MANAGERIAL AND MARKETING THINKING IN LATE FEUDAL GEORGIA
MANAGERIAL AND MARKETING THINKING IN LATE FEUDAL GEORGIA

Summary/Abstract: The article discusses level of managerial and marketing thinking development in Georgian cities of late feudal period. Regarding that in Georgian cities of that period the main organizations were the guilds of the traders and craftsmen, situation, with respect of application of the marketing and managerial approaches was studied on their example. Authors have analyzed the guild charters. Study of these normative documents showed that Georgian guilds performed their activities under the leadership of ustabashi. He and other leaders were elected by the guild members at general meeting. The ustabashis, in modern sense, were the guild managers. The charters show that the guild activities were based on the management organization and control functions. Attention was paid to the motivation function as well, though this is not clearly stated in the analyzed charters. The guilds performed their activities with marketing approach, i.e. with orientation towards the consumers. Therefore, the guild primarily focused attention on production of high quality goods. Goal of production of the high quality goods was not only maintaining of the existing consumers and attraction of the new ones. For the guild leadership this was the way for creation and improvement of reputation, in the view of public that would positively impact the final results of work. Thus, we can state that the guilds in Georgian cities of late feudal period performed their activities with marketing and managerial approaches. Thus, marketing and managerial thinking have gradually developed in Georgia.

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