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First insights into the transfer of marketing know-how from Western firms to enterprises in Central and Eastern Europe : a qualitative study

Bennett, Roger - In: Journal of East European management studies : JEEMS 3 (1998) 1, pp. 7-25

Persistent link: https://www.econbiz.de/10001236778

First insights into the transfer of marketing know-how from Western firms to enterprises in Central and Eastern Europe : a qualitative study

Bennett, Roger - In: Journal of East European management studies : JEEMS 3 (1998) 1, pp. 7-25

This paper reports the results of case study research into the methods employed by 12 large UK-based companies when transferring marketing know-how to Central and East European (CEE) joint venture partner firms. Propositions derived from transactions cost analysis and theories concerning the...

Persistent link: https://www.econbiz.de/10010205575