RESEARCH OF THE MARKETING STRATEGY APPLICABILITY OF THE SWEDISH LAGOM CONCEPT IN BULGARIAN COMPANIES

Neviana Krasteva

Yearbook of the Faculty of Economics and Business Administration, Sofia University, 2020, vol. 18, issue 1, 211-229

Abstract: The study is devoted to the phenomenon of the application of the Swedish concept 'Lagom' in the marketing strategies of Bulgarian companies. The essence and principles of the Swedish concept are examined. Conclusions were made on the different approaches to marketing that should be applied as a result of a survey involving 80 respondents about the attitudes of the Bulgarians to Roobar's products by Smart Organic.

Keywords: marketing; marketing mix; lagom. (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.feba.uni-sofia.bg/sko/yrbook/Yearbook18-12.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sko:yrbook:v:18:y:2020:i:1:p:211-229

Access Statistics for this article

More articles in Yearbook of the Faculty of Economics and Business Administration, Sofia University from Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria Contact information at EDIRC.
Bibliographic data for series maintained by Prof. Teodor Sedlarski ().