Naslov
International Marketing Strategies for Croatian Construction Companies

Autori
Lovrenčić Butković, Lana ; Bošković, Dražen ; Katavić, Mariza

Izvornik
Procedia: social & behavioral sciences (1877-0428) 119 (2014); 503-509

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Croatian construction ; international marketing ; marketing strategies

Sažetak
The rapid trend of globalisation and technological changes have made it difficult for construction companies to survive in the competitive world. The current global economy crises have impacted the construction sector particularly strongly, especially in developing countries such as Croatia. Croatian construction companies have very low performance on international markets, which is a serious problem for the entire Croatian economy. The importance of international marketing operations is, therefore, rapidly increasing. International marketing strategies differ from domestic strategies, but if Croatian construction companies develop and establish a good international marketing strategy, this could significantly improve their success on international markets. This paper elaborates international strategy modes and attempts to discover which of them are specific for Croatian construction companies.

Izvorni jezik
Engleski

Znanstvena područja
Građevinarstvo

Napomena
Odabrani radovi sa skupa 27th IPMA (International Project Management Association) World Congress, održanog u Dubrovniku, Hrvatska 2013.g. ; Mladen Radujković, Mladen Vukomanović i Reinhard Wagner (ur.).

POVEZANOST RADA