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Industrial buyer attitudes towards goods made in eastern Europe

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  • Chasin, Joseph B.
  • Jaffe, Eugene D.

Abstract

Little has been recorded on trade between Eastern Europe and the United States, and there has been little penetration of U.S. markets by Eastern European manufacturers. The study reported in this article set out to enquire whether the process of detente might lead to a growth in imports of industrial goods from Eastern Europe by the U.S., or whether buyer attitudes were likely to inhibit this. It concludes that buyers have very negative attitudes towards Eastern European manufacturing sources, and, so far as could be determined, this applied whether or not the purchaser has experience of buying from Eastern Europe. Manufacturers in these countries, it is suggested, must develop, through high profile marketing, much more positive images, if they are to succeed in the U.S. market.

Suggested Citation

  • Chasin, Joseph B. & Jaffe, Eugene D., 1987. "Industrial buyer attitudes towards goods made in eastern Europe," European Management Journal, Elsevier, vol. 5(3), pages 180-189, September.
    • Handle: RePEc:eee:eurman:v:5:y:1987:i:3:p:180-189
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    Cited by:

    1. Reichert, Michael Justus & Fantapié-Altobelli, Claudia, 2016. "Country-of-origin effects in industrial goods markets: Do country-of-origin image effects differ for different buying center members?," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(2), pages 623-649.
    2. Bilge Aykol & Dayananda Palihawadana & Leonidas C. Leonidou, 2013. "Research on the Import Activities of Firms 1960–2010," Management International Review, Springer, vol. 53(2), pages 215-250, April.

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