Abstract
Within the discussion surrounding the Hidden Champions (HCs) from Central and Eastern Europe (CEE), this chapter will offer a brief international marketing perspective. Seeking to draw valuable conclusions from research that was conducted for more than 2 years in 17 CEE countries the authors will bring a blend of academic and business theory into a single workable frame of reference. The most prevalent and outstanding anomalies of this CEE HC cohort that have been studied in depth during this research will be emphasized and discussed in detail. This chapter will give a brief outline of major business environment dynamics in the last 25 years in CEE countries. It will demonstrate that this part of the world has become a popular source of business opportunity because of its emerging markets. The HCs support the argument that the business communities of the CEE countries’ consist of emerging companies that are becoming a threat to existing successful organizations.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Argenti, P. A. (2003). Corporate communication (3rd ed.). New York, NY: McGraw-Hill/Irwin.
Cateora, P. R., Gilly, M. C., & Graham, J. L. (2011). International marketing (15th ed.). New York, NY: McGraw-Hill/Irwin.
De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2010). Marketing communications: A European perspective (4th ed.). Harlow: Pearson Education.
Henderson, K., & Robinson, N. (1997). Post-communist politics: An introduction. Hemel Hempstead: Prentice Hall.
Hollensen, S. (2011). Global marketing: A decision-oriented approach (5th ed.). Harlow: Pearson Education.
Johansson, J. K. (2007). Global marketing: Foreign entry, local marketing and global management (5th ed.). New York, NY: McGraw-Hill/Irwin.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Pearson Education.
Kenney, P. (2006). Breme Slobode: Istočna Europa Nakon 1989 Godine. Zagreb: Srednja Eeuropa.
Kotabe, M., & Helsen, K. (2010). Global marketing management (5th ed.). Hoboken, NJ: Wiley.
Ognjanov, G. (2002). Internet marketing in transition countries: A view from Serbia and Montenegro. In M. Čičić & N. Brkić (Eds.), Transition in central and eastern Europe – challenges of the 21 st century: Conference proceedings (pp. 491–496). Sarajevo: Faculty of Economics.
Parker, S., Tritt, G., & Woo, W. T. (1997). Some lessons learned from the comparison of transitions in Asia and eastern Europe. In W. T. Woo, S. Parker, & J. D. Sachs (Eds.), Economies in transition: Comparing Asia and Europe (pp. 3–16). Cambridge, MT: The MIT Press.
Rakita, B. (2005). Međunarodni marketing. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu.
Stark, J. (2007). Global product: Strategy, product lifecycle management and the billion customer question. London: Springer.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Brkić, N., Berberović, D. (2013). International Marketing. In: McKiernan, P., Purg, D. (eds) Hidden Champions in CEE and Turkey. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-40504-4_6
Download citation
DOI: https://doi.org/10.1007/978-3-642-40504-4_6
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-40503-7
Online ISBN: 978-3-642-40504-4
eBook Packages: Business and EconomicsBusiness and Management (R0)