Journal of East European Management Studie (JEEMS) is published by IMR Press from Volume 30 Issue 1 (2025). Previous articles were published by another publisher under the CC-BY licence, and they are hosted by IMR Press on imrpress.com as a courtesy and upon agreement.
Marketing Approaches and Organization for Marketing in Ukraine
1 Central and East European Economic Research Center, Warsaw University, Poland
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Abstract
The paper reports and analyzes findings about how Ukrainian companies of different types of ownership adopt marketing concepts and organize their marketing activity during the transition from a command society to a market economy. Constraints to the adoption of marketing concepts are identified and the correlation between company performance and the degree of the adoption is investigated. The study is based on the information collected through a survey of Ukrainian enterprises and used for a cluster analysis.