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| Author: | Quelch, J. A. Joachimsthaler, E. Nueno, J. L. |
| Title: | After the Wall: marketing guidelines for Eastern Europe |
| Journal: | Sloan Management Review
1991 : WINTER, VOL. 32:2, p. 82-93 |
| Index terms: | EUROPE, EAST MARKETING MARKETING MANAGEMENT CULTURE TECHNOLOGY ORGANIZATIONAL SIZE EXECUTIVES USA |
| Language: | eng |
| Abstract: | The Berlin Wall came down, and so did barriers to marketing and producing in East European countries. But obstacles still remain - culture, technology, and supply sources, to name a few. Practical advice is provided to companies doing or about to do business in Eastern Europe. Four entry-strategy questions are addressed regarding product markets, the suitable form of participation, company size, and timing. Then tactical advice is offered drawn from interviews with ten USA business executives responsible for business development in Eastern Europe. Some implementation issues are discussed: securing the initial sale, negotiating a joint venture agreement, developing marketing tactics, and organizing to address business opportunities. |
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