International Marketing Strategies for Croatian Construction Companies

AbstractThe rapid trend of globalization and technological changes have made difficult for construction organization to survive in the competitive world. Particularly, the actual global economy crises have the very strong impact on a construction sector, especially in developing countries such as Croatia. A performance of Croatian construction companies at the international markets are very low and represent a serious problem for the entire Croatian economy. So the importance of international marketing operations increasing rapidly. International marketing strategies are not the same as the domestic strategies, but if Croatian construction companies develop and establish a good international marketing strategy, their success at the international markets could be much better. This paper elaborates modes of international strategies and will try to find out which of them are specific for Croatian construction companies