Changing marketing opportunities in Eastern Europe and the Soviet Union |
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Authors: | George Tesar PhD |
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Institution: | (1) Georgetown University, Georgetown, USA |
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Abstract: | 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. |
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Keywords: | |
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