34 KB297 KB23 KB199720231998Iršič, MatjažMumel, Damijanštevilka:2str. 15-20ISSN:1408-1652COBISSID:3874588URN:URN:NBN:SI:doc-DFMMXIRQslMarketing magazinAkademija MMdirektne investicijeeconomicsekonomijaprivatizacijaSloveniaSlovenijastrategija trženjatrženjetržno gospodarstvotuje investicijeUčinki privatiziranja in neposrednih tujih vlaganj na nekatere marketinške aktivnosti podjetij v Sloveniji|In the paper we present a part of the results of the international research project which has started in 1995. The main objective of the research was to find out the effects of the process of privatisation and foreign direct investments on marketing of the enterprises in the Central and Eastern Europe. The participants of the research included Hungary, Poland, Bulgaria and Slovenia. As the coordinators of the project were involved the professors from the Aston University in Birmingham (England) as well as from the University of Dublin (Ireland). Into the research project in Slovenia, there were included all of the entreprises with more than 20 employees which were divided into five main categories according to their phase of privatisation process as well as to their ownership in the time of research: a) social-owned enterprises, b) enterprises before the termination of the process of privatisation, c) former social-owned enterprises which have been privatised, d) enterprises with foreign direct investments, and e) "organic" private enterprises (i.e. enterprises which were established as private entities). The main objective of the paper presented is to show the differences among the answers of general managers in the particular researched categories of these enterprises. The answers refer to the degree of agreement of the statements about some marketing activities in these enterprises (i.e. managerial aspects of marketing activities, marketing information system as well as activities connected with market supply, sales market and some of teh marketing strategies)V prispevku je predstavljen del rezultatov mednarodnega raziskovalnega projekta, katerega začetek sega v leto 1995 in je trenutno v sklepni fazi. Osnovni namen raziskave je bil proučevanje vpliva procesa privatiziranja in neposrednih tujih vlaganj na marketinške strategije podjetij v državah v tranziciji. V raziskavo so bile vključene naslednje države: Madžarska, Poljska, Bolgarija in Slovenija, kot koordinatorji projekta pa so sodelovali profesorji z Univerze Aston v Birminghamu (Velika Britanija) in Univerze v Dublinu (Irska). V Sloveniji so bila vključena v raziskavo vsa podjetja z več kot 20 zaposlenimi. Razdelili smo jih v pet kategorij glede na stanje lastništva v času izvedbe raziskave: (a) podjetja, ki so bila še vedno v družbeni lasti, (b) podjetja, ki so bila tik pred končanim procesom lastninjenja, (c) bivša družbena podjetja, ki so že bila privatizirana, (č) podjetja z neposrednimi tujimi vlaganji, (d) podjetja, ki so že od nastanka v zasebni lasti. Cilj prispevka je predstaviti razlike med petimi kategorijami podjetij glede na stopnjo strinjanja menedžerjev s trditvami, ki se nanašajo na nekatera področja aktivnosti marketinga (organiziranje in vodenje aktivnosti marketinga, marketinški informacijski sistem, ponudba, trg in strategije) v njihovih podjetjihTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije