Macedonian companies still see marketing as an expense and not an investment
From my extensive experience in marketing and business development, I’ve noticed a discrepancy between how the Macedonian market operates and how EU markets operate.
Business owners in the EU spend years researching the market, discovering whether there’s a need for the product, testing it, measuring the results, and devising short- and long-term strategies before launching a company.
In our country, it’s the opposite – we build the business first and focus on the intricacies later. And that’s why many Macedonian companies fail miserably within a few years.
I talked more in depth about the topic with VIS in the video below. Just a heads up – the video is entirely in Macedonian, so apologies for any inconvenience.