| Autor: |
Shultz, C., Renko, N., Pavičić, J., Bratko, S., Pecotich, A. |
| Přispěvatelé: |
Sorensen, Olaf, Sorensen, O., Arnould, E. |
| Jazyk: |
angličtina |
| Rok vydání: |
2000 |
| Předmět: |
|
| Popis: |
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. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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