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Market-oriented Logistics in Bulgarian Trade and Manufacturing Enterprises

Author

Listed:
  • Nikolay Dragomirov

    (Department Logistics, University of National and World Economy, Sofia, Bulgaria)

Abstract

Logistics activities are important for the success of a business organization. They are a continuation of many marketing processes, including analysis of markets, product development, communication and sales. Logistics must ensure that material flows in an efficient way across the supply chain, conforming to customer requirements at reduced costs. To this effect, it is essential that enterprises should have a high level of market-oriented logistics because this is the main way to achieve business goals. The article explores the level of market orientation of logistics in Bulgarian trade anmanufacturing enterprises and reveals the main tendency in the country. To achieve this goal, the research is focused on three main research categories - the relationship of the companies with their suppliers and customers, applied supply chain management practices, and packaging activities. All of the categories are explored in depth. The results and discussion are based on a theoretical overview and the analysis of quantitative data collected by a survey conducted in the 2014–2015 period. The main conclusions reveal that the market orientation of the logistics in Bulgarian enterprises as a whole is comparatively weak, and some differences between the sizes of enterprises could be found, notwithstanding that customer focus is put at the centre and considerable progress has been achieved

Suggested Citation

  • Nikolay Dragomirov, 2015. "Market-oriented Logistics in Bulgarian Trade and Manufacturing Enterprises," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 60-71, December.
    • Handle: RePEc:nwe:eajour:y:2015:i:4:p:60-71
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    File URL: http://www.unwe.bg/uploads/Alternatives/6-Dragomirov.pdf
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    References listed on IDEAS

    as
    1. Ma, Peng & Wang, Haiyan & Shang, Jennifer, 2013. "Supply chain channel strategies with quality and marketing effort-dependent demand," International Journal of Production Economics, Elsevier, vol. 144(2), pages 572-581.
    2. William J. Baumol & Edward A. Ide, 1956. "Variety in Retailing," Management Science, INFORMS, vol. 3(1), pages 93-101, October.
    3. Syam, Siddhartha S. & Bhatnagar, Amit, 2015. "A decision support model for determining the level of product variety with marketing and supply chain considerations," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 12-21.
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    Cited by:

    1. Nikolay Dragomirov, 2020. "E-Commerce Platforms and Supply Chain Management – Functionalities Study," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 2, pages 250-261, June.

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    More about this item

    Keywords

    logistics; supply chain management; market orientation;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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