THE IMPLICATIONS OF THE ENVIRONMENTAL MARKETING FACTORS WITHIN THE LIGHTING SOURCES AND FIXTURES MARKET

Cornelia Denisa Ivan
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Cornelia Denisa Ivan: Valahia University of Targoviste, Romania

Management and Marketing Journal, 2014, vol. XII, issue 2, 237-246

Abstract: Every company functionality is influenced by the environment in which they operate. In the present economical environment, the enterprise cannot survive in a market based on competition without continuously struggling to keep informed about the surroundings. The aim of this paper is to identify at the right time the new opportunities of development and also the threats which may compromise the company’s results or, even worse, may put the company in a difficult position. This research is important for the development of the enterprise’s strategies. The analysis of the marketing environment varies according to the field of the enterprise’s activity. Therefore, this article is a case study that examines the influence of environmental factors on the lighting sources and fixtures market (LSF). The originality and quality of the case stem from the attempt to analyze a dynamic field characterized by the buyers’ change of preferences and their receptivity to what is new, which requires increased consideration for the influence of environmental factors. The challenges of analyzing this domain consist of the transformations that take place with the new lighting technologies proposed by manufacturers to meet the users’ preferences. This review is relevant to the LSF market, but it can also be extended to other related fields.

Keywords: marketing environment; analysis; environmental factors; influence; lighting sources and fixtures market (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2014
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