Digitalni repozitorijum
Univerziteta u Beogradu
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Marketing Capabilities and Market Performance Monitoring of Global, Regional and Local Companies Operating in Serbia
Kaličanin, Đorđe
Gligorijević, Mirjana
Veljković, Saša
Abstract: A large number of global, regional and local companies operate in the Serbian market. By means of a survey conducted on the sample of 253 businesses, the authors investigate differences in marketing capabilities (marketing mix capabilities), market performance and the monitoring practice of global, regional and local companies operating in Serbia. The research reveals that the best market performance is achieved by the global companies, followed by the regional and local ones. Although the global companies are found to have the highest level of all marketing mix capabilities, followed by the regional ones, a statistically significant difference is found in only two from the mix: integrated marketing communications and sales. A number of significant differences are observed in defining marketing objectives and the frequency of market performance monitoring. The global companies, i.e. their subsidiaries in Serbia, set a larger number of marketing goals and monitor performance more often than the regional or local businesses. The authors offer suggestions to the companies of all three types on how to improve their market position and performance in a developing market such as Serbia.
engleski
2020
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Keywords: Global companies, regional companies, local companies, marketing mix, marketing capabilities, market performance, Serbia