Marketing Activity of the International New Ventures. Results of Empirical Studies from Poland (original) (raw)

Abstract

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The study investigates the marketing activities of international new ventures (INVs) from Poland, characterized by rapid internationalization and reliance on relational networks for marketing effectiveness. It examines the application of classical marketing tools and the incorporation of entrepreneurial marketing concepts, particularly focusing on the challenges faced by these firms in competitive foreign markets. The research highlights the significance of marketing strategies effectively adapted to local conditions and emphasizes the growth in export activities among Polish SMEs since their entry into the EU.

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