Executive Insights: Marketing Issues and Challenges in Transitional Economies

Abstract

Drawing both on the literature as well as field research on companies operating in transitional economies, this article describes the ways in which marketing environments in transitional economies are typically different from those in more developed countries, as well as recent trends in these environments. Managerial implications concerning appropriate marketing strategies and tactics are then drawn, both for multinationals operating in transitional economy markets as well as local companies.