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Enterprise-level marketing research activity in Poland: The PREDOM/POLAR experience

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Abstract

Shortages of consumer goods in Poland have been widely and generally accurately reported and analyzed in the Western professional and popular press. However, comparatively little attention has been given to product areas in which adequate market supplies are available in Poland, and in which export markets are consequential. Managers of enterprise which produce these goods are especially needful of formal, systematic marketing research activity. This article describes the marketing research program at one of Poland’s more progressive enterprises, PREDOM/POLAR, the nation’s prinicpal manufacturer of refrigerators and washing machines.

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Authors
  1. Robert L. King Ph.D.
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King, R.L. Enterprise-level marketing research activity in Poland: The PREDOM/POLAR experience. JAMS 11, 292–303 (1983). https://doi.org/10.1007/BF02725225

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