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Gorenje D.D.: A Slovenian Manufacturer Confronts the European Market
Gorenje D.D. is a kitchen appliance manufacturer located in the small town of Velenje, in Slovenia, a newly independent country that separated from Yugoslavia in 1991. Simultaneous with gaining independence, Slovenia also underwent a change from the unique market socialism that had characterized socialist Yugoslavia, to free enterprise capitalism. Furthermore, manufacturing firms in Slovenia had produced largely for the Yugoslav market, while after independence they were forced to compete in the wider European market. The company faces new challenges and key decisions in corporate culture, human resources and competitive strategy to face a turbulent environment.