Smaller and larger firms' marketing activities as a response to economic privatization: marketing is alive and well in Croatia

摘要

Privatization and the transition to a free market economy in Croatia have resulted in increased economic activity, increased numbers of business, in- creased competitive offerings, and in- creased economic stability. What effect has this had on the marketing activities of smaller and larger firms? Results from this research clearly show increased mar- keting activity among companies after privatization. All firms in the sample sig- nificantly increased their collection of customer information and their collec- tion of competitor information indicating a desire among these managers to know how to better satisfy their customers and how to either remain competitive or be- come more competitive.