek / Moczadlo, Regina ; Singer, Slavica - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences, 2012, 33-41

ISBN
978-953-253-114-5

Skup
32th Scientific Symposium: From Old Industries to a New Entrepreneurial Development Structure - Reality and Challenges for Pforzheim and Osijek

Mjesto i datum
Pforzheim, Njemačka, 26.10.2011. - 28.10.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
food industry; Croatia; macro environment; micro environment

Sažetak
The role and impact of marketing environment in any company is growing for two reasons: first, the dynamics of changes in the environment has incresead, and second, there is a growing number of different types of changes in the environment.The aim of this paper is to assess if the exisiting perception of marketing environment in Croatian food industry is such that it calls for changes in company and industry features, in order to transform the traditional views and behaviour to modern innovative modes of business activities. The conducted research has shown some specifics of the perception of the marketing environment in Croatian food industry. The macro marketing environment is perceived to be very hostile. Micro marketing research results point out that Croatian food companies recognize and work on building up of long term relations with suppliers, they fear decreasing consumer ethnocentrism, perceive the distribution system to be very congested and among biggest obstacles in their development and perceive competition to be the most hostile variable of micro marketing environment. According to all these findings, we might expect Croatian food industry in the near future to be forced to implement some innovative approaches in order to keep or increase its market competence and overcome barriers in micro and macro environment.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekti:
010-0102590-2587 - Komparativni razvoj agroturizma u Istarskoj i Osječko-baranjskoj županiji (Leko-Šimić, Mirna, MZOS ) ( CroRIS)

Ustanove:
Ekonomski fakultet, Osijek

Profili:

Avatar Url Helena Štimac (autor)

Avatar Url Mirna Leko-Šimić (autor)


Citiraj ovu publikaciju:

Leko Šimić, Mirna; Štimac, Helena; Balaž, Davor
Marketing Environment in Croatian Food Industry // From Old Industries to a New Entrepreneurial Development Structure - Reality and Challenges for Pforzheim and Osijek / Moczadlo, Regina ; Singer, Slavica (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences, 2012. str. 33-41 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Leko Šimić, M., Štimac, H. & Balaž, D. (2012) Marketing Environment in Croatian Food Industry. U: Moczadlo, R. & Singer, S. (ur.)From Old Industries to a New Entrepreneurial Development Structure - Reality and Challenges for Pforzheim and Osijek.
@article{article, author = {Leko \v{S}imi\'{c}, Mirna and \v{S}timac, Helena and Bala\v{z}, Davor}, year = {2012}, pages = {33-41}, keywords = {food industry, Croatia, macro environment, micro environment}, isbn = {978-953-253-114-5}, title = {Marketing Environment in Croatian Food Industry}, keyword = {food industry, Croatia, macro environment, micro environment}, publisher = {Ekonomski fakultet Sveu\v{c}ili\v{s}ta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences}, publisherplace = {Pforzheim, Njema\v{c}ka} }
@article{article, author = {Leko \v{S}imi\'{c}, Mirna and \v{S}timac, Helena and Bala\v{z}, Davor}, year = {2012}, pages = {33-41}, keywords = {food industry, Croatia, macro environment, micro environment}, isbn = {978-953-253-114-5}, title = {Marketing Environment in Croatian Food Industry}, keyword = {food industry, Croatia, macro environment, micro environment}, publisher = {Ekonomski fakultet Sveu\v{c}ili\v{s}ta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences}, publisherplace = {Pforzheim, Njema\v{c}ka} }




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