 Globalizing Brands?Arnold Schuh Chapter 4 in The Changing Nature of Doing Business in Transition Economies, 2011, pp 47-67 from Palgrave Macmillan Abstract: Abstract The liberalization of the political and economic systems in Central and Eastern Europe (CEE) since the fall of the Iron Curtain in 1989 has opened a huge new market for foreign firms. In particular, the enormous growth potential of the region prompted a rush into the emerging markets of this region. While the motivation to enter these markets was clearly understood, the choice of the adequate marketing approach turned out to be more complicated. The foreign firms almost faced a “tabula rasa,” a regional market that had been isolated from the modern Western marketing and consumption culture for more than four decades. What is the right marketing approach in such a situation? Should the management of the foreign firms opt for a more localized or a more standardized approach in international marketing strategy? Had management followed classic international marketing theory, it would have leaned towards a more localized approach given the huge differential in purchasing power and market development between Western and Eastern Europe. Keywords: Product Category; Harvard Business Review; Private Label; International Marketing; Brand Strategy (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-33701-5_4 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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