Marketing Aspects of Market Orientation of Slovak Industrial Enterprises in Purchasing

• Autorzy: Jaroslav Kita , Marta Grossmanová , Pavol Kita
• Języki publikacji: EN

Abstrakty

EN

Orientation on market is becoming a new instrument of modern industrial enterprises with regard to the fact that the speed of response to the behaviour of customers, suppliers and competition requires mastering a great amount of information which is important for the formulation of an enterprise marketing policy. At the same time it concerns the core of problem solving of a marketing manager, who is wishing to change the company culture in the sphere of purchase in favour of one which is more market oriented. The approach of the article is characterized by two levels: a theoretical one, which presents the synthesis of present scientific knowledge on this specific problem, and an operational one, which is presented by the research results, illustrating and explaining the concept of market orientation in the purchase sphere of industrial enterprises. The company culture is closely connected with training of workers in the purchase sphere. Improving of professionalism and competence of buyers has an increasing strategic character. In connection with this development, within the project ESF, the University of Economics in Bratislava in cooperation with the University of Pierre Mendes France in Grenoble offers an international university study programme of Sales Management in French, the project Code 131 201 20293 JPD 3 2005/NP1-036 aimed at the education of experts in the purchase sphere. At the same time this topic is linked to the scientific-research task VEGA 1/0228//08 New Approaches to the Management of Supply Industrial Enterprises.(original abstract)

Słowa kluczowe

EN

Industrial enterprises; Supplier-recipient relations; Market research

PL

Przedsiębiorstwo przemysłowe; Relacje dostawca-odbiorca; Badanie rynku

• Czasopismo: Argumenta Oeconomica
• Rocznik: 2008
• Numer: nr 2 (21)
• Strony: 109--124

Twórcy

autor

Jaroslav Kita

• University of Economics in Bratislava, Slovakia

autor

Marta Grossmanová

• University of Economics in Bratislava, Slovakia

autor

Pavol Kita

• University of Economics in Bratislava, Slovakia

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