PL EN


2009 | 20 | 4(212) | 25-54
Article title

THE MARKETING STRATEGIES OF POLISH LIGHT INDUSTRY ENTERPRISES ON THE EUROPEAN UNION MARKET: STANDARDIZATION AND ADAPTATION (Strategie marketingowe polskich przedsiebiorstw przemyslu lekkiego na rynku Unii Europejskiej ...)

Selected contents from this journal
Title variants
Languages of publication
PL
Abstracts
EN
The paper examines the marketing strategies of Polish light industry enterprises in European Union countries. It also analyzes the determinants of a process whereby companies are adapting their marketing strategies to EU standards. The authors used the computer assisted telephone interviewing (CATI) method to collect data for their research. The survey was made on a random sample of 61 medium-sized and large enterprises in light industry, including textile, clothing and leather producers. The research shows that many Polish light industry enterprises have modified their marketing strategies and pricing policies after Poland's EU entry in 2004. This especially applies to their business in the new member countries of the bloc. The results obtained are in line with the findings of other studies quoted in the article.
Year
Volume
20
Issue
Pages
25-54
Physical description
Document type
ARTICLE
Contributors
  • Andrzej Sznajder, Szkola Gl√≥wna Handlowa w Warszawie, Kolegium Gospodarki Swiatowej, al. Niepodleglosci 162, 02-554 Warszawa, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
09PLAAAA06252
YADDA identifier
bwmeta1.element.44b1cff5-871d-3f83-9575-a2bf833f9868
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