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ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:3816 2015-12-02T18:56:40Z 1

IMPLEMENTATION OF MARKETING CONCEPT IN INTERNATIONAL BUSINESS - A CASE STUDY OF COMPANIES IN WESTERN SERBIA, PLENARY SESSION - INVITED PAPERS 2015 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/3816 M. Jovanović N. Jovanović In order for local companies to be successful in the international market, it is necessary to adapt behavior in key areas of business management. Adoption and consistent implementation of the basic principles of marketing in international business, orients companies towards the realization of market success. Marketing orientation is based on a clearly defined goal in business activities, pointing out the fact that success must be prepared. This approach brings the company specific and measurable results. The results of the realized empirical research show that companies that were included in the sample belong to one of the vital parts of Serbian economy. There is a growing proactive approach of their management towards opportunities provided by the international market and an initiative in search of the most profitable modes of business operations. However, it is necessary to create the preconditions at the macroeconomic level too so that such orientations are much more efficiently implemented in business practice. Despite the fact that a marketing development level got a good score, one can conclude that the it is more related to its operational dimension, while the strategic marketing is poorly developed. Estimated strength of competition in the target foreign markets relative to the domestic market, finds as necessity a more consistent and comprehensive implementation of strategic marketing orientation in companies that want a sustainable competitive advantage in international markets. conferenceObject 21 30 ISBN 978-86-83573-58-5 Zbornik COBISS.SR-ID 217615628