Naslov
Strategic Marketing Alliances - A Possibility for Croatian Companies' Penetration into the EU Market

Autori
Meler, Marcel ; Horvat, Đuro ; Mišetić, Ivan

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

Izvornik
Theory and Practice of Transition and Accession to the EU / Kandžija, Vinko ; Kumar, Andrej - Ljubljana : University of Rijeka ; University of Ljubljana ; Universita degli studi di Trieste, 2004, 520-534

Skup
4th International Conference "Economic System of European Union and Accession of the Republic of Croatia"

Mjesto i datum
Opatija, Hrvatska, 09.05.2003. - 10.05.2003

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
competition ; co-marketing ; European Union (EU) ; marketing ; strategic alliances

Sažetak
Strategic alliances are ongoing structured business relationships between two parties, profiled as a counterpoint to the global competition intensification and one of the essential globalization and integration processes' exponents. With regard to the alliance participants, a synergy in the satisfaction of all consumer needs is realizable both horizontally and vertically by virtue of strategic marketing alliances as a sort of strategic alliances' subspecies. The Republic of Croatia's economic entities are still insufficiently acquainted with the advantages of this international business trends' inclusion modality and are unready for such a challenge in most cases for both objective and subjective reasons. Nevertheless, especially the profitable Republic of Croatia's economic entities have a potentially large possibility to simultaneously assist to the creation of economic effects of Croatian adjustment to the EU thru this connection mode with the EU partners. The Croatia Airlines' example is adduced as a case study and a follow-up to the aforementioned purport.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA