Naslov
Revitalizing Marketing Activities of Market Leaders in Post-War Transition Economies: The Case of Gavrilović Company

Autori
Shultz, C. ; Renko, N. ; Pavičić, J. ; Bratko, S. ; Pecotich, A.

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

Izvornik
7th ISMD Conference / Sorensen, O. ; Arnould, E. - Accra : School of Administration, 2000, 1-16

Skup
7th ISMD Conference

Mjesto i datum
Accra, Gana,

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Transition Economy; Croatia; Meat Processing; Food Marketing

Sažetak
The authors examine the historical developments of a large food marketing corporation in a transition economy, Croatia. Specifically, a working iteration of a case study examining Gavrilovic Company, a meat processing operation, is used to describe the struggles and successes of a large firm confronted with multiple challenges. In the last decade alone, these challenges have included political upheaval, war devastation and the current struggle to thrive in a marketing environment in the throes of socioeconomic transition. The case brings to attention the long-standing emphasis on marketing orientation, even during the half-century period of socialism, and the need to evolve if management expects to succeed in the changing marketing landscape.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA