The effects of privatization on marketing capability and activity in Poland
- 作者：Shipley ; David ; Hooley ; Graham ; Cox ; Tony ; Fonfara ; Krzysztof
- 关键词：Marketing capability ; Privatization
- 刊名：International Journal of Research in Marketing
- 出版年：1998
- 期刊代码：31_01678116
- 类别：bus
- 出版时间：October, 1998
- 卷：15
- 期：4
- 页码：367-381
- 文件大小：94.0 K
摘要
Privatization has been a major element of reform in Central and Eastern Europe, however its effects on firm marketing capability and performance are unclear. This study tests a number of hypotheses concerning the effects of privatization on marketing capability, activities and performance in Poland. The main conclusions are that privatization leads to enhanced marketing capability, to more pro-active marketing activities, such as the adoption of longer term priorities, to an emphasis on delivering superior quality to customers and to more active new product development. On both financial and market-based criteria, the privatized firms are seen to outperform their state-owned counterparts.