Changing marketing opportunities in Eastern Europe and the Soviet Union

  • George Tesar


The changes in the business environment of Eastern Europe and the Soviet Union indicate that U.S. firms must adjust their perceptions of socialist markets if they are to compete successfully with Western European and Japanese firms. Consensus among the managers of socialist enterprises agree that U.S. firms fail in these markets because they have made little effort to understand the general business environment and the market dynamics that are characteristic of countries in Eastern Europe and the Soviet union. The purpose of this article is to identify and discuss the key elements of the techniques needed to penetrate socialist markets. Sufficient understanding of these factors should produce a strong competitive position for the U.S. firms that are actively pursuing these marketing opportunities.


Trade Fair Socialist Enterprise Japanese Firm Negotiation Strategy Socialist Market 


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Copyright information

© The Academy of Marketing Science 1978

Authors and Affiliations

  • George Tesar
    • 1
  1. 1.Georgetown UniversityGeorgetownUSA

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