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

Roger Bennett

doi:10.5771/0949-6181-1998-1-7

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–4 Titelei/Inhaltsverzeichnis 1–4
- 5–6 Editorial Rainhart Lang Rainhart Lang 5–6
- 7–79 Articles 7–79
  - 7–25 First insights into the transfer of marketing know-how from Western firms to enterprises in Central and East Europe: A qualitative study Roger Bennett Roger Bennett 7–25
  - 26–46 The transformation of companies from the standpoint of participation rights: The case of Slovenia Boštjan Zalar Boštjan Zalar 26–46
  - 47–65 Czech enterprises and the multidivisional form: Legitimation, legacies and structural choice Ed Clark Ed Clark 47–65
  - 66–79 Russian Management Style: A Game Theory Approach to Evaluating Decision Making Robin Matthews, Ara Yeghaizarian Robin Matthews, Ara Yeghaizarian 66–79
- 80–85 Book Reviews 80–85
- 86–94 News / Information 86–94
- 95–96 Column 95–96
  - Qualität managen – eine erstrangige Führungsaufgabe Claus Morgenstern Claus Morgenstern
- 97–100 Guideline for Authors 97–100
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JEEMS Journal of East European Management Studies , page 7 - 25

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

Autoren

Roger Bennett

DOI
- doi.org/10.5771/0949-6181-1998-1-7
- ISSN: 0949-6181
- ISSN online: 1862-0019
Abstract

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 optimal means for transmitting technical information between organisations are applied to the data, and the usefulness of a number of collateral hypotheses are assessed. It is concluded that certain elements of transactions cost theory stand up well in the CEE business context, but that the practical devices adopted by Western enterprises when transferring marketing know-how to foreign CEE partners need to be improved.
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