engleski

Revitalizing Marketing Activities of Market Leaders in Post-War Transition Economies: The Case of Gavrilović Company

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.

Transition Economy; Croatia; Meat Processing; Food Marketing

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