ORIENTACJA MIĘDZYNARODOWA PRZEDSIĘBIORSTWA W KONTEKŚCIE STRATEGII MARKETINGOWEJ NA PRZYKŁADZIE PRZEDSIĘBIORSTW SEKTORA ŻYWNOŚCIOWEGO Z WIELKOPOLSKI
THE INTERNATIONAL ORIENTATION OF THE COMPANY IN THE CONTEXT OF A MARKETING STRATEGY ON THE EXAMPLE OF FOOD SECTOR COMPANIES FROM WIELKOPOLSKA

Summary/Abstract: Observation of the market in recent decades shows that the need for internationalization of enterprises definitely grows on international arena. This is a consequence of the growing globalization of markets and competition, which force companies to seek new buyers outside of their home country. Thus, the chances of developing companies through their internationalization not only increase, but also become more diverse. Trends, such as globalization of international trade and the diversification strategy of "inputs" companies on foreign markets manifest in the emergence of various forms of internationalization of enterprises - ranging from exports to complex cooperative links and equity. The paper presents the topic of how companies orient themselves in relation to foreign markets and what types of marketing strategies accompany this phenomenon. The objective of the paper is to identify the types of international orientation of the analyzed companies. Theoretical implications are based on literature studies and their verification is conducted by empirical the studies.

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