International Marketing and Business in the CEE Markets

Maja Szymura-Tyc

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ISBN/ISSN:

978-83-7246-460-6

DOI:

Wydawnictwo:

Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

Rok wydania:

2009

Liczba stron:

547

XML:ISBN/ISSN:

ONIX MARC21

Bibliografia:

. International Marketing and Business in the CEE Markets. Red. Szymura-Tyc, Maja . Katowice: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, 2009, 547 s. ISBN 978-83-7246-460-6

Bibliografia refWorks:

RT Book, Whole

SR Electronic(1)

A2 Szymura-Tyc, M.

T1 International Marketing and Business in the CEE Markets

PB Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

PP Katowice

YR 2009

SN 978-83-7246-460-6

Bibliografia BibTex:

@Book{ 2072, author = "", editor = "Szymura-Tyc, Maja", title = "International Marketing and Business in the CEE Markets", publisher = "Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach", year = "2009", address = "Katowice", isbn = "978-83-7246-460-6" }

Bibliografia endNote:

TY - BOOK

AU -

ED - Szymura-Tyc, Maja

TI - International Marketing and Business in the CEE Markets

PB - Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

CY - Katowice

PY - 2009

SN - 978-83-7246-460-6

ER -

Netografia (standard APA):

. Red. Szymura-Tyc, Maja. International Marketing and Business in the CEE Markets [baza danych online] Katowice: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, 2009 [dostęp: 04 07 2024]. Dostęp w Ibuk Libra: https://libra.ibuk.pl/reader/international-marketing-and-business-in-the-cee-markets-maja-szymura-tyc-2072.

Unia Europejska, logistyka, zachowanie konsumenta, marketing międzynarodowy, strategia marketingowa, dystrybucja, Europa Środkowa, integracja gospodarcza, biznes międzynarodowy, Europa Środkowa i Wschodnia, otoczenie biznesu, badania rynkowe i marketingowe, komunikacja marketingowa, zarządzanie międzynarodowe, International Marketing, Business, CEE Markets

Publikacja w języku angielskim, której celem jest wymiana doświadczeń, wyników badań, idei i koncepcji oraz dyskusja między naukowcami, badaczami oraz praktykami w zakresie marketingu i biznesu międzynarodowego na rynkach Europy Środkowej i Wscho...

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ISBN/ISSN:

978-83-7246-460-6

DOI:

Wydawnictwo:

Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

Rok wydania:

2009

Liczba stron:

547

XML:ISBN/ISSN:

ONIX MARC21

Introduction Maja Szymura-Tyc6
1. The Reform Treaty and the programmes for the internal market of the European Union - new challenges and prerequisites for the European business Jan Wiktor12
Part I International Business Environment in European Market12
2. Polish consumers on the European market Krystyna Mazurek-Łopacińska29
3. Participation in culture in selected countries of Central and Eastern Europe compared with other European countries - trends and directions of change Magdalena Sobocińska52
4. The Lisbon Strategy and development of international business in the Central and Eastern European markets Anna Olejniczuk-Merta71
5. Economic and political background in the international marketing on Central and Eastern European markets Agnieszka Żbikowska87
6. Local taxes in countries of the European Union Gediminas Davulis105
7. Austrian-Turkish business relations - why way behind Central and Eastern European level? Peter Krumhuber, Peter R. Haiss123
1. Strategies for entering and penetrating the markets in the countries of transition Reiner Springer149
Part II International Marketing Strategies for CEE Markets149
2. Global marketing standardisation versus adaptation: What can we learn from marketing strategies for CEE? Arnold Schuh168
3. The analysis of the influence of different factors on the level of brand strategies internationalisation Magdalena Grębosz, Jacek Otto187
4. Polish buyers' perception of a global brand category. Research results Monika Hajdas203
5. The effects of foreign investment on Poland's retail trade Renata Oczkowska222
6. The relevance of leasing for banks' market entry and reach in Central and Southeastern Europe Elisabeth Kichler, Peter R. Haiss233
1. Company market orientation and behaviour in the internationalisation process Krzysztof Fonfara259
Part III International Marketing Strategies of CEE Firms259
2. Outsourcing decisions in the process of company internationalisation Robert Szczepański272
3. Core competencies and business models of Polish firms. The case of engineering industry Tomasz Gołębiowski, Magdalena Lewandowska284
4. The marketing strategies of Polish food exporters Paweł Bryła, Tomasz Domański307
5. Domestic and international strategies of development of Ukrainian firms in the transition economy Natalia Chukhray334
1. Doing business with Lithuania - towards a Franco-German community of practice Christophe Morace, Alison Gourves-Hayward, Mario Glowik347
Part IV Intercultural Management and Communication347
2. Brands in marketing communication of French companies on the Polish market Magdalena Grębosz, Jacek Otto374
3. Cultural values in advertising: A case study of Nestlé television advertising in Russia Jorma Larimo, Aila Pesonen392
4. Advertising in the Central and Eastern Europe: Development of creativity in advertising in the 2003-2007 period in Ukraine Tetiana Prymak417
1. Marketing concepts and their influences on marketing management in Central and Eastern Europe Jaroslav Ďad'o436
Part V Development of Marketing Orientation in CEE436
2. The development of market orientation in the purchase sphere of enterprises in the territory of Slovakia Jaroslav Kita, Pavol Konštiak, Marta Grossmanová, Pavol Kita453
3. Organisational culture and a marketing concept in healthcare organisations in the CEE markets Justyna Matysiewicz468
4. Development of market orientation in the EU Structural Funds administrative environment for SMEs - barriers and incentives Justyna Anders487
1. Marketing responsibility in the era of climate change Michael Thomas513
Part VI Global Challenges of Marketing513
2. Modelling strategic sustainability: Antecedents and drivers to corporate change Helen Borland524
List of contributors545

Introduction

tobeintroduced.PartIendswithChapter7whereP.Krumhuber

andP.R.HaissanalyseAustrianandTurkishrelations.Theyputforward

aquestionwhyeconomicbondsbetweenAustriaandTurkeyaremuchweaker

thanthosebetweenAustriaandtheCEEcountriesthatenjoycomparableeco-

nomicpotential.Theauthorspresenttheresultsofempiricalresearchinto

thereasonsforlowerinterestofAustrianinvestorsintheTurkishmarket,thus

providingvaluablereflectionsonthefactorsaffectinginvestmentinvolvement

offirmsfromWesternEuropeonthemarketsofthenewandpotentialEU

members.

PartIIofthemonographdealswithmarketingstrategiesofWesternEuro-

peanfirmsontheCEEmarkets,andbeginswithChapter8writtenbyR.Sprin-

ger.Theauthorreferstotheinfluenceexertedbythetransformationprocess

onelementsofmarketingenvironmentinthetransitioncountries(TC).

ThestrategiesofenteringandpenetratingtheCEEmarketsarefurthercharac-

terisedandspecialattentionispaidtothesuccessfactorsofWesternfirmsop-

eratingthere.Thechapteralsodiscussesaquestionofthemanagementstyle

diversityintheWestern,CentralandEasternEuropefirms,showingtheimpact

ofmanagers’behaviouronfirmsactivity.Theissuesrelatedtotheinternational

marketingstrategiesontheCEEmarketsarefurtherdevelopedinChapter9

byA.Schuh.However,inthiscaseawiderperspectiveisgivenbyraising

aquestionwhethertheCEEmarketswitnessglobalstandardisationoradap-

tationofinternationalmarketingstrategiesimplementedbymultinationalcorpo-

rations(MNCs).Therelevantliteraturereviewiscarriedout,leadingtothecon-

frontationoftwoopposingapproaches,i.e.thelocalisationperspective

andtheglobalisationone.Theempiricalresearchresultsprovethedomination

oftheglobal(orregional)approachoverthelocalapproach,whichis,among

others,demonstratedinthesizeofmarketsharesoftheinternationalbrands

ontheFMCGCEEmarkets.

IssuesofinternationalbrandsontheCEEmarketsarefurtherdiscussed

inChapters10and11.M.GręboszandJ.Ottodescribetheresultsoftheirem-

piricalresearchintofactorsthatinfluencetheselectionofbrandstrategiesim-

plementedonthePolishmarketbyFrenchcompanies.Theresearchproves

diversityofstrategiesintroduced,dependingonsuchfactorsas:firm’smarket

position,typeofsector,featuresofproductsand/orservicesandbrandrange.

InChapter12M.HajdasanalysestheresultsoftheresearchintoPolishcon-

sumers’perceptionofglobalbrands.Sheattemptstoanswerthequestions

concerningthequalityofglobalbrands,costsoftheirpurchase,thelevel

ofcustomers’needsandexpectationssatisfiedbythesebrandsaswellassocial

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International Marketing and Business in the CEE Markets

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