ANALYSIS OF ORGANISATIONAL ARCHITECTURE OF SMALL ORGANISATIONS - DOES IT ALLOW BUILDING STRONG LOCAL BRANDS OR PRODUCTS ONLY?

Sa？etak Globalization of modern economy leads to many challenges for small local organizations, such as building and maintaining strong local brands, in a complicated environment where global competitors dominate the local markets. This scientific paper will be focused on analysis of organizational structure and architecture of local organizations and its level of development, as one of major preconditions for implementation of advanced marketing managerial concepts that would enable building strong brands, as well as maintaining the customer loyalty and brand equity in a long run. Using the methods of survey and a case study, a sample of Macedonian organizations will be analyzed, and conclusions will be presented in terms of identifying the level of development of their organizational structure and architecture. Does it enable or impede the implementation of effective long term brand strategies? What is the actual level of readiness of local organizations for implementation of advanced marketing concepts and innovation in this context? What are major adjustments that local organizations should undertake in order to build strong brands instead of products only? Furthermore, customer perspective will be presented as well, by using methods of survey and focus groups, in order to identify major determinants of customer loyalty for strong global brands vs. local products and/or brands