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Strategie marketingowe polskich przedsiębiorstw przemysłu lekkiego na rynku Unii Europejskiej - standaryzacja i adaptacja

Author

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  • Sznajder, Andrzej
  • Witek-Hajduk, Marzanna Katarzyna

Abstract

The paper examines the marketing strategies of Polish light industry enterprises in European Union countries. It also analyzes the determinants of a process whereby companies are adapting their marketing strategies to EU standards. The authors used the computer assisted telephone interviewing (CATI) method to collect data for their research. The survey was made on a random sample of 61 medium-sized and large enterprises in light industry, including textile, clothing and leather producers. The research shows that many Polish light industry enterprises have modified their marketing strategies and pricing policies after Poland’s EU entry in 2004. This especially applies to their business in the new member countries of the bloc. The results obtained by Sznajder and Witek-Hajduk are in line with the findings of other studies quoted in the article.

Suggested Citation

  • Sznajder, Andrzej & Witek-Hajduk, Marzanna Katarzyna, 2009. "Strategie marketingowe polskich przedsiębiorstw przemysłu lekkiego na rynku Unii Europejskiej - standaryzacja i adaptacja," Gospodarka Narodowa-The Polish Journal of Economics, Szkoła Główna Handlowa w Warszawie / SGH Warsaw School of Economics, vol. 2009(4), April.
    • Handle: RePEc:ags:polgne:356680
    DOI: 10.22004/ag.econ.356680
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