International Marketing

Nenad Brkić () and Denis Berberović
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Nenad Brkić: University of Sarajevo
Denis Berberović: University of Sarajevo

A chapter in Hidden Champions in CEE and Turkey, 2013, pp 69-79 from Springer

Abstract: Abstract Within the discussion surrounding the Hidden Champions (HCs) from Central and Eastern Europe (CEE), this chapter will offer a brief international marketing perspective. Seeking to draw valuable conclusions from research that was conducted for more than 2 years in 17 CEE countries the authors will bring a blend of academic and business theory into a single workable frame of reference. The most prevalent and outstanding anomalies of this CEE HC cohort that have been studied in depth during this research will be emphasized and discussed in detail. This chapter will give a brief outline of major business environment dynamics in the last 25 years in CEE countries. It will demonstrate that this part of the world has become a popular source of business opportunity because of its emerging markets. The HCs support the argument that the business communities of the CEE countries’ consist of emerging companies that are becoming a threat to existing successful organizations.

Keywords: Marketing Strategy; Customer Loyalty; Supervisory Board; Selena Group; Market Entry Mode (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40504-4_6

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DOI: 10.1007/978-3-642-40504-4_6

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