Naslov
Changes in Marketing Environment and Enterprises Adaptation: Imperative for Sustainable Development in Emerging Economies

Autori
Grbac, Bruno ; Lončarić, Dina

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Proceedings of International Conference on Marketing Paradigms for Emerging Economies / Koshy, Abraham ; Sinha, Piyush K. ; Kureshi, Sonal ; Sood, Vandana - Ahmedabad : Labdhi R. Bhandari Memorial Fund, Indian Institute of Management, 2005, 29-32

Skup
International Conference on Marketing Paradigms for Emerging Economies

Mjesto i datum
Ahmedabad, Indija, 12.01.2005. - 13.01.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Emerging Economies; Croatia; Enterprises Adaptation

Sažetak
The transition to a free-market economy has resulted in countries entering the period of discontinuous change. This change to a free-market economy has changed the methods of conducting business and need to explore marketing paradigm for emerging economies.//In order to do that the authors carried out a longitudinal research (1997-2002) with the aim to establish the progress achieved by the enterprises in market orientation and to suggest the solutions.// The results of the research show that during the period of the research (5 years) market orientation was not widely spread, but enterprises which recognized the market orientation postulates on the basis of new organizational culture were more successful. Taking the above mentioned into consideration, we conclude that it is necessary to take more measures on both the micro and macro level by which the creating and development of a new organizational culture where the human being is in the center of the interest as a consumer and marketer is being encouraged.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA