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| Author: | Bauer, H. |
| Title: | West- und Osteuropa-Markte im Wandel: eine Herausforderung fur die Unternehmenspolitik (Changing markets in Eastern and Western Europe: a challenge for firm strategy) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1991 : VOL. 37:2, p. 131-141 |
| Index terms: | MARKETING EUROPE |
| Language: | ger |
| Abstract: | The latest developments in Europe are new challenges for firm-level management: competition requires general, abstract management capabilities, the merging of markets requires increased efficiency and the acting on both Eastern and Western markets requires differentiated management. |
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