Projects / Programmes
An examination of firms marketing processes and their sustainable competitive advantages
| Code |
Science |
Field |
Subfield |
| 5.02.00 |
Social sciences |
Economics |
|
| Code |
Science |
Field |
| S186 |
Social sciences |
International commerce |
| S191 |
Social sciences |
Market study |
Management of marketing processes, sources and development of competitive advantages, modeling behavior of organizational and final consumers, international markets, national identity, country of origin, universality and aplicability of cross-cultural behavioural models, measurement of efficiency and effectives of marketing processes
Researchers (12)
Organisations (1)
Abstract
While Slovenian companies recognise the importance of the marketing function, it seems that they lack the knowledge and/or ability to employ it efficiently and effectively in order to build sustainable competitive advantages in international markets. A simple transfer of global models into business practice might not always be successful, especially in a cross-cultural setting typical for research of marketing processes which are based on understanding of organisational and consumer behaviour. The aim of research project is therefore twofold: first, to systematically analyse the transferability and applicability of existing theoretical models of organisational and consumer behaviour using Slovenia as an example of a country moving from the second into the third phase of competitive growth. The foundations of our research project lie in the theory of competitive advantage, the theory of social identity, as well as theories and models from the field of organisational behaviour. Second, empirical studies of companies and consumers conducted in the framework of this research project will enable us to use the project results as an input for design of proposals and strategies leading to a more efficient management of marketing processes in Slovenian companies and, in turn, improved firms'' competitive placement in the EU and global markets as well as to the increased international recognition of the country of Slovenia and Slovenian products/services with the high added value.
Project will be conducted in several stages. The first two will include various forms and methods of qualitative and quantitative research, through which secondary and primary data will be collected and analysed. We will then proceed with an analysis of empirical data using various statistical techniques, including structural equation modelling and conduct a comparison with existing theoretical models. In the last stage of the project, significant efforts will be directed towards the presentation and dissemination of our research results to the domestic and international academic community, followed by the development of a set of strategic recommendations aimed at improvement in competitive positioning of Slovenia-based firms in international markets.
