Proceedings of the 32nd International Academic Conference, Geneva

DEVELOPMENT OF MANAGERIAL AND MARKETING THINKING IN GEORGIA

BABULIA MGHEBRISHVILI

Abstract:

Commencement of the process of creation of the scientific theory of management and marketing, at the turn of the 19th and 20th centuries was the logical continuation of the practical experience gained by the mankind in this area. This process was initiated in the USA, though managerial and marketing thinking and practices were characteristic of almost all countries. This is natural as effective performance of entrepreneurial activities is possible only in case of proper management and orientation to the consumer needs. In this respect, Georgia is not exclusion. Georgian noblemen, merchants, craftsmen and peasants used to apply managerial approaches in their businesses and they also took into consideration the consumers’ needs. In our opinion, the hired stewards, i.e. the “managers” administered the households of the noblemen. The leaders of the shops of merchants and craftsmen and their deputies were the managers as well. When selecting the managers the attention was paid to their organization skills, smartness, required for achievement of the goals set by the members of the shop. The noblemen and the peasants used to buy the consumer goods from the proceeds gained as a result of sale of the excessive agricultural products or exchanged them for the required commodities. The leaders of merchants and craftsmen performed their activities based on the consumers’ requirements. In many cases the craftsmen produced the goods ordered by the consumers. In our opinion, only managerial and marketing thinking can explain the fact that the Georgians have created numerous varieties of the agricultural crops from the ancient period up to present. For example, currently, in small Georgia that has permanently resisted the enemies’ attacks, there are recorded about 500 strains of grapes, up to 200 strains of apples, over 150 strains and forms of wheat. With this approach, Georgian farmers met different demands of the consumers on one hand and on the other – distributed the risks and prevented expected losses.

Keywords: management, marketing, scientific theory, thinking, requirements.

DOI: 10.20472/IAC.2017.032.030

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