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The purpose of this paper is to explore the relationship between personal values and personal tax culture regarding the perception of a tax system’s fairness. The paper deals with the main theoretical starting points of the fundamental cornerstones of the general tax culture such as tax evasion, tax compliance and tax system. Based on findings in Schwartz's model of personal values, the paper discusses some of individual personal values, categorized into ten groups within a two-dimensional circular design, along two bipolar dimensions. Because this field of research is largely unexplored and based on the previous theoretical research, a conceptual model for analysing this relationship was developed. Namen prispevka je raziskati povezavo med osebnimi vrednotami in osebno davčno kulturo glede na percepcijo pravičnosti davčnega sistema. Prispevek obravnava glavne gradnike davčne kulture, kot so davčna utaja, davčna usklajenost in davčni sistem. Na drugi strani pa teoretično opredeljujemo osebne vrednote posameznika, pri katerih smo se usmerili na Schwartzov model osebnih vrednot. Schwartzov model osebne vrednote kategorizira v deset skupin, znotraj dvodimenzionalnega krožnega modela, vzdolž dveh bipolarnih dimenzij. Zaradi neraziskanosti obravnavanega področja smo v nadaljevanju prispevka razvili konceptualni model za analizo povezave med osebnimi vrednotami in osebno davčno kulturo, ki temelji na predhodnih raziskavah.

Theories often describe leadership with different classifications, based on personality and behaviour, and have been used to establish the traits and behaviours that determine an effective leadership style. We used the quantitative methodology to investigate the determinants of the leadership style among nursing leaders in Slovene hospitals. Based on the results, we determined that demographic characteristics such as gender, age, length of employment, and level of education do not affect the choice of the leadership style. Internal organizational characteristics such as job position, emotional intelligence, communication, personal characteristics, and the decision-making process are positively associated with the leadership style. Personal characteristics are considered important when it comes to using specific leadership styles, regardless of the choice of the leadership style, which also depends on the situation and external influences. V literaturi je zaslediti različne teorije vodenja na osnovi značilnosti in vedenja vodij. Uporabljajo se za določitev značilnosti, ki pripomorejo k uporabi učinkovitega sloga vodenja. V raziskavi smo uporabili kvantitativno metodologijo za proučitev dejavnikov sloga vodenja vodij zdravstvene nege v slovenskih bolnišnicah. Na podlagi rezultatov smo ugotovili, da demografske značilnosti, kot so spol, starost, leta zaposlitve in stopnja izobrazbe, ne vplivajo na izbiro sloga vodenja. S slogom vodenja se pozitivno povezujejo čustvena inteligenca, komunikacija, osebnostne značilnosti in proces odločanja. Za uporabo izbranega sloga vodenja so pomembne osebnostne značilnosti vodij, izbira sloga vodenja pa ja odvisna od situacije in zunanjih vplivov.

An increasing number of organizations face the problem of mobbing, which represents a serious, widespread problem with numerous consequences for victims, organizations, and society. We also recognize the connection this phenomenon has with the emergence of post-traumatic stress disorder (PTSD). PTSD poses one of the most critical consequences for victims of mobbing, who mostly consist of employees at lower organizational levels. Our research focuses on the prevalence of mobbing in Slovenia, its correlation to PTSD, and some differences in the subjective and objective assessments of being exposed to mobbing. We found that the prevalence of mobbing in Slovenia can be compared to some previous assessments as well as data from other countries. Among the study´s participants, 24% could be classified as regular victims of mobbing. For the first time, we link mobbing with PTSD using a Slovenian sample. We also recorded some interesting differences between subjective and objective assessments of mobbing, thereby indicating the importance of subjective conceptualizations of mobbing acts, which should be investigated in greater detail in future research. Organizacije se vse pogosteje soočajo z mobingom. To je resen in predvsem razširjen problem. Že dolgo poznamo tudi njegovo povezavo s posttravmatsko stresno motnjo. Za žrtve mobinga, med katerimi so najpogosteje zaposleni na nižji organizacijski ravni, je ta motnja je ena najresnejših težav. Z raziskavo smo želeli ugotoviti razširjenost mobinga v Sloveniji, raziskati njegovo povezanost s posttravmatsko stresno motnjo ter proučiti razlike med subjektivnimi in objektivnimi ocenami izpostavljenosti mobingu. Naše ugotovitve kažejo, da je prevalenca mobinga v Sloveniji primerljiva s podatki iz prejšnjih merjenj pa tudi s podatki za druge države. Med udeleženci raziskave je kar 24 % takih, ki se uvrščajo v skupino rednih žrtev mobinga. Prvič potrjujemo njegovo povezavo s posttravmatsko stresno motnjo na slovenskem vzorcu. Zabeležili smo tudi zanimive razlike med subjektivnimi in objektivnimi ocenami, ki kažejo na pomen subjektivne konceptualizacije dejanj mobinga.

There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively. In this paper we present one possible approach to investigating the relationship between top management involvement and the degree of integrated marketing communications. Our research established that a greater involvement of top management in marketing communications could be associated with a higher degree of IMC. Investigating the relationship between management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the relationship between top management involvement in marketing communications and the degree of IMC.

Introduction: Work is an important constituent of an individual%s life since the experience of work influences well-being and health. The well-being of employees is an important issue in the work environment. The aim was to examine the relationship between satisfaction in the workplace and the well-being of employees in nursing. Methods: Quantitative research based on a cross-sectional study was used, with 640 employees in nursing from eight Slovenian hospitals participating in the study. A structured survey questionnaire was administered. The relationship between psychological well-being and workplace satisfaction was analysed with correlation and linear regression analysis. Results: The workplace satisfaction (x = 3.69, s = 1.13) and well-being ( x=161.27, s = 55.19) of employees in nursing are at a middle level. With the correlation analysis we established that well-being statistically significantly correlates with workplace satisfaction (r = 0.611, p < 0.001). Workplace satisfaction explains 42 % of the total variability of well-being of employees in nursing. Discussion and conclusion: It is necessary for every health care organization to take care of its employees' workplace satisfaction and well-being. Health care organizations can be successful and achieve their organisational objectives if their employees are satisfied with their work and have a high level of well-being. Uvod: Delo je pomemben sestavni del življenja vsakega posameznika, saj je znano, da delovne izkušnje vplivajo na dobro počutje in zdravje. Dobro počutje zaposlenih je pomembna dimenzija v delovnem okolju. Namen raziskave je bil ugotoviti povezavo med zadovoljstvom na delovnem mestu in dobrim počutjem zaposlenih v zdravstveni negi. Metode: Uporabljena je bila kvantitativna metodologija raziskovanja. Sodelovalo je 640 zaposlenih v zdravstveni negi iz osmih slovenskih bolnišnic. Uporabljen je bil strukturiran vprašalnik. Za ugotavljanje povezave med dobrim počutjem in zadovoljstvom na delovnem mestu sta bili uporabljeni korelacijska in linearna regresijska analiza. Rezultati: Stopnja zadovoljstva na delovnem mestu (x = 3,69, s = 1,13) in dobro počutje (x = 161,27, s = 55,19) zaposlenih v zdravstveni negi sta na srednji ravni. S korelacijsko analizo smo ugotovili, da se dobro počutje z zadovoljstvom na delovnem mestu statistično pomembno povezuje (r = 0,611, p < 0,001). Z zadovoljstvom na delovnem mestu lahko pojasnimo 42 % celotne variabilnosti dobrega počutja zaposlenih v zdravstveni negi. Diskusija in zaključek: Skrb za zadovoljstvo na delovnem mestu in dobro počutje zaposlenih je pomembna za vse zdravstvene organizacije. Zdravstvene organizacije so lahko uspešne in dosegajo svoje organizacijske cilje, če so njihovi zaposleni zadovoljni z delom in imajo visoko stopnjo dobrega počutja.

This article examines the impact of packaging colour (red, blue, violet) on the perception of taste (sweet-bitter) and textures (hardsoft, soluble-insoluble) of chocolate. Presented are the results of the associations of key stimulus chocolate, the results of the content analysis of interviews with a focus group and results of the experiment carried out on a sample of 188 persons. We have concluded that colours of the packaging affect the perception of taste and texture of chocolate. Statistically significant differences exist in the perception of taste of chocolate on the dimension sweet-bitter between red and violet colour of packaging. Between perception of taste of chocolate in red and blue packaging and violet and blue packaging there are no statistically significant differences. There is also a difference in the perception of solubility of chocolate. Statistically significant differences in perception of solubility of chocolate exist between red and violet colours of packaging of chocolate and red and blue colours of packaging of chocolate. There is no statistically significant difference in perception of solubility of chocolate in violet and blue packaging. The most intensive influence appeared in the third dimension of chocolate perception labeled as hard-soft. In this case statistically significant differences were found in the perception of chocolate between all three colours of chocolate packaging. V prispevku obravnavamo vpliv barve (rdeča, modra in vijoličasta) embalaže na zaznavanje okusa (sladko, grenko) in teksture (trda, mehka, topljiva, netopljiva) čokolade. Prikazani so rezultati ugotavljanja asociacij na ključni dražljaj čokolada, rezultati analize vsebine razgovora s fokusno skupino in rezultati eksperimenta, izvedenega na vzorcu 188 oseb. Ugotavljamo, da barva embalaže vpliva na zaznavanje okusa in teksture čokolade. Obstaja statistično značilna razlika v zaznavanju okusa čokolade na dimenziji sladka-grenka med rdečo in vijoličasto embalažo, medtem ko se zaznavanje okusa čokolade v rdeči in modri embalaži ter vijoličasti in modri embalaži statistično značilno ne razlikuje. Prav tako se je pokazala razlika v zaznavanju topljivosti čokolade. Statistično značilne razlike v zaznavanju topljivosti čokolade obstaja med čokolado v rdeči in vijoličasti embalaži ter čokolado v rdeči in modri embalaži, medtem ko se zaznavanje topljivosti čokolade v vijoličasti in modri embalaži ne razlikuje. Vpliv barve embalaže čokolade na zaznavanje čokolade se je najbolj izrazito pokazal na dimenziji trda-mehka, kjer so bile ugotovljene statistično pomembne razlike v zaznavanju trdosti/mehkosti čokolade pri vseh treh barvah embalaže čokolade.

At organizations, changes are the only constant; implementing them effectively is a key factor for success. To implement internal communications programs, organizations use a wide range of internal communication tools. Especially in times of change, all tools are not equally suitable; selecting the right ones depends on several factors: what method should they employ to create optimal selection of appropriate tools for communication to support organizational changes. This paper starts with a literature review on communication during the time when changes are introduced in organizations with an emphasis on finding key determinants for modeling the optimal selection of appropriate internal communication tools. The second part is based on empirical research - depth interviews carried out with senior managers of successful companies in Slovenia - it examines the adequacy of the proposed model for selecting internal communication tools during the times when changes are introduced. Indeed, it was revealed that senior managers are aware of the importance and potential of internal communications to alleviate or prevent uncertainty among employees in times of introducing change. Consequently, internal communication tools need to be carefully selected. Within this context, four key selection determinants that lead to the successful change implementation were identified. Spremembe v organizacijah so stalnica, sprejemanje sprememb pri zaposlenih pa ključni dejavnik uspeha uvajanja sprememb. Za izvajanje internega komuniciranja uporabljajo v organizacijah široko paleto orodij internega komuniciranja. Ker med uvajanjem sprememb vsa orodja niso enako primerna, ustreznost nabora pa je odvisna od več dejavnikov, se pojavi vprašanje načina oblikovanja optimalnega izbora ustreznih orodij za komunikacijsko podporo uvajanju sprememb v organizacijo. Prispevek začnemo s pregledom literature s področja komuniciranja v času uvajanja sprememb v organizacijah, s poudarkom na iskanju ključnih determinant za oblikovanje modela optimalnega nabora ustreznih orodij komuniciranja. V drugem, empiričnem delu raziska ve z globinskimi intervjuji, opravljenimi z vodilnimi managerji uspešnih podjetij, preverimo ustreznost predlaganega modela za izbor orodij internega komuniciranja med uvajanjem sprememb. Zaznati je bilo mogoče, da se vrhnji managerji zavedajo pomembnosti ter potenciala tega področja tudi v smeri, da je mogoče negotovost zaposlenih med uvajanjem sprememb z dobro načrtovanim internim komuniciranjem v precejšni meri omiliti ali v celoti preprečiti. Posledično je treba premišljeno izbrati tudi orodja internega komuniciranja. Pri tem so ključnega pomena štiri determinante izbora, ki vodijo do uspešne uvedbe sprememb.

In the present paper the conceptual model of relationships between hotel image, hotel quality, perceived value and guest satisfaction was developed and tested on the sample of 1020 tourists in Slovenia. Results of the empirical research suggest that the impact of perceived quality on guest satisfaction is very weak. However perceived quality as well as image impact guest satisfaction indirectly through perceived value. This indicates the importance of perceived value as mediating variable in service perception models. V prispevku je predstavljen model povezav med naslednjimi koncepti: podoba hotela, njegova zaznana kakovost, zaznana vrednost in zadovoljstvo njegovih gostov. Model je bil preverjen na vzorcu 1020 turistov v Sloveniji. Rezultati empiričnega preverjanja kažejo, (a) da je neposredni vpliv zaznane kakovosti hotela na zadovoljstvo njegovih gostov zelo šibak in (b) da zaznana kakovost hotela in njegova podoba vplivata na zadovoljstvo gostov posredno, prek zaznane vrednosti hotela. Ta povezava kaže na pomembnost zaznane vrednosti hotela kot mediacijske spremenljivke v modelih, ki pojasnjujejo zaznavanje storitev.

The majority of more complex perceived value models have been implemented in the U.S., few in the EU, but none in the context of retail banking in transitional countries. This paper aims to test a model of perceived value antecedents and consequences in the retail banking industry in the transition economy in central Europe. Data for empirical research was collected from 700 retail banking customers in Slovenia. The measurement instrument was developed in three phases to determine content validity, convergent validity, discriminant validity and reliability of measurement constructs. Final model was tested with structural equation modelling using five reflective constructs(price, quality, value, satisfaction, and loyalty) in order to test the hypothesized relationships. Results indicate the importance of perceived value as a mediating variable. Further, results confirm that all researched concepts are interlinked, complex and strategically important concepts for retail banking industry of a transition economy. Do sedaj je bila večina raziskav kompleksnih modelov zaznane vrednosti izvedenih predvsem v Združenih državah Amerike, manjši delež tudi v državah EU, nobena izmed teh pa se ni nanašala na proučevanje zaznane vrednosti bančnih storitev v tranzicijskih državah. V tem prispevku preverjamo model zaznane vrednosti bančnih storitev in njene predhodnike ter posledice na primeru Slovenije. Podatki za empirično raziskavo so bili zbrani na vzorcu 700 odjemalcev bančnih storitev v Sloveniji. Preverili smo vsebinsko veljavnost, konvergentno veljavnost, diskriminantno veljavnost in zanesljivosti konstruktov. Končni model in zastavljene hipoteze smo preverjali z modeliranjem strukturnih enačb, pri čemer smo uporabili pet reflektivnih konstruktov (cena, kakovost, vrednost, zadovoljstvo in zvestoba). Rezultati kažejo na pomembnost zaznane vrednosti v vlogi mediacijske spremenljivke. Razkrivajo tudi, da so vsi omenjeni koncepti med seboj povezani in dokaj kompleksni ter strateško pomembni za podjetja, ki poslujejo v bančnem sektorju v Sloveniji.

Authorities who manage protected areas (places with unique natural assets) are responsible for nature conservation, sustainable development and the local population���s quality of life. Accordingly, they should present innovative ideas for relaxation and recreation with an eye toward protecting nature. This has not yet been accomplished in Slovenia. The qualitative research in this paper is performed to develop a model for authorities who manage protected areas, particularly with regard to the management of stakeholder impacts. Results from two of the four groups of experts interviewed are presented in this paper., tourismos, Vol. 4 No. 4 (2009)

In the academic literature there is not much empirical evidence about how top management involvement influences a degree of integrated marketing communications. At the same time some authors belive that this relationship should be more explored. In this paper we present one of the possible approaches in investigating the relationship between top management involvement and a degree of integrated marketing communications. With our research we found out that greater involvement of top management in marketing communications could be associated with higher degree of IMC.

Companies use different marketing communication activities in order to communicate with their environment. Their decisions to use a specific activity are often the result of past experiences, habits or certain influences. Measurements related to the efficiency of their communication method, as well as the analysis concerning the effect of using a specific kind of marketing communication activity on different business success determinants are usually neglected. In this article, authors provide an analysis of a correlation between the use of a specific marketing communication activity and 13 different business success variables. Based on the research, it could be concluded that the net business result for the accounting period can be influenced by using printed advertisements in newspapers, radio commercials, press conferences, newsletters and sponsorship. Net return on assets showed a positive correlation with printed advertisements in newspapers and press conferences. Printed advertisements in newspapers and radio commercials have proved to influence net sales and, last but not least, authors discovered that the return on equity can be influenced by organizing press conferences and, by using leaflets, companies can expect to raise the net sales growth index. Poduzeća koriste različite marketinške komunikacijske aktivnosti kako bi komunicirala sa svojom okolinom. Njihove odluke da koriste određenu aktivnost obično su rezultat prošlih iskustava, navika ili nekih drugih utjecaja. Mjerenja povezana uz efikasnost njihovih komunikacijskih metoda, kao i analize efekata korištenja specifičnih marketinških komunikacijskih aktivnosti na različite odrednice poslovnog uspjeha obično se zanemaruju. U ovom radu, autori analiziraju korelacije između korištenja specifičnih marketinških komunikacijskih aktivnosti i 13 različitih varijabli poslovnog uspjeha. Na temelju istraživanja može se zaključiti da se na neto poslovni rezultat za računovodstveni period može utjecati korištenjem oglasa u novinama, radio-reklamama, tiskovnim konferencijama, brošurama i sponzorstvima. Neto povrat na imovinu je pokazao pozitivnu korelaciju s oglasima u novinama i tiskovnim konferencijama. Oglasi u novinama i radio-reklame utječu na neto prodaju, te su autori također otkrili da se na povrat na dionički kapital može utjecati organiziranjem tiskovnih konferencija, dok se korištenjem brošura može očekivati porast indeksa rasta neto prodaje.

The main purpose of the article is to answer the question concerning the differences that can occur when two multivariate research methods (multivariate regression analysis and structural equation modelling) are used to solve the same complex marketing problem. Both methods are used in marketing for measurement of a relationship between variables. The basis for meta-analysis is a complex marketing problem in terms of which we asses the impact of marketing assets and marketing capabilities on several aspects of firm performance. Comparison of alternative methods suggests that important differences in relationship strength (regression coefficients) and statistical significance can occur. This can result in differences regarding rejection of hypotheses and, in turn, in interpretation of findings. Namen članka je odgovoriti na vprašanje, kakšne so razlike v reševanju kompleksnega marketinškega problema, če izberemo dva multivariatna raziskovalna pristopa - multivariatno regresijsko analizo in modeliranje strukturnih enačb (angl. structural equation modeling - SEM). Obe metodi v marketingu uporabljamo za merjenje moči vpliva med spremenljivkami. Metaanalizo izvajamo na osnovi kompleksnega marketinškega problema, v okviru katerega ugotavljamo vpliv marketinških virov na različne vidike uspešnosti podjetja. Ugotavljamo, da prihaja pri uporabi omenjenih dveh metod do nekaterih pomembnih razlik v rezultatih, predvsem z vidika moči vpliva posamezne spremenljivke na drugo (regresijski koeficienti) in statistične pomembnosti vpliva, ter tudi pri sprejemanju ali zavračanju hipotez.

This paper focuses on the correlation between marketing communication activities and business success of a company through: a) the correlation between the number of marketing communication activities that a company uses and its business success; and b) the correlation between the number of marketing communication activities a company uses and 13 variables of business success. We conducted research among small Slovenian companies that offer foreign language teaching. The results confirm a correlation between the number of marketing communication activities that a company uses and its business success, and we can further confirm that the number of marketing communication activities strongly correlates with net sales and customer loyalty. Članek obravnava povezavo med številom aktivnosti marketinškega komuniciranja, ki jih podjetje izvaja in poslovno uspešnostjo malih podjetij. Osnovni vprašanji sta: (a) ali je podjetje, ki uporablja več različnih marketinških aktivnosti uspešnejše in (b) ali obstaja zveza med posameznimi kazalniki poslovne uspešnosti podjetja in številom aktivnosti marketinškega komuniciranja, ki jih podjetje izvaja. Raziskavo smo naredili na vzorcu slovenskih malih podjetij. Rezultati raziskave so pokazali, da ne obstaja korelacija med številom aktivnosti marketinškega komuniciranja in poslovno uspešnostjo podjetja ter, da je število aktivnosti marketinškega komuniciranja močno povezano s čistimi prihodki od prodaje in z zvestobo kupcev.

Authors demonstrate the use of cluster analysis in findin out (ascertaining) the homogenity/heterogenity of guests as to the degree of their demand. The degree of guests' demand is defined according to the importance of perceived service quality components measured by SERVQUAL, which was adopted and adapted, according to the specifics of health spa industry in Slovenia. Goals of the article are: (a) the identification of the profile of importance of general health spa service quality components, and (b) the identification of groups of guests (segments) according to the degree of their demand in the research in 1991 compared with 1999. Cluster analysis serves as useful tool for guest segmentation since it reveals the existence of important differences in the structure of guests in the year 1991 compared with the year 1999. The results serve as a useful database for management in health spas. Autori prikazuju uporabu analize klastera u određivanju homogenosti, odnosno heterogenosti gostiju u odnosu na razinu njihovih zahtjeva. Razina zahtjeva gostiju se određuje u skladu sa značajem percipirane kvalitete različitih čimbenika usluge, mjerenih metodologijom SERVQUAL, prilagođenom specifičnostima slovenskih toplica. Ciljevi članka su: (a) određivanje profila značaja čimbenika kvalitete usluge u nespecijaliziranim toplicama i (b) identifikacija grupa (segmenata) gostiju prema razini njihovih zahtjeva, ustanovljenih istraživanjem 1991. i uspoređenih s rezultatima istraživanja 1999. godine. Analiza klastera se koristi kao korisno oruđe za segmentaciju gostiju, pošto otkriva značaj važnih različitosti u strukturi gostiju 1991., u usporedbi s 1999. godinom. Rezultati istraživanja ujedno služe kao korisna baza podataka za upravljanje toplicama.

In direct marketing, the key role in establishing and maintaining the relationship between organization and customer are communication channels. In contribution authors describe direct mail which is still keeping efficacy and efficiency in spite of the fact that this is one of the oldest communication channels in direct marketing. Authors analyse the using of direct mail from the organization (sender) point of view. Benefits of using direct mail for users and the reasons of non-users are shown in the paper. As a benefit of using direct mail, the possibility to present products or services to customers is the most often mentioned reason. The incompatibility between product and direct mail is reported as a main barrier. V neposrednem marketingu so pri vzpostavitvi in ohranjanju neposrednega odnosa med prodajalcem in kupcem odločilnega pomena komunikacijske poti. V prispevku je predstavljena direktna pošta kot ena najstarejših komunikacijskih poti neposrednega marketinga, ki kljub pojavom sodobnih medijev ohranja učinkovitost in uspešnost. V prispevku je odnos do uporabe direktne pošte analiziran z vidika organizacij. Prikazane so prednosti, ki jih vidijo organizacije, ki uporabljajo direktno pošto, in razlogi, ki organizacije odvračajo od njene uporabe. Med prednostmi se najpogosteje pojavlja možnost predstavitve izdelkov, medtem ko je neskladnost med naravo izdelka organizacije in direktno pošto glavna ovira.

In the paper we present a part of the results of the international research project which has started in 1995. The main objective of the research was to find out the effects of the process of privatisation and foreign direct investments on marketing of the enterprises in the Central and Eastern Europe. The participants of the research included Hungary, Poland, Bulgaria and Slovenia. As the coordinators of the project were involved the professors from the Aston University in Birmingham (England) as well as from the University of Dublin (Ireland). Into the research project in Slovenia, there were included all of the entreprises with more than 20 employees which were divided into five main categories according to their phase of privatisation process as well as to their ownership in the time of research: a) social-owned enterprises, b) enterprises before the termination of the process of privatisation, c) former social-owned enterprises which have been privatised, d) enterprises with foreign direct investments, and e) "organic" private enterprises (i.e. enterprises which were established as private entities). The main objective of the paper presented is to show the differences among the answers of general managers in the particular researched categories of these enterprises. The answers refer to the degree of agreement of the statements about some marketing activities in these enterprises (i.e. managerial aspects of marketing activities, marketing information system as well as activities connected with market supply, sales market and some of teh marketing strategies). V prispevku je predstavljen del rezultatov mednarodnega raziskovalnega projekta, katerega začetek sega v leto 1995 in je trenutno v sklepni fazi. Osnovni namen raziskave je bil proučevanje vpliva procesa privatiziranja in neposrednih tujih vlaganj na marketinške strategije podjetij v državah v tranziciji. V raziskavo so bile vključene naslednje države: Madžarska, Poljska, Bolgarija in Slovenija, kot koordinatorji projekta pa so sodelovali profesorji z Univerze Aston v Birminghamu (Velika Britanija) in Univerze v Dublinu (Irska). V Sloveniji so bila vključena v raziskavo vsa podjetja z več kot 20 zaposlenimi. Razdelili smo jih v pet kategorij glede na stanje lastništva v času izvedbe raziskave: (a) podjetja, ki so bila še vedno v družbeni lasti, (b) podjetja, ki so bila tik pred končanim procesom lastninjenja, (c) bivša družbena podjetja, ki so že bila privatizirana, (č) podjetja z neposrednimi tujimi vlaganji, (d) podjetja, ki so že od nastanka v zasebni lasti. Cilj prispevka je predstaviti razlike med petimi kategorijami podjetij glede na stopnjo strinjanja menedžerjev s trditvami, ki se nanašajo na nekatera področja aktivnosti marketinga (organiziranje in vodenje aktivnosti marketinga, marketinški informacijski sistem, ponudba, trg in strategije) v njihovih podjetjih.