The Application of Marketing Concept Within Financial and Banking Companies of Developing Countries: Evidence from Albania and Kosovo
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Marketing Concept, Financial and Banking Companies, Developing CountriesAbstract
This paper investigates marketing concept application in financial institutions and banks in Albania
and Kosovo. The total population is defined according to the profitability criteria, whereby the stratified
sample of 55 insurance companies, microfinance companies and banks was applied. These have achieved the
highest level of profit (earnings after tax) in Albania and Kosovo during 2013- 2023.
The research is aimed at gathering primary data by the questionnaire sent via mail. The questionnaire
includes questions about two essential areas of research:
❖ The degree of acceptance of the market orientation, determined on the basis of 25 structured
questions;
❖ Factors of adoption of market orientation in transitional economies researched through 20 structured
questions about impact of internal and external factors.
Profit is a measure of value which firm has created for the customer and indicator of how well the enterprise
has understood customer needs and translated the understanding into products and services that deliver
superior value.
This research, which includes the explanation of methodology and the conclusion, comprises two significant
sections. In the first section, significance of marketing concept application in Albania and Kosovo economy
is reviewed briefly from the theoretical point of view. The second section tends to be wider and more
significant. It examines the peculation of adoption and application of marketing concept in economy of
Albania and Kosovo in transition on the basis of analysis of empirical research.
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