Jovanov, Tamara and Temjanovski, Riste (2019) Tools for assessment of strategic business units in the marketing activities of companies. Macedonian International Journal of Marketing, 5 (9). pp. 36-44. ISSN 1857-9787
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МАРКЕТИНГ СПИСАНИЕ Број 09 МЗМ СО UDK БРОЕВИ - НУБ 13.09.2019-pages-1-5,36-43.pdf - Published Version Download (2MB) | Preview |
Abstract
This paper analyzes the importance of strategic business units in the marketing operations of companies, as well as the tools that help in evaluating them and making business decisions. Strategic business units are defined as different businesses that can be of any size but must have a separate and unique mission, existing competitors, an external focus on the market and control over the functions. The analysis indicates the benefits of these and shows ways to determine the need for investing or dis-investing in them. The tools for evaluating them are the VRIO model according to which the unit should function on the basis of key competencies, i.e. the capability and capacities of the enterprise for internal integration, coordination and utilization of resources and BCG matrix, for determining the competitive position of the strategic business unit, relative to the largest competitor in the market of the same product category. The paper is important due to its contributing to the popularization of these tools and showing their practical use, which can improve the performance of business entities on the market.
| Item Type: | Article |
|---|---|
| Subjects: | Social Sciences > Economics and business |
| Divisions: | Faculty of Economics |
| Depositing User: | Tamara Jovanov |
| Date Deposited: | 19 Sep 2019 11:44 |
| Last Modified: | 19 Sep 2019 11:44 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/22529 |
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