Quotation Schuh, Arnold. 2008. Current Trends in the Marketing Strategies of Austrian Firms in Central and Eastern Europe. In: Business Strategies for Economies in Transition: Book of Readings on CEE Countries, Hrsg. Petr Chadraba and Reiner Springer, 2-25. Newcastle: Cambridge Scholars Publishing.


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Abstract

In this paper the findings of an online survey on trends in the marketing strategies of Austrian companies in Central and Eastern Europe for the 2006-09 period are presented. Austrian companies are very optimistic about the future market developments in CEE. Their interest is shifting from Central Europe to South-Eastern Europe and more to the East. By increasing the marketing budget and moving to more direct forms of local presence the competitive position shall be improved. Regional integration is growing as it is documented by the broad adoption of extended home market concepts. International marketing program standardization is already high and further on the rise. Flexibility in local marketing seems to be secured by granting the local management a high degree of autonomy in decision-making.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Chapter in edited volume
Language English
Title Current Trends in the Marketing Strategies of Austrian Firms in Central and Eastern Europe
Title of whole publication Business Strategies for Economies in Transition: Book of Readings on CEE Countries
Editor Petr Chadraba and Reiner Springer
Page from 2
Page to 25
Location Newcastle
Publisher Cambridge Scholars Publishing
Year 2008
Reviewed? Y
ISBN 1-4438-0049-X

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People
Schuh, Arnold (Details)
Organization
Competence Center for Emerging Markets and CEE WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5300 Economics (Details)
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