Pregled bibliografske jedinice broj: 843320
Impact of internal and external factors on SMEs marketing strategy and performance in crisis
Impact of internal and external factors on SMEs marketing strategy and performance in crisis // Marketing insights from a changing environment / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grünhagen, Marko (ur.).
Harlow: Pearson Education, 2015. str. 199-232
CROSBI ID: 843320 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Impact of internal and external factors on SMEs marketing strategy and performance in crisis
Autori
Dragnić, Daša ; Najev Čačija, Ljiljana ; Marasović, Ivana
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
Marketing insights from a changing environment
Urednik/ci
Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grünhagen, Marko
Izdavač
Pearson Education
Grad
Harlow
Godina
2015
Raspon stranica
199-232
ISBN
978-1-78448-762-1
Ključne riječi
marketing strategy, performance, crisis
(marketinška strategija, performanse, kriza)
Sažetak
The research was conducted on the target sample of fast-growing SMEs in Croatia, as representatives of prior to crisis successful SMEs. The research results confirmed that, in conditions of crisis, eleven out of twelve analysed environmental factors significantly influence SMEs marketing strategy and/or performance, particularly “product innovation”, “autonomy”, “type/importance of goals”, “sector” and “customer type”.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
