Market Orientation of Bulgarian Food and Agribusiness Enterprises in the 1990s

Abstract

This exploratory study examines the degree of market orientation of Bulgarian food and agribusiness enterprises through a case study strategy. Some propositions were generated from the literature in order to organise and analyse the data, and draw conclusions. The findings suggest that the management philosophy and marketing activities of the enterprises in Bulgaria appear to be characterised by short-term tactical approaches at the expense of long-term strategic approaches. There is little recognition of the marketing concept as a guiding principle of marketing and related functions. The study also highlights the complexity of the current Bulgarian business environment, illuminates the urgency of marketisation for a rapid economic development of Bulgaria, and raises some fundamental questions with regard the prospect of market orientation during the era of transition.