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| Author: | Manea, J. Pearce, R. |
| Title: | MNE's strategies in Central and Eastern Europe: key elements of subsidiary behaviour |
| Journal: | Management International Review
2006 : VOL. 46:2, p. 235-255 |
| Index terms: | Europe strategy subsidiary companies |
| Language: | eng |
| Abstract: | This paper investigates the strategies of MNE in Central and Eastern Europe (CEE). Attention is paid to the knowledge characteristics of MNE subsidiaries in CEE by analysing the roles of subsidiaries, market orientation and sources of technology over time. It is shown that European MNEs pursue the most country-centred strategies while the Asian MNEs have the highest export-orientation. The authors suggest that product differentiation using CEE creative capabilities (such as technology and engineering expertise) rather than cost-competitiveness, may ultimately secure a more sustainable and embedded entry into MNEs' wider European (or global) networks. |
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