Marketing and Innovation Strategy in a Major Hungarian Enterprise — Taurus

  • László Horváth
Part of the The Vienna Institute for Comparative Economic Studies book series (VICES)


My aim is to outline the Hungarian practice of strategic thinking and plan preparation. A brief introduction reviews the more important general features of Hungarian practice, necessary because of the differences of approach from that in the West. This is followed by a description of the strategy evolved by Taurus Rubber Works, a major Hungarian producer of rubber goods, with some details of its marketing and innovation policies.


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  1. 2).
    G. Varga, A termelési szerkezet fejlesatéaaének mrisaaki-gaadasági kritériumai (The technical-economic criteria for the development of the product structure), Budapest, Kossuth Kiadb, 1978.Google Scholar
  2. 3).
    E.g. Horvath-Csath, Stratégiai tervezés: Elmélet és gvakorlat. (Strategic planning: theory and practice). Budapest, KSagaadasági Cs Jogi Kiadb, 1983, pp. 186–196, 319–345.Google Scholar

Copyright information

© Wiener Institut für Internationale Wirtschaftsvergleiche (WIIW) (The Vienna Institute for Comparative Economic Studies) 1988

Authors and Affiliations

  • László Horváth
    • 1
  1. 1.National Management Development CentreBudapestHungary

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