Naslov
Marketer's and Marketing Strategy Implementation: New Organizational Culture for Transformation Process

Autori
Grbac, Bruno ; Lončarić, Dina

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

Izvornik
Selected papers from the 1st International conference on business held on June 26-29, 2003 / Papanikos, Gregory T. ; Veloutsou, Cleopatra - Atena : Athens Institute for Education and Research (ATINER), 2003, 381-391

Skup
International conference on business

Mjesto i datum
Atena, Grčka, 26.06.2003. - 29.06.2003

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Transformation; Market Orientation; Strategy Implementation; Empowerment

Sažetak
The process of economy transformation requires acceptance and implementation of new values and principles of market oriented behavior of economic subjects. In those behaviour a successful implementation of marketing strategy is achieved through the creation of a new organizational culture.//The authors have defined and tested transformation determinants and conclude that successful transformation requires synergic action of powers form macro and microenvironment. The carriers of transformation process are employees who through their activities contribute to the improvement of market-orientation.//Their efficiency relies on adequate definition of strategies and new organizational culture that will ensure quicker and more adequate development of organizations, the economy and society in general.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA