Quintie

György Bőgel, Vincent Edwards, Marian Wax, Tibor Benkő, János Hárskuti, Ildikó Király, Tibor Kovács, Tamás Szabó, Vilmos Szegő, Ervin Török and László Zentai

Chapter 8 in Hungary since Communism, 1997, pp 99-109 from Palgrave Macmillan

Abstract: Abstract This case study is illustrative of the way foreign direct investment, in this example acquisition, can help to transform an organization. Acquisition provided the company with access to the new owner’s resources, comprising knowledge of marketing and brands and new technology for production and management information systems (MISs). The former pre-eminence of production has given way to an emphasis on the marketing, selling and distribution of a streamlined product portfolio of international and domestic brands. In tune with general trends this overall process of change has resulted in a much slimmer organization. An interesting aspect of the case study concerns the influence of Hungarian consumer tastes on the company’s product lines. This is evident in the adaptation of products to local tastes and in the revival of sales of traditional products and lines.

Keywords: Foreign Direct Investment; Retail Outlet; Sales Force; Central Purchasing; Bitter Chocolate (search for similar items in EconPapers)
Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14201-9_8

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DOI: 10.1007/978-1-349-14201-9_8

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