Abstract
Sixty-seven managers of U.S. firms in Poland, Hungary, former Czechoslovakia, and former Yugoslavia responded to a mail questionnaire on their evaluation of the business climate in their host country. About 25% were in manufacturing, 25% in sales/marketing; 50% in basic services such as consulting, accounting, engineering, etc. They had neutral to positive feelings toward most factors in marketing except for the availability and ease of market research. The positives were surprising in view of the lack of marketing structure in the former command economies.
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© 2015 Academy of Marketing Science
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Buntzman, G.F., Kathawala, Y., Busch, E.T. (2015). Marketing in Four East European Countries. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_38
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DOI: https://doi.org/10.1007/978-3-319-17323-8_38
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17322-1
Online ISBN: 978-3-319-17323-8
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