The successful course of a Greek SME in the domestic and in the international marketplace

Abstract

The Greek industry is going through a deep crisis. Not only individual factories discontinue their production process, confining thus their operation merely to trading, but also entire sectors are in stagnation, too. Has anybody ever investigated the true reasons behind this crisis? The closure of production plants and the pining of entire industrial sectors are not always caused by a declining demand. It is not uncommon that individual manufacturers and entire sectors shrink simply because of their inability or, worse, of their unwillingness to become marketing-orientated.

Univ.-Professor Nikolaos K. Papavassiliou is Professor of Marketing at the Athens University of Economics and Business and Head of the Department of Marketing and Communications. Paraskevas C. Argouslidis is Lecturer in Marketing at the Department of Marketing and Communications at the Department.

The following Company is real but its name has been disguised for confidentiality and anonymity purposes.