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| Author: | Shipley, D. |
| Title: | The effects of privatization on marketing capability and activity in Poland |
| Journal: | International Journal of Research in Marketing
1998 : OCT, VOL. 15:4, p. 367-381 |
| Index terms: | MARKETING PRIVATIZATION POLAND |
| Language: | eng |
| Abstract: | Privatization has been a major element of reform in Central and Eastern Europe, however its effects on firm marketing capability and performance are unclear. This study tests a number of hypotheses concerning the effects of privatization on marketing capability, activities and performance in Poland. The main conclusions are that privatization leads to enhanced marketing capability, to more pro-active marketing activities, such as the adoption of longer term priorities, to an emphasis on delivering superior quality to customers and to more active new product development. |
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