Market orientation and entrepreneurial effect of winemakers
Journal Title: EKONOMSKI VJESNIK / ECONVIEWS Review of contemporary business, entrepreneurship and economic issues - Year 2019, Vol 0, Issue 1
Abstract
The method of interviews was used to conduct a case study whose objective was to determine the market orientation and entrepreneurial effect of four winemakers in Osijek-Baranja and Vukovar-Srijem Counties. The study showed that the four interviewed winemakers did not have a marketing orientation in the sense of the marketing budget and capacity or in the sense of market orientation. Even though the winemakers are aware of the importance of using marketing in the modern world, their inadequate knowledge of marketing and the absence of a marketing department make them mostly sales-oriented. If the winemakers wish to be competitive in the Croatian and international markets and compete against European winemakers, they must increase their market orientation and turn their sales orientation into marketing.
Authors and Affiliations
Sanja Jelić Milković
Keywords
Related Articles
- EP ID EP593768
- DOI -
- Views 65
- Downloads 0
Comparative analysis of the value of national brands
Nation branding is not the “holy grail” of economic development, but it can provide a distinct advantage when it is aligned with a well-defined economic strategy and supported by public policy. A nation brand is the sum...
Implementation of the General Data Protection Regulation in companies in the Republic of Croatia
This paper deals with the current issue of protecting individuals regarding the processing of their personal data and the free movement of such data. As this matter is also regulated by the European Union legislation, th...
Features of impulse buying in Croatian retail
Impulse buying is an unplanned decision to buy a product or service, made instantaneously on the point of sale. Some of the internal factors that affect impulse purchasing are age, gender, mood, income or culture, and th...
Beliefs about effects of organic products and their impact on intention to purchase organic food
Globally, there is a growing number of studies focused on discovering the factors that influence the intention to purchase organic products. The present research aims to investigate beliefs about the direct effects of or...
Measuring ethnocentric tendencies of consumers in Tuzla Canton
Consumer ethnocentrism is a tendency of consumers to buy and consume domestic products and services. The aim of the paper was to identify the key attitudes and barriers related to consumer ethnocentrism, and to examine t...