IDEAS home Printed from https://ideas.repec.org/a/zag/market/v22y2010i2p255-268.html
   My bibliography  Save this article

How research on marketing in Central and Eastern Europe can advance international marketing theory

Author

Listed:
  • Arnold Schuh

    (Director of Competence Center for Central and Eastern Europe Vienna University of Economics and Business)

Abstract

This paper deals with the question of how research on marketing issues in Central and Eastern Europe (CEE) can contribute to the international marketing theory. Regional studies provide valuable insights into business environments, marketing systems and practices in specific countries and geographical areas, which explain their high appeal among marketing practitioners. While contributing to the general body of knowledge in marketing, they often lack a strong role in theory development. Two approaches which link regional studies to the advancement of international marketing theory are presented and discussed: research on CEE has to be either integrated into existing theories or used as a starting point for the building of new theories. The choice of an inductive or deductive research approach is rather secondary as long as unique marketing phenomena are addressed. Unique marketing phenomena originating from a CEE context bring forth innovative insights and have a large potential to add value to the international marketing theory.

Suggested Citation

  • Arnold Schuh, 2010. "How research on marketing in Central and Eastern Europe can advance international marketing theory," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 22(2), pages 255-268.
    • Handle: RePEc:zag:market:v:22:y:2010:i:2:p:255-268
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/100735
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Michailova, Snejina & Worm, Verner, 2003. "Personal Networking in Russia and China:: Blat and Guanxi," European Management Journal, Elsevier, vol. 21(4), pages 509-519, August.
    2. David A Griffith & Salih Tamer Cavusgil & Shichun Xu, 2008. "Emerging themes in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(7), pages 1220-1235, October.
    3. Hamill, Jim & Hunt, Graham, 1993. "Joint ventures in hungary: Key success factors," European Management Journal, Elsevier, vol. 11(2), pages 238-247, June.
    4. Mike Wright & Igor Filatotchev & Robert E. Hoskisson & Mike W. Peng, 2005. "Strategy Research in Emerging Economies: Challenging the Conventional Wisdom," Journal of Management Studies, Wiley Blackwell, vol. 42(1), pages 1-33, January.
    5. Klaus E Meyer & Mike W Peng, 2005. "Probing theoretically into Central and Eastern Europe: transactions, resources, and institutions," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(6), pages 600-621, November.
    6. János Kornai, 2008. "The Great Transformation of Central Eastern Europe: Success and Disappointment," International Economic Association Series, in: János Kornai & László Mátyás & Gérard Roland (ed.), Institutional Change and Economic Behaviour, chapter 1, pages 1-37, Palgrave Macmillan.
    7. Wade M Danis & Arvind Parkhe, 2002. "Hungarian-Western Partnerships: A Grounded Theoretical Model of Integration Processes and Outcomes," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(3), pages 423-455, September.
    8. Li, Tiger & Cavusgil, S. Tamer, 1995. "A classification and assessment of research streams in International Marketing," International Business Review, Elsevier, vol. 4(3), pages 251-277, September.
    9. Klaus E Meyer & Saul Estrin, 2001. "Brownfield Entry in Emerging Markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(3), pages 575-584, September.
    10. Randall, Linda M. & Coakley, Lori A., 1998. "Building successful partnerships in Russia and Belarus: The impact of culture on strategy," Business Horizons, Elsevier, vol. 41(2), pages 15-22.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Matevž Rašković & Maja Makovec Brenčić & Anuška Ferligoj & Jan C. Fransoo, 2013. "Relationship learning as a dimension of relationship quality: tentative evidence from transnational buyer-supplier relationships," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(1), pages 37-50.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wrona, Thomas & Trąpczyński, Piotr, 2012. "Re-explaining international entry modes – Interaction and moderating effects on entry modes of pharmaceutical companies into transition economies," European Management Journal, Elsevier, vol. 30(4), pages 295-315.
    2. Paeivi Karhunen, 2008. "Toward convergence in the St. Petersburg hotel industry through the lens of institutional theory," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 13(2), pages 106-128.
    3. Yadong Luo & Huan Zhang & Juan Bu, 2019. "Developed country MNEs investing in developing economies: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(4), pages 633-667, June.
    4. Gelbuda, Modestas & Meyer, Klaus E. & Delios, Andrew, 2008. "International business and institutional development in Central and Eastern Europe," Journal of International Management, Elsevier, vol. 14(1), pages 1-11, March.
    5. Karhunen, Päivi & Löfgren, Joan & Kosonen, Riitta, 2008. "Revisiting the relationship between ownership and control in international business operations: Lessons from transition economies," Journal of International Management, Elsevier, vol. 14(1), pages 78-88, March.
    6. Bruno Grancelli, 2012. "Bastions Of Irrational Conservatism? Shop-Floor Accounts And The Co-Evolution Of Organizational And Institutional Change In Russia," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(2).
    7. Klaus E. Meyer & Saul Estrin & Sumon Kumar Bhaumik & Mike W. Peng, 2009. "Institutions, resources, and entry strategies in emerging economies," Strategic Management Journal, Wiley Blackwell, vol. 30(1), pages 61-80, January.
    8. Yi Jiang & Wei Shen, 2013. "Race for Foreign Direct Investment: Turkey vs. Poland," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 2, October.
    9. Li, Peter Ping, 2010. "Toward a learning-based view of internationalization: The accelerated trajectories of cross-border learning for latecomers," Journal of International Management, Elsevier, vol. 16(1), pages 43-59, March.
    10. Stone, Zita & Filippaios, Fragkiskos & Stoian, Carmen, 2014. "Equity culture development in Central and Eastern Europe: The role of institutional and managerial factors," Research in International Business and Finance, Elsevier, vol. 31(C), pages 234-263.
    11. Anil, Ibrahim & Tatoglu, Ekrem & Ozkasap, Gaye, 2014. "Ownership and market entry mode choices of emerging country multinationals in a transition country: evidence from Turkish multinationals in Romania," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 19(4), pages 413-452.
    12. Sang-Heui Lee & Jay Wyk, 2015. "National institutions and logistic performance: a path analysis," Service Business, Springer;Pan-Pacific Business Association, vol. 9(4), pages 733-747, December.
    13. Shih-Chang Hung & Yung-Ching Tseng, 2017. "Extending the LLL framework through an institution-based view: Acer as a dragon multinational," Asia Pacific Journal of Management, Springer, vol. 34(4), pages 799-821, December.
    14. Wang, Chengqi & Hong, Junjie & Kafouros, Mario & Boateng, Agyenim, 2012. "What drives outward FDI of Chinese firms? Testing the explanatory power of three theoretical frameworks," International Business Review, Elsevier, vol. 21(3), pages 425-438.
    15. Ciprian Stan & Mike Peng & Garry Bruton, 2014. "Slack and the performance of state-owned enterprises," Asia Pacific Journal of Management, Springer, vol. 31(2), pages 473-495, June.
    16. Khavul, Susanna & Pérez-Nordtvedt, Liliana & Wood, Eric, 2010. "Organizational entrainment and international new ventures from emerging markets," Journal of Business Venturing, Elsevier, vol. 25(1), pages 104-119, January.
    17. Elena-Mădălina Vătămănescu & Andreea Mitan & Paul Claudiu Cotîrleț & Andreia Gabriela Andrei, 2022. "Exploring the Mediating Role of Knowledge Sharing between Informal Business Networks and Organizational Performance: An Insight into SMEs Internationalization in CEE," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    18. Na Yang & Jue Wang & Xiaming Liu & Lingyun Huang, 2022. "Home-country institutions and corporate social responsibility of emerging economy multinational enterprises: The belt and road initiative as an example," Asia Pacific Journal of Management, Springer, vol. 39(3), pages 927-965, September.
    19. Patel, Parth & Bhanugopan, Ramudu & Sinha, Paresha & Prikshat, Verma & Boyle, Brendan, 2024. "Home country and firm-specific advantage influences on HRM replication versus adaptation in EMNEs operating in advanced economies: A qualitative comparative analysis," Journal of Business Research, Elsevier, vol. 170(C).
    20. Jensen, Peter D. Ørberg, 2012. "A passage to India: A dual case study of activities, processes and resources in offshore outsourcing of advanced services," Journal of World Business, Elsevier, vol. 47(2), pages 311-326.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:22:y:2010:i:2:p:255-268. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.