Naslov
Marketing in Slovenia: Changes and Challenges

Autori
Makovec Brenčič, Maja ; Rojšek, Iča

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Marketing in the Emerging Markets of Central and Eastern Europe: The Balkans

Urednik/ci
Marinov, Marin

Izdavač
Palgrave Macmillan

Grad
Basingstoke : New York (NY)

Godina
2005

Raspon stranica
128-152

ISBN
978-1-4039-4750-5

Ključne riječi
Marketing, Transition Economies

Sažetak
After 1991 the majority of Slovene enterprises lost their positions in the big domestic market. Most Slovene companies could no longer benefit from economies of scale and scope. Imports of goods were quickly liberalized thus reducing the market entry barriers for foreign companies. The market itself became exposed to foreign competition more directly. Relative openness to foreign market practices has largely assisted and speeded up the transition of Slovene firms from production to market orientation. Along with the progressive trade liberalization, improved supply and import structure, and the loss of the large internal market, consumer and business-to-business markets came under great pressure for radical mindset change. This meant that companies' management had to develop and leverage knowledge and capabilities of how to compete successfully in highly competitive foreign markets. The implementation of marketing principles and practices has been the most difficult of all as it referred to interactions with existent and latent consumer demand.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA