Abstract:

Rapid changes in economical and political surrounding of Yugoslavia recquires appropriate basic strategic and tactical philosophy reformulation within all industry sectors. Transition from mostly self-oriented towards market oriented corporation, understanding market complexities, risks and chances, asks for close cooperation between company’s management, marketing researches and strategic planners. INA, the biggest group in Yugoslavia with diversified field of business activities spreads widely beyond national market. Strategic dilemmas emerging from changing conditions on domestic and international scale were and still are numerous but basic one was which general direction should be taken to generate further, longterm prospects. Internationalisation and rapid adapting to well-off economies market standards seemed to be the only answer. The first step in marketing research, organically linked with process of strategic changes in progress was to detect, on broad scale, inner situation, marketing climate in corporation and top management levels. First results are encouraging despite visible weaknesses. They enabled basis for : - verification of existing strategic ideas - directing further marketing research scopes - selection of priorities. Above all, process of strategic reforms in INA proved that marketing research could not stay in splendid isolation any more, but has to be integrated interactively in other activities and implementation.