The Role of Strategic Marketing in in Increasing the Competitiveness of Kosovar Businesses in the Market Regional

Session

Management Business and Economics

Description

In the context of the modern economy and globalization, strategic marketing plays a fundamental role in creating competitive advantage for businesses aiming to expand beyond the domestic market. This study analyzes the impact of strategic marketing approaches on enhancing the competitiveness of Kosovar businesses in the regional market of the Western Balkans. Through a combination of theoretical analysis and empirical data, the paper examines how brand positioning strategies, product differentiation, and customer communication influence the perception of value among consumers outside Kosovo. Preliminary findings suggest that enterprises implementing clear strategic marketing approaches—supported by market research and innovation—achieve greater brand recognition and increase their presence in foreign markets. Furthermore, the study highlights the need for greater professionalization of marketing management within Kosovar enterprises, as well as the integration of digital elements into their long-term strategies. This paper contributes to understanding the mechanisms that drive the competitiveness of Kosovar businesses and provides practical recommendations for the development of sustainable marketing strategies within the regional context.

Keywords:

strategic marketing, competitiveness, regional market, Kosovar businesses, economic development

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.426

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

The Role of Strategic Marketing in in Increasing the Competitiveness of Kosovar Businesses in the Market Regional

UBT Lipjan, Kosovo

In the context of the modern economy and globalization, strategic marketing plays a fundamental role in creating competitive advantage for businesses aiming to expand beyond the domestic market. This study analyzes the impact of strategic marketing approaches on enhancing the competitiveness of Kosovar businesses in the regional market of the Western Balkans. Through a combination of theoretical analysis and empirical data, the paper examines how brand positioning strategies, product differentiation, and customer communication influence the perception of value among consumers outside Kosovo. Preliminary findings suggest that enterprises implementing clear strategic marketing approaches—supported by market research and innovation—achieve greater brand recognition and increase their presence in foreign markets. Furthermore, the study highlights the need for greater professionalization of marketing management within Kosovar enterprises, as well as the integration of digital elements into their long-term strategies. This paper contributes to understanding the mechanisms that drive the competitiveness of Kosovar businesses and provides practical recommendations for the development of sustainable marketing strategies within the regional context.