Abstract:

In this report, a market research project for a fairly large Yugoslavian manufacturing organization is being dealt with. Foreign markets, besides the limited domestic one, have traditionally been an economic imperative for the growth and survival of this organization. The strategic dilemmas of this project have important implications for many organizations operating on the rim of powerful economic groups, such as the E.E.C. The main issue concerning the economics of own vs. local marketing channels has immediate practical application and may open new aspects in the transnational operations theory. Iskra is among the 50 largest European companies in the electrical and electronics industry. Its broad spectrum of products, know-how, systems and services are marketed in over 70 countries worldwide, primarily through Iskra’s own marketing network. The 1989 sales value exceed 1.2 billion ECU, out of which 310 ECU were exported.