oaioai:doaj.org/article:326a0f58a3e64e8080f219975b1cda65

Globalization and the marketing orientation of companies

Abstract

The functioning of the enterprise in a constantly changing environ-ment means that companies should make the necessary transformation, meet challenges, and thus anticipate and shape the reality. Each company should be the instigator of continuous change, particularly innovative projects which success depends largely on the mobilization of all em-ployees for creative thinking, action and learning. Today, a company is considered as innovative and competitive, when it possesses the ability to use marketing in order to understand the market and results of scientific research, new concepts, ideas and inventions which are expected by consumers due to the high level of modernity

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oaioai:doaj.org/article:326a0f58a3e64e8080f219975b1cda65Last time updated on 12/18/2014

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