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Marketing Issues and Challenges in Transitional Economies

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Marketing Issues in Transitional Economies

Abstract

The movement towards freer markets in China, Vietnam, the former Soviet Union, Poland, Hungary, the Czech and Slovak Republics and others (the so-called “Transitional Economies,” or TEs), has led to great interest in the marketing challenges and issues unique to these economies. Some of this interest comes from multinational corporations (MNCs), who see the growth and leadership potential in these emerging markets and have hastened to expand their operations in them (Nakata and Sivakumar 1995). Others are interested in these newly-opened TE markets because of the potential threat they represent to local TE corporations (TECs), as new MNC competitors flood in and take away market demand from these TECs. Some of these observers wish to strengthen these TECs, because strengthening them should contribute to the overall health of these TE economies and thus to the likelihood of success of the fragile economic transition process.

A shorter version of this chapter originally appeared in the Journal of International Marketing 5, no. 4 (1997): 95-114. Reproduced by permission.

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  1. University of Michigan and William Davidson Institute, USA

    Rajeev Batra

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  1. Rajeev Batra
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Rajeev Batra

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© 1999 Springer Science+Business Media New York

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Batra, R. (1999). Marketing Issues and Challenges in Transitional Economies. In: Batra, R. (eds) Marketing Issues in Transitional Economies. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-5009-9_1

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  • DOI: https://doi.org/10.1007/978-1-4615-5009-9_1

  • Publisher Name: Springer, Boston, MA

  • Print ISBN: 978-1-4613-7275-2

  • Online ISBN: 978-1-4615-5009-9

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