Naslov
The role of product management in the global crisis –case study in domestic appliance industry

Autori
Šerić, Neven ; Meža, Peter

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

Izvornik
3rd Marketing Theory challenge in transitional societies 24th-25th of September 2009. Maribor, Slovenia / - Maribor : Conference Marketing Theory challenge in transitional societies, 2009, 189-196

ISBN
978-961-6354-95-0

Skup
3rd Marketing Theory challenge in transitional societies

Mjesto i datum
Maribor, Slovenija, 24.09.2009. - 25.09.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Product; Management; Global; Crisis

Sažetak
The crisis that caught the financial experts, politicians and entrepreneurs off guard, had an impact on almost all areas and disciplines and created quite a stir. Economic recession call for decreased demand and the less work there is for domestic appliance producers. Some companies have already started to restructure their product strategy and business process. Some other companies are lowering the quantity of production. So what will the role of product management in this crisis situation should be? The answers and strategies remain a question and a challenge each company will have to deal with. The paper shows a product – oriented project model of crisis control. A product management that joins all needed market, economic and technical skills on strategic and operative level can offer an effective and proactive approach to handling or avoiding such critical situations with the use of appropriately designed project model. That could be the way of communication with potential buyers. Other way the pressure on the production prices could be very risk. The model will be introduced through the production management for the domestic appliance industry in Slovenia. A potential of project management could be helpful through the chosen marketing strategies. These marketing strategies are a prerequisite for a substantial growth and for a sustainable future of the case industry. Global problems and success is finally a result of an original model of product management, and the chosen marketing strategy. Project dealing with these issues are useful for defining an original approach to such economic area. Product management, so as methodology of marketing strategies: how to protect and preserve domestic appliance industry in Slovenia, and to find acceptable models with acceptable investments and profits. Research of this paper has been made on test bedding: • The effective evaluation of proposed project management model imply the original market strategy ; • The profit in production of domestic appliance industry depends on applications by marketing strategy ; During research, one hypothesis was: • Profit margins in crisis depend on marketing strategy, so as chosen model of product management. The marketing strategies and product management evolve with evolution up-to-date market. It has become a post gradual adapt to the global demands. Toward researching, marketing strategy for such industry reach its final configuration through the perception of the demand. Final model of product management, and marketing strategy in domestic appliance industry in Slovenia could be the formula for the right evaluation in some other industries during the crisis.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Međunarodna znanstvena konferencija i Zbornik s međunarodnom recenzijom

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