Marketing Research as a Main Factor in the Strategic Management of Bio-Based Industries in Bulgaria

摘要

In the study it was discussed how the market research today impacts on strategic decision making process in modern business, and looks at the critical role of a market research to achieve bio-based business success. The survey was executed on the basis of an analysis of the development of the marketing research market. The trends of this market were explored through secondary official statistics. This study shows that in the context of the digital economy the marketing research should be recognized as a main factor in the formulation of the strategy of the bio-based companies in Bulgaria.