Since the collapse of the Berlin Wall and the accompanying social and political revolutions of 1989 a great deal has been written about the need to attract foreign investment, technology and managerial expertise to the countries of Eastern and Central Europe as means to encouraging the movement...

Points out that Western literature on marketing suggests a number of clear strategic typologies into which organizations fall, based on their approach to doing business and the relative importance they attach to various strategic drivers. Identifies strategic types in a on‐Western market,...

There is a dearth of empirical analysis of how and to what extent British retailers fit marketing activities to sectoral conditions. Reviews relevant literature and tests propositions concerning the relative importance of marketing activities in two retail sectors. Finds many cross‐sectoral...

Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature revealing a wide variation in the understanding of marketing strategy. Develops a process for defining marketing strategy...

Different forms of strategic flexibility allow for reactive adaptation to different changing environments and the proactive driving of change. It is therefore becoming increasingly important for decision makers to not only possess marketing capabilities, but also the capabilities for strategic...