دانلود رایگان مقاله تاثیر خصوصی سازی بر توانایی و فعالیت بازاریابی در لهستان

Abstract

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. q 1998 Elsevier Science B.V. All rights reserved.

Despite lingering macro-economic problems, Poland’s achievements on liberalization, privatization and economic growth are impressive. However, social and political resistance to further reform in Poland could cause the successes of privatization to be minimised. Against this, it was announced in December 1994 that Poland could be admitted to the European Economic Union within 10 years and enlargement eastwards is a major agenda item for Britain’s presidency of the Union during the first half of 1998. If this occurs, conventional wisdom would hold that privatization would need to be completed in the near future to allow Polish firms sufficient time to build adequate competitive capabilities.

An early solution to the privatization debate is thus required. Economists have advanced powerful theoretical arguments to support privatization, especially on the grounds of efficiency, competitiveness and growth, while social commentators have pointed to the resultant high levels of inflation and unemployment. However, there has been no systematic empirical investigation to determine the effects of privatization on business behaviour and performance in Central and Eastern Europe.