Strategie marketingowe polskich przedsiębiorstw na rynkach zagranicznych. Studia przypadków
The marketing strategies of polish enterprises on the foreign markets. Case studies

Author(s): Wojciech Grzegorczyk, Kamila Szymańska
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: internalization; marketing strategy; marketing-mix; foreign market; expansion; case study, small and medium-sized enterprises; big company; internacjonalizacja; strategia marketingowa; rynek zagraniczny; ekspansja; MSP; polskie firmy
Summary/Abstract: In the book are presented 12 case studies, which describe activities of selected enterprises from various trades as part of their marketing strategies of internationalization. Authors presented problems of marketing-mix strategies on the foreign markets, i.e. selection of marketing instruments, their mutual relations and role of internationalization orientation in marketing strategy. On account of diversity of enterprises, which was subjected to research, are discussed also uniqueness of marketing of small and medium-sized firms on the foreign markets. The presented publication broadens knowledge on the subject of internalization and marketing strategies on the foreign markets, which are carry out by polish firms. It may be useful both for managers of companies, and for students of economic and management fields of study. A case study is one of methods of qualitative research, which is very helpful in solving of problems in range of management. It is detailed description of usually real economic phenomenon, for example organization, management process, its elements or environment of organization in order to formulate conclusions about reasons and results of its course. It is practices at universities as the method of management education, particularly with reference to teaching of marketing, because it permits to compare students’ knowledge with practice of functioning of enterprises and it shapes analytical and decision-making skills.

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