A study of product strategy priorities at the small enterprises of the North-Alföld Region
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Folyóirat címe
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Kiadó
Faculty of Agricultural and Food Sciences and Enviromental Management of the Debrecen University, Debrecen.
Absztrakt
Leírás
Through a non-representative sample of the small enterprises of the North-Alföld Region, this paper studies the product strategic priorities enabling us to make a detailed typology of smallenterprises. According to the relevant technical literature, the types of small enterprises have typical strategic priorities. Obviously, each group can be characterised with certain strategicpriorities, which are sharply distinct from each other. These priority features are shown in the form of characteristic features in the enterprise’s marketing activities, market behaviour (product policy, innovation attitude, technology, price policy). This paper studies the enterprises of the sample through the role of production technology, material quality, low price and branding endeavours affecting product positioning.
Kulcsszavak
strategy, marketing, small enterprise, product policy