engleski

Strategic Marketing Alliances - A Possibility for Croatian Companies' Penetration into the EU Market

Strategic alliances are ongoing structured business relationships between two parties, profiled as a counterpoint to the global competition intensification and one of the essential globalization and integration processes' exponents. With regard to the alliance participants, a synergy in the satisfaction of all consumer needs is realizable both horizontally and vertically by virtue of strategic marketing alliances as a sort of strategic alliances' subspecies. The Republic of Croatia's economic entities are still insufficiently acquainted with the advantages of this international business trends' inclusion modality and are unready for such a challenge in most cases for both objective and subjective reasons. Nevertheless, especially the profitable Republic of Croatia's economic entities have a potentially large possibility to simultaneously assist to the creation of economic effects of Croatian adjustment to the EU thru this connection mode with the EU partners. The Croatia Airlines' example is adduced as a case study and a follow-up to the aforementioned purport.

competition ; co-marketing ; European Union (EU) ; marketing ; strategic alliances

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