ABSTRACT
Gorenje is Slovenia's largest multinational manufacturing company with the production of household appliances lying at the core of its business activity. It started its internationalization very early and has achieved a high degree of multinationality. Gorenje started its successful growth by entering the domestic appliances sector late in the fifties. Gorenje divides its product range into four major sectors, namely household appliances, machine construction tools, furniture, and services. Gorenje's subsidiaries abroad are registered trade companies with sophisticated sales networks, warehouses, and transport and product maintenance facilities. Gorenje's acquisition of the entertainment electronics company Korting from Bavaria in 1978 was for a long time a hot political and business issue in Slovenia. Gorenje's competitiveness is reflected by its high market shares: three per cent of the European market, in Germany up to 29 per cent, Croatia 14 per cent, France 10 per cent, BiH 5 per cent, Austria 4.9 per cent, Denmark 3.6 per cent, and the USA 3.2 per cent.
