Professional Documents
Culture Documents
1ο ΜΔΕ61 ΑποτελεσματικήΔιοίκησηΧαρτοφυλακίουΠροιόντωνΥπηρεσιών Αυλωνίτης
1ο ΜΔΕ61 ΑποτελεσματικήΔιοίκησηΧαρτοφυλακίουΠροιόντωνΥπηρεσιών Αυλωνίτης
JOtiKn ~loiKnon
Xap-.:ocpunaKiou
npoY6vtwv KOI YnnpEOicilV
~KA01:1!12
A&. llTAMOYAHt
1
r EQPriOI: I. AYMlNITHI: DOAINA IIA.IIALTA80DOYAOY
KaOrrrrrr:rf~ Otxovo~uxov Afxroea~ Otxovoptxov
flavemOT7Jttfov AOt]vriw (AIOEE) Ilavemcn7Jpfov AOt]vwv (AIOEE)
j (
<®j
E K~ OIEII
A0. l:TAMOYJ\Hl:
2
Kaae yvr1mo avrlruno cpepet TllV unoypacpT1 ev6<; eK Twv cruyypacpewv.
AnayopeUE:fot 11 O~Oaiwort f} avanapaywYli TOU nap6vTcx; epyou OTO oUvoM TOU q liJ111JclrWV lOU IJ!: OOOIOVIil)nOlE: Tp6no, KOS<ix; Kat 11
j.!!:T6cppa01) I) liloOKW{) lOU f} ~eT6M£uof) TOU 1J!: TpOOO IJI"JXOVIKOI) IJA£Kfpov1K61) OOOlOVIIf}nOT£ 6Mo aUIJIP<'JVO 1J!: lt<; IIIOTO~W; lOU v.2121/
1993 KOl TIJC: .tue9voUc; Iu1Jj3aOTJC; Btpvt')<;- nop1010u, nou KuP<iJ911K£ 1J!: to v.t00/1975. EniOTJC; anoyoptUeTOI11 ovonopoywyr') TIJC: OTO!)(eto&-
oicx;, TTJc: oU!oonof110TJ<;. Tou ~(l)(j>UMau KOl y&vtK6Tepa TIJC: eiJqXiVLO\lC: 1ou p1jWou 1J!: IP<'JTOTUniKe<;, T)MKTpovlK&<; r'l onou:olll'\note OM.ec;
j.l!:e600U<; oVIJq>(I)VO fJC TO 6pepo 51 TOU V.2121/1993 XWp(c; yponTf}6.i5etO TOU ouyypo~EQ KOI lOU &Kii6Tr).
BIBAIOnnAEIA:
AeHNA: ABEPQC!l2 T.K. 104 33 THA: 2105238305 F/l:X:. 2105238959
nEJPAIAI: KAPAOAH & bHMHTPIOY 87 T.K 185 34 THA: 2104227504 FAX: 2104227577
E-mail: info@stamoulis.gr http~/www.stamoulis.gr
3
DEPIEXOMENA
UQ6A.oyos ..................................................................................................................21
MEPOE I
Eaoaywyucc~ c~oat~ 3aoiRnon~ xap1:ocpuAaKiou
DpOIOV'Cti)V HOI unnptOI(I)V
KECZ,AlUUO 1
To Upolov w~ Omovopua\ MctaiUnn\
1.1 ELoayooyr) ........................................................................................................ 27
1.2 lO'tOQLXr) Ava<'>QOjll) .......................................................................................28
1.3 Bamx£~ ' Ewmt~ yla 1:0 IlQO'L6v .................................................................. 32
1.3.1 £n:(neoa neo'(6vto~ ............................................................................ 32
1.3.2 l tQOQXl10111tQo'L6vtrov ....................................................................... 33
1.3.3 Kuxl..o~ Zror)~ IlQo'lovw~ (KZIT) ..................................................... 34
1.3.4 Tono9E'tl'J011 TtQO'l6vto~ (product positioning) ................................ 35
1.4 Tal;LVOIJ.l']Oll IlQo'L6vtoov ................................................................................. 41
1.4.1 Y A.tx6'tl']"ta nQo't6vto~ ........................................................................42
1.4.2 ~LOQXELa 1tQo'LOV"tO~ .......................................................................... 42
1.4.3 XQl)OT) TtQ0'(6V"tO~ ................................................... ........................... 43
1.4.3.1 Tunm xa,;avaA.oonxwv neo'i6vtoov ..................................... 44
1.4.3.2 TunoL ~LO~-tllXavLxwv neo·toV"trov .........................................47
1.5 IlEQ0..T)'IjJYJ KecpaA.a(ou ....................................................................................52
KECZ,AMIO 2
TUno1 Upolovtmwv Anocpaocwv
2.1 ELoayooyr) ............................. ,.......................................................................... 55
4
flEPIEXOMENA
KEti>AruUO 3
KUKAo~ Zwn~ npo16vto~ Km Etpatnyuai MapKtnVVK
KEel»MAIO 4
A~1oA6ynan Dpo1ovtmou XaptocpuAOKiou
MEPOE II:
lbalmacria aviunuln~ v~wv npolowc.w Hal uanpa:o1w
KEel».MAIO 5
Movte!a Aviurru~n~ xm Xapto«pu!axiou
Ncwv Dpo16vtwv Km Ynnptmwv
5.1 Etoaywyrj ...................................................................................................... 181
5.2 Mov,;O..o Av6.rttus11~ N€wv 11Qo'(6vtwv .....................................................182
5.2.1 BootXO!J.Ovt€A.o ............................................................................... 182
5.2.2 MovteA.a av6.m:"U~l'\~ vtwv :rcgo'L6vtwv a:n:6 to xwgo
tOU !J.6.Vat~!J.EV't ................................................................................ 183
5.2.3 Movt€A.a av61tw!;11~ v£wv ngo'L6vtwv an6 1:0 xwgo
'tOU ~LOIJ.'l'JXCtVL'lGoU OXEbLUOJ.LoU ....................................................... 184
5.2.4 MovteA.a av61tw!;11~ v£wv ngo'(6vtwv a:n:6 to xwQo
'tOU J.L6.Q%EtLyY% ................................................................................ 184
5.3 Movt€A.a Av6.:rtt'Us11~ Newv Y:rtl'\QEOtwv ..................................................... 186
5.3.1 Movt€A.o Donnelly, Berry & Thompson ....................................... 187
5.3.2 Movt€A.o Johnson, Scheuing & Gaida ........................................... 188
5.3.3 Movt€A.o Bowers .............................................................................. l89
5.3.4 MOVleA.o Scheuing & Johnson ...................................................... 190
5.3.5 Movt€A.o Edgett ............................................................................... 193
5.3.6 Movt€A.o Edvardsson & Olsson ..................................................... 194
5.3.7 MovctA.o AuA.wv('tl'J & Ilana<na8onouA.ou .................................. 194
5.4 Tu:rtOL ~tabtxaotwv Av6.rttu!;T]~ Ntwv IlQo.L<Svtwv ................................... 196
5.4.1 ~tabtxaoCa av<imusl'J~ :rcgo"lovcwv «IlQ<i>tll~ yevt6.~» ................. 197
5.4.2 ~ta&txao(o avcirmJ!;T)<; 1tQOi:6vtwv «~EUtEQll~ yevui~» .............. 197
5.4.3 ~ta&txao(a av<imu~ c; :rtQo'L6vtwv «TQ(tl'J~ yevt6.~» .................... 198
7
12
llEPIEXOMENA
KE~.AlUUO 6
Etcl~lQ IIOU nponyomm tn~ Avlmtu~n~
(Development) Ntwv Dpo16vtwv/YJmpcmwv
6.1 Ewaywy~ ...................................................................................................... 229
6.2 Av6.1t't'U~l'J ~tQO.'tl'JYL"~S N€wv 11Qoi6vtwv xm Y3t11QEOtWV ..................... 230
6.3 ~uAA.oy~ Ioswv yta N€a 11Qo'i6vta .............................................................238
6.3.1 I11']YES LOEWV yta vea 1tQO'i6vta ......................................................239
6.3.2 T exvtXE£ YEVVTJOTJS LOEWY yta vea 1tQO.LOvta.................................243
6.4 A~LOA6yr]OTJ·«2:tot6A.EY!L<l» loswv yta 'Eva Neo 11Qo't:6v........................ 245
6.5 Av6.1t't'U~l'J XO.L ilo?I.Lil~ Iotas 11Qo't:6vtos (concept testing) ...................... 249
6.6 ~tQa't1']ytxl'j M6.Q?I.Ettvyx ..............................................................................253
6.7 EntXELQl'Jil<ltt?l.~ AvaA.uolJ ............................................................................255
6.8 llEQLAl'J'Ij!l'J KscpaA.aCou .................................................................................. 259
Bt{JJ.toyQacptxt~ AvacpoQt~ .....................................................................................261
7 KE~.AlUUO
Eta~1a Avc1mu~n~, llo~apli~ Km Eloavwvn~
mnv Ayopa Ntwv ITpo16vtwv Km YJmptmwv
7.1 Etoaywy~ ...................................................................................................... 263
8 13
fiEPIEXOMENA
KE4>.M1U08
0 P6Ao~ tn~ KaJ.votOJUKOtnta~ atnv
Aviurtu~n Ntwv Dpo16vtwv Km YDnp&mwv
8.1 Etoay~rj ......................................................................................................307
8.2 K<mtYOQ(ec; KawO'tOIJ.LXO'tl')tOS N€wv TIQo'L6vtrov ....................................308
8.3 K<mtYOQ(ec; KmvO'tOIJ.tx6n]tas N €c.ov YTC1'JQtmrov ....................................310
8.4 KawotOJ.lLX6njta xm Av6.1tt'Usl1 N£wv TIQo·.:ovtc.ov xm Y1t'l']Q£Ot6>v ....... 312
8.4.1 0 QO~ "t1'J<; 'X.<lLVotOj.lt'X.O'tl')'ta<; ata at6.0t<l av<im'u~c;
E1tL't'UX1'JIJ.EVC.OV verov 1tQO.t6vtrov ...................................................... 312
14 9
IlEPIEXOMENA
KE~.AlUU09
Emtuxnptvn Y1o8etnon Km.lilO:xuon
Nt(f.)v Dpoi6vtwv Km YI111.pcou;,v
9.1 Etcraywy~ ...................................................................................................... 331
9.2 OQ~ovtac; 'tl'JV Em't'IJ)(.Ca Ev6c; N€0'tJ llQo'l6vtoc;/Y1t'Y]QEOCac;
<JtllV A yoga ................................................................................................... 332
9.3 KQt.'&TjQLa M£-&Q1]01]c; 'tl'J£ A1t6Bo01]c; Av6.A.oya !!E 'tl'JV
KmvotOJ.lLXO'tl'JLa twv N€wv IlQo'i6vtwv .................................................... 333
9.4 ll«Q<iyovtec; .E3tt't'IJXCac; N£wv llgo'C6vtwv ................................................. 335
9.5 ll«Q<iyovtec; &t't'IJ)(.Cac; N€wv YTCT]QEOLOOV ................................................. 340
9.6 llaQ<iyovtec; 6LO.XWQLOJ.toU 't(l)V noM E1tl't'UX1JJ.LEVWV a.n:6
ta .A1tl.cic; Em't'IJ)(.TJJ.LEVO. Nto. llQOWvta/YTCTJQEO(ec; ..................................344
9.7 0 P6A.oc; 'tl']c; KatVO'tOJ.LLX6tT)'ta.c; O't'T]V Em-ruxCa. 't(l)V
N£wv Ilgoi:6vtwv/YTCTJQEOlffiv ..................................................................... 346
9.7.1 A1t6/)o01] XatVOtO!-.i.LXOOV XO.L 1-LTJ xaWOtO!-.i.lXOOV
1tQO't6vtWV/u1t'Y]QEOLWV ..................................................................... 346
9.7.2 IlagayovtE<; €1tL't'IJ)(.LO.£ 'X.aLVOtOJ.LLXWV Xat 1-LTI
XO.WO'tOJ.LLxWV 1tQO't6vtWV/'U1tY]QEOLOOV ............................................ 348
9.8 ~'UJ.UtEQaOJ.LO.ta. Mef..ttrov ~xtux6. !-.i.E 1:ouc; Ilag6.yovtec;
&t't'UXCac; Ntwv Ilgo·c6vtwv/Y1t1JQWlffiv ................................................... 350
9.9 Ogil;Ovtac; 'tl£ ' Ewmec; 'tl']c; Yw9£tY)01]c; xm 6t6.XU01J£ Kmvoto~-.ttWV ..... 351
9.10 6to.Btxao(a Yto8E-&1J01J£ Kmvo-&O!-.i.LWV ....................................................... 351
9.11 H K<naVOJ.LTJ tO'tJ XQ6vou Yw8t'tl']01]c; KmvotOJ.Ltffiv ................................ 353
9.12 fi«Qayovtec; &'Y]QWO!!O'U 'tl'J£ Yw8E'tl']<JT)c; Kawo-&OJ.Ltffiv
a.n:6 tO'tJc; KO.'tO.Va.f..Wt€c; ................................................................................ 354
9.13 Ilagayovtec; E1t'Y]QEa.OJ.lOU 'tl'J£ Y to8£tY)<JT)c; 1:0u Internet
a1t6 -&ouc; Ka.1:ava.f..Wt€c; ................................................................................ 357
9.14 ITagayovtec; E1t'Y]QEa.OJ.LOU t'Y]c; Yto9E't'Y]<JTJ£ KatvO'tOJ.LLWv
wt6 uc; &tXElQTJOEL£ .................................................................................... 357
9.15 Movt€A.a Y w9€t'Y]Ol']c; •wv KmvotOJ.LLOOV a.n:6 •t.c; EnLXELQ~ouc; ............... 359
10 15
nEPIEXOMENA
MEPOE Ill:
lbaiJKaaia avatwoy6vnan~ Hal Ra'lapynoa~
npoionwv Kaa unnptoawv
10 KE~AMIO
Avayvwp1an Ao8evwv Dpoi6vtwv xm Y~mpemwv
10.1 ELaaywyt1 ......................................................................................................383
10.2 eewQl')'tLXE~ llQoaeyyCotLc; AvayvwQta,c; Ao6evwv llQo'l6vrwv ............ 385
10.3 E~J.nELQtx£c; lleooeyyCaet~ AvayvwQtOll~ Ao8evwv I1QO.L6vtwv
xaL Yrtl')QE:OLI:Ov .............................................................................................385
10.3.1 LlLClOLXClO(a avayvWQLOl')~ aoBevwv 3tQO.L6V'tWV ........................... 385
10.3.1.1 LlQClO'tr]QL6'tl'jtE~ LllOLXT]OT]~ ...............................................386
10.3.1.2 LlQClO'tl'JQLO'tT]'tE~ llQO.LOvtL'XOU llQOYQCl~IJ.Cl'ttaj.tOV .......... 387
10.3.2 Llt<lOLXClO(a avayvwQtOYJ<;; ao9evwv Unl')QE:OlWV ........................... 389
10.3.3 KQL'tllQta avayvWQLOYJ~ ao8ev<i>v 1tQO.L6vtWv ...............................389
10.3.4 KQt't~QLa avayvwQLOl')~ ao8evwv Urtl')QEatwv ..............................393
10.3.5 E3t(OQClOT] 'tO\J 1tEQL~6.A.A.ovtO~ O'tr]V ClVClyYWQLOYJ
ao6evwv nQoL<Svtwv ......................................................................398
10.3.6 EnCoeaa, •ou nEQL~aUovroc; O'tr]V avayvweta,
ao6evwv uJtrlQEotwv ......................................................................399
10.4 lleQO..l)'\jJll KecpaA.aCou ..................................................................................401
Bt{3AtoyQaquxt~ Avacpoei~ .................................................................................... .402
11 KE~AMIO
AvOAuan xm Ava~woy6vnon Ao8evwv Dpoi6vtwv
xm Ynnpeo1wv
11.1 ELaaywyll ......................................................................................................405
11.2 8EWQl)'tLXE<;; Deooeyyi'OEL<; Av6.A.uOT]~ xm Ava~woy6VTJOT]~
Ao8ev<i>v Tieo'l6vtwv....................................................................................406
16 11
nEPIEXOMENA
KE<I>AMIO 12
TtAnal. A~o16ynan Ao9tvwv Dpoi6vt(a)V/Ynnptolwv
Km.lbhpn An6cpaon~ Katapynon~
12.1 EtoayW'fll ...................................................................................................... 431
12.2 EltWQTJ'ttX€~ TieooeyyCoe~ A~LOMYllCTll~ xm A1l'4JTJ~ 'tll~
An:6<paO'YJ~ Km<iQYTJO'YJ~ ............................................................................... 432
12.3 E~Utt:LQtxe~ IIQooeyyCoets A~toMYTJCTllS xat A11'4"1s 'tllS
An:<XpaO'll~ Ka't<iQYTJO'Yl~·· ............................................................................. 436
12.3.1 ~tabtxaoL<l a~LOAOYTJO'I'JS aoeevwv n:eo·L6V'twv ...........................436
12.3.2 ~LClbtxaoia a!;LOMYTJCTllS ao8evwv 'UrtT]Q€0~ ............................ 438
12.3.3 flaQ<iyovres a!;LOAOYTJO'YJS aoeevo>v neoi6V'twv ........................... 439
12.3.4 11o.Q6.yoV't£~ a!;LOAOYTJCTll~ ao9evrov 'U:7tTJQEOLWv .......................... 446
12.3.5 EJt(OQOOl) 'tO'U 3tEQL~OAAOV'tO~ O'tT)V aSLOA6ylJO'll
ao8ev<.Ov 1tQO.i6V'tWV .................... ......... ........................................... 450
12.3.6 &iOQOOTJ 'tO'U 3tEQt~aA.i.OV'tO£ O't"I'JV a!;LOAOYTJO'Yl ......................... 452
ao8EVWV 'U1t'I']QEOLWV ........................................................................452
12.4 ITeeCATJ'IIIlJ Ke<paAaCov .................................................................................. 454
&{J}.toyearptxi~ Avarpoe£~ ..................................................................................... 455
KE<I>AMIO 13
EtpatnYJ.Kt~ Katapynan~ Dpoi6vtwv KOI Ynnptmwv
13..1 BtoaywY11 ........................................................................................ .............. 457
12 17
llEPIEXOMENA
KECI>JUUUO 14
TunoAoyit~ Kateipynan~ npo16vtwv KQI YD1lpeou4v
14.1 Etoayroyl'j ......................................................................................................485
14.2 KuxA.oc; Zro11£ I1Qo'l6V'to~ xm ALa6txaoCa KmaeyTJOTJ£ ...........................486
14.2.1 .!:E 3001.0 C1tcl6LO "tOU xux.A.ou ~rollS xataQyOUV'taL 'tO 1tQOT.6V'ta; ...486
14.2.2 .!:'ta6~.a,;ou x.ux.A.ou ~ro~c; xat OTJJ.lOV'tL'l<.6tTJ'ta J.lE'ta~A.TJ'tWv
MOqlOOT]£ XOIDQYl]OT]£ ...................................................................487
18 13
nEPIEXOMENA
MEPOE IV:
OpyavwURe~ 5u:u!t!='IDCJtl~ 5aoiKnon~ ?CGP'IOCfUAaRiou
npOIOV'&WV HOI UDDptOIWV
KE«<>.A.MIO 15
Opyavwn1ti:~ 11u;u8tn\ot1~ Avamu~n~, lhoD.mon~
Km Katapynon~ Dpo16vtwv Km Yimptmwv
15.1 ELOaywy11 ......................................................................................................517
15.2 Oeyavo)'ti.XE~ Ao~t€~ Av6m"u!;'l']~ N ewv IIQOi6vtwv 'X<XL YmJQEcrt.Wv....... 518
15.2.1 Ka't'YjyOQL.OJtOL'l']OlJ oeyavomxwv oo!LWv ILE ~dOl) 'tO ~a6~t6
OU'tOVOI.lLa~ 't01JS <l1t0 tlS EJtLXELQTIOLOXES AEL'tOUQy(E~ ................. 518
15.2.1.1 AutOVOIL£~ OQYOVW'tLXES OOI.lES .........................................518
15.2.1.1.1 T!!'ll!LO VECJYV JtQO.bOvt(l.)V .....................................519
15.2.1.1.2 A'llva~.t'l1 XQOUO'l'JS (task force) .......................... 5179
15.2.1.1.3 Movdoa vtwv Emxue'l'JJ.l<X'ttxwv oeaatTJetm'lltwv
(new venture unit - NVU) ...............................519
15.2.1.2 OeyavWtL'XES J.lOVOOE~ ~acrt~6~t~V£S crtLS
EnLXELQTJOLOXE~ AELt0"1JQYLEt; ............................................... 520
lS.Z.l.Z.l E1tL'tQOmJ VEWV 1tQOi6vtWV ................................520
15.2.1.2.2 OA.oxA.'l']QO>Jl.EVTJ oeyavmLx'll OOJ.lll v€CJYV
:n:eo·c6vtCJYV ........................................................... 521
15.2.1.2.3 LUO'tTJI.lO OLOtX'l'JO'rJ~ JtQO'L6vto~ .......................... 521
15.2.2 Ka't'Y]yOQt01tOL'l'JO'rJ oeyavWttxwv OOJ.lWV I!E ~dcrTJ 't'l'J J.lOQqni
01JvtOVLOj.I.OU !!Eta!;'\3 tWV EJtLXELQ'l']OLO'XWv crtEAEXWV .................. 521
15.2.3 Ka't'l']YOQLO:n:o(r]OlJ I!E ~OOlJ to ~a8~-t6 <mOXAELcrttx'l)~
cvacrx6J.:rJOl'JS twv crtEf..cxwv JLE 't'l'JV avWtt-u!;'l'] vewv
1tQO.LOvtCJYV/1J1tl')QEOLWV .....................................................................523
15.2.4 l:XEO'l'J oeyavWttx'lls OOjll'jt; xm <l1t6000TJS vtwv
1tQOiOvtWV/1J1tl')QEmWV .....................................................................526
15.3 Tuntx6tl')ta Atabtxamac; AvWtt-usTJS Newv Ileoi6vtwv
'X()L Y3tl')QEOLWV .............................................................................................526
15.3.1 Tumx6tTJta OLOOt'XOcrCa~ avdJttu!;T]~ vewv nQo'(6vtwv ................ 526
15.3.2 Tumx6tTJta OL<XOL'XOO(a~ av6m"u!;'l']~ v€wv U1tl'JQEmwv ................ 529
14 19
llEPIEXOMENA
DAPAPTHMA V: TIPQTOKOAAO
Ixt'ttxa 1!f: t'l1 OU!!cpwvCa 't'llS MabgCtYJs nou acpoga
'tT]l>tE6vrl 'XC1'tC1XOOQTJCJl'j Ol'J).l.cl'tWV 1tOU "UL06Etrl6Y)XE
O't'l1 Mabgi:tY) O'tL£ 27 IouvCou 1989
( EV6Et'X.'tt.X6. Ug6QC1) ........... ,................................................ 657
20 15
............................ ............ .. ...... ........ ..
3.1 E1oaywyri
, 16
l:'tO 'XE<pOAaLO am6 8a 3tOQO'UOLOO'tOUV 'tO O'XOAO'Uea:
.... KQt'tt?U'j 'XOL XQTJOL!iO't'l'ftO 'tO'U 'XOOo\J ~Wll£ 3tQO'C6vt<><; (K.Zll)
..,. Mteooos Evtomo~tou 'tou otaocou ,;ou KZII
..,. l:'tQO"CTJytxes M aQXE'ttvyx ota otacpoga otaota 'tO\J KZII.
AmS w !!EOO 'tT)£ OE'XOE'tLO£ 'tOU '70 tO ILQVtEAo tOU KZII MX"CT)XE (J')()..'IlQrJ XQl't'LXrJ
an6 Otaqx>Qou~ <:nryyQ<lcpE(~ ~ touc; Flides & Lofthouse (1975), Dhalla & Yuspeh
(1976), Doyle (1976) x.A.n. H XQL't'txl) <nm'j En:tXEvtQWvE'tat ota EM£ Ol]1!£La:
a) Yn:agxouv n:oA.A.O n:Qo·wvta ,;wv on:oCwv o xuxA.oc; ~wr]~ OEv n:aQouma~u 't11
'XAOOL'XrJILOQcptli!E W 'tEOOEQO O'tOOta: ELOaywyrj, avamu~'ll, CJJQLf.l6"CT)tO, 3ttWOl],
6n:ws amr] n:agouoLaO't'llxE cno oxr1~-ta 1.2 tou KEcpaA.a(ou 1. na n:aQaOELYIJ.O o
xaeT]Ylltll£ Cox (1967) OE ILlO EQEWa 258 CJXlQ!LOXEVtLXWv 3tQO"i.6v,;rov avayvro-
QLOE €~t Ota<poQE'tL'XE£ IJ.OQ<pE£ 'tTJ£ xa!J.3ti)A.'Il<; 'tOU xuxA.ou ~wr]c; -cou n:go·~6vtoc;.
AvtCcrtotxa, OL Rink & Swan (1979) xm Swan & Rink (1982) xat€yga'\j)av 11
EvaA.A.ax'tt'XE£ j..lOQcpE<; tou KZII (axrJJ.lO 3.1).
Exnpa 3.1
Eva.UaJalKe~ JlOP<PS~
xt.OCAov {wn~ rrpoi6vrcx; .... .... (3) _..
_..
_.. ,.
.... ....
1-\
I \
1-,
I \ / -- ' ....
>,
,.
I '- 1 \
- I
I \
' .... _ ....
I
_.. ,. ,.
_.. ....
.... .... (4)
/
/
(1) I (2) ,. .... ..... ,
XQ6v
(5)
---- -. ---
--------- I
....
I
I
--------- (6) I
I
I
(1) ,. ,.
/
I
(8)
_,I ,."
,.. ... ,-, _ ,. /
,-- , /- , XQ6vo
\ \
I \ I
....... I
'-
I I I \
I I I \
I I I
(10) \ (ll)
I (9) I/ / / \
-
( 1) Kvx.l.lx~-&avaxvxAixlf (7) I-ra9ee~ WQIJ.lO'C'Tfra
(2) Kvx.l.lx~-HJ.llxvxllxlf (8) Av~av6j.ltvq w(!1Ji6rrrra
(3) AveavaJ.lev~ nwh]oet~ (9) KatvOfoJilx!f W(!IJ.ltlrr[ra
(4) Mewvp.evt~ nwh]oe~ (10) Etr.lK-tOo a~rx;-mWm]<;
(5) Y1/!1}).0 mbre6o (11) Taxeia 6tela61X11J
(6) Xap.7JM enbre6o
98 17
Kurloc; {CAllie; npoiovroc; Ka l e1rparny1Kzi papKenvyK
naea 'tL<; Evtovec; E3tLXQLoEl£ 'tOU, KZTI naeaJ.LEVEL tva Xe'rlOLJ!O !!OV'tE/..o CTtQa-
t'YJYLXoV OX,EOWOJ.loV Myw -cou 6-n:
a) oeCxvet l;exaeaea "tT)V avayxT) y ta J.lLO aOLUX03tT) rtagay~ LOEWY YLO v£a
neo".:Ovta,
~) urtOOTJAWVEL 6'tL OW<pOQEux£c; O'tQa'tT)ytx€c; IJ.llQXEuvyx tCvm avayxai:tc; O'ta
OLO<pOQE'tLx<i O'tUOW 'tOU XUXAOU ~c.u'rlc;, xa8Wc; xa8E O'tOOLO EJtT)QEO~E'tat altO
OLO<pOQEtLx€c; aV'taywvLCTttx€c; ouv8l]xec; xm 1tQOO<pEQEL Otaq>OQettx£c; EUXOLQCec;
Xat JtQO~ArJI!a'ta Xat
y) OELXVEL 'tT) 01t0'U0at6-tr)"ta "tOU oxeOLaOjJ.OV (planning) 6,;av eva 3tQOi6v ava-
Tt"t'UOOE'tat Xat T) E3tLXE(QTJOT) <JXEOL<i~EL "tT)V uoaywyl] 'tOU O'tl]V ayOQO.
«To ~wvr:eA.o wv xvxA.ov Canj' r:ou neor6vr:o~ pno,o d va anor.~;i..faet dr.e p,6vo
r:ov dee at lTVVfJUqaj.i6 pe ilia EflTCt.t(}t'uti Or.oopiva xat Bewenr:txa po1rci).a
tva x.e'ljcn;..lo seraA.etoyux TrfV av&.A.v0'11 nat aw£:n:r:v~ avraywvwm.:wv mea-
r:rrrt-xwv (competitive strategies). IJ avdAvO'f1 rov xu-x.Wv ~wtf~ •uv :neoiOvr:o~
Oa :n:et:n:el va a:n:orei..Ei ro :nec.rno araow arTJ areaT:fJytxrj avai..VO'I'J. H XfJ1'/(JI-
fl01CO(rJ(J'J] rreetau6n:eo 1foA.U.doi!WV ~JLJvr:fJ..wv pnoeet va t:ner:at».
18 99
KE ~Al\AI O
ECvaL yeyov6~ OtL, OL ntQLOOOtEQEc; O"U~lTtllOE~ yUQW an;6 l:OV xuxA.o ~w~c; 1:0\J
1tQ0.,6vtOc; O'tTl l>LE8vtl ~L~AtOYQU<p(.a ava<pEQOVl:UL OE XUl:UVaAwtLXO 1tQO.tOVl:U.
Am6 &ev OTJIJ.ULVEL 6tt 1:0 IJ.OVl:EAo -rou KZTI eCvm X~OLJlO IJ.OvO yw. ,;a xmava?..w-
"tLxU 1tQO.t6Vta. M eA.E-tec; n:ou £yLVav cm61:ouc; xa9t)Yll'tt<; Cunningham (1969), de
Kluyver (1977), Thorelli XUL Burnett (1981) O"tt) BQE-cav(a xm O'tL<; HfiA EOELsav
OtL J.I.LU OELQU ~LOJ.I.t)XUVLXOOV 1tQO'LOVl:WV (~LOIJ.t)XUVLXO ESUQ't~J.I.Ul:U U'Ul:OXLV~'tWV,
llllxavof.oyLx6c; esorr:A.LO!l<5<; x.A.n:.) axoA.ou8ow l:t)V rr:aQaOootax'll YQOJ.I.J.I.ll xaJ11tl)-
A.t)c; 1:0u KZII.
~VJl<pWVa IJ.E amo6c; wuc; O"UYYQOQ>E(c;, '11 avaA.uO'Y] tou llOVttA.ou amou emtQtrtEt
O"tOV U1tEU9uVO 'tOU J.t.UQXE'tLyYX: a) va EV1:01tLOEL 'tO O"tO~ho "tOU xux"A.ou ~W~c; 1t0\J
EUQ(OXEtUL 'tO 1tQO~OV XUL ~) va xa80QLOEL 'tt<; XUtWt)AE<; O"tQOt'Y]yLxic; 1tO\J 9a
1tQE1tEL va axoA.ouEhjoEL ma 6t6.<paQa ma&ta tou KZII. Me ama -ra Mo 8£J.lata
8a OOXOA'Y]80UJ.I.E 01:0 'U1t0AOL1t0 amou 'tO'U XE<paAOLO'U.
fLU tOY EvtOnLOJ.lO 'tO'U maOLOU 1>0\J XUxAoU ~WllS 01:0 01t0lo ~QtoxE'tUL 'tO JtQOi6v,
o Donald Clifford (1969) EXEL 1tQO'tELVEL "tr)V eMc; &~aOLxaoCa:
a) ~'I.J'YXEVl:QWO'Y] 1tAT]QO<pOQLOOv yUQW eut6 t~ 'tUOEL«; 'tOU 1tQO.t0VtO£ yta ta tEAE'U-
'taCa 3 IJ.E 5 XQOVLO OVO<pOQLXU j.lE 't~ rtWAllOE~ (IJ.OVUOEc;, ol;Ca), 1:0 1tEQL8oJQLO
x£Q&ouc;, 1:t) ouvof..tx-rl cm6000'YJ "tr)c; en:£vouO'Tlc; (ROI), 'tO JlEQLOLO ayoQ<i<; xm
'tL«; "tLJ.I.ES.
~> Ese'taO'Y] 'twv nQoocpatwv 'taoewv oxe'ttxa ~tE ,;ov aQL8~to xaL 't'YJ q>VoTJ twv
av,;aywvLmoov, 't'YJV avaA.uO'Y] twv llEQLOCwv ayogac; xat twv nA.eovEXt'Y]J.t.6twv
'tWV UVl:UYWVLO"tLxOOv 1tQo"tOVW)V.
y) AvaA.uO'Y] 1:wv ~Qax;trXQ6vLWv mQO't'YJYLx<i>v ,;wv UVl:Uywvtmoov, n.x. eLOaywy~
VEWV 1tQO.l0VtWV O"tt)V ayoga, avaxo(VWOl] vewv oxeol.wv 1tQO~A.~c; "tWV 1tQO.L6-
Vl:(J)V ,;ouc;, ox€ota yta 't'YJV mex'taO'Y] t'Y]<; n:aQOywyr)c; xm tou EQYOO'tao(ou ,;ouc;
x.A.n:.
&) ~uyxEVl:QffiO'YJ xm avaA.uO'Y] n:f..'Y]QO<pOQL<i>v avacpOQLx6. IJ.E ,;ouc; xuxf..ouc; ~ffil'jc;
1tUQOJ.lOLWV l'i oxettxoov 1tQO'l6v,;wv n:ou J.1.1tOQtC va ~Ol'J8l'ioovv O"tr)V EX'ttll'lO'YJ
"tYJ~ m8avl'ic; 'tOO'!']<; tO'U uno ESE"tCLOlJ rt(>o·cav,;oc;.
e) IIQ6~f..E'4JTJ tffiv nroA.~oerov ,;ou n:Qoi6v,;oc; yLU ,;a ErcOIJ.EVa 3 liE 5 XQOVLa llE
~6.0'Y] 'tU O'tOLXEL rr:ou 01JYXEV'tQW8T]xav 1tQO'T]you!l£vwc;.
en:) Ex,;Cil'lO'YJ "tr)c; OXEO'YJ<; ,;ou ouvoA.Lxo'\J OIJ.EOOU x60't0'Uc; (n:aQaywy1'jc;, tltacp'lliJ.L·
O'Y]c:;, avWmlsl'J:rtQ0.(6v,;oc:;, n:roA.~otffiv x.A.n:.) n:Qoc:; ,;a x£QOTJ yta ,;a en:6~teva 3
1J.E 5 XQOvLa. H OXEO'YJ CL'~Jtllnou J.1.1COQEL va n:<iQEL 'tLIJ.ES Onffic:; 4.8:1 ~ 6.3:1 x.A.n:.,
~EA'tLOOVEtUL (yCVE'tCLL Ol'JAOOl'i J.I.LXQO'tEQTJ), xae~ 'tO 1CQOi6v ELOEQXE'tUL 01:0
100 19
KuKAo!; [wri(; npof6vro(;' x a1 orparny1xri papKCnvyx ~
M E ~<loT) 61..£~ 1:~ 1tAl'JQOcpoQ(e~ nou exouv auyxeV"tQW8E( cna n/..aCma "tTJ<;
1tQO'tELV6J.LEVT)<; avaA'UOT)<; xa8oQct:E"taL 1") 8€011 'tOU JtQO.LOV'tO~ O't'TJV XU113tUAl'] 'tO\J
xuxf..O'IJ ~rot1s tou.
20 101
$ X:E41AAAIO
102 21
Ku.Klo~ {wri~ rrpoi'6vro\ KOJ arparnyJKn papKcnvyJC
22 103
® KE~AAAIO
'tt?GWV OV'tOy(I)Vt<J"CWV :n:ou fJ £:1tLXELQ'l']OlJ :1tQOO:n:a8£( va 0:1tO'tQlhji£L f..l£ £va 1tQO.L6V
:n:ou rcaQ<iy£'tat EuxoA.a xm rcou Myw 't'l'J£ J.U?GQ~S TCQomaoCas -co'U ETCLSfl'tEL "''Yl"
yQTjyOQll <Ste(oOuOlJ ?GaL xa8LEQ<OOij 'tO'U O't'l']V ayoQa.
104 23
KtiKAo(;" ~c.~ri(;' rrpoi'ovro(;' KaJ orparnyJKri papKenvyK ~
AvaA.oya J.lE 't'I')V 'tLJ.ltl1tO'U t C8etm xat 't'l') oan:<iVI'] :rtQOWSl')OT]<; atT)V onoCa
ngof3aCvu T] £1tlXELQT]<JI'], 11 atQa't'l')ytxl] autt1 f.l1tOQ£( va M~EL ttc; Mo ax6A.ou8tc;
f.lOQcptc; (Kotler, 2003):
.... l:tQO.'tTJYLXtl YQtlYOQO'U sO.cpQLOJ.lO'.tO<; (rapid-skimming strategy). l:u!!cpoova !!€
avtl'j tT] <JtQatTJYLXlJ tO 1CQO.LOV ElO<iyetat O'tT]V ayoQ<i jl£ 'U'\jJT]A.l] 'tljl~ XaL 'lnJJTJAtl
OMaVT] 3tQOW8T]<JI']<;. I1Qoimo8£0ELS yta 't'I']V EcpO'.QJ.loyl] 't'l']<; O'tQO.'t'I'JYLX-lJ<; ELVat
"1 un:aQs"l J.lLO'.<; nEQLOQtaj.ltvl']c; oe f.1Eye8oc; OU'V'TJ'tLxl]c; ayogac; nou oev eCvm
E'UO.COSl')'t'l') lOS 1tQO<; tT]V 'tlf.ltl XaL T] £1tLXELQT]O'l'] O'.V'tlJ.lE'tWJtQ;EL 0'\JVI']'tlXO O'.V'tO.-
yWVLOJ.lO xm 8£A.et va OT]IJ.LO'UQYtlOELL0XUQtl1CQO'tLJ!TJO'l1 O'tl')V EJtWVUJ.lLO..
24 105
~ KE~A.II.AIO
K o1:a 1:0'\J<; W alker, Boyd & L arreche (1999), 11 ecpoQ ~wy'ij tTJS O"CQa't'T)ytx'ijc;
a~c; 1tQOii:rt.o8€tet ta ax6A.ouea:
106 25
LOI 9l
108 27
Ku.KA.os- ~wris- npoiovros- xaJ orparny1xri papxt:uvyx ~
emo<p<iA.eLa~ x.aL ouv€~at..e crtlJ J.lELWOl'J 'tOU AEL'tOUQytxou •ou x6mou~. H
MvaJ.tTJ •wv noot..~oeoov toov EllJtOQtxcilv ouveQyatcilv xata~aUn ex"tetaj.t€ve~
3tQOOna8£L£~ 3tOU E3ttX£V'tQOOVOV'taL xata TO O'tOOLO au't6 O'tOU~ xatvO'tOj.tOU~
(innovators) xm 1:ou~ nQWLJ.la uw8eTO'UV'tE~ (early adopters).
E:.raipa 3.2
Erparnyuc{:~ nyerwv tTPATHnKR llAAilOKOllH'Wl: ti JlAEYl'IKH I;I'PATflilKB
IIPOAHimKH-IIPOAH'l'H me.ANHI Elll9D:HITOY ANTAI'QNIIMOY
oe avannroo6peve~ ANTIAPAETIKH- AN'£14PA!H l:THNEIU9EJ:H TOY ANT.AroNIIMOY
ayopt~
tTPATHI'IXH THI:
KATAMETOUO I:TPAntflKH
.ANIDIAPA9EI:HI: I:YPPJKNOtlre
• .ANTl.bPAlJ.I ITHN nti:ArOP~
EID9D:HTOY 'H
ANTAJ'QNJIMOY l:TPA1lii'IKH
• DPO.fili\IIH meAN'!IE
El1I9D:Hl:TOY AIIOXSlPID:ID:
ANTAmNll:MOY
~Al'HI1KII
EIIEIO'Alall:
THI: AfOPA't
'H
«KINH'Ill»
l:TPATHI"lKH
llO 29
KuK}.o~ s .ric; 11poi6vroc; KaJ orparnyiK.ri papKtuvyx
c.~
IIfvaKaf: 3. 1
lhauipnan/jkAtiwan me; u(avonainonc; l(W mat6tnta~ Ooyalty)
Ta.Krnd:c;; papKE:TivyK ara
..,. A~ nan upoaoxnc; Olav notonx6 tAeyxo 6nc.>t; au~avet n uapayc.>yt\ nAruma m~ arparny11aic;;
------------------------------------------------------------ unepda.rnanc;;rnc;;8tonc;;
... l:11Vexnt; npoan6.9oa l.lelotpomic; KOl ~E:Adwanc; T0\1 npo16VToc; VJO va au~n9oUv ta iW:oVE:Krft- nKTJofparwv TE:lXWV
p.ata npoc; tov neMm f1/Kw va p.eu.>EJoiN ta K6atn. 6pwac;; rotT nytrn rnc;;
--- -- ------------------------------------------------------- ayopac;;
..,. Et6xeuan ~loiJlnlllant; mnv naprudvnon E:IIlAE:Ktucnc; 91monc;, t0Vlop.6c; toov avwu:poov xapa-
Kmplat.oobv xw nAtavacmpatoov tou npo16vto~. um:v9U}IlotlXIl Btatpnlllan•
..,. AU~non me; e~\IJII\J)Cmanc; tc..w 1111apx6VTWV .Aoyaplaapwv an6 tou~ nc&.ntec;, e~traan 6nllloup-
yia~ nc.lAntWV E:Om:cbv np.eyQAwv AOyaptaapwv YJQ tOUt; onp.aVT1K6tE:,POUt; ne.Acirec;, E:~traan
QVTIKat6.oraanc; twv ave~6.ptmwv OVTm_pooc.1,nwv lJ.E: nc&.nttc; me; emxdpnon~.
..,. Entxtaan twv l5uvatotntoov uapoxnc; uunpemcbv 11e16 tn nchl.nan, avc1mu~n n entxtaon tnt;
OUvapnt; tWV DCallntcbv tn~ E:IDidpnant; n av6mu~n eKnCJi6eutlKWv D,POV,PQ}l),lcltOOV VlQ T0\1~
1111aAAMouc; tc..w ~havopi:(J)V x01 dealers nov aoxoAoUvtOl }le: rnv e~unnptman tou neAOtn,
f:IIbctaon ano9ep6.toov avtaMc1xtu<cbv, e~traon 6n111oupyfuc; trW;~~ ypappns 6.p.eonc;
E:~\IJII\pCmon~ lOU ncl6tn.
30 111
~ K:E~A.li.AIO
~~--~·-
Enlappuvon 'K41 cmAonoinon EDavaAap.lkwopcvwv ayop~~ • _
~ Eni:Ktaan rn«; 6uvQ}llK6tmac; napavwvnc; np1v mv au~nan m«; ~nman«; Vla mv anoq>uyt\ e~a
vr.Ananc; twv ano9epatwv.
~ Bf:Atiwan TOU cltyxou t (I)V ano6&pclt(I)V KQI TWV OUatnjlQT(I)V E:qJO~IQCJtual~ aAuafoo~ (logistics)
yta lldwan t(I)V xp<Svwv napMoon«;.
112 31
KrfKAo~ ~wri~ npoi'6vro~ xa1 orparny1xri papxcnvyx ~
32 113
~ KE~A.I\AIO
0 crt(}xo~ avt1'j~ 't'l'}~ O'tQ<l'tll"(L'X.lJ~ tCvm 11 <<')(.(l'taA111PTJ» tv6~ !J.E"(<iJ..o'U IJ.EQLEJ(ou
VEWV OJ.UlOmV TtEAa'tOOv :JtO'U !lltOQEL va 3tQO't4loW %6-tL ~Laq>OQE'tt%6 OJt6 am6 3t0'U
aQ:X:L'X.U :nQOOE(])EQE 'TJ tmXELQTJOl'J.
H O'tQa't'l'}"(L'X.lJ a'U'tl] aQJ.I.O~tL 1t£Qtoo6tEQO oe 'X.ataXEQJ.la'tLOJ.I.EVES ayoQ€~ 'X.aL
J.I.E 't'l'}V 3tQO'ii:n:66EO'T] O'tt o TJYE't'TJ~ EXEL 'tO'U~ :n:6QO'U~ va avaM~EL :n:oUanM €pya
(projects) av6mu!;'TJS v€wv :n:Qo·t:6v,;wv -xat va O:X:E~taOEL :n:oA.AcmM~ crtQa't'TJYtXES
J.I.UQXEtLvy'X. :1tO'U J.1.:1t0QEL va :7t€QtAaJ.l~UVO'UV:
..,. Av6mu~TJ :n:oUrov erct'X.taoewv 't'll~ YQaiLJ.llJS :n:Qoi6v,;os l] tJ.aQ?«..v O'tOXEUtJ.E-
vrov 1tQOS 'tL~ aVU"('X.E~ ~La{])OQWV ~UVTJ'tL'X.OOV 'ttJ.'TJJ.lfurov E<JXlQJ.lO')'OOV l] ax6tJ.a
ytW"(Qa{])L'X.WV 'tJ.I.T]J.lU'tWV O'tl]V ayOQa.
..,. KtCOLJ.I.O tJ.Ova~txwv xavaA.trov otavotJ.l]<; ym 't'l'}V mo anmeA£OtJ.a•t'X.l] 1tQoo£y-
ytO'T] <nry'>'E'XQLJ.I.EVWV 'tJ.l'TJI..lO'trov ~'UVTJ'tL'XWV 3t€AaWv.
.... ~XEOLaOJ.16 TtOAAMAOOV :1tQO"(QaJ.1tJ.U'tWV Ota{])l]J.1LO'TJ<; l)/xat 1tQOW6'TJOl'j~ trov
:n:roA.l]oewv O'tOXE'UtJ.evrov 1tQOS cruy'X.e'>'QLJ.I.EVa tJ.1l]tJ.ata O'UVT)tt'XO>v m:A.atrov.
0 11'YfuJS J.1.:1tOQE( va E{])OQJ.I.OOEL a'lJ'tl] 't'l'} O'tQa't'l'}"(LXl] J.1E lT)V ETC€'X.taOTJ 'tW'V 'U:1taQ-
:X:6V'tWV 1CQO'LOV'tLXWv "fQaiLJ.I.Wv (Line Extensions) XOL 't'l'}V av6rrnJ~TJ VEWV OTJJ.l(ito>V
(brands) lJ axO!J.TJ tv~txWv J.lOQ<lX.Ov 'tOU 1tQOI.6vtO~, :X:Ql]mtJ.OTCOLWV'tas rcae6tJ.OLES
,;~xvoAo-yCes "ft.<l va 1CQOOEAxUO'et noAJ..a:n:Mi ttJ.~J.l(l'ta '\TIS ayoQ<is. Mta 4 y6teQO &ana-
VTJQl] nQOOJta6eta 1CQOO£A.xwr]c; oL~ttJ.lltW:twv ayOQ<is eCvm 11 5Latt}QTJ<J11 tou
l3amXO\J 1tQOT.6vt~ XOL 111..lt'ta~oA.l] trov WJ...oJv C7t0LXELW'V 'tl]S crt'Q<m1YLXJ1<; tLUQ)(.E'tLYyX
(n.:x;. 'tLJ.10MYTJOTJ), E'tm WOtE va 1tQOOEOOOV'taL O'U"(XE'XQL!J.EvOL ntMt£<;.
114 33
Kl1Klo~ 'C))ri~ rrpofovro~ KaJ orparnyJKri papKcnvyK ~
MCa smx.sCQTJOTJ TJ ono(a x.aeax'tl')Q~E'tOL ~ axol..ou&ttttis 1tQE3t£L va embtW'KEt
'tO XtL<HJ.lO'tOU J.lEQtbCou ayoQ<lc; 'tl')c; au!;civavtac; ·nc; nwA.'IloELc; -cT]c; 't<XxUtEQ<l rut6
1:ov QU8!!6 avcimu!;T)c; 'tTJ£ ayoQ<lc;. Am6 llJtOQECva tnmmx.8sC J.I.E nJV anox'tl')OTJ
n:tA<l-rwv nou aY1lxouv mov aV'tayu>Vt.<J~A-6 'K<ll f.LE 'tl')V an6X"tTJOTJ t v6c; llEyaJ..:Ut:tQOu
J.lEQtOCou v£wv :rctA<l-rrov an6 am6 -rou TJYE'tl'J 'tl'J£ ayoQcic;.
An:6 tTJ ~<l<YTJ osoolltvwv P.I.M.S. (Buzell & Gale 1987) 7tQOEX'InlJE O'tt ot
axoA.ou81')-r£c; nou XEQOCl;ouv llEQLOLO ayoQcic; <JE <JX.EOfJ J.I.E au"touc; nou x.avow
J.lEQCOto ayoQcic;:
Ill> oev Ej.lcpavQ;ouv OtacpoQ£c; mrJV 1:Lj.lll nou X.QEWvouv
Ill> au!;civouv 'tfJV not6'tl')'ta twv 1tQOi 6vtwv touc; oe <JXEOTJ llE 'tOV avmywvlOI!6
Ill> avrum3aaouv nEQLOOOtEQa v €a nQOWvta, msxtci<JEL<; yQa~-t!U-Ov 1tQo't:Ovtwv 11
~EAtLoJOE t~ 3tQOWvtWV
Ill> au!;avouv t Lc; b<l1t6:vec; I!UQXE'tLyYX wx.meQa an' 6tt au!;<lvetat o QU81!6<; avcimu-
SlJS tTJ<; ayOQac;. H ausfJOTJ 't(l)V Banavrov 3tWAll<JE(l)V xm :TCQOW8TJOT)<; t(l)V 3tWA,-
(J£(l)V £x.ow 8E"ttx6 avtCxwno mo IJ.EQtOLO ayoQac; t6ao -rwv xawvat..omxrov 6ao
xm twv ~LOJ.lfJ)(<lVtxtilv £1tL)(E LQ~OEwv, evro 11 a'\JsTJOTJ -rwv 6anavrov OL(l<:P'lJ.ttO'TJ<;
au!;<lvEL 3tQWtl<J't(l tO J.lEQtOLO ayOQO<; 'tWV X<ltaV<lAWtLXWV WL)(ELQ~OEWV.
Ot n:t vtE t vo.IJ..axttx£c; O'tQatTjytxlc; n:ou TCQOttCvouv m Kotler & Singh (1981)
yLa 'touc; axof..ou9Tjt€c; as av<Xm"Uooof.LEVE<; ayoQ£c; WtEtxov~ovtaL 0L(lYQCtJ.ti..I.CttlxO
mo~lla3.3
Exnpa 3.3
EvaM.OKTU<t~
arparnYJXtr: emAoyer;
YJO OKOAou8nrt"
ae avcmrl!ao6pevec;
ayopec;
Kata
MSt<on:o
&C6eOTJ
34 115
gc 911
·uo~n AUl J?l3lt 53}030\UU\ Molqdon non noogmbfDgtiOADtg no1 Snon<!Jd&AD Sno1 otA 5uo
-ro!i!JD~ A(l)lJ?tftlooAoon Mld3J..9'il'X t;JOocf>ooon 1} uouwn AU1J?l3tl A<)>t03dllDI\ Sutl~g Sud
·3J..9><0A3tl U~flJ.m?AY 'UOIJWII J\Ul 1)13tl A<)>l03dllDI\ At'ld3l<)>AD Sl}xodOII A(l)ll}lOAD>ll U~fll.nljlAJ'-
"l>lDtf:}QOIID Dl IO)l 5UOOQJtOOD 50A9(JX 0 J39UlOIIOlOIXD'{3 DA DIA A(1)1J?lt390IID 5uoti1J3XP!!i! A(l)l
·l)tfuwno rox A(1)1J?n3eono noxlqy3 '51}A(1)Aooon 5ownti¢AotgoAodx nod3J..9'<0X o)Adnomuv-
:At:>lD'{31I UOUl:}d\UU\~3 AUlO IJlOIA(I)AolAD .t\01 3tl u.o;n.o 30 U.OO!i!91ID u0319ywf\.\ ~
·Snoogntl3f5ptloADtQ 5nod3lJ)'<O>t
Sn019110 UO\DIC)>OoOIDI3 ID'Xfll. 'td>t;ld OlD SOOC,X !iod'3~'itl'X '!il}OOAD !iUl whn'l(l?X U03lD?A3UI3
J391Cll3llll3 OA DtA UOU9<)>odD 1}XIOO!ltl3 30 l}lOIA(I)AtllAtl AOl 3rl 'l1:D?XO 30 53A9UDQ 530319'{Uit\! ~
'I}lOlA
·(I)AolAD A0191ID A(1)301}Y(I)II Sut!D~!i! 5UAgrt:n3QIOJD13 003J..9'<0X IDX/1} 5U03J..9><0.A3tf U~fllliJ?AY-
·SoxcJI)tl Sl}Aoyyo uo~gcJn 1} \llOIA(I)ADlAD no1 9IID ud"3J..9><0X l)J.UIIYllAD mAp l}t!DIOQ gun
SnOQJ3 no1 UOOQ9liD 1} OlUl9tOo u Ao '5gt!DIOQ ~oeancJcJtlgA3 DA otA A(1)301}Y(I)II A(l)l uoue<poou -
·St;JOoAo 51}Xl~Dtl
SUl A<)>1D'(3II A(l)l ~~ol3n ywtA(I)}.olAo no1 Dxdl)tl u t3JJ?\1tloyoiiD non t,nno 9IID 5uolll:}aonol
5ud319>!!0.At\3 UOlllX910X .t\UlO 53A3ti9An9fl31DX S3J3l0010X3 5~10tt!Ucf>DIQ S:J>n1IdxAn:r-
:5UOU1\I~ 51}X!J.X3Y!113
UOUAptOOOD AU19DOXO 3TI UOue<:>odll 30 1}lOIA(I)AolAD A013tl UO~ 30 53AJ?IIDQ 53d3lgywf\.\ ~
'DQI)AOrll)AD 5ll0109:l! fl00319yut!DX U~n31JII3 AUl etA S:Jln3Qutlodo .5pdoAo .5Ul lflU8Jl0Y
5nol 3tl A(1)30:}XO !OX A!JllOO>llQDlQ A<p>nADxud 'So1A9!001I 90doDIQ3XO t\003l!JlAD UOUJOIIOrllOUOX ~ -oxo nol .5U038JII3 AOU
-(>].J9ri ;JlDX .5ul or.o,rvyu
1Jl01AooA 01.0 xMil3Xd9ri ~XTlXOJ,
-DlAD t\01 l)ll\0 9DD 0031~ 5UOOQ9Iltl OQ3IIJI13lDX/1} 9xtlOIO\W!DcJ'DX 3liA(1)1A9!001l U~l.nljlAJ' ~ Z'S SDXDAJU
·5oX9l.O·S~l.01AroA.'Ol.A'O o
11.9 ,U'O- ?<.M1l3X09rl
ow 9x1913 - 531IU9l.OAn9 mx 5noo9u 5noo31.9DDto3u 131.~9019 l.t.oltoJ3X1ua H (q
'l)x09rl LlA~lhOX
-3XA.o.o OJri'01A. ltw)U ~ l.t.oltrlJwOU ~onXm MO'X~ i\3~ 531.9'{3:1! 53l.AOXo;ntn 1Q (A.
5~1AroA.Ol.A'O 50A~'lirom093 ;>'('OX 5'01\? 13'X09UA. (g
'5900.\D mmi!,.lrb. 'OW)OUOA'OX1A'O OA.J'{ 3ri (53J'liCl.911!3 1'0X 53XA9A'O 5310rl90'0U
MOX'} 531.9"(31! ,ox1iliM9 1nx 53l.Ao'XQ;>un) 5~A.3A.01o'lio 9x11.3Xo 1'0AJ3 9ooA.n H (n
:An1.9 ~?<.110'liD3"(3WUO 10AJ3 1,wu> ~x1A.lu.now H
'9X1l.010luxnooX yx1l.OO.X'(3 011r ~ S~ri11. 530319'(UrioX Sol.AOOjld>O
·OOu (Sl~ldOp-g ~let) A<])1X390UO MJ)AOo A.(l)l ~~Ol.W A<Jl1U'(3U A.(l)~A. lwct?<."(9000u
Llmx noX9l.O-!,w>1A.(l).\'Ol.AO !\01. 5319'{31! S311\.0X0'91tn 5nol. 9UO 51.t.o'Ol.09l.'OX111\.0
A(l)30~'{(Y)U ~ A.(l)30~'((Y)U A.(l)A.3TI9A'Ogrlo'(OA.'OU3 A<])X1l.AOrll.w l.wlu.X9l.OX U10A.)3 5~?<.
-1.\l.u.now Sltl. 5~n SoX9w o :(1punv IUJUO.t.!J) lw3e'~ ouro2.;JJ\192.D'}I·l
:A!\OA9grio'{103U 5jl1-n0 ''00319%1913:
OIYVY~S}J @
Kr!KAo~ {c.ui~ rrpoi'6vro~ Kal urparny1xri papKcnvyK
LUJ.L<pwva f.tE tou~ Walker, Boyd & Larreche (1999) T) E:n:LXELQT)Ol'J IJ.:ItOQ£( va
E<pUQilOOEL 'tT) OtQO't'T)'(LX.l) "U3tEQ~b'T)OT)~ avam:'Uooovta~ j.LLO YEO yevl<X :n:QO.L6vtWV
ta o:n:o(a ~OOLSOvtOL as IJ.LO OLa<pOQE'ttx'll tsxvoA.oyCa x.m ngoo<pEQOW av<l>tEQTJ
a:n:6000'I'J 11 EltL:n:Q6o8sta o<pEI..TJ 1:0 o:n:o(a ECvm em8uJ.Ll]ta cm6 tOU£ u:n:agxovtE~
11 6uVT)ttx.ou~ rtEMl'tE~ OtT) IJ.O~lx.'ll ayoga. Aut6 IJ.:TtOQEt va ouv6uaatEC IJ.E 'tt~
3t0QOX.(i1;(1) EVEQYELE£:
36 117
KE ~AAAIO
LUf!<pWVU f!E 'tO'U£ Walker, Boyd & Larreche (1999) TJ EmXELQl']Ol') f!1tOQEL va
E<:paQJ.LOOEL au'tlj 'tTJ O'tQU'tTJYlXij:
~ Avwm)ooov,;as €va Ota<:paQO:rtOLTJIJivo 1tQO.L6v l"j f!La yQal-lJ.L'r11tQOi:6V'tO£ f!E
f!Ova&tx.<i xaQaX"tl']Qtcrttx<i 'r1 f!E 'tlf.ll'j nou tCvm mo tf...xumtx.Tj crt eva auyx.e-
XQ~I-ltvo 'U1tO-ava.mvyf.lEVO (under-developed) 't!-ll'jf.lU OOvTJ'tLXWV 1t£A<l'tWV 'tWV
on:o(wv m av<iyx.t£ OEV txavonowW'tm a:rt6 ,;a un<iQXoV'ta rreo'(6V'ta.
~ .Lxeot<i~onas Otacpru.tLO'ttx.£~ x.af!1t<iVtE£, nQoowmx.££ n;w/...'l'jott£ 'l'j/xm rtQO-
w81'jott£ :n:wA.'llotwv 1tO'U ava<:pEQOV'taL a£ t!;ttotx.E'Uf!Eva tv&tacp€Qov.-a xcu
aVllO'U?(LE£ 0\JVTJ'tLX.WV 1tEAU'tWV OE eva 'U1tO-aVa1t't'UYf!EVO 'tf!l'jJ..La 'tTJ£ ayoQ<i£
yta va 1tCtQCtX.LVTJ8EL E1tLA£X'ttX.l"j ~l'j'tTJOlj.
~ Avwm)oooV'ta£ f!Ovaotx<i x.av<iA.ta otaVOJ.L'll£ yta nto an;on:A.EOIL(l'ttx.l'j :TtQ6-
a~aOlJ O'UVTJ'tLX.OOV 1t£Aa't00V 0£ eva 'U1tO-aVWtt'Uyf.L£vo 'tJ.lijf.la.
LUJ.lq>C.t>Va f!E touc; Walker, Boyd & Larreche (1999) TJ E1tL?(ELQTJOll J.l:ltOQ£( va
Eq>OQ(.LOOEL tTJV O'tQCttTJYLX.ij 1tEQLxUxAw011£:
..,. Avwm)aaOV'tU£ noUa:rtM£ enex.,;<iott~ YQCtf.Lf.LOOV (multiple line extensions) l'j
f!OQXE£ f.LE xaQaX'tlJQLO'ttx.<i xm 'ttl..l'rJ nou va av.-anOXQLVt'tat O'tL£ J.lOVaotx£~
118 37
611 8£
010~~ ;>lOX - 53)301013 O~Q 10 "UOJ1Hre0 10X ~~~~~~~ 511 01A 9'(Ucftn 003lJ01Q1 1011.)3
lu.'9'(3l£ CtO}A. 59A.3 Slt.ol.u.x91m 5ol.09X 0~ "(1t"I("X 5jlet3XOM Sj~X10lx3'(U '5130p003'<lu.)
MJ>OOcboo01C MJ>X1U>rl(l}OU'(ltrln.o ~ll 1m. MJ>Cl3XOM A(l}l lt.olas>Q11C3 Aluo 'l.iAplmQ
~x1w1rlltcbn,Q ~'(ill!ln. Altw m1a~ong A(l}ao~o13X1u3 A(l}l ~x1Alu.oow Lt '91etn 019~
OlplO)J "l~lS~RL 10X UOJlltfed mA 50JOOOOQ03X SOl..} Olg>01C Ol10AJ3 9661 o~
·(S13D~O.A.A.3
53AjlriU131l)0l)l.C ~ A()'>l.OUO'X Uo0.3QJUlCX3 'lloltlj180lt01 'Aro1prlll.l.ono ~X1AUXltrl
'oriA13Qponu mA.) SpooAn Slt.1.nwrl~rl1 9'('(01t 30 53.1.9'(31C JO?t11LlAnQ ACto'iJu
-(l}l3ri1.1.A'O CtOll A(l)l;>rllt'(gOOll A()'>X1QUAOri UoC\'()l£3 10X/~ A<J>Til?GOQ Ct0A9-QA1X
noA3ri9Angrln'('ll.AO no1 LtoroJarl o1A S'lgo}D n1nrlrlpoAoou Snuo~;>1Q3X3: <1111
·SyooAo A(l)1;>rlltrl1A<J>X1cbOoA
-ro3A ~ A<J>A.orlooc:ba A<J>X11ltAC\Q i\(1)()319&m M))'('(Ou S13o~rl1l.OO:u mx SaxApAo
Erparny1Ke~ Panafon
~e 6-tt a<poQ<i 'tT}V Panafon, eCvm o TJYE'tTJ~ 'tT}~ ayoQ<i~ !JE ~-tEQ(OLO 60% 'tWV
O'UVOQOIJ.TJ't(J)v xat. ,;rov w6&rov. Me crt6xo 'tTJ bLa-nlQTJOTJ 'tTJ~ TJYE'tt.x'll~ 8EOTJ~ C1tTJV
aVC11rn)006~-tEVT} ayoQ<i, 'UL08E'tEL iva O'UV0uaO~-t6 O'tQa'tT})'LXOOV Xat 1tQO~aLVEL
OE ~.tt.a OELQ<i an;6 'taX'tLXE~. EVEQ)'ELE~ J..lE O'tOXO 'tT} bLanlQTJOT} 't(I)V \J1tCLQX6V'tWV
:rceA.a,;rov xm auyxeovro~ 'tTJV xm:a>ctTJOTJ ,;ou J..leyaA.u,;eeou 'tl-ttl~.tato~ trov verov
:rceM:ttrov. Ell>tx6'teQa:
Ita :rc/..a(m.a 'tT}~ OT(!a"ltJYtxtf~ vneeao7tU11J~ TTJ~ 0E01J~ O'UVexC!;e L'tT}V av6.m:u;,
tou 'tTJAE3tLXOtvrovtaxou 'tTJ~ btx't'Uou xat 'tTJ PeA.,;CwOT} 'tTJ~ :rcot6-tT},;a.; 'tTJ UmJQEOCa~.
~UYXQ6vro~ mevotiet. <JtT}V av<imu~ u'l)J'llAtl~ :rcot6'tT]'t<l~ \J3tT]QEOtc.6v 6Cvovw~ LOL-
ahtQTJ ~aQti'tT}'ta O't'llV E~3t'llQE'tT}OT) 'tO'U 3tEAa'tT], O'ta 3tA'llQO<pOQLOX<i O'U<J'tlliJ.a'ta
OLOLXTJO'll~ xat O'tTJV mcrto:rcoCT)OTJ 'tTJ~ nm6t'll"ta~ -crov naeexo~-t€vwv 'U:rt'TJQWtc.Ov.
ilaQ<iAA'llAO, J.LE at6xo 'tT]V OU~OT} 'tT}~ LXQV03t0L'I'}OT}~ 'tO'U 3tEAa'tT} XOL 'tT}V EVLox'UOTJ
'tl'J~ E!!JtLatOoVVTJ~ E!!JtAomCl;EL m XUQ'tO<Jl'UAaXL6 'tTJ~ J.LE vee~ UmJQto{e~ JtQOon8€-
!-tEVTJ\; a;ca~. H atQa'tT)ytx'li btavoll'li~ 'tTJ~ e(vm tbtaC,;eea em't\JX'llJ..lEVTJ. ~uvexCSet
'tO )CtLOLIJ.O xavaALOOV 6taVOJ..ll)~ J..lE 't'll oUVQ'l)JT) VEOOV O'UI!<p(J)VLOOv O'UVEQYaO(a~ !!E
E'taLQELE~-dealers !!E O'tOXO 'tT}V e;ao<p<iALO, EX'tE"taJ..lEVT]~ :rtaQO'UOLO~ O'tO E'UQU
xmv6. EntnA.tov JLE Ot6xo ,;ov ano'teA.eo,...anx6,;eeo £A.eyxo evtoxtiet. •~.<; oxtoe~
'tT}~ j.I.E 'tO [)(x't\lO btaVOIJ.ll~ 3tQO~a(VOV'ta~ 0£ e;ayOQE~.
H Panafon O"UVbuatet. 'tTJ O'tQ<mlYLXll uneQ<io3tLOTJ~ 't'TJ~ 8tOT}~ 1-t£ 'tTJ OT(JaTTf'Ytxtf
EJC~'taorJ~ TTJ~ ayoe~ rf ~~vrrnt OTf!aTrJytXtj axoA.ou8c.Ovta~ 1J.Co. cnoxeuJ..ltVT] O'tQa-
'tTJYLXll nroA.ijoerov an;eu9'lrv6f.LEVTJ O'tL~ IJ.E)'ME~ E1ttXELQijOEL~ IJ.EOW 'tT}~ btivatJ.T}~
nroA.ijoerov nJ~ CbLa~ xat 'tWV Ef.LJtOQLXOOV auveeya,;c.Ov Panavox xm Q-phone. H
O'tQO'tT})'LXl) a'Utij n]~ ErtLtQEJtEL va bt.atTJQtlOEL XOL va El-t1tAO'U't(O£l"tO «<pLAE'tO»
'tTJ~ ayoQ<i~.
T'TJv Cota O'ttY~.t'li bta'tT}QtC oe u'l)J'llA.a enC:rteoa 'tTJ bta<pTJI!LO'ttxij 'tTJ~ banaVTJ,
'tOVLSOV't~ U]V U'\jrrJAij T!:oLOtTJ'tO t(l)V naQEXOI!EV(J)V 'U7t'l1QEOLOOV XUL £1tLXOLVWV<.OV't~
U]V TJ)'E'tLXtl 'tT}~ 8EOTJ. ~E OQLOJ..lEVE~ 1tEQL3tt000£L~ 'UL08EtEL O'UyXQLUXl\6La<ptli!LOTJ
yta va aV'tLJ..lE'tronCoet 'tl')V Telestet, tvc.O Ota<poeonoteC'tT} O'tQa'tTJYLXll 't'll~ ro~ neo~
t'I'}V ayoea-O'toxo nou aneu8wetm.
&COTJ~, axoA.ou9<.0V'ta~ OU]V ouoCanA.svet~tf OT(!aTrJy~tf i) bT]J.LLOUQyeC otxovo-
I!Lx<i 3tQOYQOIJ."f.ta'ta MOXAELO'ttx<i )'La 'tO'U~ IJ.EYOAo\J~ E'tOLQLXOU~ AO)'OQLOO!!oU~ 3tO'U
3tQOOOQ!!6tOV'tm at~ anm"tJloe~ 1:ou nEA<i'tTJ xat ii) ;exwa crta6taxa IJ.La noA.t'ttxl)
em66nj o,~ trov auox·eurov c.OO'te va ev9aeeuvet 'tl')V ayoe<i vewv ouoxtuc.Ov ata
tiJ.iil!ata nou £Cvm 1tEQL006t£QO euaCo8T}1:a O'tTJV tLI!ll· ~'ta nA.aCota. ama, uL09e,;e(
xa'Tia bta<J'tlll!ata neoro9Jrttx€c; evf.QYete~ ,;rov 1t(J)Aijoerov !!E crt6xo tlJV <mOx'tTJOTJ
j!EyaAmEQO'U !!EQtbCou O'tO'U<; VEO\J~ 0\JV&QOj.I.TJ'tE<; XUL U]V aV'ttj.I.EW.7tLOTJ UVMO)'(l)V
EVEQYELOOV 'tO'U aV'ta)'OOVLOJ.lOU (OT(!aTrJytxtf TTJ~ ~ani. !JU(J)lfO avrmaea0E01J~).
120 39
Klixl.oq ~CIIriq apol'6vr oq x a1 orparny1xri papxcnvyx ~
na va avtq.I.Et w:n:Cotb -nyv avtaywvLmLx~ :n:eoo<poQ<i 'trl£ T elestet :n:ou EXEL :n:Qo-
TJY']Stt XQOVLX<i xm va rtQOOEA.x'\Jott VEO'IJ£ ouvOQOJl11tE£ tuafo8rrtou£ O'tTJV tLJl~, TJ
.Panafon E<j)UQJ.lO~EL eva O'UVO'UaOJ.L6 1rkV(!t~~ lrrf!O.nrrtxif~ ~at ureanrrt~rf~ ~'ta
pi'tW1TO avrmaed.OeOTJ~ A.avo<iQOvta£ xataQX<i£ OEVtEQO mlJ.la, 'tO Panafon ala
carte (xL~ 'tTJAE(j)WVLa J.LE XOQ'ta 1tQOJtAfJQWJ.Livou xQ6vou), a:n:E'U9uv61.1.EVTJ O'tTJV
ayoe6. J.Lt Mo ot.xovOJ.LLX6ttQa rtQOYQ<iJ.LJ.~.ata XQEWOTJ£. H crtQa'tTJy Lx~ "tTJ£ am~
cmoOtLXWE'taL LOLahtQa cvt01:tA.EOJ.I.U'tLX~ xm O'UvtOJ.I.a n:a(Qvu to n:QO~OOLO!!a
xm O'tTJV ayoea au~.
L"tTJ O"UVEXtLa, t!AJtA.omi1;tL 'tTJV rtQOO<pOQ6. 'tTl£ O'tfJV 1tQ01tATJQW!LEVlJ UltTJQEOLa
XaL MlVOUQU Mo ax6J.LT) rtaXE'ta n:QOrtAT)QWJ.lEVTJ£ 'U3tl]QEO(a£ to ala carte junior
XaL 8QUAO£ al a carte YLU va JtQOOEAX'UOtL VEOU£ OUV0Q01.1.11tE£ (nJ..ev(!t~rf O't(}a-
'ttl}'1'"]').
Y:n:mLJ.I.d aextxd tL£ Owat6tl]tt£ 'triS Cosmote TJ o:n:o(a tLotgxetm O'tTJV ayoga
tov A:n:eO..w t ou 1998 xm xa8umtgeC xata :n:ot..'\J TJ]V avtCOQO.ml "tTJ£ O'tfJV tn:t8t-
nx'll O'tQatTJYLX'J1 "tTJ£. L'tTJ ouvextLo., J.I.ELOOVEL Mo <pOQE£ 1:0 "tLI.I.OMyt.o. ot :n:tQCoOo
8 J.I.TJVOOV yta vo. O.vtL~A.ttw:n:CotL "tTJV tm8tnx'll tLJlOA.oytax~ :n:oA.L'tLX'J1 "tTJS Cosmote
E<paQ1.1.6sovtO£ lrr(!aTtJytXrf 't1'/~ ~'ta !JETW1TO avrmaea0EOTJ~.
fLa vo O.vtLI.I.Etwn:CotL 'tT)V n:OAL'ttx'll 'tTJS Cosmote «O.vtLyQ<i<ptL» "tTJ mgatT)yLx'll
"tT]£ 'tEAEmaCa£ XO.L 'lJL08tttC JtQOYQUI.I.I.I.O.'tO. EJtL~Q<i~EUOTJ£ 'tTj£ EIAJ'tLO'tOoWTJ£ 'tWV
:n:tA.o.twv yLo. va an:o8agQ'Uvtt. 'tL£ an:oowMoEL£ (urqa'ttl}'t~tf 't1'/~ ~a-ra ptrwno
aVTI7Ca(!0.9EOTJ~)
l:to. n:A.o.Cmo. "tTJS ureaTtJrt~~ EHMaOTJ~ '"'~ ayoea~ t:n:tX"ttCvt"tm OtT)V oyoga
t WV !lL08W~-tEVWV XUXAw!lU"tWV !!E "tT]V t1tWVUJ.LLO Panafon Link :n:ou a:n:tu8UvtL OE
J.LEYMO'U£ E'tOI.QLXoU£ 1ttA6:tt£.
Erparn'{JKC~ Telestet
l:t 6,1:t. acpoga tL£ OtQO.'tTJ'fLXE£ n:ou oxoAoU8TJOE TJ Telestet, rtaQO.'tTJQOUI.I.E
6tL XO.td 'tTJ qxXOTJ ovdmusTJS 'tTJS UJtT)QEOCa<; EXOvtO.<; !lLXQOtEQO I.I.EQ(OLO ayoeas
cm6 'tTJV Panafon n:o.Q;tL 1:0 g6/..o ,;ou Ot.txOLXTJt, 'tTJ£ o.yogac;. Bo.ot.x6<; tT)<; m6xos
tCvm vo o.us~otL to lltQCOLO o.yoea£ a:n:oo:n:OOvto.s :n:tAa'tE£ a:n:6 tov avto.ywvLO!l6
XOL Ou;xOLXOOvtO.£ VEOU£ O'UVOQOI.I.TJ"tE£. fLo 'tTJV t:n:(tEUSTJ tOU crt6XO'U ouvouatEL
E1tL1.1.EQOU£ O'tQO'tTJ')'LXE£ 1t0U UAoJtOLO'UvtOL 1-LE !LLa OELQO CLJt6 'tO.XtLXE£ tVEQYElE£.
ElOLx6ttga:
40 121
® XE~AAAIO
rta vu nQoaet..xvos~. v£ou~ mA.c:l-te~, mwA.oueec 'tT)V nA.evf!uetf QT(!a'fTJyiXrj 'tTl~
Panafon xat l;exw<l O'!nCStax<l flt.<lnoA.~nxTj em66nJOTJ~ ,;wv auoxcu<i>v, an:cueu-
v6fl£Vft ata "Q.L'f1flmanou eCvm metaa6't£QO euacaerrca <J"t'llV tq.LTj. 1:,;an:A<1Cot.<l
mrc<l 'lJL08EteC iGa'ta ota()'"tTjfla'ta n:eowOytttx€~ ev£eyete~ twv n:wA.rjaewv flE at6x,o
'tT)V rutO"X."t'I"JOTJ flE"faAVtEQOU flEQlOtou atO'U~ v€ou~ O'UVOQOflTJtE~.
H OL<l<pT)flLO"tL"X.Tj "t'll~ oan:O.vyt eCvm U\jllJATi xwe~ V(l 8eweehm LOL<lLtEQ<l <ln:O'tE-
f..Eafl<l'tL"X.Tj. Yw8e-reC O'U"'("X.Qtttx€~ Ot<l<pTJiltattx€~ exatQa-reCE~ fl£ <n6xo "tlJV xata-
X'tTJOlJ EUVO.L-x.6tEQTJ~ ,;ooo8fuJOlJ~ rut6 a'U'tll 't'l~ Panafon, tov'Sovta~ llE OL<i<pOQOu~
tQ6n:ou~ 'tl]V avW'tEQ6'tl]'t<l 't'l~ n:QoacpoQ<i~ 't'J~ €vavtt tou avtaywvtOflOU (e:JriOe071
~a-rtf p.{TW:JrO).
122 41
Ku.KJ\o~ ~wzi~ rrpoi'6vro~ KG! orparny1Kzi papKcnvyK ~
£rparn}'IKt~ C'osmote
H Cosmote !;extva 'tTJV EJl.JtOQLXll "tlJ~ AEL"COtJQyta aJt6 <lQXE"ta OtJOJ.l.EVll 8£0l).
To 'tTJAEmxowu>vtax6 'tTJ~ OtX't'UO 0La9£"tet u~haC'tEQa 3tEQLOQLO!-LtvTJ yeu>yQaqnx~
xaA.vlVfJ xm m oCx't'\Jo Otavollli~ 'tTJ~ WtO"Cei-EC•m an6 ,;a Ell3tOQLXO xa"Ca~llma
totJ OTE, 1:a oooCa OEV EQ>OQil~OtJv 1:0 u>Q<lQw M:novQyCa~ UJ~ ayoQ<i~ xm txOtJv
0111lOO~OimaAATIALXtl VOO'tQOJtCa.
ME at6xo "ClJ btex.OCx'I'JOYJ 8£011~ O"CfJV ayoQa xm ,;o )CtLot.llo !LEQtOCOtJ, 11 emtQE(a
~OX<.OQOEL at~ ax6A.ou9E~ O"CQ<l"ClJYLXE~ XLvllOE~:
42 123
K E ~Al\AI O
'Otav ~!Ca emxe(Q'YJOTJ nou OQOOtTJQtonmeCtm oe ~!La WQLIJ.'YJ ayoQ<l xa'tEXEt 'tT]
8€01] tou 'YJYE'tTJ Sa n:Q€net va emotwx.et 'tT] Otatl'jQ'YJO'I'l xm :rtQOO'taoCa t ou llEQLO(ou
ayOQ6.£ 'tT]£. ~'tflV 1tEQLntWOT] a~, OL O'tQO'tT]YLXE£ 1:1.£ 01t0LE~ 1!1t0QE( va CtXOAO'U-
9tlOEL O'U1!3tLntO'UV IJ.E am£~ 1tO'U E'flCtQ~!O~OVLCtL err:!.£ <lVCt1t't'UOOO~!EVE~ ayOQE~.
'O!!ws, 1l:rt6.QXO'UV meunwael.£ 6no'U '1 ayoQ6 8ewQtCtaL 6tt PQCoxetaL a-co
crr:aOLO 'tT]~ WQtj.L6'tT]W£ WyW 'tT]~ o.O'lJva~-tCa~ 'tWV E1tLXELQ~OEWV va 1tQOOqJEQO'U'V
1tQ0'(6v-ca -ca 01tOLO. va LX<lV01tOLOUV 1tAllQWS 1:L£ avayxe~ 't(I)V 1tEA<l'tWV. 'Otav
O'UIJ.PaCvet am6, T] E1tLXELQl']OT] IJ.:TtOQEL va Eq><lQ!!OOEL tt~ aXOAO'U8E~ crr:QCtLT]ytx€s
!!6.QXE'tlyYX (0€ 0'\JVOuaOIJ.Oll evaA.A.ax-ctx6.) 1tQOXELj.tEvO'U va Ct'UStlO~t tl~ 1tWAtl0ELS
-cou xMoou (Walker, Boyd & Larreche 1999):
J11> ~tQ<l'tT)ytx'll ausTJOTJ~ 'tT]~ ouo:CoooOT]~ (Increased penetration strategy)
Jll> ~tQatrty tx'll a'UsTJ!!EVfl~ XQtlOTJ~ tou 1tQO'i6vtos; (Extended use strategy)
124 43
KuxAo<; {writ; rrpoi'6vro<; xa1 crparny1xlf pdpxcnvyx ~
IIfvaxa' 8.3
Taxnxt~ J16pxenvyK yw
""" AU~non me; a~iac; tou npoi'6vtoc; nepU.all~Ovovtac; to mo oxe~Jaop6 <lAoKAnpwlli:vwv av~on rn~ oJE:foouon<;
ouatn116twv. ornvayop6
.... Bdticoon tnc; l5la9emp.6tntac; TOV npoi'6vtoc; QVOIITUOOOvtOc; KOlVOTOp.uca OUaiDllOTQ 61avojll\c;
44 125
KE¢A.li.AIO
ntvaxa~3.4 ~~~~~~·~·~·~·~~~~~~~~~~~~~~==~~~~~~
TOKrlXSf: p6pKSTivyK YlO ~
au~npevn xprlan ,.. Metcudvnan m~ ano9ruccuan~ tou npoY6vtoc;; mo xovta aro anpeio m~ tcAoo\.~; x,Pilan~ npo-
,.. Yncv9u]narua\ 51aq>nplan IJOU va ofvel epq>oan aro ~OOIXQ !W:ovextnpato TOI1 npoi'6vt~ '/10
noooMa ne,PIDT~aecuv xpnanc;;
; ... ' f • f •
I f t 1 1 • I t 1
,.. Avcl.mu~n enextaaecuv me;; ypappii.c;; npoi'6vtoc;; xar<iMrW:c;; VIO emnp6a9ctec;; x:pnae•c;; neq>ap-
poyec;;
,.. Av6mu~n K01 Ili)C)6>9nan Ye(jJV xpt\.oeCilV neq>appoycf>v '/ICl TO .Pamx6 npoi6v
- Avaypar,pn n:Anpoq>opl~ am ouOKCuooia ax:etuc6. pe vtE:~ eq>awovec;/xpnocc;;
- Av6nru~ ~laq>np~aruai~ Rapnemac; n6:vcu amv Cl('[etopevn x,Pllan tou npoi6vt~, 10!~ ae
evnmo peoa
- EmxolV'<IlvlO l&~v '/10 veec; er,pawovt~ ptoo napoumaaewv nc.Wloe&>v arouc; unapxovtec;
neM.tec;
,.. Ev96.ppuvan vf:cuv x,Piloecuv peoo npoMnanc; nwMacwv (n.x. npoaq>opa pe 6.lla npoi'6vta)
126 45
KlixA.o!; {curl!; npoiovro!; Kal orparnyrxri pc.ipxenvyx
- - - - - - - -- -- - -- -- - - - - -- - -- -- - - IIfvaxa~ 8.8
... Av6Jrru~ lS!aq>oponomp.l:vn~ IIAeuptKI\~ ),1Q,PXQ~ n ypap.p.tl~ apoi6vto~ 11£ ),10VOl51Ka xapcoon- Toxnxe~ JlO.PKeTJvyK
p1ar1Ka nn¢1 n ono!a eiVOl mo ek!ICR:ool. oe tva ti-U\pa l5uvnT!K6>v neAatcl>v twv onofu>v 01 avO- flO rnv erreKraan rn~
yxEX; llev lKQVOIIOlOUvtOl pe U() Ut!Op:I[OUOC() JI.P00f90pec; oyop6~
n
... Av6mv9t noAAcl>v enextaaewv ypappcl>v nII.POOf90pcOV pa~cl>v pt: xapaxmp!OTIKO nnp{;~ nou
eivw mo eAxuCJflKi:c; m9av6v ae tva tp.I\pa neAatcl>v nou 01 avQy!ce~ lOU l5ev xaAUmovrw an6
unapxouoe~IIpo0f90J;ltc;
..,. EXEOlaopOc; l5la<Pnlllan~. npoac.Jilll«<lv nwAilocwv, ntxw npocWnan~ nc.>Aitot:wv nou avacpi:po-
vrw ae c~Ol5J.XElllltva evotacpi:povra xw avnauxiec; 1wv l5uvnnx6>v m:Aatwv oe tva nncptoo6-
n:pa unoavamuyptva (under-developed) t¢lpata me; ayopc1c; VlO va napwavn8ei e!IIA£xt1XIi
~fun an
... Exel5!aop6c; II.POY.PCll.IPOTWV oep~l~ VlO p.eic.x:m lOU avnAall~OVOJlfNOU XlVOUvOU l50XljlWV r\/xw
t:niAuan llOValSIKcl>v npo».ArlJ1<1Twv ra onofa avtlp.E"twm~ouv o!l5uvnnxof ne.Aare~ at: tva n
IIEp!OOOTC.PQ utiCKJVQIITuyp.tvo tlll'iJlatO (n.x. pnxavoo\ OUOTnllClTWV, TOIIo8tman, eKilallleuon
xpnarC:W nnapatetaptvec; cyyuJlOClc;)
46 127
KECI>AJ\A!O
Kat<i to n:effito e!;<i!LTJVO 'tO'U 2000 TJ Cosmote '\J1t:O(J')(.£A~E~ 'tTJV Telestet xaL
xa•axtci 'tTJ ~emEQTJ 9€01'1, EVW TJ Panafon eCvaL O'ta9eea n:QW't'T] €xovta~ WO't6ao
O'Tl!LELWO£L O'Tl!LOvt~xi~ an:wl.et.e~ ~OLClt't£Qa O'tTJV ayoea twv vewv cruv~QO!LTJtoov.
Kat OL 'tQ£~ E't0l.Q£LE~ IJtOXEUO'UV nJ.Eov O'tT)V TtEQO~'tEQW £TtEXtOOTJ 't'l~ ayoQ<i~.
L"t~~ X'UQLOt£QE~ O'tQ<n'I']Y~XE~ :rtO'U E<pOQJ.LOOav yta 'tTJV E1t:L't£ll~TJ amou 'tO'\J O't6xO'U
1tEQLAaJ.L~OVOvtaL 0t ESll~:
..... Ot 'tQ£~ £'t0l.Q£CE~ tJL09£'tOW O'tQUTl')'YIXE~ crU~OTJ~ 't'l~ XQllO'll~ !LE 'tO AavOOQLOjJ.O
v€wv UTtTJQEOL<I>v rtQOO'tt.8E!L£VTJ~ a!;~ 1t0t1 O'tTJQil;ov,;m O'tTJV -cexvoA.oyCa W AP.
..,.. H Panafon uto9e-coovta<; !L~a O'tQO'tTJYLXll a'UsTJOTJ~ 'tTJ~ ~teCoOUOTJ~ A.avo<iQEL
!A.La vta XOQ'tOXLVl')tll "UTtT]QEO(a (CU) n:ou Orte'Ue'Uvetm O'tOtJ<; VEO"U~ TJALX.La<;
15-25 E'tOOV 1t:QOO~ox.Wvta~ O"tL O'tO 't!Lll!J.O am6 'U1t:OQX.EL owa-c6Tfrta 1t:EQaL'tEQW
avWm!~<; "t'TJ~ ~teCo~UOTJ~.
..,.. Me O't<)xo "t'TJV au~OTJ 't'l~ ~te(o~UO'Tl~ auve:x.Cl;ouv "t'TJV n:eoon:aeua avWm!slJ~
x.m en:€-x-caO'TJ<; ,;wv otx't'Uoov &tavo!L'll£, ~taCteQa ya ta n:eo"( 6vta 't'T]~ xae-co-
x~VTJtll<;, xavOvta<; OU!L<pwvCe<; J.LE !L£yciA.e<; aA.uoCoe~ A.~avtx{J<; n;<.6I.TJOTJ~, 6n:ro<;
supermarkets x.A.n:.
..,.. H Telestet A.avo<iQeL €va vio 'tLJ.LOA.oyt.ax6 <YXllJ.lCl, 't'TJ'' «XMJ.LOX.OUJLEVll :X.QEWO"ll
f.ua<; xA.TjOTJ~>> 6n:ou TJ xA.TjOTJ :X.QEWve-cm A.~y6teeo 6ao au!;avetm TJ OLOQXELa
't'T]<;. H xtVTJOTJ atJ'tlj, ~e~ma, an:oox.on:eC rtEQL006teQO O'to va xeQ~Coet tt~
EV't'Un<.6oet<;, aqx>u lJ J.LEO'TJ &t<iQXELCl lAW<; x.A.-rlOTJ<; an:6 xtvrr-c6 &ev !;weeva -ca
60~£'\J't .
128 47
Klixlo~ {wri~ npoi'6vro~ Kal orparny11ai papKcn v yK ~
To tEAEUtaLo crt:clbto atOV mx.A.o ~<mlc; ev6c; 1tQ<ii.6vtoc; ava!pEQEtW. <m'JV mxJxJr) tO'IJ.
llUQ6A.o nou ,..ua ayoQ6. crt mwO'I'] &ev J.UOOQEL va tCvm t!;UL{>EtL'I«l EAX'UO'tLX~, umg-
xow neQLmWO'ELc; 6Jtou ,.ua n:tW'tLX'I'j ayoQ6. I.IJWQEL va e(vru O"J.EtLx6. eA.xuanxl'j.
!'ll~-tqxuva !!E wuc; Harrigan & Porter (1983), tQetc; eCvm OL naQ6.yovtec; nou
J.lllOQ£( va XQ11m~-to:n:Otll8ouv yta va :n:Qocr&LOQLO't£L l) eA.xucrttx6tll'ta !J.tac; ayoQ6.c;
cre mciO'll. Ot :n:agayOvtec; avtoC eCvat:
a. Ot O'UV8~xec; ~l'i'tl'JO'llS
~· Ta eJ.Ut6&ta e!;6&ou xat
48 129
A~1oA6ynan Dpoiovtm:ou
XaptocpuAaKiou
.
········· ......................... ... . ··· ··· ······· ···· ·· ········· ........... .. .. ...... .... .. . :
4.1 E1oaywyri
49
KE<I>AJ\.AIO
.:I:to xtq>61..ato am6 Jt<lQOUOul~E'tOL avaA.mtxci x6.8t !lL<l Wt6 am£~ 'tL~ 1tQOOEy-
yCcm~. IbtaCttQll E)lqlUOl'J 6Cvetm O'tl'JV :rreoo£yytOY) 't'TJS XUt'l'fYOQlOitOCrtO'l'l91llftQOOV
1tQo'tovwx.ou x.aQtorpuA.axCou Y.at O'UyxtxQt~t£va ata )lOvttA.a noo &x.oov av01l'tUx_8tC
<TC<lltAa(OLa a'lJ'tll~ 'tl)<; itQOOEYYlOT)<;.
IIfvaKaf; 4.1
npootyyJon no}.v6Ja·
[1 .. . . • ~· U!J~ •
' .. .. ..
OTaOJruai~ a§10t\6ynon~ I
' 'l.:l'ti ' :.i.':~"ii
~< r.-.,~·i't•\:l•'-~ II ' • •,l!t'Al.J • •
UT1apx6vrcuv npoi6vrwv
Houfek ~fa llr.WloeCJV, Euvoluc6 K.6at~ Ta u_po16na 8a u,Ptm:l w a~10Aoyo1Ma1
(1952) (TI!)Wte~ 'Yl.cc; xru Epyat'OOl, ~am Tou 01J01COUtouc; lttpC5ouc; TO ouoio
Meta~r6 B1opnxavu<6 'E~o&l, etvm n ~1aq>op6 p.&Ta~u t nc; a~ac; tc.w JlC.IlM.
'E~~a Marketing) oelllV m1 rou auvoAixou x6otouc;.
Alexander T6an T!pnc;, T6an K.epeC:W, Yuo- ll_potdvm }lla ouompatucn x.cu nesnooua\
(1964) xar6atata llpoY6vta, Auotcl.&· a~1oA6ynan tc.w u_poi6vtwv ~aoe1 amclnr tc.w
ap.onx6mTa ll_po16vroc;, Xp6voc; KPlln¢wv J.«JJua.()txel p~a up6o6ern ae ~d8oc;
l:t~ av6.Auan twv OI1V9rua&lY xm t c..w f:'l1l<Qlplc.lw uou
aqxJ_po6v ta upol6vta uou d V01 UDoqn\q11a y:~a
I.CQ_tapynan.
Kotler L\Jll),leTOnl t0\1 llpo16vroc; anc; llDOteivm eva_ oUotnJ,la eU:taOII~ Tc..JV unap-
(1965) ll!JW\omc; me; Emxd_pn011c;, ITTWon x6vtc.w upo16vtc.w },le m ,Llon9ma H/Y To ouofo
ll!JW\oec.w, lla_pc:uqul me; Ayo_pclc;, cmotcleftru au6 tva ora610 OO}llOUpyl~ KQ1
Mucr6 Ilep~8cbp10 Kf:_pOOuc;, ICQ!u- f:~J.AEI.touPV!lC6 MJ.IaTa. 0 u~top!.~
qm au6 TOll_polOV tc.lV revucc:nr m9avcJ\r ao9ev~W upo16vtc.w tfvm o OJ.a)U~
BIO}lliX<IVUCCbv E~O&>v t(a)Y 6tio n¢!CJV AercoupyuccAw ~I1&16.tCJV lCOta
ta onofa e~erci~ovtQl ptoo upaypapp_atoc;
H/Y nAnpocpo~ Vl<1 to upoi6v axenx.tc; P£ to
upot~6~ xpm\pa.
142
50
-
Af1oA6ynan rrpoi"ovnxoti xaproq>v.Aaxiov
Worthing ROI (Kt,P6n tou npo16vto~ c.>~ npotdvetllla BtaBucaafa a~toA6ynan~ tc.>V
(1971) nooom6 tou 1<6mou~ napo.yc.>yn~ UIIapx6vtc.>V npo16vtc.>v oe Mo o:rai5ta pe m
IOU Kru Ic.>v e~6oov marketing), ~onemo H/Y. l:mv nP<I>tn cp(Jan (Program
K.epi50qlOplQ (KE:pl5a<popia IOU Screen) npooi5topi~ovtru ta npo16vta tc.>v
npoi6vt~ ~ DOOOOTO em Ic.>V ODOl(a)Vn QIIOi5001\ oUpq)CilVQ }IE: TQ IIPQTE:IV6-
nc.W\oec.>V), 'Oyxo~ nc.W\oewv peva Iqmipta XE:lpon:pcle~ BtaxpoVII<Il. Ta
(nc.Wlomc; t ou npoi6vt~ we; nooo- npo16vta QUla UII6KE:lvtru oe nepa.~tepc.t) a~to-
m6 tc.>v nc.Wloe:c.>v m~ F:trupe:lac;) A6ynan om &:Utepn q>Qan (Program Modrop)
yta va aiioqiQOlotel eav 9a i5tatnpn6o6v n9a
Katapyn9otlv.
51 143
IIfvara~ 4.2
flpooeyyum e~aycvyri~
«&fxrn» a~1oA.6ynan~
Hamelman&
Mazze (1972)
Armstrong 'Ap.eooc; l!.eixrnc; (Direct Index • DIR). 0 DIR anou:.Acl napallay{t 1011 &:U(tn tc.lv Harnelman & Mazze pe m ~lQ(j)OpQ C5ev rerpaywvi~et tov
(1973) napavo11aon\ l<Ql pnopcl va xpnmponom9cl \'10 npo16vta pe apvnux6 nE::pt96lJ)la OlJllpetoxnc;. Enionc; &:v evvod ta npol6vta pe ll£'{6.Aa m:pt·
OWpta.
52
A~JoA6ynan npoi'ovnKo!l xaproqJUAaKfou ~
53 145
V9 9~ [
-10MD 5nOA9'( 1)1}.. "9"('(0 DlA910Chc X>Aj~rila.Xru.11t3 Ill. MOAJA Di\ AD'X~un f\.Olt 53lX
no1. 53<]Jlt'(3 10 yx1ucu ' ..suv.J OS7V, (g 'Snoo9u S~O'('{Oll nA.o'(;lAX>Dn<] A~O'(l.AX>
m-x lt~1o~o:un lt'("9A.J-ri A~o1mun nou 53)'(3Mnanu Sjjoxm 3D 53A}rio1l.nrio3-x
-m.n-x "9"((0 '513D!,I.'(COl! S9'(lufl.n 3rl DlA9).00lc ~gn'(lt<;> ' ..S.JaUUJMprmq s, rfvp.L3Jsarf,
(n 13~"9rlOI\O Su. no:u 513D9QOlm S3l'XOD:l£~AD ~ Sj'{ln11JX 3rl S3JOOA.ltlnx 5130J. ...
·n'X10lOJlAD SaeX no1mx mo~n no:t SaJrlOlOA.lD'X
10 I,I.QD"'{UQ "S.JiJUUJMpV<J.Jq s,rfvpOJ, (~ 10'X "S.JiJUUJMpV<J.Jq S,MO.J.JOUI01, (n 13~;lri
-Oi\0 511. nou (UO!lOQ!llUO:>) 513D9Q0l!D 5j~'X1lUMQ 53'(;lA.3rl 3TI 53J00A.lll.D'X O~V ...
:53JOOA.ltln'X 1~} 3D 1Dl.A~101tOQOOO OA. An0AJ3l Ol.A9).001! "01
o
119 13AJ3l.OOU J~)j:>rua ·(t:96t) J~)j:>rua J~l~d A.OW 13'XI,I.A.o (uo!l~OlJt! ~:>1nos~u)
i\(1)091t Sl,lrioAOl.O'X Snok9'( o1A. A(l)l.A9J.OOU Slwl.t,o:u01oo..l.lll.ox DjiQl 1,tx1X0n H
nopmyn&ouJox
-9-0ltllAO!odu A<ycbudjA('I)30¥lOUOid'oAulDll oy~lAOW I't"t
·Sltoi.Lo)3X
-11!3 Slu. Soe3A.]TI Ol.1DX l,lriog lu. 3Til>1ngjlg oA.O'f9i\D '(I~A~JJC!W ns:s) 50Q;li\Ori
51,lxmol.t013X1ua Sl,lx1J....lu.no10 Slll OQ3UJ1!3 010 mx oT19xo '(J~A~JJC!W 1:>npo1d)
50lA9J.001C So1nTIA.J3TI ~O'X1'(0Ano no1 OQ3UJ1C3 ow '(J~A~J ~un 1:>npo1d) SolA9~.oou
51,1.-rlTiooA 5ltl OQ3l!Jlt3 010 l,lgD'(ltQ 'OQ31£)'1!3 l ) l 0"'{9 ,o 10l3AJA. OA 13llj!Oll oe l,ll.no
ltol.tA.9'(01~0 U119 3rif\OD)A0l. Di\ 13'1!jl01! 09 nOJXD'(rubOlOOX ~O'X1lAOJ.O(ht Ag>(hl.tTI
;Sl.tol.tJO'l!01ooA.l.tl.ox A(l)"'(9l.Aor1 A(l)l ltooJonoon'l! i\UW arlnool,loroXoou i\10II
·lt'{O'XD~Q 01ll ;lX1l.i\OTIUo 1"01.31\JA.
A(l)l.i\9).001£ i\(1)1UoltJ01t0100A.ltl1JX lt'(lL'('(;llOX Alu. mA. A(l)J3'X10l0 i\(l)l Uo(I)A;lkOO
lt m-x ltoroOl.AjiXJ....no U. 0091. 'Snol.l,lrl Slll i\(1)30"91DD1Q A(l)l. mx Ag>llt'(g0l.3ri Aro1
S9T1910n 0 1Dl.3A;l~O.O OOQ, ·ol.l.tl.9'(lt"O SlL1 ~X1l.3'Xo l.tl. 91ro 1Dl.;lWD~3 A(l)lA9~.001t
O.OJXD'(rubol.OoX Sn01~ri SmTI Ollu.9Ti1oltoX u O'(lt'('{~ODII ·Sl.tl Sno'X910 Sn.o:t 1D'X
Uo99 Slll !,.tx11D1i\roJ..nuo 1\Ul. 'Slu. 900A.n Altl 'Sltl So.o091t Snm. 91ro 1Dl~l.On~3
ltol.toJ3'X11t3 0111 91t0 J39lt101t0Ti1ouoX 09 nou lto1A.A.j!DOOlt llA}r110'X3xA.no H "lt'("X
5;lOOAO S~CUU"9AO 91D0001t 'Uojl(j ~X11.011\(I).\Dl.i\O 'DJOO<bOQ03'X '5;lOOA.n 01QJ03ri
oriA.13Q~ouu mA. Srou9 'SlloltoJ3'X11t3 Sl.tl. Ag>ooJ..DjArol.A9~.oou SltoltA.9'(01~ mx Sllo
-l.tJouo,ooAl.tl.ox AroJol.tl.1ox DJ'(1X1ou Lt·w}..3Timri SolAg>1ouori1olLoX A~oeXcu.uoA.n
Oi\ i\~OOOl.Crl XAi\113XO;lri l\glX1AlllOOlO A<)J'X1l.XO"'{"'{Oi\3 9TiDD1Q3'Xo Ol. 1D'X Uorl.'{;li\0
Al.tl. mA A(l)l.i\9).001t OOJXX>'(n<howoX 53ol.!,Lri 10 11.9 9JQ3 3rlMO)i\01. Oi\ 131t~Olt DG)
.A(l)lA9J.001t OO)XX>'(rubOWO'X
53(h~TI Sj!X1130o<bmg 30 AOD~oJ..llgo nou ' 15ltolLOJ3'X11t3 Sl.tl. A<)JOOA.X>jA(l)l.A9).00u
OIYVY~3}) \}
A~10A6ynon rrpoi'ovwcou xaproq>uAaxiou ~
Erlfpa 4.1
Al:I'EPIA EPm'HMATIKA MnrpaBCG
2•
20%
,g-
Qf 18%
_;
.... 16%
14%
12%
4%
2%
0
~ ~Jt.!:S
,....
Jt~M~
oo~ o~ o"
55 147
KE41Ali.AIO
0 £we; 20%. 0 QU6~-t6c; av6.mu!;TJc; 'tTJS ayoQdc; nou tJJtEQ~aCvH 'tO 10% 8eUJQeL'tat.
'l)JTJMc;.
To OXELt.x6 1-!EQa'>t.o 'tTJc; ayogac; cnov OQts6vno a!;ova anuxovCSet 1:0 I!EQC&to
'tT]c; ayoQ<ic; JtO'IJ Xa'tEXEL eva O'U')'XEXQL!!EVO JtQO'i6v 't'TJS EJttXElQTJOTJ<; auyXQl'ttX<i
1-LE 1:ov !!E')'aAUtEQO avtaywvt<rnl 'tl]c;. 'Eva OXE'ttx.O !!EQCOto ayoe6.c; 0.2x OYJilaCvu
6tt ot 1tUJA:t1oev; 'tO'IJ ngo'i6vtoc; 'tl]c; EJtLXELQTJOTJS eCvat j.tOVO 1:0 20% 'tUJV avt(atot-
xwv nwA.J1oewv 'tO'IJ !!EyaA.meQO'IJ avtaywvtatl1 x.at 4x OTJI!aCvet ott. 'tO ngo'C6v 'tl]c;
£1tlXELQTJOllS eCvat o TJYE't'TJS 'tl]S ayoQ6.c; xm EXEL 'te'tQ01tA6.ato !J.EQtOto ayog6.c;
aJtO 'tO a~-tEOW<; E1t0!-4£VO L<JX'UQO'tEQO avtayWVLOttXO :7tQO.lOV OtTJV O')'OQ6.. ft.a 'tTJV
Xa'tT]')'OQWJtOLTJO'TJ 'tWV 1tQO'lOV'tWV OE xa'tl']')'OQLe<; <<UljJTJAOU <JXE'tt.XO'IJ !!EQtO(OU»
xm «Xa!J.TJAoV <JXE'ttxou llEQtOCou» XQtt6.snm va Y..a8oQtateC €va OTJ!J.Eto Otaxw-
QLO~-tou. ~to :n:agaOetY~ota wu O'Xlll!a'toc;, we; ~amx6 Ol']lleCo btaXUJQLOilo'll A.1lcp8l'JXE
'tO oxen'itO J.leQC&to ayog6.c; lx 61t0u 'tO :n:go'i.6v 'tl]c; EnLXELQTJOTJS EXEt 1:0 COLO !!EQLOW
ayoe<ic; 1-L£ auto 'tau xtJQLOU avtaywvLOtJ1. To OX£'ttx6 j.tEQ(OLO ayoQ6.c; auvt16wc;
nagouot6.!;e'tat o£ A.oyagt.8j.UXJl xA.C~-taxa, {cot mate OL Coec; anoat6.ouc; va aV'tt-
neoow:n:euouv 'tl']V Cota :n:ooocnta(a a1J!;TJOTJ.
~'tTJV ngoo€yyLOl'] 'tTJS Boston Consulting Group, o gu8~-t6<; av<i:n:'t'IJ~ c; 'tTJS ayo-
Qac; OV'tutQOOWJtEUEL Xat J.lta xa1:6. 1tQOOE')'YLOl'] E'X'tll!l']Ol'] 'tO'IJ cnaOtO'IJ ~WJl<; O'tO
ono(o ~QtOX.£'taL tva ngo'L6v (xm xa't' £1tEX'taOTJ 'tT]c; £Axuonx6'tTJ'tU<; 1:ou), evw 1:0
11EQL0tO 't'YJS ayoe6.c; avtavaxA6. 'tl]V OJt6bOOTJ £v6c; :n:go'(OV'tOS (xat 'Ken' E1tEX'taOTJ
2
'tl'] OiOTJ tou O't'TJV ayoga ).
Be~ma, yta 't'TJV a!;wA.Oyl']OYJ 'tOU xaQto<pUI..aY..Cou n:go't6vtwv ~ottac; £:7tLX£tQTJOTJ<;
!-4£ 'tT] ~t*Qa «Q1l6J.lOU av6.mu!;TJ<;-~oteQL&Cou ayoQ6.<;» XQTJOLJ.l0:7tOt.eL'tat xat J.lta tQL'tT]
IJ.t'tO~Alftll1tO'U ava<pEQE'tat O'tTJ auv£tcr<pOQ<i Y.<i6£ ngo't6vtoc; cntc; 1W.>AJlOEtc; 'tl']<;
EJttXELel']OllS· ~'tO OXJll!a 4.1, OL xux.A.OL OvtlJtQOOWJtWOUV 'tO 1!E')'e8oc; Xat 'tTJ 6£0l']
ox'tro ngoi:6vtwv ~tt.ac; uno8E'tt.x1lc; e1tLXECQTJOTJ<;. To E~t~aMv 'tO'U 'XlJxt..ou tCvm
av<i/..oyo !J.E 'tl']V a!;Ca 'tWV 1tWAJlOEWV :7tO'IJ 1tQayf..Lat01tOLTJOE TJ £1tlX£lQl']Ol'] an6 'tO
avt(O'tOtXO 1tQO.LOV.
To Pamx6 xaQaXTY]QLOtt%6 't'TJS ~ttl"teac; «Q'U8~-to'll avamu~<;-!!EQL&Cou ayog<ic;»
eCvat TJ o.rrA.6n)1:a 'tTlS· H f.l.tltea atJt1l EJttXELQeC va e!;E'taOEL 6A£c; 'ttc; JtO!..lJ1tf..ox6'tl]t£c;
'tO'IJ XOQ'tO<p'IJAaX(O'U 1tQO.LOvtWV 'tl']S E1tLXE(Ql']Ol']S 1-!E ~tta yga<pt'XJl JtOQ<iO'taOl'] Xat
1-LE 'tTJ XQ1JOLf..l01tO(l']Ol'] !lOvo 'tQLOOV f..LE'ta~A.rt'tOOv.
2. H 1-l~•Qa &mow'>x&~ va rut&txov(a&~ 'tlJ O~OTJ ~ Mvaj.ITJ Evoc; ngo'(6vtac; <m]V ayo¢ yta va j.U[O-
Q£cret O't'IJ ouv&xeta va a;lOA.<>Y"lcrtt tTJ OTJ~tavnx&trrt<i tou yta tl)V £tiL-:X:£1QTJc::Jri xat 6.Qa 'tO'IJS
nOQOUc; JtOU Sa 7tQE7tEl va MtlE~. n· am6 ai<Ql~oJs X<ll :X:QTJOLf.LC»ttlEl 'tO U:X:£nx6 j.IEQ(bto 'tlJS
ayOQ(ic; 'tOU 7tQO.l6VtO<; TtOU (IV(QV<l?Wl t11 0\Jyi'.Ql'tl.~ 6€0T] j.l£ U:X:EGlJ f.L£ tauc; (IV(QyUlvtatES i(.(lt
Oxt wr.Mi 'tO ft£QL0LO ayo(Xic; 1t0\J f>EV £VOO>j.t<l'tOOVEt navta 7tAT]QO<POQLE<; yt<l 'tO nw; ~Vt(tOL tva
1tQO'i6v 0£ U:X:EOTJ j.IE tOV (IV(QyWVLGj.l6. rLa naQ<iOELYf.LCX., eva j.IEQC0l0 ayoQac; 30% Un001)AolVEI
EV<l L0XUQ6ltQ0'(6v ljox~; Yn6:Q:X:ElltEQ(7t't<.OOTJ 'tO neowv atrt6 va XC.ttEXEL tO owamo f.LEQ(OtO
rut61:ov xUQtOtEQO avrayum<Jt11 (2x) xat <iQa va 6twQ&Ctm TJYftTJc; <m]v ayoQa. MnoQtf 6flooc;,
va WtciQXEL tvac; avrayoovtcm]c; nov xcrtE:X:Et 1:0 &tnA.<imo f.L&Q(OlO, Ol]ka&lj 60%. l:' a~ tTl"
neQCn-t<.OOTJ to a:x:roxo f.LEQI&to ayoQcic; t ou ltQoiovro; t(vat O.Sx, WtOOl]A.wvovtac; j.l(a U:X:ETLXa
aMva1111 8EOTJ <m]V ayoQ<i.
148 56
6f>I Lf3
·(d!qslap-ear
~O!ld) !,u1u. Alu..o Sno1 5'0J.03tllt. Slt.1 Lt..olt.o~mq (A. mx ( d!qSl~p-e~r r-eo!~orouqoa~)
5nJA.O"{oAX31 531j!tllt. Soo Sn01 twmo919'0X Alt.11nx 5'0J.O'OX1QlJ19 Sn.o1S~x1tlooA.nonu
Slu l.t.OOOJ1"{3g lt1n1A. lt.ongAjllL3 (g 'pooA.n Alt.1.o Slt..o99 Snm. S!,txu3lli Sltl. Lt..olto!,t1
-019 (n :5~~3 Soo A()-0101<ftOM.O 'OA A()-OOouri «53Q'9"{3A.'O» Su. m,l. S~x1A.l.t1'0010 10
'«pxu.m1lt.l.0003» '01 500)0Cl.'X 1'0X 5lt..olto)3X11t3 5lu. OOJX'O"{ru:bOl.O'OX no1 '01A9).00lt
'0"{"{'9 "01 AnO~OltwOl!n 'OA mi\. A()-08lt.101LOTh.olt.oX 'OA 1\1)-000lLTI "9111.1) '01A9J.001L
'01 A()-OMn.on1ltg n.Ol.C SjJOOOOl.'Orllt.oX 5j!X1138 10 ·~"{ogoou mx SpooA.n Ui\11.309
'(a~-u) lt~11.1:J..CYAV mx ni\11.303, 3D lt.ongA~lt3A'Ol.C3 mA. Sn.o1 SaxA.pt-.n SaX1o1o
-JlAn 5u. 91!1) 53031.1)-"{'0A.:m 1)-"{0lL Sjjoo.o13 S;;Jx11orlltoX m1A~oA.ono1nlt.g '1.013,
·Sn.o091t 5{1-0X1l.Orllt.OX
5~0'X11A'011lt..o 1\.{1.011'01!1) A3Q nolL 51.t~(tl..lt'9An 9-0TIE}n.O !).OO'XlTI 5900.\'0 3.0 Snogojlx
m0<Jl8103ll ;>"(lttltn. mx Snxm1nx 53JTIOAOX10 MOApg11n"{01Ln 'OA 13lt;JOl.11!3 Sno1
lt..o519 Sno1 !,tx1101AooA.nlA'O !,too.Xm H ·Lt..oltoJ3'X11!3 Altl.mA. A<Jl10n3o A<JlX11n11lt.OX
5j~A.ltlt A~0"(3l.Ol.C'O Snm. S!,too~ ctO"{'X9<'X no1 «Sn1U19rl1000» 5lt1 01Q"910 010 1'01AOXD
-Jon.3 DJouo 01 p1n.n D1A9).oou n1 'Sno1 n110A9 01 1ox 13A<Jl"{ltqoun. 5oouo,
(5pi)oA.y OU}JiJ3W
p)<1J3XI pyhi/I.AfSplJo,{y5lu 5~rw£P~t..Y Sprl(}flJ 5pyhrlvX) «M)>JhiJJ3ri539P"t7A.J?»
·A<Jl11)"{31L A(l)jlA A001 ClOJQ103rl ctO"{pA.3rl 59A3 lloltl..x91Ll) (A. 'S!,ltlooA.nom.c 5lt1
5n1lt19X11'011.o3"{3l..Ol!l) Sltl. lt..oooJ1"{3g 1'0?<. 5pootlo Sltl..ltcftn."{'9?<.lto311)-"{D?<. 'A9).oou ow
513.0<Jl1l."{3g '!,lrl11 AUw 513.0<)11311 '01tl (A<JlQ03X.) 1\<)100013 A<JlX1l'OTiltOX 1\001 lt..ottQAjllL31\
-ou3 (g 'SpooA.n 5lt.1 n.OJQ10311 SouoXopun. n.ol.nJ.oowo01t (n :5~~3 5<0 A{I.OW1tftoM.o
'OA ~ooour1 'Slt..olt.OJ3'X11L3 Sltl. «A<Jl1lt(h3rl 53Q"9'(3A.'O» Sj!X11A0'('(3rl 511.. A().0"{3l..Olt'O n.ou
'«l)10jll..D'O» '01 mtl 5j!X.1tllt1'0010 10 ·«A<Jl10310'0» 1\001 A<JlA.OnO'O<h3 i\OOjlA lt~ewtpAn
Alt1.mx A<Jll.'0"{31L AOOjiA Lt..oltl.'X91!1) Altl.n1A. 1'0l.3AJA. sooe!,tMD LtXprl Lt. 1ox SpooA.o Sl.t1.
Slt~ewtpAD S().orlen.o S!).O"{lttltn. Sno1 9l..ClJ 1'01AO!).X"'{3DOOl! 513o!,to'I3'X11L3 5j!"{"{OIJ
·sno1 5~1111 SltAjj11oo13rl Sltl. !,tcboorl Lt.1 3rl Sooe~Mo A003D;'J811L3 A<JlX1101Aookoun
1\001 LtD11L<Jll.3T111AU Alt.l. mx Sno1 5!,l~11.1.:J..CYAn Slt.ooA.!,toA. Slt.l. Lt..olt19Q01n11l.t.oX l.a.n1A.
5n.oo9u s~ox11Anl1lt.o ~o1ml!l) 119 o10 1l)13"(J3cbo 91.(\v '5jjx.11lt.Aon 5ooe!,tAn.o mAJ3
A!).oA.Onmnl.t.g n.o1t Sjjoaoownt..tax 10 '!,lgoax11L31'0AJ3 119 59AOA3A. o1 panu ·pootln
5~o11en.o S!).O"(lttltn 311 lt.A3TI9.o.orol..ClJAn mn 3.o 531j!A.l.t. 10 1l)AJ3 «1)10910'0» n~
(5piJo,{y
OlfJJihW f"tU3XI pyhr/lAf5pooA.y 5/.u 5~tU.JtP~t..Y 5prl(}nJ 5pyhr/lA) «tnoJWJ?»
:'OA-5J1110'X3XMD 01U ·Sj!X.lA.lu.OOw Sj!X1130ocb'01Q 3111'011\0j!Q
-1\C\D 1nx. Sj!OOOOl.'Orll.t.oX Sjj'X11300dl'01\? A110~p1on.oo'01t (~op) «Y1'(Cl.'XD» 1U'X (S){lllW
UO!~S~nb !,t U~llpJ!qO W~[QOld) «'9'X..1l..Urlltl.oo03» !,t «;>lQl"Ol.C YX11rJrllt"{g001t» '(SMOO
l(S"eO) «A<Jlllt013rl 53Q'9"(3A.'O» '(SllllS) «l)10jl10l)» 5m1L9 53JOUrlOAO S~X11300d>'01<]
MOOj!cb n.ou Soo1.~rl Slt153,00A.ltl.nx 51303D.Ojl1 S11 91!1) 5mrl 39'9X U1A9).001L '0~
IlQOxEL'taL yta a&1Jv01:a XaL J.Ll) EAXV<JtLXU 1tQ<it6'V'ta TtOU XOtEXOUV J.LLXQO J!.EQ(OLO
OE ayOQU tJ.E XOJ.Lr]M QtJ8J.L6 av6.m'U~l)c;. Ta neo"(6'V'ta aut<i <ruv"ll9wc; EtlQLOXO'V'tat
<JtO O'tOOLO 'tTJS WQLf..l6t'rrtac; rl 'tTJS 1ttWOl'JS "tOU xt!xl..ou ~wr)c;: 'tO'U<;, OtJXVU OVOIJ.U~Ovtat
xm «rtayCOE<; QE'U<JtWV» (cash traps), yt<l'tL noi..Mc; cpoQec;: anmtOUv XQ"I']J.lO'tLXoU<;
n6eovc; nol..'ll 1tEQL006teeovc; an' autot!c; n:ou OrJf.lLOtJQYOW yta va OtO'tT]Qr}aouv
'tTJV aV'taywvtattxr} touc; Seal') O'tl)V ayoQ<i. Ot <JtQa"tT]ytxic; "tTJS artoenevouOl')c;, 'tTJS
«O'UyXOJ.lt0rJ9> (harvesting), LTJS TJ.ll)J.lO't01tOLl)Ol]<; XOL 'tl)<; XO'tOQYl)OTj<; 1tOU O<pOQOUV
't(l «EQW't"l'lfl<l'tlXO» oef!C)t;ouv xm <JtT]V 1tEQemoxn, 'tWV «<JX'UMWV». B€f3ma, T] ETtLX.EL-
QTjOl) 8artgen:tt va M~Et un:6'1J111 LTJ~ f.llO attQ<i art6n:aeayovttc;, new an:ocpaaCaEL
va xataQy~aEL nQo"(6vta nov xaQaXLT]Q(tO'V'tOL we; «OXUALO». EmyQOJ.Lf.10ttx6., m
naeayovtec; amo( ava<pEQOvtaL: a) <Jttc; mtmwaetc; 't'lJS xa'tUQYl)Ol]S atO'U<; XQTJ-
f.latomxovoJ!txoV<;, <pumxo-uc; xat av9e<.6mvouc;: noQOtJ~ 'tTJS mtX£LQTJOl'JS, ~) attc;
avttOQ<iOEtc; 'tYJS ayo¢~ (n:tMtec;, avtaywvtmec;: x.l..n:.), y) <Jttc; ouva't6nj'tE<; LT]<;
emxe(QT]Ol]c; va XQYJOLJ.Lonml]aet 1:ouc; n:6eouc; Jtou ea eA.Eu9eew9ot!v an6 'til" xat<iQ-
Yl'lOll ae aMES <JtQatTJytxec; OQOO'tl)QLO'tl)tec; xm e) <Jtt~ en:LJttroattc; 't'YIS xa't<iQYYJOl'JS
ata XEQOTJ xm <Jttc; 1W.>Ar}attc;: 1:wv <iUwv neowvtwv 't'lS ErtlXELQYJOTJ<;.
3. l:ta x.e¢/.auxl0-14 tou ~~~A.(ou y(vE'tm aval..mtx.l] nCXQouotaOTJ tl'}c; &ta&I.Xamac; xatOQYT]OT]c;
1tQOl6VlOOV/u1tl]Q£0tWV.
160 ~
A~10l6ynon npoiovwcou 'Jfaprotp JJAaKiou
59 151
09 ZST
·LLoltAo;>:J:OX. mJ.. 3l.J3 l.Lolt)O:l!Ol£001 01A 31)3 Olc:b~moun 1DAJ3 ctOl S~m~ ctO'(X~X.
ctOl. Sltcltrlyx. Sltl. 01Q'9lD OlD 1D13XD)Og mx. 5jjA3800 Sm 1D1J3TIOII.~~Ol. nou 11.9J.OO:l!
3fr9)! ·o1.11.91oau \,IA38Do 1ox. yx11.1.t1ouoi\.ox1 ''9l.Dil.n9 m. 3rl y-x11.3Xo sLLoLtx.Jm 9 sltl.
ltcltou'9 A.ltl. i\.~O'(X.Dii.Ol.i\.0 0)0:1!0 D1 IJ.o9ri OJ01 30 J3S301D1Q Dl\ J300l£ri 010)'0"(:1! O.L
'I\(T)3D~"(ml! i\(T)l Sll~CW!pAn Slllmx no1Syl.ltl9X1lOQOltD Slllnop~ A.910fut 3Qpx
101)31380:1!01 0)0:1!0 OlD (ppg O!(OJllOd l::>npOld) «A(T)1A9J.OOlt i\.(T)l. 5mlu.s>X1109
-OUD ctOJD1D'(:lt» 59A3 Slt~ctl.l£9AD Sltl. Ojl:l!ct J300AUM.O !,tJ.ctl) lt01AA.jJOOOl£ H
.MOAyXA.ctl1:lt3 ctO:l!
A.(T)30!}.'(mli A.(T)1. SLLoU.~~V SIL11Dx. Sl.Loct9A91£3 SILl SLLoog9uv SIL1513oyun:ng S11 LLoy~
3rl «Dl..\9!0()II ~390V» '«DJ.A9~.00II yx.uluo:uoi\DX.J» '<<Dl.A9~.0()II '9l.DAAV» :A(T)l.JI.
-9J.OO:lt 53JOOAI.tl.nx. 51301. 3D 13~~'(D1ll'X 13Xjl 1DX ctOJXD'(ct£bol.ODX ~O'X.1l.ii.OJ.OOlt nm..
lloltA.9'(01~D 1\l.ll 3rl J38lt'(oXoD 'SltoJu3 'nXJ ( vL6 T) l~JlO)I dmlJci s~LtA.ueDx o
t Mll.A9~odn UOUJODOtooAUlD}l
1anox dffi\ld gm:> S'l't't
OlYVY~l:! ~
£SI ~9
-
~li1CJQ
rna~w 'biEIRDQl
o03l!''(OA3W
a 9Y.DIOQ
rg m('h~w
o031!J.'(D.\3W
v
s»>I)IUQ
rno~w
•
-
o031!J.'(OoUW
dl.llroAero ~ ooXs>w o.oXs>w OOlpl.O o.oXs>w ooXs>l.O ooXs>w ooXs>w nolC9w ooXs>w Ot9JIIl~
0031 no1 0031 D031 ClOl 003l D03l C\01 no.u
PW.M 910X A(l)lA9JodU -9"(lull,\. )u:J ·SJ'(l111DX -9"(lul\,\. Jlg -9"(lLIIDX ·SJ'<WIIA )ltg -9"(lllfDX lAQil;t)l
5UCXJ99110 Ddl!JW
z·., orfJJI:I IIEUD \i.LH I.Udd0 .L~ lm:•& •mlWllim
·SI.t.olloJ3X11!3 Sl.t.l.. Sn.oX9w Sn.o1. 3rl '9'>'1l.10'X.An.D 10?<. 009 no3rl~Oi\ Dl.n'(91!'0 3.0
0.091.'1DlA1;\0101!010luonog 53JO:UO S1w SjjooAn S11. 9 U'O '91rl39'0X 3.0 Sno1 S~oAn
01QJ03rl 011nx 5130~"((T)l£ S11 1nx S<;>enx ·st.u A9J_oou 39'9?< 1D139Jl.'01Q nJo:uo A.luo
9ooAn Alu J3AO'(o1~n 'n13X9A.O.D t.u:r ·n.o1 'O)Oo<boqo3x All1mx S9ooAn 01QJ03rl
01 'S130~'(rou Su. Sl.t.1 1\91001! 39'9?< mA 13:poo1g.ooou l.tol.t.OJ3X1lt3 l.t. '5'9'XOD1D)l
:5~~3 Sro 1'01J310lt0rl1.ol.t.oX 91n'O O"(jll.AOrl OJ. ·A(T)l..l\9).001! SLIDUA
-9'(01~'0 O'(jll..I\Orl 9X1W.'{'OA-D 'OA'}13AJ3100l! MOX} (9L61) dw-eoA-el;) wPU!.M 10
dure:.l.A-ey:)
~ P~.M ;nmt (XJ.Il-ew a:.ltreUUOJiad l:.lnpold) A(Y)L\91odn ~UOOQ9IIP OOllJW 9Tt't
154 62
A~1oA6ynon npoi'ovmco!T xapro~11AaKJOlT ~
1,00 ' + - - - - - - - - - - - -- -- - -
5,00 Meyci1e; , Mt'tQtes 2, 33 lleQIOQIOf.&t'ves 1,00
3 67
EDIXEIPHEIAK.EE AYNATOTHTEE
H !lE'tQTJO'TJ 1:oov &Uo &taO'taoerov 'tTJ~ t-t*Qa~ McK.insey/GE ~6.0EL trov :rtgoava-
q>EQ8£vtw E:rttj.ttQOU~ naQay6vtrov J.t3tOQEC va yCvEL a'X.of..ou8rovta~ 'tl]V nagaxdtro
j.t£8000/..oyLa:
A £ n6.Qout-te yta :rtaQa&etyt-ta 'tTJV eA.xu<JttxO'tT]'ta 1:ou xMoou/ayog6.~. Ka'taQ-
xa~. m E:rtLXELQl')l.l.a'ttXE£ f>QaO'tT]QL6'tl']'tE£ 11 'ta 3tQOLOV'ta a!;wi..oyOUV'taL a:rt6 'tl']V
emxeCQTJO'TJ oe ox£0'1') !.I.E x6.9e :rtagayovta XQTJOL!lO:rtOLOOV'ta£ ~tta xACtwxa a:rt6 1
EU>£ 5. n a nUQ6.0etwa, e6.v eva :rtQo·.:ov a!;LOA.oyeC'tm j.tE 4 <Jtov :rtag6.yoV'ta «j.tE-
ye8o£ ayoQ6.~» , am6 OTJJ.la(vet 6'tt 1:0 J4Eye8o~ 'tTJ£ ayog6.£ eCvm aQ')(.E't6. !lty6A.o
63 ISS
Ml 9SI
(53l.IJ.19:tnMQ
0
"OJ"003rl '~"(Ucjw. :53JOOA.I.tl.nX 51301 3rlrtO'Xj! <J>Q3 1DX nol£9 'Aro:L!,u.01UMQ I\9)X11nrllt.o
-13"X11t3 A.ro1 Llollo19ri Lu mJ... 1nx pel.tefl.o'{oxn nA. r~ool!rlnJA.0'{09093li n19J H
·9'(U.rlnX 1"0'X. O)'OD3ri '9'{Llctw. Sro J3:1.010UlX"OOn"X ni\. J300l£11 noll Syoo.tDjn09'9"{X
n.o1. 5n:tln9X1WrtX"(3 ooxo 9Xl'{OMD "OA'} 13ll£9-Xo0:U i\.(T)li\9A.nCln:u 1\(1)1 A.(T)'{9 "OA3ri9A.1A.
m Snuo1~eooou 1nx n.o1 Sn1~ong ~W3"(31NID o"X10WJ1An AO'- 3rlnuoA.yonl£
aeyx 01A. Slt.oltA9'(01~n OOXD 01 Snuo~;>1DlJ"{l£l)'{"{Oll 0°1 nrl01009;> MOX} "01\ J30
0
-ol!rl JOlnn 59:1.03'{311\n.D 10 o!,Ll.n.n Lt.onwp•tg Lt:~. M01;JeAn.o n.ou 531AOJ...p0bll Sn.o1
9lln nA.9en-x ll1A. Sn1~on~ Sjj:J.D3'{31MD 1a~ooenx Lt.olt.oJ3'X1ll3 Lt. 'nnX?ArtD Lt.:a.:r
0
90X1Tl '913XOD 1"01\)3 119 13AJ'OTlllo «SyooJ...n 019)0W» 010 z 3'11 1Ul.J3A0"(01~ 1\.'93 ~
OlYVY~aJ {jl
A~1o.Aoynon rrpofovnxoli xaprorp11.Aaxio11 ~
~
fltoicJ4.t% avdm:tll;t)(;.
~
UVTCtYWYUJitOV. 'fl)v m€v&uo~ xaL eme~tcns
3. ~oiote t1urncm Otl)V oa~ oe 't~·~rtam f1£ xW.oi
?C£QIIocrxopCa l«XL XUIJllAO OQSoM>y\l!a n~ 6ta<pOQ£S
xt1Q6ocpoQCa ~1€<1m ml!;l]OI]~ tmX,£1Ql101UX~~ )..t:l'tO'Ull')'(ES.
TIJS lt!IQilYWYI'X6'CrjTa~. {IWxo.
65 157
tf} IE~AAAIO
4.4.1.8 Mrhpa iS1e8vol1~ Kmeueuvn1pla~ noA!tuci~ m~ Shell
'Eva ax6~-trt!J.Ovt0.o a£wMy'l')CJ'l1£ ·wu xaQ•ocpuA.axCou JtQo'i6vtoov EXtt ava-
muxeec an6 'tT]V E"taLQELa JtE'tQEAaLOELOWV Shell xm OVOIJ.U~E'taL M1lloa Llt€8VOU£
Ka'teuf.hJYtT)QLa£ IIoA.t'tLXll£ (Shell International Directional Policy Matrix-Seidl,
1979).
H ouyxeXQLJ.tEvl'l J.tll"&Qa £xet Mo OLaO'taoeL£: 'tL£ 1tQOOm:LXE£ XEQOOcpoQCa£ tou
xMoou ( OQL~ovtLO£ cH;ova~) xm tt£ avtaywvLO'ttxe£ ouvatO'tTJ'tE£ 'tll£ emxeCQl'lOl'l£
(Ixl]~J.U 4..5).
Entk1roxl'j a..,wx<MO'f.16s
fitQIOQlOJliVCS .Altoen€v&uatJ <TCa6uxx1j rn€\I&JOl)~
ateOOuQOil Tj anOouQO'I
AvcA.l)O"') HytnJs
Meyciles Hyt"CT)s
l.lE'fQlJ'TWv avcim'us~
158 66
6SI L9
.5y0o.tu ~.J..o-!~4>
lv.3t1 Ut..arl90
-9-0AX100rt:r ~039013: v
-01\llro/\ nm
U~n.ut;>AV
nllu.9rl1 Ot5
5!U3 .II
p1o>1 5¢oJ..vf5ou.9.rodiJ 5!JUIII.D h nDll<J.L:?f ~111
5olDrW9IdiDJ, odli)W 5~Uil~ 1\()"{X~X
9 ., DrfJU:I 01g~l:I
KYPIAPXH
II:XYPH
AA.YNATH
H !lij't'Qa 4x5 'tl'J~ A.D. Little un:oOl)A.<.Ovet 6tL to QCax.o av;aveL, xa8<.&; ta n:Qo·c-
6vta «Yl'JQ<iaxow» xm YJ avtaywvtatLxij 8€0l') xa8Cmatm aMva'tl'). H A.D. L ittle
U3tOO'tl')QI1;;EL 6tL 'U3t0Qx0'U'V OQLO!AEVE£ atQU'tl'J'(LXE£ yta XU8E at<ifltO tO'U XUXA.OU
~rol)t; tO'U 3tQO'i6vtot; Xat yw x<i8e tE'tQ<iyrovo O'tl') !!tltQa. fta n:aQaOetyj.ta l'J O'tQa-
'tl'JYLXij 'tl')<; OLELOOU<J'I')t; Xat E3tEXtaOl')~ O'tl'JV ayoQ<i (market penetration) ea l)tav
x.atO.llTJAl'J ata aQXLY.a atoota tl')£ Elcrayroyl)~ xm 'tl'J£ av<inw;YJ£.
160 68
191 69
EzrlJla 4.8
Mrlrpa BCG!J<l5:KAov
~ClJ.ri~ npoi6vro~
«llQO~A1Jf.l«tt?ui
XafLTJAOS «A01:tlQ14»
lla~ui>>
Pv8ptk
a111i1rrv~'1!;
ayoqa!;
«Ayekcill~
Y1ji1JAQs Me<tQ~fhr»
«I:xului"
«IUoya
OOAef.lOU»
Enf]la 4.9
I:Uvfiean JlOVTeAOV llf'WU1J
JalKAO!l ~ClJil{; npoiOVTO{;
x01 pnrpa{; sea 'AJ.crya
TIOAEfLOtl
TIQO~ATJfLU'nX<i Dodos
Tiat~ui
ECoollo;
162 70
A~1oA6ynan npoiovuxou xaproqw.Aaxiou ~
.,.. 'Qao J.LEYOAUtEQT] e(vm !!LO E1tLXElQ'I}UT] (MO <i.rcoljJ'Il EVEQYl']'tL'X.oU) 'tOOO 1tEQLO-
o6tEQO ~-tOV'tO..a a;wA.6ytjal]<; XQTIOLJ.LOnoLoua£ .
.,.. H anoOOtLX.6't'll'ta toov £1tLX£LQrlO£oov 0£V au!;av6mv J.1E TllV E«p<l.Q!!OY'll ,;oov
j.I.OV'tEAooV attt<Ov.
.,.. 0 OQL9J,t6<; tOOV EnLXELQrlOEOOV nou XQ'Il0L!l0110LOUO£ 'X.<inOLO !!OV't£1..0 lj'tav 1t£QL-
OQLO'!!EVO<; (nCvax.ac; 4.3) .
.,.. Ax.6!!a xm av oev Eqxlellotav x.<i1tow 't'UnLx.6 IJOV'tEAo OL nEQLOOO'tEQE<; EnLX£L-
QllOEL<; A.61J.{3avav 'Urr.6\jJT] 'tL<; OQXE<; tl']<; OVUA'UOl']<; XOQtOqnJMIX.f.o'IJ 1tQO.L6v'tOOV.
llfvaxaq 4.3
Xpnon povrtAwv
a~o16ynon~ npoiovnxov
xaproq>uJ..axfov
71 163
111prJA45 noaoac6 o.vtimu~ll~ 'tll<; a.yoQ<i; (a<Jt£Q~) Esa.Q-r<i'cm cmo ~EO<JEQEL~ cruyxe-
<tQtf.4€votJ~ 'XO.t OTJJ!O.'VtL'XOU~ 3taQayoVt£~:
L'UVErtW<;, x.m f.J.E OEOOJ.tEVl'J "tY)V euato8Y)o(a ""Cfl<; Xa-tY)YOQtan:o(T)OY)<; "tY)<; SBU
ij 'tO'U l"tQOi:OvtO<;, Ul'tOtEAEL 'U'lj!l'JAO QLOX.O 'l') X.QtlOl'J EVO<; ?-I.Ul f.J.OVO.OLXOU flOVtEAO'U
we; ~ci<JY) yta 'tY)V avaA.uo11 1i01J x,aQ•oq;ruA.a?{.LO'\J xat n1 XUQO.~ OLQU'tT)Ytxijc;. Ot
xa8llYTJtE<; Wind et al. n:QO"t£(vouv acpevoc; tlJV avayxtl e!;E'taa,c; tl')<; euato8l)o(a~
tfl<; XO.L'lfYOQLOn:O(lJOl'JS SB U ij 'tO'U ;rr;go·t:ovto<; (av<iA.oya. 11£ 'tOV OQLOf.J.O ;<,m LO'U<;
xa.vovr::c; n:ou Ot€n:ouv tt<; XQllCTLt-ton:mouf.J.EVE<; Otamaoetc;, xa8c.Oc; xaL f..I.E 'tO'U<;
cruvtEAEO'tE<; PaQUL'lf'tO.<; xm 'tO J!OVtO.o xou XQTJCTLJ.I.OltOLEL'ta.t), xm aq>EtEQO'U 'tl'J
XQtlOlJ no'JJ...cmA.rov J!Ovt€)..rov a~wMyriOl)<; x,aQtO<:puA.axfou. H uA.on:o('l'jcrfl ,;wv :n:Qo-
,;aoerov amillv au£av£tt1') X.Ql10LJ.t6tt1W 'tt)<; avaA.uo'r)c; XO.Q'tOcpuA.axCou we; paa,
X.UQO.STJ<; O'tiQO.'t'T}ytxijc; ?<.at £3tL<Jll<; pol)8<i£L Otl)V anocpuyl'j tEtOlWV XO.taatciOEW'V
6n:wc; l"tQOEX.UljJav O"C1'j cruyXEX.Ql~U~VTJ f.lEAE'tll, OJ'tO'\J T) (OLO £1UX,ElQY)CTTJ ea j.UtOQoUO£
va XO.tl)YOQLOJtOL1')8E( W<; «<J'XUAt», «O.O'tEQI.» XUL «6QW1il)j.lO.tLX0>) avaA.oya t-t£ tO
J!OVtEAO l"tO'U XQ'l10Lj.lOJtOLEhaL.
To 1994 oL xa8YJY11tE~ Armstrong & Brodie (1994) OLS~QYYJ00\1 f..I.LO. OELQO an6
netQd~-tata oe €f;t OLacpoQEtt.x€~ x.wQB~ ?<at. btcm:Cmrooav ott to 86% trov atE:A.sx.wv
JtO\J XQT)OLjl01tOLoUOUV f..I.OVtEAO. astOMyY]OYJ~ JtQO"LOVtLXOU XO.QtO<:puA.ax(ou, 6n:wc;
BCG, roc; EQyaA.r::Co A.ij'\jJrt<; o.Jtocpaoerov 1tQO€~awav oe un:EQ~oA.tx€c; e:rcevMoet~
OE 1tEQL1ttWOEL~ 1tO'U ta f..I.EA.AOVtLXa ?<.EQOl) UJtO 0'\Jo evaAAUXtLXE<; OtQO.tl)YLXEc;
Elt£VOUOELS Ef.J.q:JclVL~UV UQVY)tL?-1.~ O'UO'XEtLOl) flE tO Q'U8f..I.O ava:Tt'tUSll~ 'tll£ ayoQa<;
?<.at. 'tO ox,e·nx6 !LEQLOLO ayoQ<iS 1:1'}<; EltLX.E(Ql)O'YJS· AVLt8€tWS, f.J.OVO tO 15% tOJV
meA.tx,wv nou ~aoLtav tLS o.Jtocpaott<; -roue; oe XQTif..I.U"tOotxovoJ!tXouc; uJtoA.oyL-
OJ.touc; (n.x- xa8aQa n:aQouoa. a.£Ca., x€Qoos) o.JtoOeLxvuo•av ott n:Qoi~mvav m:
'U1tEQf.J.EtQE<; E:rtE'VOUOEL£.
Me ~a<Jl) to. a.no-ceA.€cr~-tata am6. 01.. Armstrong & Brodie ltQOtEL'Vav tTl llTI
X.QT)Ol.f.J.OrtoCrtCTTJ t€1:otrov J!OVt€A.rov. TTJv axQaCa aml'j 8€CTTJ O.ll<tJLO~lltTJCTE o xa8rJ-
YTJnl<; Wensley (1994) acrx.u'>vta<; X.Qtttxl1 <J"tl1 cpUO'YJ ,;wv rtELQUJl.a'T.wv 1:0u<; xat mov
"tQ6n:o avaA.uCTTJ<; n:ou axoA.o'\J8Y)oav, OU!A<:pwvc.OVtas oj.U.Os xm autos 6u XQEtci~etm
164
72
A{zo.Aoynon rrpozovrzKou :xaproqJu.AaKiov ~
3tEQCU'tEQW EQE'UVCl YLCl 'tl'JV a:n:o&oxii amwv 't(l)V JlOV'tEAWV W<; ClJtO'tEAWj.lCl'tLXWV
EQYClAELWV O'tQCltlJYLXWV Cl3t0qxlOEWV.
X:nfpa 4. 10
An:600<Jil
Ano6'onK6 perwrro
evaMaKTllCWV
errev6uo&wv a-or
• crt
• E
0 PCoxo
73 165
KE~AAAIO
166 74
l9I f3L
5~ogoiiD 5130pd>oll'g'
Jo 'J ~DXDAJU
SoAO.<JADJ 0
( 3l1ll :l[plntJ) v .I
ll.o<>Q9ll'O 'D)'011DODOU
~X3(]0UI) l u D 1 ' X ' 9 " ( 3 ' - - - - - - - - - - - - - - , I - - -- ----l
UOOQ9IID s: v
OJOilOOOOU Vl)(3QOIID
UlD!X9'{3 AUl 311 uo:;xo
OlWll}}'t 9K110<]01tV
30 «OIICQl:,1J!V 9>lflOQOLIV»
lf 'Jo Drfpr:I Uoo1?9llV
oovfkto Y..QLnJQW cCvat mo anmtT]tt'XO ano 6,tL ta ouOtauxa tou atotxcCa (~Ainc
n(vaxa 4.4).
I
I
EA.axu::mJ <l11of>txtl]
I
1t000c:rtl(l((l MObO(Jl)
r I
I
(hurdle rate)
I
I
Kfvouvo~
168 76
A{1o.\6ynon npofovnxoll xapro<pu.\axioll ~
I
IIpootyyiOn j3clrfCJJanr;
Tti;<XQtllcrCac; n6Q<.OV rn~ napoywyzK6rnra~
ro11 npoiovnxou
AtOlX11~lXll XQlOT] _ _ _ _ _ __ _ _ _ _ _ _ _ _ ___.. xaprocpuA.axfo11
77 169
(\ KE~AAAIO
J.l.E J.l.LCL 'VECL YQCLJ.l.J.l.lJ TtQOLOvt~ :rtOtJ ElmlY<XYE yta va CLvttXCL"tCL<J"tl]OEL U:rtUQXOvtCL
:rtQo'Wvta xm 2) o ~a6J.L6~ <Ytov onoCo m XQlJO"CE~ oexovtav 'tl) vea 'ttxvoA.oyCa
:rtOtJ ELmlY<lYE 0 XtJQL<lQXO~ <lvtayrovt<Ytrj~ XCLL 't<l vea 1tQo't6V'tCL 1tO'U OtJVOEOV'tCLV
J.LE au'tl'j.
Ot naeayovt£~ au'to( o&l]yl)oav OE 'tEOOEQa oevaeta nou tCxa:v va xavow
J.LE 'tO %0:t0 m5oo a) OL EVEQYELE~ 'tO'U %UQ(CLQXO'U avtayrovt<J"tl] 6a TJ'tCLV WqJ0..LJ.LE~
T] l.lll oxpeA.tJ.LE~ yta "tTJV emxe(Ql']Ol) xaL ~) TJ vta 'texvoA.oyCo. 1:ou anaywvtO'tij ea
YLVO'tCLV <l1t00E%'t1'j <l1t0 'tOtJ~ XQ'I'jO'tE~ YQlJYOQ<l l] <lQYO.
L'tl'] OUVEXEt<l, ~YJ'tl'j81']%E an6 t<l O'tEAEXTJ va EX'tLJ.l.TJOOuv 'tl)V m8av6t1Jta nou
ELXE xa9€ OEVOQLO V<l M~EL XOOQ<l. nae6A.o :rtO'U OLEqJEQCLV %On~ OL ~EJ.l.OYWJ.LEVE~
ex'ttJ.LTjot~c; ,;wv O'teA.txo>v, 1:eA.~xa ouJ.L<pffivlJoav 6-ct otv 'U1t!lext ouoLaattxo~ Myoc;
V<l 8€WQT]6EL eva OEVOQt.O :rtEQL006'tEQO Tj Aty61:.£QO meav6 ana 01tOLOO'Tj:rtO'tE <illo.
Ta <YtEAEXTJ ax6J.LYJ OUJ.L1tEQavav 6-n -ra 'tEOOEQCL otvaeta Jl<l~C avttneooo>neuav
EV<l :TtATJQE<; cpOOJ.l.CL <lV<lJ.LEVOJ.LEV(l)V CL:rtO't:EAWJ.l.O't(l)V.
3. Na noam:txonol1jaovv av"Ce~ "Ct~ ex"Ctp:ljaet~ xat va rt~ naQouatdaovv f-t£
f-tOQcp'lj ntVaXWV xat t5tay(}a/-(.f-t(i"CWV xat (]"C7J ovvexeta va «Xa"CaOX£VQOOVV» eva
«ano6wtx6 ~-tt"CW1tO».
170 78
A~1o..\6yncn npoi"ovnxoil xaprorp11l.axio11 ~
E:Dipa 4.14
Torm6pxov
xaprrxpul!eooo m~
Monitrol
50
• 2
~
6 40
./
~ 30
20
•4
/ ' •
10 3
0 10 20 30 40 50
K(v6vvoc;
79 171
Ilfvaxac 4.6
flpoj3l£n6pevO<; ano66os1~
KQl OlOKUJ.lCJVOSl~ an60oon~
}110 4 snsvouasl~ npoiovrwv/
ayop(l)v YlO 4 61a<pe>psr1Ka
asvapla
1= Z1J)J.ia
na
2= X{?TJQt)to:rr.orrj&qJtav w~ O'l!VTeJ.emi~ m6.8)UQTJ~ TTJ~ )tEQTJ~ a:rr.6oOQTJ~ e:rr.ivfrvQTJ~. 1ta{?dt5etypa, TJ piQTJ a:rr.oooQTJ enivovQTJ; TTJ~ emxttQTJ)J.aTtxrj~ povaoa~
vnoA.oy~eTat w~ eslj~: 0.34 (250!3000) + 0.47(750!3000) + 0.10(1500!3000) + 0.18(500!3000)=0.23
3 = E:rr.etOI] ra oreUm 8u.fJ(}YJaav iote~ -rt~ :rr.t8av6rTJTe~ tprpdvtQTJ~ amwv -rwv -reaaaewv atvaQ{wv, ex-rf)ll}aav TTJV )ITJ <na8ptapiv1J wmxlj an6x).tQTJ TT/~ a:rr.ooo-
QTJ~ yw T1JV emxetfiTJ)lat:txrj ).tovaoa w~ t~lk:
a) (0.48·0.23l + (0.39·0.23/ + (0.15-0.23/ + (·0.11-0.23l = 0.2101
{3) 0.2101/(4-1)=0.07
y) 10.07=0.26
lltmf: Cardozo & Wind ( 1985)
80
A§zo.Adynan npoi'ovrzKotl xaprorpu..AaKiou tfl
E:dpa 4.16
AJto&mxo
M£twno Yn6.pxov xaprcxpvJ..6.Jao
KQI roeava VSQ npoiovra
rn~ Monitrol
• 2
EMxtatlJ
---------------------------------------- ~&ex~
1tOOOO"CIQ(a
cm6000!]
0 10 20 30 40 50
KCvbvvo;
81 173
KE4>AhAIO
174 82
A ~Joloyn on npoi'oVTJKOtT x ap ropvlaKioll
mSQwv xaL JtaQ<illTJA.a 'tTl A.emo~-teQii EsttaOl] tau n:Qo.COVtLxou XaQt<><puA.axcou twv
avtaywvLatwv, '1 &wCXTJOl] ea dvaL oe 8e0l] va an:oc:pa.oLO'eL xma n:6oo XQELO~E'taL
v' aA.MseL ,;o unaQxov xaQtocpuMxw nQo't:6vtwv xm ayoQwv. M£ aAA.a MyLn, rt
6LoCxrtOl] ea eCvm o£ 9EOl] va an:<><paoCoeL xata n:6oo ea n:QE1teL va n:QOo8£oH, va
'tQ01t03tOLijoEL ij va xataQyijoeL n:Qo"t:6vta ij ayoQE£ an:6 ,;o XaQtOcpuMxL6 'tTl~ -xm
n:6te. H ox£OTJ JletaS'U avtci>V 't(J.)V an:oqxioewv rutEL?«>V~OVtaL cno <J'Xl'jJla 4.16.
E:d.pa 4.16
MovrtJ..o Jlpoiovrocov
XaprcxpllAaxiolJ
Ka~1ID\I ~olV
<Jtdx.Q)Y "llOIJ XRQUXPUAaxtOU
~i.6vrorv/cry<>Q<[Jv
m~J11kn'o~vwv 1((1~ TIJ1V
"1/(Yt'ILJj(l~to\' yta tva
~l«QJJQOit<l'lliiWo (diversified)
~ O\JYXEvrQ<.mx6
(concentrated) X<tQT,Q<p\!An?<LO
83 175
4.5 IIepi.A.nrvn KeqJa.A.aiou
l:r:o xupdJ.ato am6 aazoA.7J(}rjxap.e p.e n~ neoaeyy(aet~ xat r:a p.ovreA.a a~w
J.6rrJO'YJ~ T:OV 7t(!OiOVT:tXOV Xa(!T:OC(JVAaX{OV T:'YJ~ E7ttXdf2'YjO'YJ~ 7tOV EXOVV 7tf20r:a(Je(
aT:'YJ oteOvrj {3t{3A.toyeaqJfa. Ot neoaeyyfaet~ ami~ xweltovrat ae reec~ xarrrroef£~:
neoaf:yytO'Yj no?..votaar:aataxrj~ a~tOAOy'YjO'Yjr;, neoafyyt(J'Yj E~aywyrjr; ~E{XT:'YJ»
A~wA6yrj{}1Jr; xat IIeoaiyyt(}'YJ Ka"t'Yjyoewnof7Janr;!Mrrr:ear; IIeorovrtxou Xaer:o-
cpv).axtov.
Exr:eviOTEerJ avaqJoea iytve OT'YJV neoa{.yyt01J xar:rrroewno(7J01J~ -rov neoiavrt-
xot.J xaerocpv).a:x{ov 7J onofa nee!Aap.{36.v£t p.fa aEt¢ an6 p.ovrtJ..a ~10My1J07Jr; rov
Xaf27:0cpvAaxfov 1'Cf20LOvrWV 't'YJ~ £1'CtXdf2'YJO'Yjr; XerJattW1'COU.OV7:ar; Ot6.qx>Qa Xf2LT:rj(2ta,
07t~ yta 1'Caf26.0etyp.a 7:0 p.Ef2l0l0 ayo(26.~, 'YJ Xef200(/)0f2(a, 'YJ avr:ayWVtO"CtXrj (JfO'Yj
r:ov neoiovr:o~ mnv ayoea, r:o noaom6 ava:llT:V~'YJ~ r:rJr; ayoear; x.A.n. Ta p.ovrt).a
avr:a p.noeouv va xa-r:rrroeto;rot7]8ovv ae P.'YJ Xf27Jp.ar:ootxovop.txa xw Xf21Jp.aroat-
xovop.tx6..
Ta mo yvwar:a p.ovri).a WI XQrJp.a-r:oot}tovop.txfjr; qn)at~ efvat 'YJ M1]-r:ea Pv8p.ot.J
Av<Vrrvs7J~·M£Qfowv A yo~ "t'Yjr; Boston Consulting Group, -r:o Movr:f).o EA.xvmt-
x6r:7J-r:a~ Ayoear;-EM(}'YJr; -r:7Jr; Entxeff27]{}1Jr; r:wv McKinsey/General Electric xat r:o
Movrt).o T:rJr; A.D. Little. Am) p.eMur; nov txovv ylvEt anoouxv1lewt 6r:t yta va
efvat 1l£f2Wa6u.(lo a1'COT:tAWp.ar:txrf1J XQrJatp.onoi'Yjarj r:ovr; 8a netnet va XQrJmp.o-
nowVvr:at ovvovaar:tx6. xat 6xt p.ep.ovwp.iva.
Ta XQrJp.ar:oOtXOVOfJ.lXQ p.ovrt).a {3aai1;ovrat aT:'YJ 8ewera T:OV xaer:oqJvA.ax{ov
'r:WV xer;p.aT:OOLXOVOfJ.LXWV enevovaewv 'tOV Markowitz. Me r:tr; xarillnkr; T:f207tO-
:llOtrjaetr; -r:a J-LOVT:eAa avra p.noeow va xeTJmp.onot1]8oVv yta t'TJV a~wA6yt]07J r:ov
neoLOvr:txov xaer:o({JV).axfov p.tar; emxeton01Jr;. l:ro xE({Jd).,aw avr:o :rcaeovata~erat
p.{a E({Jaep.oyrj "t'Yjr; 'r:f2~7t07tOlrJfJ.EVrJr; 8ewelar; xer;p.a-r:ootxovop.tXOV xaer:oqJVAax{ov
O"CO axdnaap.6 xat O"CrJ OtOlXrJCJri neoiOvrtXOV xae-r:oqJvA.ax{ov.
To xeq;aA,ato o).oxATff2Wverat p.e T:TfV naeova{a(J'Yj ev6~ p.ovr:€A.ov -r:o ono{o
anetxovll;et nr; anoq;aaetr; nov netnet va A.attf30.vet 1J emxefeTJar; axer:txd tt£ r:o
1'CQOtOVT:tXO "t'Yjr; xaer:oqJVA6.XtO.
176 84
~g
:morl!,tl.ro(h rol.pXOOUl!
Ul.D 5130~Ul!U 3rlf\OO<J>Q UA. 3rlfl.OO~(:)UlL0001! ue 91f\U omypdnx 01::i
·A.<J>1030ltl!f\ mx i\{1)1A9I001! Aro'}A.
5~fl11!9AU 53JOUX1QU1Q !:t U'{'}lAOrl 9X1l.30od>D1Q 9l.3XOD UJdmoA.01y~1g ~A931Q
l.w:> J3(:)D100lt Af\OXj! 'urfo3'{$1101!U 5(1 °53)030Ul.Cf\ \,1. DlA9'oOOlt UjlA. A~9Xru.1!
-DA.U DA. A.~OOOlLrf UJOl!O A.ltl. 3ri DJOUX1QD1Q ltw 5ltl. 5\,LXOOOOl! 5ltl. 500'}ri
0"{9A.3rlnr11.5Jow 13X9 mltl.9A10-x \,Lx1A.Orll.u.o11!3 S\,t.Ae31Q lt 'oJAon.0113'{ \,Lxu
-mll.l013X11L3 A.l.l1 ~l.fm ,o 1D13QJQ0001! fl.Ol! SlJ')ODrilto Sl.lri1DJOX 5l.l1 roA.9y
opooA.u Altw Sl.toltoJ3'X1lL3 5mrl 5DJOfl.OOD1! 5UA.j!rlltXru.tll3 1DX
5l.toroJg11!3 S~'{XOrl 5f\00319X1DUg 5f\019l!U 5UA.jl 5(1) 1U~00(1)3(:) 53J030l.luf\
/D1A9I00lt 3Q UjJA. U~ oflOJXD'{o.d>Ol.OU'X 5l.l1 ~X11AO,OOOlt f\01 5l.tol.LA.9'{01~Y.> 5l.l1
uri03'{jl10ltD Sro UoUOJ3X11!3 UJrl13g'9'( UA J300ltrl 1\01! 5130'9cb01ro 53031-S>X
-mug S'1191ro U)rl J3'(3101ro A.<J>103ol.lun mx i\{l)l.A9:JOOOlL ArojJA lt~f\11!'91\D H
!lAroAoorg rs
:. 0 ••• 0 ••• 0. 0. 0 ••• 0 ••••••••••••••••••••••••••••• • •• •• •• • ••• • ••••• 0 ••••••••••••••••••••••••••••• •
~
5.2 Movri.Aa Avarrru~n~ Niwv IIpoi'6vrwv
To ~amx6 J.l.Ovr£A.o 'tTJI!; Booz, Allen & Hamilton (1968) rutO'tEAEL'ta.t arc6 •a
ax6A.otJ9a £l;t O'taOta:
1) 4L£QeUV110TJ (Exploration) - T) EQtuva yta cruA.Aoyt1 LOEoov yta v £a JtQo·.:6vra
nou 9a lXUVOJtOLOUv tOu~ O'tOXOUS tT)S EnLXELQT)O"l'JS·
2) «B£0Uil.£-yJ1a» (Screening) - J.lLU yQl}yOQT) avaA.-uOl] ytCL va Ol£\JXQLVL<rt£( JtOL£1!;
U>tts a.l;a;tt va. 'tUxow J.llU.!!; AElttOJ.lEQEO'tEQl]!!; avaA.-uOl]c;.
3) EntxetQ'flJ.La·nxt) avciluoq (Business analysis) -l] EJtEX'tUOl] tTJS totas ot
J.LLU 0\JyXEXQLJ.lEVl'j EJtLXELQT)IJ.CL'ttXl} JtQ6tUOl] JtOU JtEQLAUIJ.~QVEL TU JtQo'iOV'tLXO
XOQa'lm)QLO'tLX<i XCLL eva 1tQOYQCL!ll.lCL yLa tO VEO 1tQO.L6v.
4) Avrut1\JS'fl (Development) - l) f!Et<lcpQUOl] tTJS U>£ac; OE £va EtOLJ.l.O JtQo"(6v, 1:0
ono(o IJ.ltOQEC va JtUQUX9EC.
5) .10?CLJ1tl (Testing) -'tU EIJ.ltOQ~XQ JtELQcl!!U"ta. JtO\J €LVCL.l U1tCLQU(ll)'tU yta VCL
EJtt~t~ULcOOO\JV "CL<; UQXLXES EIJ.ltOQLXES JtQOOJttLXES 'tOU JtQOI6vtas.
182 86
MovrtAa avanw{n~ xa1 xaprorpu.Aaxiou vtwv npof6vrwv KaJ unnpcou~v
"" EcpaQJ.loy~
Kata "tl"j\1 TtQ<im] qxi01"]1tQO?WmEL, t&Ea yta tO veo JtQO"t6v I I ETCLAOOT] JtQO~A~Il~
0
87 183
~ KE~Al\.AJO
An:6 tou~ nQ<.Otou~ JtOu aaxoA.t'j8rJxav J.tE tT)V av6.3t't'USTJ vtwv neo'L6vtwv ato
~t<iQxEtLvyx eCvat o xa8T)Yt'lttl~ Philip Kotler (1967). Ivj.l.cpwva J.t£ to ~tavt€A.o nou
JtQOteCvu, TJ OLaOtxaaCa avWt:tu;TJ~ vtwv 1tQo'L6vtwv an:meA.t:Ctat rut6 oxt<.O enL-
J.tEQou~ at<icka:
184 88
MovrtAa avanw{nq xa1 x apro<puAaxiou vtwv npoi'ovrwv xa1 urrnpeo1<liv ~
0 Kotler tCvm o :rtQW'toc; n:ou x<lvtt oo.qn'j o.vo.<poQ<l O'tl]V O'tQ<mJYLXTj f.L<lQXE-
·nvyx we; €vo. ~EXC.OQLO't6 o-c<i6Lo ata n:},.a(ma UJc; ~taOtxo.oCac; ava1tt'U~l]c; xm "t'Tjc;
Etao.ywy1'jc; ev6c; v£ov 1tQ0'(6vtoc; O'tT)V o.yoQ<i xm f.LaALO'ta -ro tvt<iootL O'tL£ 6QaO'tl]-
QL6'tlJ'te£ :7t0\J 1tQOlJYOUvtaL "t'Tjc; avrurru;lJc; 'tO\J 1tQWtonJ1tO\J (product development)
mate 0.\J'tO vo. EVOC.Of.LO.'tWVEL'tLc; XO.'tO.yeyQO.IlllEVE£ o.vayxtc; 'tfl£ ayoQ<ic; XUL VO. 'tLc;
LXO.V01t0LeL f.LE f.LOVO.OLXO 'tQ01tO.
Entx'tE(vovtac; 'tfl 00\JAeui 'tO'U Kotler, m xa8lJ'flJ'tec; Cooper & Kleinschmidt
(1986), OL 01tOLOL OlJilELW'tEOV 0.1tO'teAOW O'IJO ruto
'tO'U£ 1tOA'U)'QO.<p6'tCl'tO'U£ eQE\J-
VlJ'tEc; at 8€~-to.to. o.v6mu~c; v£c.ov n:Qo'(ovtwv, 1tQO'ttCvow £vo.~-tovt€A.o o.vamu;flc;
OexatQtrov o-caoCoov 1'j OQO.O'tT)QLO'tfjtwv. H n:eQLYQO.Q)rl twv em~-t€Qouc; OQO.O'tT)QLO-
'tfjtc.ov 1tO.QO.'tt8E'tat atov n:(vaxa 5.1.
T €/...oc;, t o n:Mov 1tQ6acpm:o tJ.OvttA.o o.vcim'IJ~flc; vf.wv 1tQO'L6vtc.ov n:ou 1tQOOO-
J.LOL<i~EL tJ.E 'tO IJ.OV'te/...o 1c.ov Cooper & Kleinschmidt (1986) TCQO'tELVE'taL an6 touc;
Urban & H auser (1993) x.at 1tEQLAO.IJ.~6.vEL to. ax.6/...ou8o. n€v-ct at<i~ta:
..,.. Avcim'u;fl LOtrov xm «;e6L6.A.eyJlm>
.... llQ000LOQLOjl6c; E1tLXELQl]jl.Cl'tLXTjc; X(lL ej.UtOQLXl'jc; E'UXULQLUc;
..,.. T txvtxl'j av6.1m.J~fl
..,.. ~O?<.LIJ.l'j rq~o·LoV'toc; xm
.... Ej.U'toQLXtl eX!J.E'tOAAE'UOl] 1tQO.LOV'tO£
H OtaqJOQ6. W'U llOvtEAO\J amou Cl1t0 'ta 1tQOTJYOUIJ.E'VO. O'tO XWQO 'tOU IJ.<iQ?<.Ettvyx
tCvm 6-ct owou6.~EL 'ttc; OQUO'tlJQL6'tT)'tEc; yEWlJO'I'Jc; tOEmv xm «;EihaMy~J.atoc;» OE
Eva o-c<iow X(lL E1tl1tAEO'V OE'V (lV(lqlEQEL se?<.<i8aQO UJ O'tQO.'tl)YLXl'j avcim'u~T)c; v{.wv
1tQ0'(6V'tWV X.aL 'tl] O'tQUUJ)'LXTj !J.6.QX.E'tLvy?<..
Hvat cpaveQ6 6-n, n:aQ6A.o rrou •a 1J.OVt€A.a rrou ttaQOuaL<iO'tl)xav &tacpOQ01tOL-
ouvtm c.oc; 1tQOc; tOV CtQL8~-t6 'tC.OV ataoCc.ov 1'j cp6.0EWV 1t0\J 1te(>LAUIJ.~6.vouv, OE EVO.
'J.l.Ey<i/...o ~a8116 ~ao~Ovtm atov j.lOvt€A.o o.v6m'u;T)c; 'tlJ£ Booz, Allen and Hamilton
(1982).
89 185
KE4>AJI.AIO
ntvarac 8.1
Empepollr;;
(JpaornpJ6mrer;;
avt:iml!~nr;; l. Apmc6 ~c~llclAeypo• (initial H apxoo\ an6qlaon on6tc Kru anoq>aoicntU«: n xatavop.r\
--------- screening) n6pc.w amv npot£JV6jlevn 100a vtou npo16vte<;.
-------------------r-------------------------------
2. llpoKatoptetUCI\ epnopual eKti- Mia apxoo1 ypnyopn Jlcltm m~,; ayopci~_;.
pnon
3. ITpoxarap!Ct110l t&XVUCil £Kt1pnon Mia a{lllllci &Ktfjlnon twv n:XVU<wv ewoAIWv x01 ~uoxoA!wv
T0\1 v{:ou DPQlOvtO!_;.
7. llo10p.r\ npoi6vto~_; evtOI.; E:ri~X£1- H OOlOp.r\ t0\1 npo16vte<; ate epyacrtllj)IO n KQTU> OliO eAEyx6-
pnon~.; }l£V&!_; ouvenu~.;.
8. ITpo'iovtU<of eAEyxo1 ere nel6t~ H OOlOp.r\ T0\1 npo16vt01_; Kate..> an6 IIJ)QVllatU<l:~ ouvellKe~
ayopa~_;.
13. Eupefa E:loaywyn omv ayopa 'Eva ollvoAo auyxCKplptvwv ~paatnj)lotntwv Vla to npo16v.
186 90
MovrtAa avarrnr~n~ xaJ xapro~u).axioll vcwv npoi'ovrwv xa1 11nnpcauJv ~
J.1£ E;Et&utEUj.I.EVE<; OQOO't'TJQI.&nrtEc; x<na 't'l'JV &taotxao(a avdm:uMc; -couc;. fLO -co
f..Oyo OU't6 X.OL 01:1.<; E:7t61!EVE<; od.(OE<; :7tCtQOUOLOtOvtOL ;EX,WQL<J'tO 'tO j.I.OvtEMt
avdm:u;TJc; v £wv \J7t'I]QEOLC.I)v.
Ta llOvtEAa amd 1tQOEXu1j!av <Vt6 Ef.L1tELQutll EQEUva xat 'tet :nEQtoo&EQO, 61t0.><;
<ill.<ootE x.at O't'TJV :nEQlm<OOTJ av~c; vtwv :7tQOb6vtwv, ~aoU;ovtm <J'tO 1-lOvt€/.o
<J'tOOCwv 't'll<; E'tOLQECac; Booz, Allen & Hamilton (1968, 1982). Ta j.I.OvtEAO ama
:naQoumatovtm O't'TJ ouvtx.ua.
Ot Donnelly, Berry & Thompson (1985) tx.ouv :7tQO'tELVEL EVO llOvtEAO ava-
mu~c; v£wv U3tl']QEOLWV 'tO o:no(o a:notEAEL'tOL <Vt6 t;L atdOta, ;Extv<.Ovtac; a:n6 'tr]
OLCtj.I.OQ(j)WO'TJ 'tWV <J'tQCt't'l'JYLXOOV XateuthJVOEWV XOL 'tEAEtWVOvtac; j.I.E 't'l'JV ELOaywy~
't'T)c; v£ac; U:7tT1QEO(ac; <J'tl']V ayOQO (OX.~ !let 5.1).
E.rtipa 8.1
MovrSAo avcinru~nc; vi:(;)V
rmnpeol(JJV rwv Donnelly,
Berry & Thompson
'
EtoaywYJ1
91 187
Z6 881
!t.l,rnJ,T>m:I
t
~Thxov
"o/LLPY.1\1Xl1\l ~tu.ltpAtl
1n'X Sn).o3otnm o111~x~
t
Uoo'(9A\i
Agl3Q'l
t UoUMii-J
ep~~
DUTllal[:JS 'UOSUC[O[
A(l')l A~l08cfU1Jfl Aro:JA
5U]IlllJl?AD O'@lAOV'{
Z'9 Dr1J1%:I
·pooAo Alll.O
SX>J03olutn Su:1 ~(T)A.oon 1\tu 311 1X>l3A<})Clu"(XO"(O su~rouy"o o)oox19019 H ·y<JoA.o
AluD Slu ~rhx()(} tu 1ox SoJ03olutn Slu SI}XoClnl! A<})1DX>X19019 A(T)19rlon1g3Xo 01 311
St>J03Cllutn Stu. ~nmpAo Aluo po(T)XoCJu l.wllo)3X1l!3 u ' lu.o9x m. 9uo 00310-"(0A.Jrl
10AJ3 OA. 1Ul3i\jlrinAn 090Djl UL CI.Ol! UO(T)ll!J03lt A.Ul3: ·ngoo9 OA3ri9A.3rioA.o m. 10x
S<J.leox yooA.o Alllo S~AmAo013 1ox Sll~C'U.ltYI\O Sow9x 01. Sqxhoo 1X>l.II.O'i)0019ooou
mx nou9 Sllon."(YA.U S~x11.0Tlllo13X1l!3 Stu 019'910 01 '39rtO"(OXV ·SnoX910 Slu So,ox
-1AlllX>OlD Sn01 3rl Ol.Ul9l.O~rlno 13~p1ono0X>u SpXoo1ox nou 0 5191 AUl13A.JOxOOU
i\<}l103olutn S ~Xoool! UoU0)3X11!3 u (uo!~lll~U~iJ t!~P!) A<J.l3Ql A(T)l. «nriA3"(;>193~» 01
;>10)1 ·Suouor3Xilt3 5LllS13DAO.Sn31nx Sj~x1Alu.oow S11 311 Sj!l.O~rlno 10I\J3 oA nou
OIYVY~ 3>! ~
Movri:.J.a avarrw~n~ xa1 xaprofluAaxfov vi:wv npoi'ovrwv xa1 vrrnpeoul!v ~
0 Bowers (1985, 1989) n:aeouo(aoe eva J.lOVtEAO O?CtW <na&Cc.ov (CJXlll!<l 5.3) 'tO
OJtOLO oev OLa<pEQU LOLahEQ<l an:6 'tO 1tQOTJYOUJ.l.EVO ouo. ~UJ.l.q><.OV<l ')(.(XL J.LE am6
'tO J.LOvtEAO, T] av6.mu~T] J.LL<l<; v£a<; 'UltT]QEOLa<; EXEL W<; ~UOT] avaqx>QO<; 'tT]<; 'tT]V
E1tt.XELQT]f.L<l"CL'Xll O'tQ<l'tT]YLXll, T] on:oCa O(VEl X<lL 'tT] O'tQO'tT]YL'X~ X<l"CEU6UVOl] n:O'U ea
1tQE1tEL V<l OXOAoU8llOEL T] YEO 'U1tT]QEOCa, 8€.'t:OV't0<; O'UOL<lO'tL'XO 't<l XQL~QL<l ltO'U
8a 1tQE1tEL <lQXL'XO va LX<lVO,t:ote(.
Enfpa 6.3
Movrelto avanruen{;' vtwv
urrnpea1d>v rou Bowers
'
Avdmul;l] >«XL a!;ooMytJol] LOI!as
(concept)
'
'
T o en:6!J.EVO <naOLO O'tT] &taOLxaoCa eCvm 11 yEVVT]OlJ 11 ouM.oY11L.<>eu>v M6 OLa-
<pOQE<; EO(J)'tEQLXE<; X<lL e~(J)'tEQLXE<; :rtT]YE<; Y.<lL axoA.ou8E( T] OVOrrru~ 'tO'V concept
11 'tT]<; ~aoLx'll<; tOEa<; ( wcp€.A.e ta<;) 'tT]<; 'Un:T]QEO(a<; xm 11 a;wA.&yT]oll t T]<; M6 TT]V
ayoe6-<n6xo. L'tT] ouv€xua, yCvetm 11 avaA.uOT] x6<nou<;-o<p£A.ou<; (E1tLXELQT]J.L<l-
tLx'll <lVaAUOlJ) X<lL O'tT]V 1tEQCn:tWOl] 1tO'U T] VE<l 'Um]QEOL<l avaf.LiVE't<lL va MO<pEQEL
93 189
94
061
OJVV'II' ~ gJf ~
T6T g6
EmJJa 8.4
MovrSAo avamv~~ .l:-.;6x.o~
vewv lTIIDpf:OJ(jV TWV J.l<lQX£1:~vyx
Scheuing & Johnson
·•
I1QOoromx6
snaqn]; J.IE _ _ _.,. .:luvrrnxoC nsMttS
-.;ov neA<it'T] ·- -----..,+r------...J
.:ltCtJ!OQ(j)OlOTJ
XQOi.bro).o.. ---
YWJlOO
I1QOOOJmx6
£Qyao~t6v
(operations
personnel)
c +
!xe:~~acrJ.I&£ atabt%1l0Lct£ %a~
OtiOUf~UtOS XCll 0oXLJ.I~
:Ext6L<WJ.l6; :rtQoyQ,UJ.l.)lCl.'tO£
J!d~e-.;tvy~ xa~ llox~IP1
+
+
192 96
MovrcAa avanru{m; Kai xapro<puAaKiou vtwv npoi'6vrwv KQI urrnpeouJv ~
- -~~"':'
97 193
96 t6l
noy~ouoeolODUOII
-\V Ul_!J1(l)YflV AC':11 A([JW3d
·Wlil A([J>mfOAOXlOOlOrfUdX
A(l))'IA 5u]fllll9AD 0'@1AOW
s·s ortpr:r
196 100
LSI ~m
'(1661
'w!ffiq~SU!~DI pu-e J~dOO:)'0661 'J~doo::>) sn,onX1QX>1Q Slu.Sol.lu9X1l.X>rf03"(3l.Ol.CX>
Slfx1AOoX Slu mx 5m..LU9X110Q01CX> Sl.Ll. Uo(l)J1"(3g lu. oX910 311 ( ..JUJ.IdimJq, If .. uvJd
~wv8,) stwpag Ol.Citl.90lt !,t ltO)AA1D:Il 01Qj!Xo X>Ajl5(l) 1X>l.3d>'90A103lt DJOl.CO LL «5'91A3A.
suo3~3Q» su.~ltllt'9"n nJoox,9m 9 u. 101\)3 slu. A(l)1pnlu.x3A013rl i\(l)l. Su01ltCJl1.3rl1l.i\X>
0138Pl.COOOlL X>Jr1 30 «5'911\3A. Slu.CJ)Ol.C» Sl.L~Itl.l.C'9A.X> SX>JOl>X1QD1Q Slt1 lt~jl~313J'\I
··::.·.·.·.·::.:::·::.:::·:::.::·:::.::\\\\\\\\\\\\l',\\\\\\\\\\\\\\\\\\\\\~~~1\~\\\~
•,',': ,': ,',',' ,•,',' ,',•: ,',' ,',',' ,',',' ,',',' ,',',' ,',' ,':.· .·:~.·~~.\\}·,~·.\~',\~',\\\',*'1,\\',\\W
@ KE~AhAIO
• XaQOX'tT)Qil;E'tm Wt6 oxetLxl] mxUnJ'tn xat na.Q<iAAT)A:rr Ot.tvegyeta OQOCTtTJQL-
O't'!ltrov tvt<)s trov ET&LJ.lEQOU~ O'taOCrov.
• Ta emJ.lEQou~ m;a&u:i 'tTJ~ xroQil;ovtm I!E'ta;u tou~ OT&6 m!A.e~ WtO<paoerov (go/
no go decision points-gates), OL 01tOLE~ A.utOUQYoUV ro~ OTJ!!ELa astOMYTJOTJ~
tou 1tQOi:6vto~ rrgo~ avM'tu~. H 3tet6'tT]ta tlJ~ av<imu~~ EAEY?(ttm O'tTJ ~OO'l'J
rcgoxa8oQt.aJ.~.£vrov XQL'tTJQ(rov. Eav w 1&QO'i6v n).:rrgoC ta <J'I.TyXexeLJ.lEVa XQL'tl]Qta
T&QOXWQO m;o en6j.l-Evo O'tOOLO 'tTJ~ Ota&txao~, aA.A.u.l>~ O'tOJ.lOta rr ntQOL'tEQW
OVWmlStJ 'tO'U.
X:nipa 5.6
Evornpa ora6kuv-nu.Awv
(stage-gate system) YJa rnv
avcinru9J vewv npoiovrwv
~ "~Y:TJiv:J~,, :Jny:J~
A1t6<paCJT1 Emox6ltT]CJT1 TEALXll E1ttax6-
'tt:XVtX'ijS 'tEXVLXJlS Wt6qxlCJ!l
avWml~ av<im'u.,trj~ ttaay<O'flls
C7tTJV ayoQ<i
198 102
MovrtAa avanr11~n~ KOJ xaprorpuAaKiov vtwv npor6vrwv KaJ vnnpeouilv ~
E:rlipa 5. 1
.E-rdoto 1: .E-ral>tO 3: .ETdOtO 5: ilJaou(Qafa avanru~n~
llQOXatCLQX'ttXll AVWrtuslJ llOQay~ ..Tplrnr; TeVJa~"
6lllQ&VvTJO'I'J XQL £LOayfD'Yl1
~I.(J)Ol!l6n)tas OtlJV ayoQci
Erti.Ol«Slti')O'I'JI1£'tci
'tlJV ELOaywy1l
.Eui0w2: 1:-raOLO 4: OtlJV ayo¢
AvaA.mLxl'j t.oxq.nj xaL
6l~Q&1M'JO'I'l emj3ej3a(ooOfJ
103
199
~ I£41AAAIO
E:nfpa 8.8
EUJ.lll«'Y'i; lltl).'J
TUrro1 IIIlAciJv amxp6.oewv
'OA.a -ron:aQ<:t&Yt£a TCrcota &ev J.lltOQeL va aQ:xCoe ~ 1-LE:XQL
n:Q£m::~ van:aQa6oeow va llo6e£t!yXQlOTJ CTtTJV m)ATJ
Eutl&~n~ ll\l).e~
AVE?G'l:LXE~
I
M eQ1.Xa nOQallot£a 1-LTJ H EQYaCJ(a J.L!tOQE( va s£XLV!)O£L
xQCOb!-LTJ~ owaor~ (lt.J(. ~--·
I
I XOL va O'UVEJ((OEL yi.D. eva
ObClVaAUUXE~ava~QE~
I
I
I ltQOOiii.OQLCJ"EvO, 1t£QLOQLO"Sv0
t<OV "TEot) &ev &x01.Jv I
I XQOVLX6 llUlO'tT]j.lO 1t£QlJ.!EVOVta<;
ONoxATJQW8&(ax6"a - ------~---------~ ta EVWtOJ4E(V"ta mlQClOOtEO.
I
tu.aneQ<X't£~
MtQlXE<; IIQOOOJQL6n]tec; J4axQ<ic;
YmiQxeL oweXl]c; I
I
lll6.QXEI.D.I) exouv avcne6d.
I
QO~ EQYM~ I
To EJt6~vo cruilho &ev e(vaL
'
I
I
o\yOUQO 6-tL 9a llLt!;a:x8eL.
-------~--------· ~
I
200 104
go~
!Slt.~CW£"91\'0
Sn)D'OX.1Q'019 Stu U1Q'9l.O Sn.oo~rhua nl.O 5Uolt.OJ3X1lc3
stu 1oo9u J0x1noi\ox1oo1nrtLLox mx 10i\1l.Cg>oei\n 10 mli\on~i\n1nx sg>11 ·~
!!AroADDlH J'L
: ....... .......... ................... .......... .......... ...... ...... ......... .......... ....... •
&
71 KE~AAAIO
Yn:o6E1:0Vt~ 6tt 'tO 1t(>OTfYOUJ.lEVQ <rniota oeCxvouv 61:~ TJ avamut;l] 'tO'U 1t(>0·~-
6V't~ E(Vm Ecpt.X-n}, 6'tt lJ E1tt)(.EL(>lJffi) rtLO'tEUEL O'tt ).l1tO(>E( VQ EntTU)(.EL 1tQ6~1lffi)
O't'TJV ayo(>U-O'tQxO Xlll 6'tt Ot 1t(>O~AE1tOJ.lEVE£ mo/,:r)ow; Xllt 'tll1t(>OU1tOAOyto6£V'ta
£!;ooa WtOOXOV'tllL IJ.L<l tx<lVOltOLl]'tLX~ arc6000TJ O'tl]V E7tEVOUOTJ, 1:6'te TJ E1tOIJ.EVl]
<¢OTJ e(vat lJ &ta&txao(a "tTIS qrumxljs avcirrnJ!;TJs 1:011 nQo·toV'tO£. l:' auto 1:0 ata&to
J.ll])(.aVtXOL, OXEOtllO'tES XaL crtEMX.TJ ,.Ul(>XE"tWYX OXEOt6.~0\JV 'tO veo :TtQO.LOV an6
nxvtx"rls ano"lJ'f]S, xmaoxrua~ow tva I!OV't€A.o 1'j 7t(>(l)t6nJn:o 7t(>o"t6V'to<; (product
prototype) xm &teve(>yoW tlJV mA.o-ttx~ n:a(>Oywyr) ,;ou.
E>a lt(>EltEL OLO OTJJ.lELO au16 va "t0Vt0011J.lE 6"tt, e(vm ~amx6 VO. xa00QLOLOW
n:Qooto.y(>a(j)E£ no.go.ywyljs ot on:oCe<; vo. OOTJYOW crtl"]V av6.lt"tU!;TJ ev6<; rceo·cov•os
tO OltOLO OV'tCUtOX(>LVE"to.L O'tl£ CUto.LtllOEt<; "tTJS O."{OQ6.<;-crt6X,OU. fta Vll y(VEL amo,
o Crawford (1997) lt(>O'te(vEt"tTJ OlJI!LOtJQyCa 1:ou ITQwtox6Uou N£ou ITQo"(6V"tO<;
(New Product Protocol). Auto 1:0 1tQWt6xoA.A.o ltEQLYQU<pEt tl] ou~-t<pwvCa M6.QXE-
twyx, R&D xm revtxl}s ~teuOuvOl]<; crxettxa 1-1-e ,;a ax6A.ou0a:
~ ayoga-moxos
~ anat"ttloEt<; n:o.go.ywylj<;
~ VOIJ.LXE£ 01taL"tr)OEL<;
~ anm"ttloet<; emxetQT]Otaxt1s O'tQO.tl]ytxt1s
~ n:t8o.va n:go~A.l}J.lata.
264 106
Ercl5Ja avclnru~n~. 5oKJ)Jri~ xa1 c1aaywyri~ arnv ayopa vcwv npoi'ovrwv xa1 IJnnpcaulJv
Edpa 1. 1
1750 Kapnu.AE:~ ao10<popfa~
oxeriK6 pe ra cpvCTJK6
xapaxrnpJCmx6 ev~
1400 rrpoiovro~
g
;::>
<.0
~ 1,9%
..,t:: 1050
IX
2,5%
01
tl 3,1%
700
~>- k)(€~1a. nQOWvtOS 11£
'W
~ lta.Q611-0l£S EJ.UtOQlxfS
~1JVCrt6'tlJt£~
350
107 265
1i KE~Al\AIO
1982). Aut'l'j TJ ngoatyyLO'T) !AJtOQEL va )(QTJO'Lj..I.01tOLTJ8EC 6)(L j.l6vo yLa 'tl'JV EX'tLj..I.TJO'TJ
'tT)£ EnCJt'tOOOT]£ evaAAOX'tLXWV O)(E6Coov 1tQO.L6V'tOOV O'tO j..t.EQ(6b0 ayOQU£ XOL 'tL£
noo~'llaw;, aUa EnbOTJ£ yLa va anOJ.lO'VWO'EL 'tl.lll!!O'ta 'tTl£ ayoga~ nou 6ev Lxavo-
notO'Uvtm Enagx~ O'U'YXQLVOvta~ 'tO O)(E6La 1tQOL6vt~ 'tWV O'V'tO"(WVl O'tWV j!E TL£
1tQO&LayQOqJE~ 1tOU 'tLeEV'tOL an;6 't<l 'tj..l.llj..I.O'tO ama.
Ot Wind, Grashof & Goldhar (1978) naQovaCaaav !!La Ecpaej..toy'l1 'tTJ~ Ava-
~UO'TJ~ LUVO~OxAllQWOT]~ (Conjoint Analysis) O'tT] j.IEAetT] :JtQ00'6t.OQLOj..I.OU 'tOOV 1tl0
ent6Uj.ITJ'tcOV )(OQ<lX't'I'JQLO'tLxwv UitfJQemc.Ov lt<lQOXll~ E1ttO'tTJj..I.OVLXWv xm Tex;vtxc.Ov
IlATJQOqJOQtc.Ov. H j.tE8o6o~yCa nou XQTJO'Lf.L01tOLll9l)XE eCvm TJ ax6~v8T]:
H Av~uOl) l:vvo~x~'llQWOl)~ XQl)OLj..t.OnoL'll8TJXE yLO va EX'tl.j.LTJ8oov OL XQTJOLJJ.6ttl-
't£~ (utilities) &Laqx)QWV )(OQOX'tTJQLO'tLXWv 'tWV 'U3tl'JQEOLWV MQO)(ll~ EntO'tTJ flOVLXWV
xm Tex;vtxc.Ov ID..TJQOqJOQLWV 'tWv £QW'tc.O~o~evwv (274 £1t~j..I.OV£~, £L6txoC a£ 8€j..I.O'ta
MTJQOcpOQLWV xaL me~EXWv an6 163 EnL)(El{ll)OEL~). H O'UVUQtllO'TJ XQTJOL!J.61:r}'t~
yLa 'tO avvo~tx6 &eCy~o~a €&wa£ 'tt~ OQ)(LXt£ xo:tev9uva£~ yta 'tO O)(£Otaaj..t6 ev6~
au<J"'ll.la'tO~ to ono(o Sa !AJtOQOUO£ va 't'Uxet EUQeCa~ ano&oxt)~. ITag6A.a ama, fl£
0£00j!EVO 6tt TJ O')'OQU yLa 'tO O'U'YXEXQLI.LE'VO aU(J"[T]j..I.O e(vm OQXE'tU E'teQOYEvll~ 00~
nQO~ ta xagax'tl]Qtmtxa nou nQO'tLJ.lWvtm yta to oU(J"[T]j.la, £yw£ !!La 'tj..I.TJj..I.OtonoC-
TJOl) 'tTJ~ ayoQ<i<; j.IE ~UO'TJ t~ XQTJO'Lj!6tl]'t£<; an;6 'tTJV ono(a nQOO'OLOQCO'tT)xav nevt£
Emj!tQOU<; 'ti.LllflO'ta. fta va j..I.EAE'tT]8eC 1t£QOL'tEQW TJ qnJO'TJ atrtrov 'tOOV 'tj..I.TJj..I.U'tOOV
&teVEQYll8'1x£ j..tCa O'ELQ<i avM'IJatwv noUan~t)<; OtUXQl.O'll<; (multiple discriminant
analyses) )(QTJO'Lj.101tObolv'ta~ta O"tOL)(ELO YLO 'tT] )(QllO'TJ 'tOOV 0'\JO'tl]j.I.U'tWV atrtWv XOL
'tOOV OTJIJ.O'VQOqJLxcOV (J"[QL)(EbWV 'tWV EQOO'tWj.IEVOOV XOL 'tOOV EnL)(ElQllO'Effiv tOtJ<;.
Ot auvaQ'tllm:~ XQTJOL!J.6'tl)ta<; xa8£ 'tJ.ltll.l~ 1tQOO<p£gav atou<; <JXEOtaO'tt<; ,;ou
au<J't'T\j..lato~ tva £QyM£Co yLa va al;to~yt)aouv OL<icpoQ£<; £nt)..oy£~ <JU(J"[T]j..l.(i'toov
( xa8£ m8av6 avv&uaaj!6 )(OQO?CtTJQLO'tLxolv) XOL J.lLa 1tTJ'Ytl L&erov yta nQOOtaygacp€<;
vtwv 0'\JO'tfJj..l.<i'toov (new system configurations). l:Uj..LqJOOVa j..I.E 'tOU~ Wind, Grashof
& Goldhar, ot XQTJO'lj..t6'tl)'t£<; nou ngoxumouv yta xa8£ tl.l'lllla oxL 1J.6vo 11£lwaav
Ol)f.LOvtLxa t~ OQ<lO't'I'JQtOtT]'tE<; 'Egeuva<; xm Av<int'UsTJ~ nou ~aa~ov,;m a£ uno-
eta£~, aU<i EOOOO'OV XOL 1t€LO'tLXE<; anavn'jO'EL£ 0'£ EQOO't1)0'El£ O)(E'tLXU fiE 3tOLE<;
Sa t)tav Ot ClV'tLOQUO'EL<; 'tWV ayOQamwv XOL )(QT)O'tWV av yCvovtav auyxEXQLj..t.EVE<;
a~wyf.r;, O'tO O)(EOLOO'f.LO 'tOU :TtQO.LOvtO<;.
266 108
Erac5Ja avanrv~n~, c5oxJpn~ xa1 e1aaywyrl~ arnv ayopa vcwv npoi6vrwv xa1 vnnpeau;,v 1J
nou anux.ov~tL OXTJI!a'tLx.6. -co 6w
oUO'tl]JAa naQayroyij~ x.m OLUVOJ.ttl~ tll~ v€a~
U1t't'JQEOCa~. &Colj~ :rtEQLMII!~aveL ,;ou~ Q<St..rnx; 1:rov neA.a,;rov x.m -crov tQyal;o).l£vrov
~9ros; ~L 6AooV "t<OV O'tOLXECroV :rtO'U O'UV8fotOUV "CTJV 1tQOO<pEQOJAEVTJ U1tf]QEO'La.
ErziJJa 1.2
Evt(I!Yetllb UeJ.q.:r6v
EuararJK6 aroJXefa
.rPAMMB I:YNMI\Arm:: blueprinting pia(;' vea(;'
lliTilpeafa(;'
E11eyyeu:b e(!ya/;oflfv{J}v trov
Pf!l(J)(OliTal UTO «tr(!Orntt/VIO»
rPAMMH OPATOTIITAt
----------j--====~--~-------F====
Eveeyeteb t(!yal;wtfvwv trov
6lJ'JI {Jef~ovrat uro «;rqouxtfvto»
fPAMMH «EEOTEPTKON» .UEPfAJ:lON
.duulUW11fa vtrtxm/Q~!:
TTJ!: llm](!tof~
109 267
11 KE~AAAIO
Enpa 1.3
Meeo&:x; Quality
Function Deployment
Ea1:i'a lloteS"C1J1a~
t~~~. r. - l
bla~<11l r__j
(House of Q uality)
M€oa
jltt~m)~
I
M1l'fQa
I::xdluxo110u
268 11 0
Erao1a avanru?n!:. oox1pli!; xa1 cJoaycuyli!: ornv ayopa vctdv npoi"6vrtdv xa1 unnpcoJCJv 1J.
Eo'tta llotO't1)'tUS (House of Quality): Ot avayxec; "tl'}<; ayoQO.<; 6nw<; JtQ06ru-
'ljlav an6 eeevva ayoeas oOT)yo'lJv O'tov neooowgto~-t6 ouyxeXQL~-tevwv ..OtO't'll'twv
'tOU 1tQO.L6VtO<;.
Mt)'tQa LX£0W.Of.10U (Desing Matrix): KaBoe(l;.ovtm 'ta XUQUX'tT)QtO'ttxa 'tOU
neo'i6vto<; JtOU aa orooouv O'tO 1tQO"L6v -nc; €JtL8uf.1T)"tE<; LOL6'tr)'tec;.
Att'CO\IQ'Ytx1] Mt)'t~a ~" Mt)'t~a EUrxO\) (Operating & Control Matrix): Kaeo-
eitovtm ,;a xaeaKtlJQLO'ttxa xm ot anm't'rloet<; 'tTJ£ OtaOLxaoCac; n:aeaywy~c; n:ou
ea OOlJYtJOO'UV O'tT)V JtUQUYW'Ytl "tOU mLBUJ!T)'tOU 3tQO't:6vtoc;.
Ta xugta O'totxefa nou xaeax'tT)Qi:Sovv 'tYJ ~-t€9ooo QFD ei:vm 1:a ax6A.ouea:
1) Ka·tav6l)O'Y] 'tl)<; «<pWvtl<;» 1:00 rtEAa'tT) (voice of the customer).
2) Zl}'t0Uf.1€Va xaQUX'tl}QLO'ttX<i an6 'tOV 3t€AU'tlj yta eva XaLVOUQYLO neo'i6v
(demanded qualities).
3) Mumeortt1 'tWV tlJ'toUJ.t€VWV 0€ 't€XVtX<i xaeaKtTJQLO'tlxU-ItE'tQTJ'tE<; 'tl}<; an6oo-
OlJ£ (performance measures).
4) rEWrtO'TJ LOerov yta 'tO xmvoueyw n:go'i6v (Concept generation).
5) Me'ta'tQOrttl 'tWV ..Oerov oe ngo·~6vta (Manufacturing Deployment).
111 269
KE~AAAIO
IIfvmcar: 1.1
XapaxrnpJCmx6 QFD
l ~· '!..:U: ' ' ·lf,•ll!J, !I
hl!J•. ' ..
'"•!.H.l!J..l" • t
• Jt(•
•
.,,~
t • • • • ' •
K QJ napaiJoolOJ<Jl<;
OJQOlKaOia<; ({JdoeCiJV napilln}.n/tal1t6xpovn avc1mu~n ata6J(o)V I:etpo.J.al avc1mu~n
avamu{n<; VSCiJV K6.9e .Aelrou.{)Via elliJ}.tKet01 oe 15laq>Open.lci
IJpoiOVTCiJV 'OAe~ 01 Aeltoupyfe~ ouppertxouv an6 mv ap:al ~aon
H OOXLJ.Lij otacpEQeL av6Aoya !J.E 'tlJ qyUOlJ tO'U nQo.C6vto~. L'tlJV neQUrtWOl'} nou
avacpeQ61J.«crtE CJE uA.t.x<i nQo'L6vta, «<pOQ<i tov fJ...eYXo x«Q«X'tlJQLcrttxrov tou veov
1tQOWV'tO~ 03t(l)~ ELVaL lJ OL<iQXEta AEL'tOUQyCa~, lJ anooo<nl 'tOU~, lJ O"ta0EQO'tlj't<l
AeL'tOUQyta<; tOU, lJ ')(,(l't<lVUA(l)Olj eVEQYeL<l<,;, xaero~ ')(,(lL 0 EQY<lO'tl]QL<l'X.O~ f'Aey-
xo~ AELtOUQyta~ tou 1tQ0'(6vto~ ')(,Q't(l) WtO <l'X.Q<lLe~ CJUVO!lxe~. Ava<pOQLX<i !J.E tlj
OOXLIJ.~ twv 'U1tlJQEOtrov, EAEYXOV't«L X«Q<lX"CTJQLOtLx<i 6nw~ lJ tax;u'tl]t« naQOX~~
"CTJ~ 'Um}QECJta~, lJ OIJ.OLOYEVEL<l OOQOX'li£ 'tl]<; 'IJ1tl]QECJta<; CJE 5LU<pOQ€'tt'ltt~ XQOVL'X.t~
1teQLO~OU~, xaero~ ')(,(lL OL Otacrt<iCJE~ "CTJ~ ltOLO'tLXtl<; e!;U1tl]QE'tl]Ol]<; 6m:.o<,; yta 1tOQa-
~ELYIJ.<l uA.txa CJtOLXELa, a!;tomCJtCa 1taQOXtl<;, aCCJOl]!J.O myouQW.<;. ITEQ« 6~tw~ rot6
"CTJ l:l()')(,LJJ'I'j twv XaQO'X.'tl]Qtcrttxciv tou JtQO.C6vto~, yCvetm oom~-t~ xm twv urroA.ol.rtwv
OtOtXE(o)v tO'U IJ.ELYI!atO~ 1!UQXE1tvy;t xm O'U)"X.EXQtJ.l.Ev<l 'tT]~ 'ttJ.l.~~ 1tO'U EXEt tE8E(,
t(l)V xavaA.t,o)v btaYOI!tl<; 'X.aL 't{J}V EVEQYEL<i>V 1tQ0~0Atl~ (Ot<lcpl'j!J.tCJlj, :rtQOCJWltt'XE<,;
nwA.t1CJEt<;, Ol]J.1.60'tE<; OXECJEt~, 1tQOW8ljOlJ nwA.ijoewv).
' Eva EQO}n]!J.« rtou O'l.JXVU nQO~AT)!J.at(tEL t~ EntXELQtlCJEL~ ECvm CJ€ notE~ 1tEQt-
ntOOOE~ IJ.1tOQo'IJv va naQaXa!J.'IjJouv 'tO CJtaOto "CTJ<; ooxt!J.rl~ O'tlJV ayoQa xm va
7tQOXWQtlCJO'UV 'X<l'tE'U0E(av O'tlJV ELCJOYWYtl 'tO'U 1tQOtOV'tO<; C1tlJV ayOQU. fEVLXa, lJ
OOXLJ.I.tl Ev6~ nQo'L6vto~ OtlJV ayoQa ~Ev eCvm L5taC'tEQ« XQijOLIJ.lJ 6tav:
270 112
Er ao1a avanrv{n9, oox1pri9 x a1 eioayc.Jyii9 ornv ayopa vec.Jv npoi'6vrc.Jv xa1 vnnpeou~v 1J
Ill> To neo'L6v "a~ TJ ayoQa O'tl')V 01t0Ca am:u9we"taL Oev eCvm v€a yta 't'TJV emxeC-
QTJCJ'l'], 6nw~ yt.a naQaOeLYJ.l<l eva oaj..I.Jtouav J.le a.A./..o UQWJ.l<l nou nQOatC8etm
O'tTJV unaQxouoa YQ<lJ.lJ.ltl1tQOt6vtrov neQLnOLTJCJ'l']~ J.lall.LO)v 'tT)£ EntXELQTJCJ'l']~ .
Ill> H anmtO'UJ.leVTJ e1tEVOuCJ'l'] yt.a 1:0 v€o neowv eCvm J.lLXQij xat Ot avaJ.leV6J.leVE~
1t00Atl0EL£ e3tLCJ'l']~ <JXe"tL"a I!L~E~.
Ill> Y naQxe~ !lEYaAo~ xCvowo~ va OL<lQQeuoow E'Uat<JSrrte~ nATJQOqx>QLE~ nQo~
~ avtayrovtatE~ <JXE"tLXa J.le "tO nQO.WV ll 'tT) O'tQ<l'tT)ytxl'j J.l~E'nvyx 'tT)~ em-
XELQTJCJ'l']~ xm va avtLOQaoow UJ.lW<l ELoayovta£ eva avt(mmxo nQO.L6v O'tTJV
ayoQ<i (61:av TJ UJ.lECJ'l'] <lvtLYQ<lqnl ELV<lL Eq>tx"tij) ij va 1tQO~OUV OE Ev£(?yete~ 1tOtJ
ea ~A.a'IJOt!V "tO VEO 3tQOLOV (n.x. EvtOVTJ OL<lCj)rllllCJ'l'], !-tELOOCJ'l'] "tLI-l1'i~ aV"tayrovt-
O'tLXOU 1tQOLOV"tO~).
Ill> M:v dvat eq>tx"tij Myro 'tT)~ q>Uosc.o<; 't'TJ~ ayoQ<i~ "tOtJ 1tQO.i6V"to~, 6nw~ yLa naQa-
OELYJ.lO. O'tTJ ~tOf.lTJxavCa. 'tT)~ J.lOOa.~, 6nou m ,;<ioH~ o-ra. oxeota, ta u¢oflata xm
,;a XQWJ.LO.ta xa.SoQG;ovtm a.1t6 €va.v nEQLOQLO~-t€vo OQL9~-t6 J.lEy<i>..rov <JXeOtaatc.Ov
xm <Sxt an6 "tTJV a.yoQa-o-r:oxo.
113 271
-
KE<ZIA.II.AIO
B£f3ma., w yeyov6<; 6tt f.LLa entx~::CeTJOlJ OtEVEQy£C J.L(a. &oxtf.Lii ev6£ v€ou nQO'LOV'tO£
<Ttl'] ayog6., OEV OTJ!!ULVEL Ott ea. 'tT]V ~OT]9llOEL va. M~El xm 'tl£ OWO'tE£ MO<pOOEL£
yta 'tTJV etoa.ywyt1wu O'tTJV a.yog6.. H a!;wmm(a •wv MT]QO<pOQLWv 1tO'U O'Ulle-
yovmt J.ttow !!CO£ Om<Lf.Ltl~ £!;UQ't<i1iaL an6 TOY tg01t0 1t0'U oxe&u:lO'tlp!.E T] OOXlf.Ltl
amt1. ' Eva xA.amx6 nag6.oetyJ.LO MOt'UXTJIJ.EVTJ£ Ef.L:7tOQLXtl~ &ox.tJ.lrl<; ava<p€ge,;m
O'tTJ New Coke x.m nagoumal;Eta.t O'tov n(va.xa. 7.2.
Ilfvarar,; 1.2
J1ap6&:Iy]Ja Icnoput6: Tn iiCKaeria tou '80 n Coca Cola &10p6.~c1 tn vl:a ql6ppouAa.
arroruxnpevn~'epnoplKri(;' - - - --+-- -- - - - - -- -- - -- -- - -- - -- - -
&JKJ]lll(;' KaravaAc.mKou Mt&o6~: Blind taste test (New Coke, KAaoua\ Coke, Pepsi), 190.000 I<atavaAcuTl:~, 35
nporoiT~ ------+n-_~__~·----------------------------------------------
6
Auottlzapa: H New Coke nponpo11vtav oc oxl:on pe mv xAaoua\ Coke an6 TO 55% npo~ TO 45%
twv l<OtavaACilTwv 1<01 oc axton pc rnv Pepsi an6 TO 56% npo~ TO 44%.
ll,p{lcm: 1017/1985 n New Coke Ovtll<a9Iot6. mv nalt6. <p<)ppouAa.
.AvdlS,pacm: H New Coke anoTuyxQvCl otnv ayop6.. H KAaoua\ Coke cnavaAavo6.perru otnv
ayop{l.
D,P61\lnpa: H tpcuva anttuxc oto va avayvwpioCI mv avriopaon an6 mv an6ou,POn me; KAa·
oua\~ Coke.ll68ni<e uncppoAna\ i:),lq>aon oe tva p6vo xapai<tnplotLK6 (yct1on).
JLUa xapaxrnpumxa naf{oi!V cnian~ OI\JlOITI.I(O p6J..o (),16.p1<0, ouOKeuaoia, npn),
Ta onoia iicv clilq>8noav un' 6qnv.
114
272
9~ ~
SLZ
·A<J>l.Ot>ooA.n
9119100 90X1li 30 Slu A<J.llU"((I)l£ A(l)l {l)09rl ltolt0)3'X.11£3 u130~'({l)l£ l)t\ J39Dl£000lC
OJOl!O 01 50lA9J.OOlt SnQJ10Dlt 51lA;'l110100103lt Smrl !,tA.roA.noou 1\l.U.. mA. 10113%
-90ll !A~1lJ."((l)lt (l)O}rl 5}'X.0103lt 53A}rl.t3"(11C3 30 501A9~.00lt 1\0}A lJ.oD)OC\.OOnll (Q
'An.oo~ooA.n 01 t>l\ 1\~ooourlnl\ Srorl9 S)O{l)X 'Snm.. 531'9"(31!
Snow !,tri1xog 1D13A)A. !,tUl.o UD(I)11CJ03lt Alu;! ·no:u:<pOOOltllAO !,t o;n10AD1Q 0.01
'Oli\.9J.OOlt Dl!10'(9lt0. 01 3rl J~Orl A9,.00lt 0~1\ 0110l.3~~100.00'0lt 0.01£9 5ltolt'((!)l!
'OJ3rilto ~Xll0.3l£(1)000ltlli\'O 10li\OA9'{1lt3 ltoroll£)031£ 1\Ul. !,t10.'0 ,;! :A(I)1£~000ltU.AD
A.(l)l.. ~ A.(l)}rl0AD1f1 A(l)l. 5lJ.OlJ."(~1C DJ3rllJ.O '010 50l.A9!00lt I\O}A li.ODJOilOODll (A.
·5o1g>Ou nA.9ou 01 OJ\ mx
59rlD1J\{l)A'OlJ\'O o 13th.'90A.1li\'O 01'01\ UO(l)ll£)031£ 1\lu 13A.oJ>ow nA mA.lto39X~ 1\Ul
~13rl 5{l)O~rln pooA.n Alu.o 13A'f)D13 01 01\ ltril01jl 101\)3 '01\ 13ltj)Olt ne Ltolto)3X1:ll3
l.t 5(1)A9rf01£3 1'0X 9riD1A{l)ADlJ\'O 1\0l.D 9l.D{l)J\A 1D13AJA. A9J.OOlt 01119 1'01\)3 5130
-jl9X3 5j}X100url3 5ll.O 50lA9J.OOlt O.OjlA O.Ol..SltooJDO.OOO:U: Sltl 'OrlltlXj!A013J.At '0.01
5~ooA.n 513o}eoou 10 1'0AJ3 53101£ ''OlA9J.OOu ~1101,\{l)A'OlA'O n1 3111'013AJ<"mA.n.o
~lt 'MOOJriOXOlt'O 01\ A!:tOXOQOOOlt O.OlC U"(jjd:lO 'Ol.O 1013AJOX01C'OlAtl !,trill. lt 1\'0
'13Xjl n.ou lt"(jld:lO mmx ~Xll.OlOUlX'OO'OX tl11'0lAOI\~gri'0"(11A'O ~lt nrlA.13Q'f)Onlt
mA. 5(l)l£9 mnrl99 5no1 J~'01113D\,Ult~n.o nA 'A9J.oou 5ltl Oj)A 01 311 ~x1oocb'OAO
o.ooj~ll£1031£ 5ltl. !:tO?t1ooltrl3 rw1 A<J>ll£3X01lt3 A(l)l 513D~OQ1lAn 5u.13o!,toluoiJnu
oA J3ooltrluouiJJ3Xm3 H :513o9exa s1x,oo1Crl3 3o so1"9,.oau no1"' ll.onJoooilnu (~
·(;:~JeM1JOS) !:tOX1rlD1A.o'{ pooA.n Aluo ltA;trlOQ3QD19
D031JD1Q11'0AJ3 !,unn ~trl1xog H ·(s~ns J~wo1sn::>) Sn.m.. S13opwo1nxA.3 Su.o
531P"(3lt 5!:tOAD91lL 50.0.1 91£'0 50lA9J.OOlt 0.01 5lw!,LoX 5lu. !,trl1x0g lt :]fl<JJ VJ<Jfl .....
·5uolloJ3X1lt3 Slu Drl!,t11l 0101Lp?t 30 !,L
010!,twnA.03 Ol.O 131\)A. DA )300ltrl !,trllXOQ lt 'A9!00lt 01311 t>A.O'{'f)AY ·(~upS'dl
;:~snoq-u!) l.tol.toJ3X1lt3 Alu.o DD}rl 50lA9J.OOu no~l\ 591\3 SoXk3'{} o :JS<JI Vl.fdfV ..,..
:(£OOZ
'l'dJlO)I) 5nou9<h Snoen0'(9XD Srrm. 3rl131\JA. DA J3oom1mx A(l)lA9J.OOlt A<.f.lX1l(l)'{DI\
-m:ox 1\(1)1 !,trl1xog lt1 91tD 130jld:lmg A(l)lA9J.OOlt I\<])X1ADXlt1101g A{l):L !,tl11xog H
~ M!JlD30UUll !DX Al'llA9.(00U A(IJ;1A J?OOAD AUlD 5!1}.(1J}.DOl3 lOX 5j1d!XOQ '5UilllUfJAD DlQJ?l1
KE<l>AAAIO
l:E o,'tt aqJOQ6: to JtQOyQa~-t~-ta JtaQaywy~c; 'rl OQy<ivwOTjc; •wv OtaOtxamwv JtUQO-
xr]c;, '11 'tEALXll 0La!-1.0Qq:>OO~ 'tO'U<; ELVaL aQ!-I.OOLO'trrca 'tOOV Ott'Ut1UV<JEOOV naQayooy~c;
11 OQy6:vwOTjc; AEL'tOUQytoov. H -cEA.tx'r} !-I.OQ~ 'tou nQoyQ6.~-t~-tatoc; ~-t<iQxttwyx Ota-
1-tOQq:>WvE'tat UJto Til AEt'tOUQyCa tou M<iQXetLVyx xat o' am6 Sa EJttXEV'tQOO<JO'U!-tE
to EvOtacp€Qov ~-tac; mtc; oEA.wec; Jtou axoA.oueouv.
l:E JtoA.A€c; ntQtmOO<JEtc; '1 Etoayooy11 Evoc; v€ou JtQOtoV'toc; O"t'I'JV ayoQ<i 11iQOavay-
y€A.AE'tat, DfJAabt1 y(vE'tat yvooO'\'r} rr;Qw an6 'tT}V Etoayooy'll-cou O"t'I'JV ayoQ<i, EL"tE yta"t(
OtEQQE'U(J£ TJ 1tA'llQ0q:>OQLU )GOOQCc; 'til 8€A'l10Tl ""11£ EJtL)GELQ'llOTlS ELtE OLO"tt <J'UVELOyt"t<i
ot 'UJtEU8'1J'VOl 8EA'll<JaV va "tO ?«>LV01t0LtlOO'liV O'tOXEUOvta<;" O't'l')'V 1tQay~-ta"t01tOL'I'jOTj
x<i:nmou ocp€A.o'llc;. Ot xmvonotr]OEL£ 1-lJtOQEL va yCvow aJtO ~-tEQtx€c; E~Oo~-t6:0E<;
€roc; !-tEQL'XOU<; 1-trl'VE.S JtQW altO 'til" Etoayroy'll tO'U 1tQO"t6vtoc; crtlJV ayOQO. ArtoM-
'X'tE<; "tO'U<; llJtOQEL va ELVat Ol JtEAO'tE<;, ot avtaywvtm€c; Ol !A-E'tOXot, OL 1t00A'll'tE£" tl ot
Otavo~-teCc;.l:,;o <JXrl~-ta 7.4 JtaQO'U<Jt<i~Etm to nA.a(mo trov xowonot'llotrov, 0'11Aabrl
<JE 1tOLO'U£ O"tOXEUO'U'V xm nota avayxm6'tll·ta EsUTCrJQE"tOUV.
To av Sa JtQO~EC ~-tt.a EJtt.)GELQ'llOTlll O)Gt <JE xotv011iOL'T)CJTl t;aQ"t<i"tat rut6 ,;a
ava~-tEV6~-ttva ocp€1..1") xm xocrtlJ n;ou 8a EXEL ~-tta t€-tota EV€Qye:ta. To CJTl!-I.O.vttx6-
tEQO x6otoc; ECvm o xCvouvoc; va E1t:ttaxuv8E( 11 avtCOQU<J'll twv avtayoovw,;rov,
va ~-~.ELO)So\iv OL :11iWA'ij<JEL<; tWV \ntaQXOvtOOV 1tQO.LOvtOOV EV aVa~-tOV~ TOOV VEOOV ?tat.
va ETCrJQEaotE( UQVTJTLX6. '11 ELXOVa 'tllS EJtLXE(QlJOTlS EO'V UQYll<JEL va A.aVO"OQEL "tO
v€o 1tQOtOV. An6 01tO'\jJTJ O<p€A.ouc;, 'T) 'XOLV01tOLY)<J'll aul;<ivEt t'T)V EV'll!-I.EQOOO"'ll 'til<;
ayoQ<ic;- moxou Emtaxuvovtac; 't'l1 ~-tEA.A.ovttxlj bt.axuOTl tou JtQo.t6vtoc;, OtE'Uxo-
MvEt tY)V JtQ6oPa<Jl1 <JE xav<iA.ta btavOIJ.rlS, EVL<JXUEt tY)V Etx6va 'tllS xmvot6~-tou
EJttX,ELQ'llOTlS x.A.Jt.
274 116
Ira15Ja avarrw~n~. ooKJpn~ KoJ cJcayc.~ynq crnv ayopa vtc.~v apofovrc.~v KaJ vD.npcoJwv 1J
Ot Eliashberg xat Robertson (1988) avaA.uovt~ atmxcCa nou ouv£A.e~av M6
75 EmXELQ~OEL~ &taqx5Qwv x.Mowv 1:wv H.fi.A., nou 1tEQtEM~-t~avav 1:6oo xa'ta-
vaA.W'ttx<i 6ao xat ~lOIJ.TJxavtx.<i 1tQ0.(6vta, naQa~Ql]Oav 6'tt:
.,.. I'to 51% 'twv nEQL1C"CWOEWv uoaywy~~ tv6~ v€ou 1tQO.C6v't~ OtTJ" ayoQ<i EtXE
1tQOTJYTJ9EL XOLV01tOLTJOl] 1tQLV TT]V ELOaywy~ O'tT)V ayOQcl•
.,.. Ot OEx:tE~ ll'tav OL nWATJ'tE~ (84% ), m nEA<itE~ (79%) xm m OtavO!J.E(~ (55%) .
.,.. 0 XQ6VO~ 1tOtXLAE M6 1 EW~ 24 ~UTVE~ 1tQO TT]~ ELOaywy~~ OtTJV ayOQcl (TJ Oul-
j..I.EOO~ l)'tav 3 IJ.t1VE~).
Empa 1. 4
H eJtLffi]f.ITJ (lVClXOLV(J.)Ol]
H «6xump> nA.EUQci tm<>QE( 'VQ y(VEl 07t0LafulltotF Ll.IOOJXaofa KOJvorroinan~
tT); liLaliLxacrla; <YnY!-1~ 1-!Fta tO Alpha Testing e1oaywyrl~ arnv ayop6
ava~Cv<OOrJs
v Ava~toCVWffiJ ae
EVUV 7tEQ10QlOj.ltVO
<lQt9!-IOlt£AatlllV
Beta
testing i\OVOOQIO)«l
1 1
1
AvamuSrl
1 1 1 1 1
Ev>J.oyr) A~aoA6yTJOl] En~xtln] Av6mul;11 Alpha
atQ<ltTIYIXIj~ tlierov )((11 t:m).oyJ1 avdAOOIJ testing
tli€~
IE ~-tCa 'tE4maCa ~-tEAe'tlJ 'tO'U£ OXE'ttx<i 1-t£ 'tO 9€[.ta, OL Robetson, Eliashberg xm
Rymon (1995) EatCaoav OtTJV :rteQLm<.OO'I'] 6nou TJ XOLV01tOLTJOl] a1tO'tEWUOE E1tLAoy~
'tTJ~ OLOLXl]OTJ~. A1t6 'tTJ J.lEAttTj EVO£ bELYI-tO.'tO~ 346 6tE'U9uv'tWV j..l{iQX.E'tLV)'X ~QE't<XVL
xo>v XCLt Clj..lEQLX<IVtxWV E1tLXELQ~OEWV 1tQOEXU\jJCLV 'tel ax6A.ou9a Cl1tO'tEAEOIJ.CL'tCL:
117 275
1l IE~Al\.AIO
~ To 40% 'tWV O'UJLJ.I.E'tt X6vtwv eCxav TtQOOqxl'tWS beX'teC x<Vtot.O J.I.~W J.l<l yta
!!EAAovtLX" eumywyij cmrv
ayoea ev6s avta-ywvtatL'X.OU neo·.:6vtot:;.
~ 0 Tun:ot:; X<lL OL Ej.l.3tOQLXES EXMOELS MO'tEAOUOCXV 'tT]V xUQb<l 1tTJY~ ~lLOXE'tElJOT]S
'tWV 3tAT)QOqJOQLWV.
~ Mta€s an:6 t b£ £1tLXELQ~<TE LS n:ov eCxav bexteC x<in:ow J.ll}vu~-ta yta eva v €o 1tQo·c-
6v t O'IJ avtaywvl.O'tl} avt€beaaav. Ot :n;/..£ov XQTJOq.LOJtOtoUJ.lEVEt:; <lvttbQ<iOEL£
* av T) ELOaywyrj EV6t:; VEOlJ 1tQO.C6vtat:; X<lL T) allayrj OtO j.l.ELYJ.l.Cl marketing,
6n:rot:; llElo.><J'l') 'tT]t:; 'tLilllS X<lL T) au;l}OT] 'tT]t:; 6taq»llltOT)t:;. .t\(yEt:; !l6VO EJtLXELQ~OEL<;;
<lJt<lvtOUO<lV JLE 'tOY (()LQ 'tQ6JtO bT)/..abrj XOLVOJtOLWV't<lt:; EVa VEO 1tQO.L6V JtOU
<JXE[)(a~av V<l ELOayouv OTI']V a yOQ<i.
276 118
ErdoJO ov6nr11~n~, OOKJpn~ KQI CIO'ayc.Jyn~ O'TnV ayopa Vec.JV rrpoi'OVTc.JV Kal l!IInptO'UiJV
2.2 flpoaCyytan T!.lV QTOp(I)V U0\1 Kclv011V peya- ()! emxelptlOCl~ 'ftlAemKOIV(I)VIWV OTI~ HilA UOU
.An xpnan (heavy users) m~ xatnyopfa~ pi:ow twv i.oyaptaopwv nW.:q>Wvwv eiDlCOlvc..>-
t011 npoi6Vl~. vo\lv pe pe86oou~ direct marketing VlO va evn-
pepc.)oouv VlO vta npo16vm.
2.3 flpoai:yy!.on rwv m6pwv nou mvouv pey6.- H Appricot, etmpcia xaraOK£UI\~ nponwtvwv
.An xpfton (heavy users) m~ nponyo6pevn~ H/Y oup.l,latWv pc IBM 6<ave yvc.xn6 to npo16v
n:xvoAoyfa~. m~ oe xpnore~ me;; Amstrad, xma01<£1Jaotpla
~aaucwv Ol.JllJlatwv H/Y.
3. Meit.Km tov p(cntov mo8emoo~ tn~ viia~ H Uniroyal nou Ol.Jllcpwvef va eyxataomoCl VlO
texvoAoyia~ 90 pcpe~ mv peyclAnc;; w9nanc;; tmvia PeTQ-
3.1 .!oKipz\.X(I)pf~ unoxptwon ayop6~ napa ~pel~ tn~ oro epyoor6.mo tou neMm KQI va
p6vo QV unapxellXQVODOfnon. tnv ano01Jpe1 av &v un6pxe1 ~e.Atiwan m~
3.1.1 .!oKipi\ yvc.l.PJ.pfa~ xwpft; ayop6 V!O an6ooonc; Kmucavonofnon an6 mv IW:u.PO rou
x6.no1a xpoVll<l\ nepfol5o. neM.m.
3.1.2 Evoooaan rou e~onAiopou (leasing). H IBM nou npoaq>epel mv ouvat6tma va vo1-
Kia~ouv 01 neA6tec; me;; oxp1.!}6 oAoKAnpwptva
ouornpata unoAoVlotwv.
3.2 Anopp6q>non tou p!OI<ou an6 mv !15Ia tnv H Luz Engineering xataOI<euaotpla nAI<ll<wv
etrupefa. 9ewaotWvVlO 1\lopnxavie~. x6orouc; $2-4 ex.
o xaBtvo.c;, npo9u)lon01eft01 va avaA6.jle1 mv
eyxaraoraon Km mv x~;~non rou ouon\paroc;; evciJ
o neAcimc; anM ayoj)Q~ei nc; unnpeo!ec;; nou tou
npooq>CpC1 OVll VlO tO pnx6vnpa.
4. ADOK'(D.OD VDOOTilP191~ aDO tnv ayopci l:mv Apple D.PIV mv eiOaywyi\ tou Macintosh
4.1 Avayvcilpton KOIUUOonlp!~n an6 tou~ ornv ayoj)Q 01 6.v8pwno1 me;; etru_peia~ eo1vav
mBoonyntc~ yvwpnc;; (opinion leaders) ouvexciJc;; ouvevrcl~Cic;; oe onp001oyj)Q~u~ xru
XQTQ tnV moaywyt\ tOU Dp<llOVlO~ otnv }l(Wora enttpcnavxru m OOKiptl t ou npol6vt~.
ayopcl.
4.2 ~lllOUpyfa ev6c;; image E:111T\JXI\pCvOU H noaywyt\ tou Macintosh ornv ayopc1 K6onoe
npoi6vt~ KOl non }{QTQ~lc.l)lCvOU otnv omv Apple $15 ex. an6 to onoia Olattenl<av $2
ayopci ota9trovrac;; \1q~J\Aa xeq>6Ama KQTO ex.p6vovV!a pia napouoiaon PIOc; npcpac; all6.
mv moaywyfl tou ornv ayopcl. aneq>epav 50.000 napayy&Aiec;; Of: 7 w_pec;;.
4.3 «NOPIPOIIOfnon» TOU npoi'6vtoc;; KQvoVTQ~ H Smart Software Olaq>nPIOE: mv ayopc1 & xpnon
vvwora to ov6pata peywv etrupe~ciJv rou npoypc1ppat~ me; "Smart Forecast" an6
D0\1 ROn SXOI1V 11lo9etnOf:l KQI xpnmponOI· etrupefE:~, on(l)~ n General Electric, Ciha-Geigy.
OUv TO npo!6v.
119 2Tl
1l KE<ZIAMIO
OlO<pOQ01tOWUV'taL avaA.oya j.LE 1:0 ~08J.1.6 VEOJ'tEQLOJ.lOU TI'JS ayoQ<ic; (v€a .., ucp~
O'tOIJ.E'Vll) XOL 1:0 ~08J.I.O VEOJ'tEQLOJ.lO'\J nJS 1:E)(VOAOy(ac; 1tOU EVO<.OJ.lO'troVEL 1:0 VEO
1tQo"C6v (v£a 1) 'Uq:llO'tOJ.LE'Vll)·
An6 TrJ CJ'\Yf>tEXQLJ.lE'Vll EQtuva 1tQOExmve 6-ct -ca O'tEAEXYJ J.I.CtQXE't tvyx -ceCvovv
va avan-t'Uooovv -etc; -cax-ctx£c; uoaywyt1c; twv :n:Qo·covtwv -c6ao oe ayoQ£c; LOLW'trov
(xatavaf..W'ttxec;), 6ao xm ayoQ€c; E:n:L)(ELQ'I)<JE<.Ov (~LOJ.l'YJX.Ovtx€c;), axoA.ou8rovtac;
UJV OLMtxacrCa :n:ou aJtEtxovbte-cm mo <JX'J)IJ.a 7.5.
E.rrlpa 7.5
Lllaoncaofa oxcoJaO]..lo6
TQJ(TIJ(c.)v e1aaycuyri~ vtou
npoiovr~ arnv ayopd
'
Ilqytf: BI!Ord & Easingwood (1996)
'
7.5.3.1 ITpoetOl!laoia ayop6~
To JtQro•o CYtaow -cwv -caxnxwv A.avcraQCoJ.la-coc; acpoQ<i 'tTl" :rceoe-cot.J.lacrCa UJS
ayoQ<ic;. Ilot..'\J CJ'\JXVO, am6 1:0 O't<iOLO ~ExLva 6-cav ax6J.1.0 tO JtQOl6v ~QC<Jxe-cm
mo O't<iOLO nJS avOm'U~'YJS· Ot ,;axttx€c; :n:ov J.1.1tOQouv va XQTJmJ.l01tOLYJ8ouv ECvm
'tE<J<JEQEtc;: a) exxroQTJOTJ •ou &txalWJla-toc; XQtlOTJS nJS -cexvot..oy(ac; (licensing the
product technology), ~) :n:roi..11<JYJ -cex.vol..oyCac; OE ciA.A.ouc; :n:aQaywyo\ic; (supply to
other original equipment manufacturer - OEM), y) :n:UQOXtl1tAYJQOcpoQLWV JtQLV
't'YJV eL<Jaywy1) 1:0'U v£ou nQo·covtoc; CJ"tl]V ayoQ<i xm &) e~aocp<ii..L<J11 ELOLxffiv O'UIJ.-
cpwvtrov &tavOJ.l'l)c;.
Ot E:n:LJ.lEQOuc; EVEQYELES JtO'U CJ'Uv&eovtal OE x68e J.lta a:n:6 'tLS :n:aQOJt<ivw -cmm-
xec; JtUQO'UCJI.<i~OV'taL O'tOV Il(vaxa 7.6.
H EXXOOQTJ<JYJ ,;ov &txauilJlOtoc; X.Ql'i<JYJS nJS •ex.voA.oyCac; ei:vm J.I.Ul ,;ax-ctxt1 :n:ou
X.QT]<Jy.tO:n:oteC-cm yta va a'U~OEL 't'Y) X.Qll<JYJ ev6c; v€0'U .U:n:ov -cexvoA.oyCac; (new
technological format).
H JtWA'YJCJT) 't'Y)S 'tE)(voA.oyCac; CJE aU.ouc; JtOQaywyo\ic; E:n:L'tQEJtEl O'tOV 1tOQaywy6
va OLOUJQllOEL UJV :n:A.t1Q11 Xtll<JYJ tllS -cexvol..oyCac;, aMc:l :n:aQUM11Aa va OLE'UQUVEL
tTl" ayoQ<i tou.
278 120
Er661a av6nrllfnq, oox1pn q x a1 cJoa ycuynq orn v a yopa vl:cuv npoiovrwv xa1 llnJtpcouJv 1J
Ot 1tAl)QO<pOQ(t~ :n:ou 1tOQEXOvtaL 1tQW 'tl]V ELOOYOJYll 'tOU veou 1tQO.L6vt~ O'tl]V
ayOQcl EXOUV W~ O'X01t6 va EVl)!J.EQOOVOUV 'tO c5Cx-ruo c5taVO!J.ll~, 'tl.£ OUVEQYO~O!J.EV£~
E1tLXELQllOEL£ Xat 'tO !J.EOQ !J.O~LXll~ EVl)j.lEQWOE~ yta 'tl]V E:itLXEL!J.EVTJ ELOOc50 'tOU
VEOU 1tQO.LOvtO~ <YCT)V ayoQ<i. llQE1tEL va c5o9EC Lc5tai:'t£Ql) 1tQOOOXll O'tl~ 1tAl)QO-
<pOQLE~ :n:ou &i:vovtat £-cot c.l>cnc va au~'llou 1:0 tvc5ta<pEQOV an6 'tl]V <iUTJ :n:A.cuQ<i
XWQ(~ 6!L~ va :n:aQEXEL 160£~ :n:A.TJQO<p<>QC£~ :n:ou o av-caywvtol16~ ea J11tOQOUOE va
EXJ.lE'tOAAEmEL l.avociQovta~ auv<i11a O'tl]V ayoQ<i tva 1tOQOI.l0LO 1tQOLOV.
H t!;amp6.At0l] £Lc5L'lGWv O'UI.l<pwvtc.l>v OLOVO!J.ll~ J11tOQEL va 9£WQ1)9£C £1tL~E~Al)
!!EVTJ, ELc5LXO O'tl]V 1tEQLmWO'TJ 1tOU l] E1tLXELQl]Ol] ELOeA.9EL Oc !!LO VEO ayOQO.
[=====~~··~~====:]c=========~~~·~~~~~~~=========J nwaxa~7.6
TaKTJ.Krl KOJ
1. EKXcbpnan tou lllKwcbpato~ - EKXwpnan oe p.n npooj3ampc<; ayoptc; eropepOI!f: evepyE:lE:f:
xpnan~ tn~ texvoAoy:(a~ - E10Cwpnan VJ.O VQ eeo&l TQ npatuna napaywyn<; npoE:TOJ}JQOJQf;
- E10ewpnon VJ.a va onllloupyn9ci lllO ClK6va oc e9vu<:o cnineoo rnr; ayopa~
- EKXwpnon VJ.O va npoOevVJ.otel PlO ayvwarn ayop6.
3. napoxn IIAnpo<po.Plcbv nl)IV - Tiapoxn rE:XVlKWv n!npoq>O.PIWV OE: MME nl)IV mv ooaywyfl TOU
tnV E:laayc.>yn TOU veou vtoui!pol6vro~ arnv ayopa
npoi6vtoc; arnv ayop6 • Opyavwcn napoUOIOOE:WV TOU npoi6vro<; nplV tnV e:toaywyn TOU
veou npoi6vro~ arnv ayopa
- Tiapoxn teXVlKwv nAnpoq>ap1wv oe O.PIOlltvec; auvepyat6peve<;
emxelpi\OE:tc;
- Opyavwcn mm:op(wv oxetU<a pe nc; KareuSUvoo~ VJ.O nc; texvo·
A.oyfec; rou ptllovroc;
7.5.3.2 I:t6xeuan
To &tti"ttQo cna&to cno oxtc5tacrl.l6 -cwv -cax,;txc.l>v A.avoaQLOJ.La-co~ a<p<>Q<i "tTJ
O'tOXEtiO'YI 1:WV EVEQYELWv !!UQXE-nvyx OE <ruyxEXQLJ.lEVQ 'tl.lll!!Ota 'tl]£ ayOQO~. 'Qoo
:n:w cnoxtul.lEVl) tCvm TJ 6A.l] 1tQOO:n:<i9£ta, -c6ao 1t£Qtcrcr6t£QES oLm9av6'tl]"tE£ £1tL-
-rux.Cas -r:ou v€ou :n:Qo.t6vt~ O'tl]V ayoQ<i.
Ot ayoQ€s-cn6xot O'UXV<i OQQ;avtm !J.E B<iOll 'tl]V O!JOOa -r:wv JtEAa'tc.l>v :n:ou mo-
9t-ctC -co :n:Qo·cov cna &Ld<p<>Qa cna&ta LOU r.Ux.A.ou ~w'll~ •ou. ' E1:0L, ot -r:ax"tLX€~ :n:ou
121 279
, '"'""''' "' '' "' '' "' ''"'''"'''"'''"'''""'""'""'""'""'""'""'"'""'"""'""'""'""',',',',.'o'lo'++'o'+'+'++'+'+'+'++'io'i,'io'ioiilioiilo'ol+'fo'I.'Utlo'to'to'•'UtoWN/NNINNINNINNINNINNINNINNINNINHINHNININNHINHIHHIIIHIIIIIIIiNIIiW•
KE~AAAIO
ITfvaxa~7.7 (======~~~======J[============}t~
Taxnxtf: ar6xe11onf: : ~~~~·~~·~~~~~t:-:::~:~~~~~'.'~·?~]J
KQJ E:ID)lCpOil{_; evepyE:JE:r; 1. t'f6xeuan tf.llV KWVOtOpCiiV - Xpnan £11IlE:lpla~ VIO tOV evt:Om0}16 TWV KQlVOTOI)WV
-11levl:pye1a epeuva~ ayop6~ VIO va evromorow 01 xwvot61101
- I:t6xeuan twv nclat~v exefvwv nou mo8erow npo16vra ypn-
yopa
- IIpooappoyn m~ lltacpnplotua\~ xapuc1Vla~ ato npoq>lA 1wv
KQlVOTOJlWV
Z. I:t6xeuan twv np6npwv - Evl:pyete:~ ajleoou JlO.PKetlvyK (direct marketing) otl~ peyOle~
an~exrcbv emxe~J)I\oe:t~
- Opy6.vwon ouvellpfwv VIO to 11tllov tn~ 0\1VKf:KPIPtvn~ rexvo-
Aoyia~
- Emxivtpwan on~ xcW:~ unnpeoie~ unoornpt~nc; 1ou npo16vr~
(product support services)
• lxavonoinan twv ava~v twv pey6Awv nelat~v
• Ka8uotl:pnan tou lavoa.{:iQJlat~ ev6ow au~averru n avayvwpt·
mp6rma (awareness) •
H O't6)(EU<Jl1 twv xmv01:6j.lWV O"UVL<Jt<i'tm yLa 'tTJV ELoaywy~ OTTJV ayooa noA.\i
xawo'tOtJ.Lxwv n:go'L6Y'twv, ytatC am~ TJ OJ.Laba nEA.a-t:wv EVOLa<p£QE'tm LOLat'tEQa
yta OtL8~1tOtE 1tQWt01tOQLax6 xm 1taQUA.I..'T)f..a E1tT)QEa1;ow X.aL aA.I..O'U£ bwrttLXOU~
1tEM'tE<;. B€~ma, TJ avayvwg~ 'touc; OEv eCvm EUXOATJ xm <manEC UJ auyx.€vtQw-
Oll nATJQoq>OQLWV an6 tou<; nwA.l]'te<; 'tT)<; E1tL)(E(QTJOll<; ~ ax6~YJ xm 'tl1 OLEVEQYEta
tgcwac;· ayoQ<i<;.
122
280
I:ra8Ja avanrv{n~. SoxJpn~ xaJ cJoayc.Jyri~ ornv ayopa vcc.Jv npoi6vrc.Jv xaJ vnnpeou.iv 1J
0~ rtaQOyooyo( nou &tv Ent&uillwuv 'tO 1:E:XVO!..oyut6 :JtQO~abtcrlla (technological
lead) O'tTJV ayoQ6. ll:JtOQOUv va <11:oxeuow <11:ou~ :JtQWlllO'IJ~ anoMx•e~. Amo( OL
3teMX"t:E~ ELVO.L OUYll800£ !lE)'QAE~ E1tLXELQllOEL~, 0\ On:O(E~ E3tl8Uj!OtJV VO. UL08E'tljOO'IJV
J.Ua vea 'texvoA.oy(a, yta va &tO.UJQll<YO'UV "tTJV O.V1:0.)'WVL<11:LX6n]-.:a 1:01J~, XWQ(£ Oil~
va XQEt6.~£1:at va avaA.a~ow 1:0 JlEyaA.o QCaxo n:ou cruvM£1:at llE 1.1.ta t&~aC"teQO.
c5anO.VTJQ11 VEQ "tEXVOA.oy(a.
H <11:6xEUCJ'l') 1:'1~ 6tjJtJ1T]~ n:A.etO'tj!T]cpCa~ ano'tEAeC 11~a 6.UT] 'tO.X"tt-x.t1n:ou JAJtoQEL va
XQT)Ol!l03tOlT]8E( OE ayOQE~ 6n:ou 'tO 1tQOi:6v EXEL 'I]OT] Ul08EUJ8E( rut6 eva !l£)'6./..o
O.Q~Il6 ntA.mwv. H 't0.%1:L%ij au"tij ll:JtOQEC va ano&ttX"t;EL t&taC'teQa EnL'tUXllllEVT]
6wv o •exvo!..oytx~ T]YEUJ~ 'tTJ~ ayoQ6.~ ayvOt]cret"tYJ CJ'l')JlUOLa amij~ UJ~ Of.laba~
3tEAa1:WV, E1tlXEV1:QWVOVtas; 'tl~ 3tQ003ta8eu~~ 'tO'IJ 'X.'UQLW~ <11:0U~ -x.atvOtO!lOUs;
H 'tO.'X.'tLXij <11:0XEUO'T]~ 'tWV ucptOlaJlEVWV 3tEA.a"tWV e(vm tc5taC'tEQO. MO'tEAE0!-10.-
'tl'X.ij yta "tT)V Etcrayroyij <11:T(V ayOQU 1tQOTJ)'!lEVWV 'tEXVOAo)'lxWV 3tQO'l6VtWV 1t0U
ucpCO'taV"tm ouvexl] avav£wCJ'l'). Au'tij 11 ,;ax'tt-x.ij tv&eCxvmm en:CCJ'l')~ yta •exvoA.oyt-x.6
n:oA.tlnA.ox.a 1tQ0.(6v-ra, yta ,;a onoCa T) oot6cpaCJ'l') 1Jl08E'tT]CJ'l')S cruxva pacril;e,;m O'tOV
u'tj!T}AO ~a9J.t.6 e~et&tXEUJLEvwv 'tEXVt-x.Wv yvwcrewv (technical expertise) ,;ou nQOJLYJ-
8emij %0.~ O'tTJV O.JlOl~O.La EJ.l3t~OcrUVT} f.lE't~tJ U)'OQO.cr"tij XUL 1tQOJ.lfl8EU'tl'j.
H n€f.l1tTIJ ,;ax,;txl1 <11:0xeuOTJs xaQO."X-TIJQil;etm ~ '1 nA.€ov ent8t,;txl'j %OL acpo¢
TTJV n(>ocrmi8ua 1tQOOEAxuCJ'l')~ ,;wv neA.a,;wv 1:rov av-raywv~wv. H emxeCQT]CJ'l')
cruvl]Oro~ n(>ocrna8eC va xeQ&Coet neA.6.-te~ ,;wv av-tayrovt<11:Wv, n(>oona8wvta~
va t:O'U£ nE(O'EL Ot:L 'tO OLXO 'tT]c:; 1tQ0'(6v anot:EAEL eva -x.a!.mEQO O'UVOUO.O'JlO 'tLJ.ll'jc:;/
a~fas. 1:,;~ neQm.wouc:; noM xmvot:OJ.ltXWv •exvoA.oyw)v, &ev eCvm )...(ym amoC
nou 8EWQOUv 6-n TJ O'U)'XEXQLJ!EVYJ 'ta'X."tL'X.ll tCvm avanateA.eaJ.lO.'ttxij. H 6.no'tj1'1 au"tij
O'tT]Qil;E'tat O'tT]V av-rO..T]'tjllJ 6-rt 'tE'tOLE£ Ent8E'ttXE£ 'ta%'tLX.E~ f.L3tOQd va unoPtMoouv
oxt JlOVO 'tT]V 'texvoA.oyCa 'tWv aVtaywvt<11:Wv 6nw~ ml&w)-x.ttm, aA.M va nA.l'j~ouv
'tT]V a~L01tt<11:(a (credibility) 'tT]S cruyXE'X.QtJ.LEVT}c:; 'tEXVO!..oyCa~ )'EVL'X.O'tEQa.
7.5.3.3 Tonoetmon
Acpot! anocpacrt<11:EL '1 <11:0XEUCJ'l') 'tOU VEOU ltQOLOV'tO~, '1 E1tlXELQTJCJl') ea 3tQE1tEL
va anocpa<JCoet 'ttc:; 'ta%'tt-x.€c:; 'tono8E'tl)CJ'l')~ nou ea axoA.ou8ijoet.
YmiQxow E~L O'XE"tt%€~ 1mm-x.es: a) ,;ono8€'tTJ<Y11 ngo~ 1ou~ OUO'tl)Jla'ttxou~
XQij<11:E£ (appeal to heavy users), P) EJ.lcpaCJ'l') O'tTlV ano-x.A.etO'ttX.OUJta, y) €~upaCJ'l') OtYJ
XO.!!l)ATl ttf.l~, &) E!!cpaCJ'l') OtYJV t:txvoA.oyt-x.'ll avWt:eQOUJta, e) Ef.lqxlCJ'l') oe ~.to. EtOL-x.'ll
tcpaQJ.I.OY~ (emphasize a special application), O't) Ef.lcpaCJ'l') otr) cr(yoUQll enev&uo11
(1tQ0<11:acrCa ntM'tl]) (emphasize a safe bet-customer protection). Ol emJ.l€Qouc:;
EVEQYELE£ nou cruv&EoVtm JlE x68E W%'tL%~ 'tOno8E'tT]CJ'l')S rcaQoucruxtoVtm <11:ov
IICvaxa 7.8.
123 281
~ KE~Al\AIO
ntvara~ 1. 8
Tma~~ronoBemon~ ----------------------~--------------------·,_·---~-·--
~ ___________.j
KQl E:IDjlt':povr; cvepyeJCr; 1. Tono9etnon npcx; lOU~ - Emxtvtpwan one; 11evCW:c; em.xe~pfloet<;
011amp.at1Kov~ xpnore~; - Emxtvtpwan on~ avaVX£<; ti.I)V ouamjla~v xpnmwv
- ~aox6An.on 11c 1<68e neMrn Vta 11ev&o &aotn).IO
282 124
Ercic5Ja avarrw~n~. c5oKJJJn~ KOJ cJaayt.Jyn~ arnv ayopa vct.Jv rrpofovrt.Jv KaJ 11nnpcaJt.JV 1f
H e~rpaO'T) O'tTJ x.aj.ll']A~ 'tlj.l~ O'UV~8ro~ oev OT]j.t.LOUQ'YEL av,;ayrovLO'tL'lt6 1tAEO-
v6t'tT]j.la 0£ 6,'tl arpoQa 'tT]V 'tOno8E'tl']Ol'] 1tQO't6V't<.OV UIPTJAll~ 'tEX,VOAOy(a~. av oev
O'UV06EUE'tat Xal art6 eva artOOEX'tO Ertbt£00 'tEX,Vl'X~~ an600CJ11~.
H Ej.lcp<lO'T) O'tl'JV • ex.voA.oytxl'l avW'tEQ6'tl]'ta 'tOV 1tQO'l6V'tQf; e(vm lJ mo O'UVY]8L-
oj.t.EvlJ 1:a'X'ttX~ 'tono8t'tl']Ol)~ yta TCQo'~6V'ta UIPTJAll~ ,;exvoJ..oy(a~. H anO'tEAtOI.la'ttX~
'X.QT]Olj.l01tOLT]~ 'tl']~ a1taltEL lJ ayOQU O'tO'X,O~ va OLa8t'ttL 'tT)V avaA.Oyl) "tE'X,Vl'X~
yvroOYJ yta va extLj.ltlOEL 'tTJV •ex.voA.oytxt1 avro'ttQ6'tT]ta, &ta<pOQE'ttxa j.l:rtOQEL YJ
taX'tl'Xtl aut~ va OOlJY~OEl oe aV'tC8eta ano,;eMcrj.t.ata.
Mta EVaAAa'X'tL'Xtl 'ta'Xtl'X~ 1tOU 'tOVlt,Et 0'\Jy'XEXQL-J.LEVa OcpEA1'] an6 'tO 1CQO'Wv EtVaL
11 EJ.lcp<lOYJ OE j.t.La ELOLX~ Ecp<lQI.lOY~ 'X.QllO'T)~ 'tO'U :rtQO'l6V'to~. Au., 11 ,;axtLXll eCvm
xatc.iAAl]AT] yta 'tEX,VOAoytxc.i :rcol.u:n:Aoxa 1tQO'lOV'ta :rcou nroA.oUV'tm OE :rtEAate~ :rtO'U
&ev &ta8£,;ovv 'tEX,Vtx£c;; yvrooeL<;, aAAci 1:011~ tvOtacpeQOw •a ocptATJ nou anOQQtouv
artO 'tl'J <ruyXE'XQl~Vl'] 'tE'X,VOAOy(a.
'Evac;; O.A.A.o~ 'tQ6noc;; yta va l;meQaO'teC l1 a~e~m6'tl']ta ,;ou neA.c.itT] eCvm 11
,;ono8t'tTJOll ,;ou roc; j.t.ta o(youQlJ enev&uo,. H 'tCtX'tL'Xll anooetxvut'tm tOtaCttQa
artO'tEAEOj.la'ttX~ OE EntX,ELQllOEL<; J.lE £~QaLW~.U~Vl'] 8£0'1') O'tl']V ayoQa XaL 1t0AU xaA.~
<"Pll!lll·
7.5.3.4 EniSeon
To te'taQ'tO xm tEA.tma(o m:O.~ko 'tl'J~ Ota&txao(a~ A.avoaQ(OJ.lato~ arpoQa 'tl'JV
'tEAtxl'l mLeeOYJ O'tllV ayoQc.i. Y:rtaQx.ovv 'tOUAc.iX,tO'tov E:lt'tc.i 'taxttx€~ OL onoCE~
J.UtOQoUv va 'X.QTJOLj.t.01tOLTJ8ouv o' am6 'tO O'taOto, a) 'X.QllO'll xa8o01'JY11•ffiv yvro-
l.ll'J<; (opinion leaders), ~) 'X.QllOYJ OYJj.I.EtU>V avacpoQ<'i~. y) 'X.QllOTJ exnm&emtxrov
j.t.E800<.0v, 0) 'X.QllO'T) 'tl'J~ ElxOVa~ 'tO'U VL'X~, E) 1tQOOO&l']O'T) 'tOU 1tQOi6V'tO~ O'tO'Ut;
aV'tL1tQOOW1tO'U~, O't) EVOLXlaOl) tl X.QlJJ.LatoOO'tl'X~ J.1Lo8WO'T) (leasing) tO'U 1tQO.WV'tO£,
~) 1tQ00081']0l'J o' eva ELOL'XO :rctM'tl']. 0 n(vaxa~ 7.9 O'UV0'4J~El 'tl~ 'taX'tLXE<; xaL
E1tlJ.lEQO'U<; EVEQYELE~ E1tb8EO'T)<;.
H 'X.QllOl'J xa8o6l'JYTJ'trov yvW!J.YJ~ anmeA.eC eva !J.Ecro yta va OLOX,Eteuet TJ em-
X.Etel'JOTJ 1tATJQO<pOQLE~ O'tl'JV ayoQa xm va EAEYXEt 'tl'JV emxmvrov(a an6 O'toj.t.a-
O£-O't61J.a (word-of-mouth communication). l\'tOIJ.a J.1E emQQO~ O'tl'JV ayoea (n.x.
tmrpavECc;; emX,ElQYJ!lCt'tLE~, EllJtELQOL XQrlO'tE<;) !J.1tOQOuv va XQl'JOLJ.leuoovv yLa va
1tQO~aA.A.ouv to :rceo'C6v j.t.Eoro OLCtcprJj.t.(oewv t1naeoucrCa~ •ovc;; oe exO'YJAWOEL<; (n.x.
OE~.ttVc.iQta) yta 'tO 1tQ0'(6v.
125 283
'lf tt<I>Al\AIO
IIfvax.a{;' 7. 9 [
TrucrD<e~ er:rfeean<;
Ill• •:H ~'Ji>Lor
2. Xpnan anpefwv avacpo_pQc; - Xpnan rwv anore.?.eoparwv rwv oo10pwv (beta test sites)
(reference sites) rou npoi'6vroc; <o>c; anpclou avacpopac;
- Xpnan p6vov pey6.!wv opyaV!opwv <o>c; anpei<o>v avocpopac;
- Avatnman vtwv anpef<o>V avacpop6~
4. Xpllan me; eiX6vac; tou W<nni - Etoaywy!l npoi6vroc; cnnv ayop6 pe exreraptvn llnpo016-
tma nou va npol5il5et Kl1poc;
- I:woean npoi'6vroc; pe 15taywvtopouc;
- npo~oM rnc; emtmdoc; me; emxclpnanc;
- Mera rnv etoovwvn tou npoi6vra«; cnnv ayopO., onp001o-
nofnan me; emnrxiac; rou cnnv ayop6
- Ew15ean rou npoi6vroc; pe emrel1ypara (achievement)
n
6. Evoooaan xpnpato&too\ - EvolKiaan tou npoi6vroc;
pioEl<o>an (leasing) - MICl),laoiuai cvoooaan TOI1 npoi6vroc;
- AnoAa~n eoO&lv p6vo an6 nc; unnpeofec; npoc; to npoi6v
- napoxn eyyl]nanc; emcnpocpnc; xpnpar<o>v
7. IlpoWSnan oe tvav etoiX6 neACm - nwAnan JlOVO peoo T0\1 tp!lpatoc; nwAJlocc.lV
- Ilpoon66aa net9ouc; OIJVKE:K.Pt!lf:v<o>v neAarwv pe emppon
va mo6ernoouv ro npoi6v
- Ell}lperoxn rou ne.A.mn cnnv av6mu~n tou npoi6vroc;
- To npoi6v va vfvet tpnpa tou npoi6vroc; tou !I£A6tn
284 126
S8Z LU
-odm 'OA yooA.'O Alt.w 50f1.90'X. J380Q 'OA 3lO<J> A9100:U: 01 mA. A<J>100d>OOU'{:U: ~XoO'O:u:
ii.Ul3rl pwmhOl.300:U: 13Xjl yooA.n u 'S'O)Ao'{OAX3l. Sn~A Smrl ~;\.(l)A.'OD13 AUl ;>1'0)1
·Sno~D001C11.ii.'O Snow A9).oou 01. Sn1.11.<J>e(l)oo:u: S(I)JOClX 1'01.31\)A. W)39Jll3 u <J>A3 'l;lrl11.
l;l"{ltrln'X. LLw 1'0l.3AgxJ1.i1.3X1lt3 1.to~eo:u:o1. H ·A<J>l.D1A(J)A'01.il.n A(J)l. 531..9'{3:U: Snow 1nx
nJd>lul\o13'{ll uT11tft9 ALLw LLonaXs>w u. 9rl9~ ooal{I.'{'OA.3TI !:1-xo:u: 3D 1'0~01o:u:OThDilo'X.
SltooaX9w 5j1Xllxm 511. 9:u:n <J>A3 'n0"{99'0X f1.9Q3'X.o 1'0~010ltorhoi.J.o'X. A3Q S'O)D'O'ltlo1.
-aoO:u: S9x1tx'Ol10 ''90oko oono'X.Oy:u:n 'OJrl 3D 50l.A9).00:u: S9r.a ~t.A.ooA.n01a A.lu. ;>l'O)l
·Sj~OoA.n 53jlil.. 51w ~'OOOA.'O 1'0X ~l.0.391.trloo:u: ~'01.3rl S'O)A(J)i\10X1ll3
5!,l>e.1:U:(J)000ltmQ Slu. 'O)O'OTilto lu. 5'01.i1.0':2JA.Ol. 'A<J>lU'((I)l£ A(J)l.SI.trl'OA!).Q Slt1. ~'X.ol3rlrln.o
y.A.o3A3 A.lu. A{l.Ol1'0ll'O Sj!X11X'Ol w Sj!lr\'0 S3'{Q, ·So1.11.9J.OO:U: oo:L2tJ!seay ~ Slw'O)X10A3
mx SltoMgJn:u:x3 AOOQ983rl 'Syood>nA'O A(J))3rlllD 'Sl.trl<J>AA. Ao/1-l.tA.ugoenx Lw~ox. Lt.w
101.ii.OA<J>01.i1.3X1:U:3 Sj~ooA.n 53j1A 51w 5lto39J:U:3 5j1X1l.X'Ol. 10 ·~A.orl0nd>3 ~X1Q13 mrl 30
1ox nUus>03l.(J)A'O !,A.x.1A.O"{oAX31. Alw:> IJ.o'Od>TI~ 1.1. 0031.J'0191 mx SIJ.o~eouo1. Sj~xltx'Ol. 10
1ox Sl.to)m 5(1)l£9 'SjlooA.n 530C\O'X.Oyltll. Slw 11.'9 ,:u:n 9rl9n~ 003l{I."{'OA.3ri !).'(Olt 30 1'01.11.
-~1o:u:orholloX SIJ.oo.3X9w 1ox S'O)onmm.3oO:u: Sjlx11Xn11o s9ao.tn 539"' 51w "lo13:,
~ M!lr03011an lOX A<'HA9.100Il Jl(l);lJI DlfOIID AlllO .5!1AroliDOf3 fOX .511rf!XO!i? '.511jnlll!]AD Df!i?9l :r
r1 KE4>MAIO
IJ.OlWOEL to. ocpEATJ JtO'U O'VVE:rt<iynm 11 vea l:E)(VOAoy(a. IOtahEQT] Ef.Lcp<XOTJ OLVEl:Ot..
<m] crt6)(E'UOTJ tWV WL-VOt6f.LOOV 'X.OL l:OOV 1tQWLf.LWV cmoOex:nov, E'VW T) mjltj.tl'J 1tAELO-
"iJ11!pLa wcotpe1Jystm. H tono8EUJOTJ twv viwv nxvoA.oytc.Ov ~aoQ;ctm 'KUQCW~ O'tYjV
-texvowyt'X.~ av<01:EQO'tTJ"tO., tL~ ELOLx€~ EcpO.Qiloye~ xm t1J ofya\JQ11 E:rcevouO'l'). l:e
6,,;L acpoea -rt~ -ra?Gttx.e~ ErtC8eOlJ~ XQlJOq.torcowu~m 6A.Es m: lley<iA.o ~a8j.L6. Etbt'X.a
OL j.I.E6000L E'XrtO.tOEUOl)~, E'>CtO~ artO"tl)V E1tl'X.EVtQOOOTJ O'tOU£ O.vtlJTQOOW1tO'U~ 'XOL
trjV EVOl'X.tOO'l')fleasing 1tQO"t6vtO~.
AvtL8St<O~, &cav A.avO<iQOvtO.L Jt(?o"LOYta 1tOU EVCJW~latWvOUV 'Ult(lQXOUOE~ "tEXVO-
A.oy(ES, 11 E!J.cpOO'TJ 6CvE"tm crtr]V e£am:pai..Lffil tr)~ otavo~.t'll~ !!Eow aV"tL1tQaowrcwv
'X.O.L 'tTJY EVOL'X.LO.O'f} 'rlleasing t01J 1tQOTOvtOSae 1tEA.<i"tE~ XUQ(W~ T.WV avtaywvtOtWV
1-LE Ellcpa<tr] O'tTJ XO.!!TJA~ ttll'll-
286 128
Ir6c5Ja avamu~n~;, OOKJPri!: KaJ eJcayruyri~; crnv ayopa vtwv npofdvrwv KaJ unnpecuJv
129 287
11 KE<I>AJ\AIO
288 130
Era61o ovanrl!~Il~. lloKJ.Ilri~ !Cal t:lcaywyn!;" ornv ayopa vcwv n,l)olovrwv KOl IJlinpcaJwv '7.'
£!
weouvtm Evt(l'tLX6. eut6 'til') MvaJ.l'Y} 'tWV 1tWA'Y}1:WV 1tQO<; tOW.L"tEQO. O.VL<lYWVLO'tLXE<;
f.I.O.ttx€<; ayog€c;;. Tia.Q6.A.A.TfA.a, 'ta ngo't:6v,;a am6. bwxE'teuov,;m O'tTJV ayoga j.lEOW
EV'tanxt]<; OtaVOf.ltJs, aA.M J.lE J.ltxQ6t£Qa e;ooa aqx>u XQTJOlJ.lOJtOtouv 'ta ucptOt<illE'Va
xavaA.ta L'flS E1ttXELQY)OTJ<;, n;goocp€govtm OE O£ llEYaA'fl JtOtxLA.Ca j.iE xa~-tY))..t] "tLf.ltl
ixov,;ac;; 'tTfV mwwj.t(a j.tta<; ucptO"t<if.LEVY)S YQUJ.!I!tlS 1tQo't:6v,;wv 'tTfS E1tLXElQllO'llS·
T€A.oc;;, 'ta rtQO'l6V'tanou aVL1.yQ6.cpollv ,;ous avtayrovtm€c;; (would-be me-toos)
tCvm O't'r)V rtA.tto'\jn]cp(a ,;ous MO"t'UXY)J.lEVa. ECvm ano'tEAEO!!a avayxoov 'tTJS ayo-
Q<ic;;, OEV £(Vat tOtOL'tEQa XULVO'tOJ.lLXO xat A.avo<iQOV'tat OE rtOA.'U avtayrovtO"tLXE<;
ayOQE<;. H wtO't'IJX(a amrov 'tWV n:go't:Ovtrov O<p£0..E"tat O'tTj 0\JO<lQJ.lOV((l J.I.Eta!;u
atQa"t'Y}ytxoov xat 'tO.Xttxoov Mocp6.otrov. !uyxE'XQtfJ.E'va., ta ngo-(6v,;a a.ma &tatC-
Otv,;m OE f!l'XQ~ notxlA.Ca., xrog~ !;exd8aQTJ 'tLJ.LoA.oyw.xn noA.t'ttxt] xat owv€J.lOVtm
EntAEX'ttxO IJ.EO'W VE(l)V xavaJ..toov btavot-tr)s xwQC<; 61-1-wc; LOtaheQY) un:omr)QLSTJ CUtO
L'fl MvaJ.lTf 'tO.>V n:WATf"tWV Tj a'll!;TJOl'J mtc; oan:avsc;; otavot-tt]c;. Autic; OL EVEQYEL£<;
OIJ.WS otv O'UIJ.~ao(touv liE etc; taxttx€<; nou n:g€1tet va axol.oueouv,;cu yt.a iva
1tQO'L6v :TCO'U E1tl0LW'X£l Va Ot.EX6tx'l)OEL IJ.EQLCHO OE IJ.LU ~ta~tx'l'j ayoga Xat Ol O:TCO(E<;
CUtm1:ouv tvta'ttX'I'j OtaVOf.l'l'j xat JtOAL'ttx'l'j X<liJ.TJA'I'j<; •tf.l'l'j<;.
!t 1-l-La ngoona8tta va ~u:A.tt'T]oouv ot J.ltyaA.mtgo ~aeoc;; tt<; an:ocpaottc;; A.av-
oagCo!J.crtOc; nou o&Tjyo'Uv eva n:go'(6v O't'l'JV tnttuXCa, m H ultink et al. (1999), nQ6-
o8ecrav O"tY)V avciAuo'l'j 'tOll<; vet<; f.le"ta~A.fl'tE<; 't6oo mgatl')ytxt]c;; 6oo xm taxttx~<;
qruotro<; xm cruvixgwav -.;a tmWX'YJIJ.EVa o£ OXEOY) j.lE 'ta anowx'l!!EVa A.avoagC--
Oj.la"ta ~tOf.l'l'JX<lVtxoov 'Xat xatavaA.umxwv ngo't:6vtwv (n:Cvaxac;; 7.12).
H avaA.\lO'l'j touc;, 1t0'\J ~aOLO'tY)XE OE iva &ELYIJ.Cl 1.018 VEWV 1tQO'i6V'tWV 1t0ll
A.avoag(O'tTJXav crto HvWfJ.EVO BaoCA.eLo, 'tTl" Ollav&w xm tL£ HTIA. EO ElSE ta
ax6A.ou8a:
!e 6,tL acpoga 'tt<; mgaL'Y}yLxtc;; an:o<p<ioetc;; nou A.a!A~avouv OL £1tLXElQt]Ottc;;
xm OXEt(tovtm J.I.E tTfV ELoaywy~ twv VE(I)V 1tQOi:6v,;wy touc;; O'tTJV ayogd, 6oo
n£QL006-r£QO xmvo"tOj.lLX6 O£ <J'X.EO'l'J IJ.E 1:a avtaywvtmtxa tCvm £vaJtQoi:6v, 1:6oo
mo E1tL't'UX'11J.EVO ELVaL avesdQ'tY)ta eut6 'tOY tU:7tO tl'J£ a.yog6.c;; O'tTJV onoCa <l1tE'U-
8uV£taL (xatavaA.o.rnx'l'j t] ~lO!-l'YJX<lVtxTj). II!tga, 61-1-ws, an6 mnic; 'ttc;; OJ.lOLOtl')"t£<;,
"t<l E:TCL't'UXl'JJ.lEVa ~atavaf...rott.x6. 1tQO'i6vta ava:rct'\)ooovtaL 1tl0 ouxva ~lE ~lLXQOU<;
rtgoc; J.lEtQtouc; XQ6vouc;; ava1t't'UsTJc; xat J..avoaQOV'tm os !AEtQta ava1t't'Uo061J.eVE£
ayoQE£ {5-10%).
AvtC8tt a ta. £1tl't'UX'YJJ.lEVa ~LOIATJX<lVtx6. 1tQo'i6vta teCvow va ava.mUooovtaL
ot ~LLXQOtEQO'U<; XQ6vouc; xm A.avoagovta.t oe ayog€c; a) tAE VlPY)Mtsgous gu8~wuc;
av6.1t't'Us'l')c; ( dvw "tOll 10%) xm ~) j.lE A.Cyouc;; aV'taywvtm€c;, OOO't£ va aus'ijoouv 't'Y)
&tECooum'j touc;; O"tYJV ayogdnagayoV"tac; 'ta umiQXOV"ta ngo'i6V"ta os X<lll'Y)MteQO
x6atoc;.
.289
131
11 KE ~AAAIO
nfvar:a~ 1. 11
l:tpatnyu<l\
«¢<.>A£6,. c~Q;. Ma~na\ ayop6 Matuai ayopci
Et6xeuans
EmAovn avop6c;
Mu<:p6tepo~ ri. Ml!<p6tepos n Meya.Mtepoc;
Daoe1 ap!Spou Meya.A&repoc; an6 3
iooc; pe 3 iooc;pe3 on63
avtayWVIOTWv
- .
Yn01avrm\c;
1:uviluaap6c; Euv~uaap6c;
(driver) avo-
ayopO.c;/ ayop(Jc;/ Ayop6. Ayop(J
muEnc; vtou
n:xvoA.oyiac; u;xvoAovfas
npoi'6vtoc;
Kmvorojl11(1\
.lllet<~OOUE:c; Kalvot6pa .&eKaooutc;
l:tparnyua\
Ellpoe;
'll510 Jl&
flpoi'ovtna1c; Eup&repo Aly6n:po eupu
CIVTQYC.lVIopO
nouaAiac;
KavcW.a Yqucnapeva.
Nta1<avcwa Ntaxav6AJ.a
l!.iavopns KQVCWQ
'Evtaon
Anol<Aeurrl.Kil AnoxAelotua\ Evtan!Cri. EmAextoo\
.lllavopl\c;
&.Davee; 'Ilitec;pe
Yqm.A.6n:pec; Xapn}.6re:pec; 'l~le:c;
l!.iavopnc; avtOVUlV1op6
noAmxn
Yqmhltlpn Xojl!Wlnpr\
Tlpol.6ynanc;
'Evtaon
flpoOIIa9etac; Mey6An Mef,PlO
m.wloe:c.JV
Z:UVOAIK6
Ilooocn6 66% 9S% S3% 43%
Emmciac;
132
290
Era~1a ava.aru{n~. 6oK1p.ric; xa1 c1oay"'yrlc; urnv ayopa ve"'v upoi6vr"'v xa1 uunpeollJv 1J
Ext~ a.n6 t~ O'tQ<n'JYYtxls; a.:n;oqxiou~, ro em:ttJXYI~a ~LOIJ.TJXUVLxa i«lL xaro-
vaA.omxd :7tQO"i.6Vta c3ta<pOQ03tOLOWtaL XaL ~ :lt{l<>s; ~ taX'ttXEs; ()J't()<pCiOEL~, jmOEL
TWV OJtOLOOV AUVO<iQOvtaL O'tTJV ayoQ<l. llLO 01.1)'XEXQLJ.lEvCl:
Ta E:n:Lt'UXTJJlEVa xmava/..(l)'ttxQ :7tQO"l6vta a.nmeA.O'Uv cruxv<YteQa E3tEXT<iO£L~
'U<JlLO'ta!J.£voov YQClJ.lJ.LWV :7tQoi:6vtoov :n;o'U A.avoaQovtm J.lE axetLxa 'U'IJI11A.6'teQE~
c3wtUVE~ c3taVOIJ.'l'j~ XaL :JtQO~o)..'l'j~ OE <JXEOTJ JlE tOV av-rayoovtO'J.16, TLIJ.OWYOUV'taL
ma CcSta miJtf:cSa J.lE mv aV'tayoovLOIJ.6 axoA.ouarovca~ J.lLa :n;oA.tttx'l'j xaiJ.TJAtl~ tLJ.L'l'j~
yta ()teCoc3uOTJ <mJV ayoQ<i. lltQL006'tEQa, ()e, XQtliJ.Ct1:a c3Cl1Ulvrovcm yta ()ta<pTJ-
J.l.Cot~ OE EVW3tCl, <TCTJV 't'r)AE6Qa0l] XClL tO QaOL6q>oovo, xa&><; XClL yta EVEQYELE~
~!J.OOL<.ov <JXEOEWV.
133 291
~ KE~Al\AIO
TiaQ<i 't:L<_; 8EWQY]1:LXE£ 01tO'\jJEL£ 6'tt 'tO ao6EVE£ 3tQOi:6v ELO'ayE'tOL OE JlMl /,un:o-
!!EQ'Ii, O'UO'tl')!la'tlx'l'j OLaOtxacr(a, 6:n:o'IJ OAOL OL oxntxo( 1tO,QUYO'V'tE£ a~LOA.6Yl']Ol'j£
~a8~-toA.oyoVv'tm thot roo-cE va :n:Qoxu1pEt tvas «OEtXtfl£» ~a8~-tou cmo<>ox1ls 'tO'IJ
:n:Qo'i6'V't:O£, -ca a.:n:ottMoJ.J.ata E~EtQtxrov EQt'IJ'Vrov Otv Em~t~aL<Ovovv tL£ a:n:6'\jJEL£
cnrt€£.
Ilw auyxtXQtJ.A.€va, an6 Extt'taJ.l.EVE£ EQE'U'VE£ :n:ov OLE~'Iiyayt €vas a:n:6 't:O'U£
auyyQa<pELS -r:ou naQ6'V'tO£ ~t~A.CO'IJ ot ot:CyJ.J.a ~LOJ.A.l'Jxavtxrov E1tLXetQ'Iiot:wv O"Cl'J
Mty<iA.Y] BQt'tavCa (Avlonitis 1984, 1993) otv a:n:ootCx8TJXE 6-ct A.tttO'IJQyouot !lta
O'UO'tl']J.A.a-ttx'l'j OtaotxaoCa xa-caQYl'JOfls/Ota-.:1lQl'JOl'J£ :n:Qoi:6'V't:O£ <nL£ tmxttQl)out;
aut££. Amt]l] £UulpfJ wmxl)t; OtaotxaoCas, (I)(Jt6<Jo otv :n:Q£:n:t t va 8twQrJ8tC
MUQO,t'tl'j'tO OWOOV'Uf.tf} fl€ 'tl]'V EAAU<tpl'] O'UO"Cf}f.tO,'ttX'Ii£ OXE'\jJYj£. Ot E:ltLXELQl)OEL£
<p<i'Vl'jxt 61:t ava:n:tUooouv A.Cyo l) :n:oM ;txa8aQE£ avnA.'I'j1ptt£ yta 1:0 :n:owt :n:aQ<i-
yo'V'tE£ 1tQE1tEt va OLEQEUVOU'V'tat 6oov a<poQ<i 'tl'JV a;wMyl']OfJ tvot; aMvaf!O'IJ
:n:Qo'£6vtot; yta tl'] AWl'J 'UJ£ a:n:6<paO'TJ£ xa-taQYT]OrJ£/Otatl)QY]O'fJ£. 0 Ottv8vvt·t1s
:n:wA.'I'jotwv !!LOS J.l.EYUAl']S t:n:tXt(Ql']OY]£ rta(>aywy~t; OUOtl'JJ.l.<itWV amoJl<i'tO'U tMyxov
o'l'jA.wot XaQUX"Cl']QtO'tLxU:
436 134
TcAIKri a~JoA6ynan aa9cvt:!v IlpOi'OVT(J)V/vnnpcaiWV KOJ Arilvn arrorpaan~ Karcipynan~
135 437
9£ ~ 88t
·~i}O~OD
TOAJ3 X>9 A3Q
5ltoltA.Op1X>X Slt:L UDX>OQJ:It3 Lt. 119 S~Xon ~3 13'j:JO(l)M ltolt.XJ01Q Lt. ~odm 'X>JD30ltun
5~xnioAox1001orllloX ltollMp1nx mJ.. Sm<b~l!\.oun SLt1 (ugo51x nw mx 513D~'{(l)lt
S1w SX>JD3olrun Slt1 ~Xo13rll1no lu poo<bn AOD9) 5n1lt:L9X1lAX>lilto S~x1t1 Slt1 ro/..9'{
J39<b13'(X>Ch>u X>A J300:itl1 SltoltA.9'(01~X> X>JDX>X1QX>1Q ll 'SX>JD30Ultn Slll 5lt.OUO~l.X>1Q
~A0'{\1!3 ~'X1l.XX>'('(X>A313XOpltn 0.01!9 513D<))llt103lt Su.o 1X>X nri9XX> 'A01'(ltllt3 ·(SX>JD30
-!.tun 5~xnloAOX100lX>l1lloX Smliltolt.J..(}plnx Alt:L X>JX>XJ...X>AX> pw1gnx X>JD3f)ol1oA lu.o
~.tnw n1rt nou9 Uo(l)WJ03u Allw 'nriA.13Q;>onu mA) 5nJD30lmn Slt:L Sltouo~mg
~.\.0'(11£3 ~x11XX>'{'{X>A3 X>JT1nx 13Xopun A3Q £tO<bn 'lu.lt:LJnomro mAJ3 A3Q Sltonog
-Ju3 Slt.lltouliJl.OltX> u nou9 S13~w1o3u AnoXOpu.x. ·sLtouA.op1nx 513og>m1o3u S11
53'{9 3D Ui\~nlmooenxoou 1X>AJ3 A3Q SltoltA.9'{01~n X>JDX>X1QX>1Q Lt. 'p1nn X>'(9onu
·Sltolt.o~l.mg lton<b9ltX> nnl 1X>13A.pu3ActD nou So1.09x 01 9ltX> oo3~'(X>A.3ri 1X>AJ3
Of) 3Q i\.<))1.03 olwn A<))X1liOAO'Kl001X>rlUoX UoOC\.09ltX> Alt:L 91m (Aro091L A(T)i\.lltg>Of)AX> 1X>'K
xM113XOp11 Seto09 3.0 1X>'X ;>'('{X> 50.009 5£lOX1liOAO'X10 3.0 OA91'11X9) 50W9'X 9?<1'(01\ctD
0111913DJ"(X>d>DX>1Q X>A 1X>AJ3 A<))lD30l.wO. A(l)1 OO<J>X 1\01.0 5ltolt.A.9'(01~ flOJQOl.O fi.Ol
SoX91.0 59"..t1A3A 0 ·SltollOJ3X1lt3 Slt:L 5j~Oet3'(lL S3oo<bp1g 3D SILOU.A()pmx Lton<b9ltX>
X>1'ri13X} ng 0.01! Uol>O<_?)lt3 1\U.l MOD~Till.OltX> X>A 0.0Ajll'i13XOOU ltolt.J..9'(0l~O oni MOA
-9~319 119 ml3AJocb A<J>l1mAnA.ao A<J>Xn1oAOxloolnnu.ax A(l)lX>J<blll!\.o13'{1L H ·(t:ooz
's~pnsno~JV) A<J>1D3olwnjA(l)lA9~.oau A<J>A38DX> 5LtollJ...9'{01~X> X>JDX>X1QX>1Q lll. poo<bn
i\0.09 A<J>1D3ollltn. mx A(l)lA9J.OOu £l~131i Sj~oo<bmg AnoXopun A3Q 119 AX>~13(_?jl A<J>lO
-3olwn A<J>x111oAox,oo1n11uoX A(l)1 ogp'{x 11.010 5nM30jl Slt:Ln<bo9ou X>1mi.0}'{3:LOun
X>L ·S3J030lt.un 5110 mx 1X>13AJ3l'X3lt3 ;>'{'{X> 'OlA~.oou pX1'{0. X>10 1X>.l.3'j:J00103ll A3Q
Slto~mx Sltoncb9ltX> Sll Slt.l!\.~'{ mx 5ltollA9"(01~X> 5~X1'{3l. 5ll:L nri99 Ol. 'X>1X>~9S:
OIVVV!Zl3X ~
Tt..\JKn a~Jo!oynon ao8cvwv npof6vrwv/ vanpCOlWV KCJ !.ri1,11n aa6rpaon!; Karapynon!; ~
~re~~~li~ii~~~iiii~~~~:::::=:=:=~----
~
rrfvaxac IZ.4
JTap6vovrc~
Rothe (1970) ,.. Kep&q>opfa npo16vt~
a~Jo.A6ynon~
.... eeon arnv ayop6
aoeevdJv npoi'6vrUJV
,.. Entv6uon npoi'6vto<;
,.. K6am tou npol6vto<;
,.. EvaMOKTIKe<; emxopnpat!Ki:<; npo<aoel<;
- ----+---
Eckles (1971) ,.. K6om nape.A.a6vtoc;
,.. McllovtlK6 K6atn
,.. Kep&q>o~a napeAe6vt~
,.. Mcllovtoo\ rep&qlopia
,.. EU~ ypapJ.Ul<;
,.. 'Epevva VlO vta npoi6vta
,.. lKavonoinon nclcim
... Xpnon evxa<aar6ot:(I)V npoi6vto<;
,.. Tipo!1Ar\pa<a napaywyr\c;
,.. Tipo!1Mpa<a papreuvyK
Pletcher (1973) ,.. Taon np&i
,.. Anou:Ae01lallK6m<a npoi:6vtoc;
,.. Avn6p6oe1<; KavaAI~v
IJil> Service
IJil> Avtayc.>Vlar!Ki:c; evtpym:<;
IJil> Evnptpcuon ncAat~v
.,.. Enfneoo KOJ>tOllOU ayop6c;
IJil> Taon pt'Ta~Antwv c~66c.>v
IJil> noAmKI\ ypapJ.Ulc; npoi6vt~
.,.. Allnhenfopaon npo16vtwv
.,.. I:I1Jl1\at6tma 61avoJ.U1c;
IJil> YnoKataarara npoi6vta
IJil> EIK6va emxdpnanc;
IJil> AI1Vat6m<a vf:ou npoi6vt~
IJil> Opyavc.>11i:vn naptp~aan
,.. AI1Vat6tma tpononoinanc;
IJil> Xp6v~ art:Aex&i
.,.. I:11V01cnmparu.a\ ejlilloKII
137 439
~ KE<l>A.ItAIO
Avlonitis (1984) .,. Enillpaan me; xata.PVJianc; rou npo16vt~ otnv noAlrua\ nAnpou~ ypappz\.c;
(full-line policy)
.,. Enfllpaan me; xata.PVnon~ rou npoi:6vt~ otnv etw~ua\ elX6va
.,. Enfllpaan m~ mtapynonc; 1ou npo16vt~ om; n<MA~loetc; OA.\wv npo'i6vtwv
.,. Enillpaan me; xcnapynons- rou npoi:6vt~ otiS' axtoe~s- pe roue; nclau:s-
.,. Enillpaon me; m16pynonc; 1011 npo16vt~ amv uplloq>opfa clllc.lv npoi'6vtc.>v
l6yc.> QVQKQ10VOpn<; Vf:VIXcisv E:~OOOv llOpayc.>yt\c;
.,. Enillpaon me; mr6pynonc; tou npo'i6vt~ amv Keplloq~opfa Ollc..lv npo16vtc.>v
!.6yc.> avaxa1avo}Ulc; yevuccisv e~cS&.lv nc..Wloec.>v
.,. Enfllpaon me; K010.PVJ1onc; 10u npoi6vt~ otnv uplloq~opfa Ollwv npo16vtwv
Myw avaxaravo}Uls- VE:V11<Wv e~O&>v llmvopz\.c;
.,. Enillpaon me; Kat6pynanc; rou npo'i6vtoc; ora nciyla Keq~clAwa KQl oro u<p6-
lwo ldvnonc;
.,. ilpoomua\ etoaywyt\c; vtou npoi'6vtoc;
.,. AvallJavo}Ul n6pc.>v oe Ollec; E:\71CWJ)iec;
.,. Andeu6epc.>on 1ou xp6vou rwv oteAE:xwv ae 6Ma npoi:6vta
.,. Enfllpaon me; 1<a16pynanc; rou npo16VTOS' ot•c; axtoe~c; pe roue; e:pya~optvouc;
.. 'Ynap~n \JilOKOTOOTOTWV V\0 tnV \ICQVODOlnon tc.>V nclatWV
.. Evtpyetec; avtayc.>VlotWV
.,. Opyavwptvn naptp,(laon (epyatlX6 oc.>pareia)
Avlonitis (1993) .,. ilpoorrnxtc; me; ayop6c;
.,. Enfllpaan ms- Katapynanc; rou npoi:6vtoc; OT\S' n<MA~loe~s- me; f:IlUCclpnans-
.,. 11J.a9emp6tma vtou npoY6vtos-
.,. Enfllpaon ms- mt6pynanc; 1ou npoi:6vtoc; otnv avcl!anon yCV1KW.v e~O&lv
(recovery of overheads)
.,. Avaxa1avo}Ul t(I)V n6pc.>v oe Ollec; llpaotn{)l6mtc~
.,. Emllpaon tnS' 1<016pynan~ tounpo16vtoc; otn ll1avo}Ul (n.x. anWM:ta xdlpou
OTO pclqll)
.,. Avaxaravopn xp6vou oteA&xWv KQl nc&.nrwv
.,. Enillpaon 1ns- mt6pynans- 1ou npo16vtoc; oro Dciylo uql{lAwo
11> iloAltua\ callnAemlc6luqms- e~apmp6tc.>vo ("cornmonization of components"
policy)
.,. Enillpaon tnS' Kot6pynons- rou npoi:6vtoc; otnv naA11ua\ nAnpou~ VP<lllPilS' ms-
emxe:ipnonc; (full-line policy)
.. 'Yna~n UDOKQTOOTOTc.>v V\0 IXOVOilOlnon tc.>V llCAOTWV
.,. Enillpaon me; m16pynonc; rou npoi:6vtoc; ot1c; nc..Wloe~c; xw 10 Ki:plln Ollc.>v
npoi6vtc.>v me; emxeipnonc;
.,. Euppetoxn rou npoY6vtoc; ota l<i:plln (profit center)
.,. Enfllpaon me; 1<016pynonc; rou npol6vt~ otnv erwpua\ e11<6va
.,. Enfllpaan me; Kat6pynonc; tou npo16VTOS' otn xpnmponofnan m~ napaywyua\c;
lluvoJ111COtn1ac; (capacity utilization)
.,. Avt1llp6oe~c; avtayc.>Vlotwv an6 mv 1<a16pynon 1011 npo16vtoc;
.,. Enfllpaon me; Kot6pynonc; 1011 npoi'6vtoc; otic; axtoe~c; pc roue; ne.\61ec;
.,. Emllpaon me; xcn6pynonc; rou npo16vtoc; oto uql{lAwo ldvnonc; (n.x. ano9t-
para)
.,. Enfllpaon me; Kat6pynonc; rounpo16vtoc; ot1c; axtoeu; pe roue; e:pya~optvouc;
OL !LEAE"tE<; n:ou ~L.E~yay£ Eva<; rut6 tou<; auyyQa<pEL<; -rou ~L~A.LO"u €~£1-Sav xm
TT) <J'XE"tLX~ O'l'J!1<lVtLX6t1T'C<l "t(J)V 1taQ<lyOvt(J)V Clu-tOOV. l:uyXEX{?l!iEVa, 03t0 TT) !1£At'tJ]
440 138
Ivv 6£~
141 443
IIfvaxa~ 12.6
nap6yovr~ 0~10A6ynan~
ao8ev</Jv jjlOJliiXOVlKW V
xru xaravaAcvnxwv
upoiovrUJv xru empep our;
8JOOTOOS1r; TOIJr;
142
.Eup.petOxn lOU ll.!)OlOvtOc; C1T Q xe~n (profit
4.89 3.08 0.67
center)
Em/Spoon me; l«Uapynonc; rou npol6vroc;
4.32 2.78 0.69
cnnv etai.PUQ\ e!K6va
Enfl5paon me; Kat6pynonc; rou npo16vtoc; cnn
xpn01p.onolnon tnc; napay(I)VJ:KI\c; I51M1JIIX6tmac; 4.23 2.56 0.68 ...,
(capacity utilization) ~
;;:
!::1.
Avnl5p6oetc; avray(I)Vlot6lv aJI6 mv 1<at6pynon
3.24 2.42 0.60 0
rou npo16vtoc; ~
0
:...
En!l5paon me; Kat6pynonc; tou npo16vroc; one; o-
5.23 2.69 0.81 "§
OXOOC!c;pe Q
!:I
En!l5paan me; Katapynonc; rou npo16vtoc; oro 0
4.82 2.71 0.66
KeqJ0Amo !dvnonc; (II.x. ooo&t\lala) .,
Q
<Z>
<:
EJ:Jil5paon rnc; Katapynanc; lOU npoi6vroc; one; e.
3.87 2.63 0.43 0.52 <:
oxtoetc; pc roue; cpya~optvouc;
~
"'1:ow eJ.:Tjq:JfJrwav xa96..tov vmAJ!IJ, 9: drjq:;(JrJaav ao{Jagd vmAJ!IJ
0
o:<:
Ilrrrrf: Avlonitis (1993) ....
E:
~
c:
1::1
::.
.,
't)
Q
e:.<:
:.;
2
:...
::..
'€:1
"'
0
1::1
o.
'El
0
Q
.,.,!:I
:.;
0
....
Q,
't)
~
Q
.,.,"'
143
~
»~ 9tt
OIVVV4>3)! ~
TcA1xri a~1oA6ynan aa8cvwv npoi"6vr6Jv/ unnpca1wv KOJ Anwn an6q~aanc Ka r cipynanc ~
11~1 '
r:•~•r·J~'I·I
~- ... .
!l!Y!~1· ~·J(• .. ' I Rf ~r.Y· I 1
....
I I
IIfvaxa, 12.1
nap(ryovret:;
Q~Jo.A6ynont:; aoeevwv
\:J~
~ li1.' • ·•·u· ' npoi6vrwv xru empepout:;
J OJaor6asJC; rout:;
llpoomU<t~ m~ avotxi~ 7.39 2.37 0.556
AvnBD<laet~ t6>V
Qvtayto)VlatWv
4.40 2.92 0.768
ApeAnti:o K6at~
3.91 2.60 0.762
t5Iatiipnan~ m~ unnpe:oia~
lle:plOj)IC1)ltvE:~ QnQitllOE:l~
ae wo&>p{;~ \'10m 3.65 2.52 0.767
~tatnpnan m~ UID\pe:oia~
..-r
,J:
4.37 3.03 0.634
145 447
~ KE~AliAIO
IIfvaJCaf: I Z.B ..
~ .
l II •
Enil'ipaon otnv upcSoq~opfa twv clllcuv 11JIIlPE!Ol~V m.;: ypappn.;: 4.07 1.87
' E'tOL, T) «ETtLOQCtO'l'] O'tL<; OXEOEL£ !JoE 'tOU<; 1t£Aat£<;» XCttCtYQO<pEtaL roc; 0 TtLO
O'l']JAUV'tLx6<; naeayovta asLOMyl'jOT)<; J!LCt£ XQTJJ!CttOOLXOVOJ!LX~<; 'IJTtr)QEOLetc;. A'IJ'fl'j
Tf X'IJQ(UQX'I'J :TtQOOOXtl trov £:1tLXELQJl0E(J)V O't1'JV £JtWQUO'l'] O'tL<; 0XEO£L<; J!E'tO'U<; Tt£Aa-
't£<; a' am6 "to ataOto tTJ<; &ta&txaoCa<; A.-r1'1VTJS art6<paO'l']<; yLU tTJV xa:t<iQYTJO'll IJ.La<;
'UJt'I'JQEOCas 'Urt:OOTJAOOV£L 6'tt OL XQllf..La'tOOLxovOJ.lt'X.oC OQYCtVLOf..LOL nvayvroQa;ow
'tT)'V avayXT) yta <PQOVt(Oa 't(J)V TtEACt'tWV 'tO'U<; jAiOro 'tTf£ L'X.Ct'V03tOLTJo-r1£ tOtl£ an6 'tt£
JtQOOcptQ6J.lEVE<; U:ltTfQEO(E£ tTJ£ ETtLXELQTJOT)<; (Lewis, 1995). H EJ!CJXlO'Tl Ot'I'J JlEYL-
448 146
Tc..lJxn a~Jo.AOvnon aoBcvwv rrpof6vrwv/vrrnpcoui:Jv xaJ lnwn an6tpaonq xarapynons ~
<<IIovMJu! ~iYo ovvctUay,ua, ?ta'l'a ovvbteta ot JteM.r~ texavrat q' Ell~ netY
EJrt(J?tE:<provv -ro e~wuet?t6 yta va aroedqovv ~tvo ovvi£Uay,ua. .A..Ua avnj
rJ V:rtrJeeo'{a Oev e{vat 'l'6(JO E1U?teeo1}~, aqJoV mj,ueea iva ~-teya.J.o ~-tieo~ t'UW
-rasu)l(J)'raJ1' Xe1Wt#OlrOtOV1' 'tl~ nt(J't(J)'tt?tt~ 'l'OV~ ?tcie'te~. flaec5/..a av-ra oev
exov#e "a·weyljqet, ovre (J?tO:rtevov~-te va ?ta-raert]qou,ue avnj t'YJV vnYJewta,
yta-r( #a~ o(vet "CTJ ovva-r6rrrra va E(200V#E qe e1racplj /-lE 'l'OV~ -rasll5twre~ "at va
rov~ JCOV?..~aov,ue ri.Alf~ nw "eeoo¢ee~ VJt'T}(!tafe~, 61tw~ efvat TJ ra£u5twrtxJj
aO'rpd.MCFrJ».
147 449
~ KE4>AJ\AIO
450 148
Te.AJJcri a~1oA6vnon ao9cvt.Jv npoiovrwv/unnpcoJwv xa1 Arirvn an6q>aon~ xarapynon~ ~
1tOQOU~ YL<lOAAt~ E1tLX,E lQ11J.l(L'tLX€~ OQUO'tlJQLOnrtE~, ~) EX,OOV J.tLa 6E1:LX~ at6.0'T)
artEVavtL O'tlJV xa-c6.QYTJO'TJ 1tQOb0vtWV XUL 'tTJV avttAUJ.t~aVOV1:aL (I)~ J.t£U <JUVEXll
XUL artUQUL't'l')'tYl 6LOLX1JtLX1l 6ta6tXUOLa XUL y) OEV e!;aQtWV1:aL <m6 EVU J.lLXQ6
aQL9J.t6 J.tEy6.Mt>v neM:l-c<.Ov.
2. Ot «UV1:LOQ6.0£~ 1:11~ ayoQ6.~» AaJ.t~6.vov-cm LOtaC-cEQU U1t0'\PTJ ?GU"tcl l:TJV ast-
OAOYTJOTI nQo·L6v-.:wv oe emxel.Qlloe~ 1tO'U OQUOl:TJQLOJtoLO'Uvtm oe noU6.
bLa<poQE-cLxa tJ.t"'J.ta-ca 1:11~ ay~ xat av-ctJ.tet(l)1(i1;ow tvtovo av-caywvwJ.t6.
Av-.:C6e-ca, bev q>a(ve-caL va ~oG;,ov-cat a' a'Ut'l'j 1:11 bLciataO'T) 6tav 1tQ6xet'taL va
al;LOI..o'Y'loow 1tQO.L6v-ca :n;ou ~QLoxOV"taL a-co o-caOLO .,~ m:<.OO'T)~ ij EJ.tcpave!;ow
XOJ.lTJATj XQTJJ.lO'tOOLXOVOJ.lLXij an6000'TJ.
3. H asLOMYTJO'T) J.lE ~6.0'T) 'tL~ «XQ111la1:00LXOVO!!LXE~ EJtl3ttWcrE~» an:6 'tTJV xatciQ-
YTJOTJ -cou n:Qo·c6v-co~ axoA.ou6e£tm 6-.:av n:Q6xu-cm 'YL<l tva neo·cov QOtrtCva~
J.lE fJ.EYOATJ O'UJ.lJ.lElOXll Ott~ n:wA.ijou~ 'tTJ£ EJtLX,ELQT)OTJ£, to on:o(o 1t«QOAAT)Aa
MOQQOqxl tva O'TJJ.lOV"tLM JtOOOo-.:6 'tWV JtOQ(I)V 'tTJ~, 1:0\J~ OJtO(au~ 1J E1tLX,ELQTJO'TJ
mtot<.Oxet va avaxmave(fJ.EL oe aUt£ ErtLX,ELQTJIJ.attXE£ OQaOl:TJQLOtfJ'tE~. En:C-
01]~, TJ auyxeXQLfJ.EVTJ btao-ca01J a!;toAOyTJOTJ~ eCvm tOtaC-ceea O'TJJJ.av-ctxij 6tav
OL E:TtLX,ELQrJOEL~ XQTJOLJ.lO:TtOLOW 'tEX,VOAOy(e~ 1tUQUYffi'Yll~ J.lEYOMov JtaQtLOWv
yta neo·cov-.:a nou av-ctJ.LEtwn:(Sauv €v-covo av-caywvtofJ.6 O'tTJV ayoQ6..
4. H EJ.lqxlO'TJ <Ytl.£ «1tQOO:JttLxE~ et.aaywyij£ v€au neo"C6V"t0<;» ELVUL LOL<lLtEQa t V"tOVTJ
6tav a) 1] EJtLXE(QllO'T) al;toJ..oyE( tva 1tQO"L6v QOtrtLVa£ ata JtA.a(OLa J.LELWOT)£ 'tTJ~
notxtA.Ca~ ,;wv rreo·cov-c(I)V "tTl~. ~) n:aQ<nrJQOuv-cm tv-cove£ ,;e:x.voA.oytxt£ aA.Ml-
yt~ O'tTJV ayoea xm y) un6.QXEL Ol:TJV EnLX,ELQTJO'TJ fJ.La 't'U1t01tOLTJfJ.EVTJ (formal)
OtaOLXOOLa xa-camO'TJ~·
5. OL «EVaAAax-tt.xE£ Etn«lLQLE~ A.aJ.ll36vov-cm tOL<lt'tEQa 'IJ1t6\pTJ yL<l U)V aSLOMYfJOTJ
1tQO.L6v-cwv •a on:oia anoQQo<pow n:oU.OU~ MQO'U£ xm 1J E1tLXELQ1JOTJ enLOLWXEL
'tTJV avaxa-caVOJ.lTj wus; :neo~ 6.Ue~ rnt.:X.EtQTJJ.lO"tLXE~ OQ001:TJQL61:1'Jte~ J.lE l:TJ'V
neoii:rt66EO'TJ 6tt 6ev un6.QX,EL avexJ.LE'taUEm'Y) 6waJ.Ltx6t'Y)•a (spare capacity).
En(O'TJ~, a'IJTI] TJ Ot.6.ataO'Y) a!;toMy'Y)O'Y)~ XQTJOLJ.l01tOLEL'taL 6tav 'tO atEAEXTJ 'tT]~
EJtLX,ELQTJO'TJ~ tX,O'\JV 8ettXij O'tclOTJ anEVaV"tL O'tl)V XO'tOQYTJO'TJ, OV"tLAa~UVOJ.I.EVOL
JtQOqxlVW£ 1:0 VljJTJM x6ato~ an6 J.l.ia M:lv8aOfJ.EVTJ avaxm;aVOJ.I.tl "tWV JtOQWV
'tTJ£.
6. T€A.o£, TJ Ot6.0'taOTJ a!;LOM'YTJO'TJ£ «rtoA.mxti yQaJ.I.J.I.tl~ :neoi:ov-co£» XQ110LJ.I.03tOL-
e(tm tOtaC'ttQa an6 E1tLX,EtQtJOEL£ n:ou avtLJ.LE'twnQ;ouv €vtovo av-caywvt.OJ.1.6
xat OQOO'tTJQLonmomm oe ot6.<poQa 'tJ.lijJ.I.a-ca t1J£ ayoQ6.£. H anOauQOTJ ev6£
1tQOtOvtO<; ano 'tTJ YQat.tlliJ J.tJtOQEt o' amij 'tTJV 1tEQ£m:W01] va 9EOEL OE x£vOVVO
l:TJV :rtOAL"tLXtJ «MtJQO'U£ YQ«I-tJ.tTl£>> 11 o:no(a cruvO€E"taL 't6oo llE tT)V etx6va xat 'tO
XUQO£ tT)£ E1tLX,E(QTJOTJ£, 6ao xat J.lE 'tt£ nwA.ijOEl.£ xaL ta XEQOTJ 6.Uwv nQO·i.6vt(I)V
1:11~ YQO!lll~~· ITaQ<i.).A.'Y)A.a, TJ Ot6.0'taOTJ amr] eCvm O'TJ!lavttxt16tav 11 EntXELQTJOTJ
j.1€AE"t6. "t'T] J.LdWOTJ 'tTJ£ 1tOLXtA.Cas t(I)V 1tQOL6v,;(I)V 1tO'U 1tQOOq>EQEL XaL axoA.au8EL
't'Umx£~ (formal) OL<lOtxaoCes; xcn6.QYTJOTJ£.
149 451
~ KEIJlA.liAIO
462 150
£Sv ~9 ~
·«5UJ030ltlcn 5lum.oy:mxoun
lt~Ol)l£~>> lL '«Ag)l.Dll\(1)/..l)lA.l) 1\(l)l. U"{}cbo» l)l. '«UA9X13 ~X1Chl)l.3 Altw ltoUO<;?JlC3»
lt '«53l.'9"{3lC 50.01. 311 5130jj'X.o 5-ll.D lLoU0<;?)1t3» lL 5(1)1£9 5ltoi.LA.9"<01~l) A(l)l.A9A.
-uou:u UJonrllto ~x113X.O lu 130-Xol,\3 51,U.n"{"{n 5~x1A.oxoAXn 59rlen.O o 'So'($!~ ·9
'J39UA.0Ul.U?t 'OA 1'0113?t90lC C\.OlC 5UJ030UlCC\. 5ltl. 5~ou:u 5lu.lLolX$1MO
mA. A<J>1U'{3lC J\(l)l. uri(I))UX1Q ow m?t 5n.ol 5j!l.D1A(I)A.UlAU 5nol. M00~'(3cb(l) AllrluA
A<J>TI01A.UA.iJO A<J>X1riOAO?t100l.'Orilt.oX A(l)1'013{}'9lCOOOll Altw '003Ti;>A'O U)lC000001
13~0"9lCO.UI\ O.OA~ri13XOOlt 13AJU~ri30'0lC AO"{"{;>g103lC 9X11.3{}0TiOA 01119131\)Urilt.o
9l.C\V ·5lt.olt.A.0;>1UX ltoud>9:U'O mrl Anooyu A10lC 'yooA.n Altw UJ030UuC\ ~?t1riOA
·O?tlOOmrilt.oX. '010ri90'0lC mrl 1\0.00g 'OA AO.OOOuri 531'9'{3lC 10 C\.OlC 9ri9ug OW 1'0X
5g>eux '531.'9"(31£ 5n.ol. 3Ti 5nol. 513o}Xo Su.o ltoud>rl~ lto31,9o01o3:u AO.OAJQ nA S~orlo
·11\UA.oo 5~0?t1riOAOX1001UrlltoX Sno1. )3{}(1) A0"{"{'9\tlihu 9?t113{}0riOA. 90ltwcm O.L 'S
·5nol. 5UJ03olt.un. S~xmoAO?t1001url l.toX 5u1rlltoltA.0"91nx Alu. 9lC'O
SjJl.DM(I)AUlAU 5nol. mA. A<J>'(3d>o A<))AU91u J\(1)1Uo'Ol}~3 ~o3rloW3"{ 30 AnOAJU9
-oou Sl30~013X1lC3 10 0091 '59ri01A(I)A.U1A.U o 131\'9~0.'0 009 119 1'013AJOO '(Sn01
A(I)30~'{mlC ox/..9 /\OW l.tolt~~u mrl ·X·lC) S}l.D1A(I)A.ulA.u 10 U'{jjcbo An.OOJrloxouu
uA u1A. oo;nlmx 1 30~'{3lm.m nA 3o~ooourlue ~913u3 Smr19 'oo9wo ·53l.'9"(3lC
Sno1. 3rl Snol. 513oiXo 51w S13o~013X1:u3 5~?t1riOA0?<.100l.urlltoX. 10 MOAJ<;? n.ou
UJourllt.o Ltw 1u?<. 310{1)'{'{'9 1'01.'9'(Xnl\n1An ~u lt.o~X.O H ·A<J>l'0"(3lC A(l)1 53?<.A.yl\u
S11 J310lCOA.UX1 UA 3l.D<)) yooA.u Altw 1Ul.30j!d>ooo:u (ltouwywxoun.) UJ03oltun.
~?<.1riOAO?<.lOOl.urll.toX mrl oJouo AOw ~orleug no1uJourllto lu.nAy~nu yooA.u
Alu.o ~Ori01A(l)A.'Ol.A.l) C\.Ol.Uo'Ol..i\51 lt 'U03l.)Ul~H ·(«50.0A.3ri9~X>A.03 Sno1. 3rl 5130~X.0
51l.O 1'0%9?<.1ri'OAO.Q 0A1lC<J>08AX> Ol.O UoX>OQJlC3» Alu 1'0% «Ui\.9?<.13 ~%101'013 1\Uw
lt.onog)1m> Alu 9un 591X3) 5lt.oltA.9"{m~n 531A.oA.yonu U51M3 5n.o1 9lC'O yw3
Aml. u)ourllto ~?<.113X.O 1.11. 13Ay~n.n ;>ooA.u Altw ~orlmAmA.ul.. \u n.Ol. lt.onl.Ajl H ·p
·(13A<))'{UA.3rl l.ufL9un. 1nlAOA;>grlU'{ n.ou Slt.oltA.9'{0l~u
A(I)Jolu1o?<.A(I)159rle,ou o ~gl)'{Ltg) s~o3rlol.lC3'{ oo3.19omo3lC m13AJA. sLtoltA.O;>l.nx
5ltond>9:UU Sn1rl Slt.onO<;?JlC3 5l.tl. lt.oltA.9'{01~n l.t 'yooA.u Altw 003l.90D1031t 1l)1A
-0~"{01'01\'00oOll l)l'OllO.OQ1 ;>?<.lriOAOX100l.UrlltoX '01. S<)}eux '119 131\<])031\Ud> 911\.'0
urlllo0o3 0.1 'A<))l.D1A(l)A'Ol.Al) Aml.Ll~d>o 'Ol.O 1'0X S~rtTiuoA. Snool,l."{lC ~X1'.1.1'{0lC Allw
'UA9"..C.13 !,lx1om1.3 Alu.o '53l.'9'{3lC 5nol. 311 lt.o;JXo ltw 'A<))1D3olt.un. Am'{'{;> l.tQ0$1?<.
uw 1nx 513o\,t-x(l)u S1w ltonogJu3 5(1)1£9 'lt1.;>'(3lC AOl. 1n?<. yoo.tn Altl. 3rlml.AO~l.
-3Xo nou A(l)1A9Auouu ul.l.t1.9x11Amllto lu.o ltouoQJlC3 \,!?<.1l.39 ltwJ3rlltoo1~n nrrl
13:t!Aud>rh (UOHI3lU~!JO l~:l(J13W) yOOA.U Alu.o 59ri01"{0WAl)000lC 0 'Ul.30090:ull£3: '£
· «SltoltriJrloun Sl,l.A.on» ~ «50.0W9?<. 0.0.1 5ltO(I)J3rl» ~X1 A.ltmow nJrl
~01.39010. no:u 5130\,l.013X1m 51l. 3rl lt.o;JX.O 30 Snol. 5UJ030lt.uo. Smri SltoltA.091.ux
5Lu.urlo3'0lOlC'O 5(1) M<J>l.D1A(l).\.n1A.u A(l)l.U"{$1cbo» nl.n1A. oo31.90D103lt '9?<.11Anrllto
Al)lA.OOjJd>'OlQI\3 «10Ti910A1'0X JOX1A.o"(OM31» 10 'U'(lt"{"{;>O'Oll '(UO!l'el!W! MOJS)
ox9fu S;Jw1A(I)A.n1Au Snm. 3rl o1orl9ow UA1 3rlnJo3ol.tltn. ~xmoAox1oo1oriltoX
Alu. no}cbootru no:u 9ri01A.uA.Oo AU•\51 9lC'O ( «5LtolLrlJri01tU SltooA.!,LoA>> l,l. «Sno1.09x
454 152
0 at6xas tau ~~i'liou outoll Eivot va nopou016oo '{10 np<ilm cpop6, OE nayK~to mi-
ne6o, IJIO oi'loKilnp<a>J,Jtvn, OUatniJOOKri Kat mtatniJOVttcti npoatyyton nou
tcoi'luntEt 6xt ¢vo 6i'les os npoi"oVttKEs onocp60£Js atO ni'loicno ms 6101-
Knons lOU npoTovttiCOU XOptoq>UilOKioU IJIOS EntXEipnons, oi\i\6 ICOI
os ovtlataiXES anocp6oes nou aq>opouv 10 xc.i>po twv unnpE01c.i>v.
To fl•flilio onotEildtal an6 ttooe:pa IJEpn Kat 6etcanivt£ tce<p(lno•o to onolo tcoi'lumouv
to oK6ilou9a 64J<no:
153