engleski

The Internationalisation Process - Organisational Factors' Analysis in Croatia

Internationalisation of business has been in a focus of a number of marketing research projects. The majority of these researches were aimed at determining parameters of company's behaviour that can serve as a basis for developoment of a model of export decision-making and intrnationalisation process of a company in general. One of the most widely accepted theoretical approaches to this problem is so called "Stages theory of internationalisation". According to this theory, each company has to undertake some organisational changes alongside with process of internationalisation. The main goal of this research is to empirically question the validity and premises of the internationalisation process and evaluate the importance of organisational factors in this process in Croatian companies. The research was conducted on a sample of 19 Croatian companies of different sizes and in ten different industries. The research analysis shows that the stages theory of internationalisation can be accepted only in most general terms, but it certainly cannot explain the internationalisation process in Croatian companies. The analysis of different organisational factors: industry type, company size, international orientation, export markets and key factors for choice of a an organisational factors, shows no significant influence on export model choice. The most important factor seems to be export markets and their requirements. We assume that further analysis would show greater influence of company long-term marketing strategy (if there is one) and of the environment within if operates.

internationalisation of business; export organisation; organisational factors

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