Internacjonalizacja przedsiębiorstwa a jego zorientowanie marketingowe
Internationalization of an Enterprise and Its Marketing Orientation
Omówiono wyniki badań polskich przedsiębiorstw.
The article tries to reinterpret the processes of internationalization and marketing orientation of enterprises and to indicate (on the basis of empirical studies) the existing relations between a firm's involvement in foreign trade and its attitude to market activity. Studies led in 1993 concentrated on the Polish enterprises. These studies confirm the correlation existing between the way of carrying out exports and the attitude to market activities of a firm. Marketing orientation of the firms was most clearly observed in the case of a group of enterprises which are independent exporters. At the same time one could clearly observe that marketing orientation of a firm increased along with the company's transition from subcontracting (trough domestic and foreign intermediaries) to the phase of independent exports. Thus, speaking objectively, it turned out that different ways of a firm's involvement in foreign operations require different range of market activities on its part.(original abstract)