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Quintie

In: Hungary since Communism

Author

Listed:
  • György Bőgel
  • Vincent Edwards
  • Marian Wax
  • Tibor Benkő
  • János Hárskuti
  • Ildikó Király
  • Tibor Kovács
  • Tamás Szabó
  • Vilmos Szegő
  • Ervin Török
  • László Zentai

Abstract

This case study is illustrative of the way foreign direct investment, in this example acquisition, can help to transform an organization. Acquisition provided the company with access to the new owner’s resources, comprising knowledge of marketing and brands and new technology for production and management information systems (MISs). The former pre-eminence of production has given way to an emphasis on the marketing, selling and distribution of a streamlined product portfolio of international and domestic brands. In tune with general trends this overall process of change has resulted in a much slimmer organization. An interesting aspect of the case study concerns the influence of Hungarian consumer tastes on the company’s product lines. This is evident in the adaptation of products to local tastes and in the revival of sales of traditional products and lines.

Suggested Citation

  • György Bőgel & Vincent Edwards & Marian Wax & Tibor Benkő & János Hárskuti & Ildikó Király & Tibor Kovács & Tamás Szabó & Vilmos Szegő & Ervin Török & László Zentai, 1997. "Quintie," Palgrave Macmillan Books, in: Hungary since Communism, chapter 8, pages 99-109, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14201-9_8
    DOI: 10.1007/978-1-349-14201-9_8
    as

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