Research on development of strategic orientations in Polish clothing industry

Maturation of the markets is one of the features of economic transformation process in Central and Eastern Europe. In the mature markets the marketing orientation is the most effective business philosophy. Many Polish companies had to change their business concepts to adjust them to the new market situation. It's important to notice that under the transforming economy like Polish one, the marketing theory precedes the marketing practice, contrary to the developed economies. Assuming that, the paper presents the case-based methodology of the research on the development of the strategic orientation of the Polish clothes producers as well as some important research results.