Branding and Performance Implications in the Emerging Markets of Central and Eastern Europe PDF Download

Author: Katharina Hofer
Publisher:
ISBN: 9783990332702
Category : Branding (Marketing)
Languages : en
Pages : 374

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Author: Izabela Kowalik
Publisher: Routledge
ISBN: 1000063178
Category : Business & Economics
Languages : en
Pages : 209

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Book Description
The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms’ performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.

Author: Wang, Cheng Lu
Publisher: IGI Global
ISBN: 1466662433
Category : Business & Economics
Languages : en
Pages : 337

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"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.

Author: Yordanka Chobanova
Publisher: Springer
ISBN: 0230250955
Category : Business & Economics
Languages : en
Pages : 269

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Book Description
The focus of the study is on the larger food processing companies, which invested in Central and Eastern Europe – namely Nestlé, Unilever and InBev - and analyses the motives of investment and the entry strategies of food MNEs, outlines their contribution to the local development and stresses the national actors as forces to embedded FDI.

Author: Stewart Arnold
Publisher: Routledge
ISBN: 1000160556
Category : Religion
Languages : en
Pages : 257

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Book Description
This title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.

Author: Marin Marinov
Publisher: Springer
ISBN: 1137277475
Category : Business & Economics
Languages : en
Pages : 357

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Book Description
Comprised of chapters that explore the impact of the global crisis on emerging economies and firms and their response to it. The ways in which the leading emerging economies of Brazil, Russia, India and China are dealing with the challenges of the crisis are complemented by the methods applied by countries and firms in Central and Eastern Europe.

Author: Thomas Rudolph
Publisher: Springer Science & Business Media
ISBN: 3834969761
Category : Business & Economics
Languages : en
Pages : 264

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Book Description
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.

Author: J.S. Hendriks-Gusc
Publisher: BRILL
ISBN: 9086866190
Category : Business & Economics
Languages : en
Pages : 205

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Book Description
"Multinational enterprises often seem to be on a 'roller coaster' when managing their operations in transition economies, especially because of the volatile business and political environment. By combining agency and stewardship theory, this book describes the subtle equilibrium between formal control and day-to-day coordination in the Headquarters-Subsidiary (HQ-S) governance relationship. Using the Polish situation as an example, it places HQ-S governance in the context of a transitional economy while taking the cultural differences between the headquarters and subsidiary country into account. This explorative empirical study shows that the use of strategic and operational control mechanisms work as a transparent ‘platform’ on which coordination and attuning mechanisms can be build to deal with the day-to-day management challenges in a transition economy. Creating flexibility and learning capabilities at the subsidiary level, rather than maintaining a subsidiary in a state of dependence can clearly contribute to the success of international operations. However, it also reveals that there is no simple and uniform recipe for managing subsidiaries. The road from governance to performance is not a one-way street and alternative routes are available to accelerate performance. This book is a valuable resource to all directors and managers of multinational enterprises, as well as academic researchers who concern themselves with the study of multinational enterprises in transition economies."

Author: Tõnis Mets
Publisher:
ISBN: 9781138228511
Category : Entrepreneurship
Languages : en
Pages : 0

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Book Description
This text provides an overview of entrepreneurship in a range of important emerging markets. A team of expert contributors provide analysis of entrepreneurship practice. Empirical insight into how entrepreneurial firms in Central and Eastern Europe internationalize is supplemented with context provided by world-renowned editors.

Author: Akmal S. Hyder
Publisher: Emerald Group Publishing
ISBN: 1800437447
Category : Business & Economics
Languages : en
Pages : 228

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Book Description
Transformations of Strategic Alliances in Emerging Markets: Volume I, deals with changes in strategic alliances in the complex settings of European emerging markets. It includes 40 years’ worth of data in its in-depth study of the changes in education, networks, work performance, and environmental factors in European transition region.