Abstract
A market economy has the potential to bestow a variety of benefits upon consumers: better products, greater choice, more competitive prices. We argue that consumers in transition economies may have particular difficulties that affect their ability to reward firms that provide market-oriented benefits. Previous literature and in-depth interviews in Romania are used to develop a framework for exploring market orientation in transition economies from the consumer point of view.
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Stan, S., Boush, D.M. (2015). Transition to Western Consumerism: How Consumers Cope with Marketing in Romania. In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_53
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DOI: https://doi.org/10.1007/978-3-319-11845-1_53
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