INTERNATIONAL MARKET ENTRY STRATEGIES AND THEIR IMPACTS ON MARKETING IN CENTRAL EUROPE

Abstract

Cultural differences between East and West have determined the chosen market entry strategies when foreign marketers and investors entered markets of Central and Eastern European countries and the transition toward market economy started. Both parties, e.g. foreign marketers and host country governments had their various motivations when foreign investment and other market entry forms have taken place. The paper discusses the main elements of cultural differences, motivations and expectations that have influenced market entry strategies of foregin marketers and investors in CEC as well as the question how expectations have been fulfilled. It emphasizes the impacts of foreign ivestment - with a special attention to investment from EU - on the development of marketing environment and the marketing capabilities of firms, especially in Hungary.