The Involvement of Slovene Companies in the Export Marketing Process

Boris Šuštar

Eastern European Economics, 2001, vol. 39, issue 4, 25-52

Abstract: Slovene companies need to become more global in an environment of growing regionalization. The following analysis of Slovene exporters' operations investigates those elements and prerequisites of international operations essential for the expansion of a company's export activities. Larger companies with significant experience and a strong management orientation toward exporting, more easily overcome the barriers to exporting. In comparison with Western rivals, large Slovene companies are characterized as smallwith limitedoperationalresources. Thus, they seek to maximize internationalexport revenues through economies of scale and minimization of risk. Their international exports consist of more standardized goods, primarily nondurables. They export mainly to West European countries, which are economically and politically stable and have highly developed markets. A smalldomestic market, limited internalresources, technologies that rapidly become obsolete, and intense international competition keep Slovene exporters on this strategic path.

Date: 2001
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