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The impact of social media on consumer behavior – Case study Kosovo

Most studies show that the Internet and social media usage is changing consumer behav-ior,a modern trend also witnessed in developing countries such as Kosovo. This paper will offer an overview on how the consumers use social media in the stages of decision making process and the psychographic variables that influence their behavior. A survey of 120 consumers selected randomly in the capital city of Pristina was conducted, to find out to what extent they are impact-ed by the use of social media, and what role does it play in their decision making process. Around 59% of the respondents reported to have made unplanned buying decisions based on the information obtained in the Internet, and 61.5% of them declared to be motivated for buying by social media reviews of their friends. The implication of these findings suggests in what segment businesses in Kosovo should focus their market research and marketing strategy.

  The impact of social media on consumer behavior – Case study Kosovo (1.6 MiB, 6,632 hits)

Posted in Economics, Information Technology, Volume VII, Issue no. 1Comments Off on The impact of social media on consumer behavior – Case study Kosovo

Entry marketing strategy of SAAB car manufacturer into the Indian market

As domestic markets have become saturated, multinational corporations (MNC) are turning their attention to international markets to increase their market share, revenues and their profits. MNCs activities have become increasingly global in scope, whereby going abroad is crucial if they are to succeed. This process is a challenge because the MNCs needs to overcome the barriers which hinder their entry into the targeted markets. They have to map out an entry strategy and choose the right entry mode. The focus of this paper is on how General Motors (GM) as a MNC can launch the Swedish SAAB brand of cars into India. Our analyses, which cover the period up to 2010, suggest that the best way to penetrate the Indian car market was by choosing the mix between exporting and local assembly as their entry mode. This helped GM to successfully penetrate its products, control investments and increase its competitive strength against domestic and foreign firms within the Indian market. Although recently the SAAB is in difficulty and almost bakrupt, the importance of this paper rests on the lesson how car manufacturers can enter foreign markets, especially in India.

  Entry marketing strategy of SAAB car manufacturer into the Indian market (691.4 KiB, 1,013 hits)

Posted in Economics, Information Technology, Knowledge Management, Volume VII, Issue no. 1Comments Off on Entry marketing strategy of SAAB car manufacturer into the Indian market

Organizational Learning And Knowledge Creation Processes In SMEs

Nowadays, the business life for many companies is becoming increasingly complex and novel because of dynamic processes and rapid changes those are occurring in economy. In order to cope with fast changing environment organizations are forced to increase their knowledge base and thus learn continuously. Herein, organizational learning and knowledge creation processes are becoming of crucial importance if the organizations are to succeed. But, are these processes found in all enterprises?

Small and medium sized enterprises (SMEs) are playing an important role within Western economies. For instance, in the EU SMEs account for more than 50% of total employment. Hence, we investigated the organizational learning and knowledge creation processes in SMEs, as the textbooks mainly refer to larger enterprises.
I concluded that both processes were not found to a full extent as described in theory. The processes not only vary from one another, but they also vary from one enterprise to another. The empirical data clearly indicates that these findings are due to the lack of resources, knowledge and size.

The organizational learning process focuses more on explicit knowledge, as it is rooted in Western epistemology and therefore can be found to a comparably higher extent in the investigated enterprises than the knowledge creation process, which focuses more on the interaction between tacit and explicit knowledge, as it is rooted in the Eastern epistemology.

  Organizational Learning And Knowledge Creation Processes In SMEs (800.9 KiB, 2,579 hits)

Posted in Issue no. 6, Knowledge ManagementComments Off on Organizational Learning And Knowledge Creation Processes In SMEs