Marketing Issues in Transitional Economics

by Batra, Rajeev; Davidson, William

• ISBN13: 9780792384984
• ISBN10: 0792384989
• Format: Hardcover
• Copyright: 1999-07-01
• Publisher: Kluwer Academic Pub

Summary

As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.

Table of Contents

Introduction and Acknowledgments	vii
OVERVIEW	1	(36)
Marketing Issues and Challenges in Transitional Economies	3	(34)
Rajeev Batra
THE CHANGING CONSUMER	37	(70)
Leaping Luxuries and Transitional Consumers	39	(16)
Russell W. Belk
Resolving Consumption Disagreements in Mainland Chinese Families: An Inter-Generational Comparison	55	(18)
David K. Tse
Leo Y. Sin
Oliver H. Yau
C. Joseph Yu
Consumer Segmentation in China	73	(12)
Bernd H. Schmitt
Value Priorities and Consumer Behavior in a Transitional Economy	85	(22)
Steven M. Burgess
Jan-Benedict E. M. Steenkamp
MARKET ORIENTATION IN FIRMS	107	(52)
An Examination of the Dimensions of Market Orientation in the Polish Retail Sector	109	(18)
Patricia Huddleston
Linda Good
Reliability in Measuring Market Orientation and Financial Performance in Transition Economies	127	(12)
Rohit Deshpande
John U. Farley
The Prospects of Becoming Market Oriented: Evidence from the Czech Republic	139	(20)
Ronald Savitt
DISTRIBUTION	159	(38)
Towards a New Distribution Pattern: The Case of Romania	161	(12)
Carmen Balan
Factors Relating to Supply Stability and the Reduction of Opportunism in Hungarian Marketing Channels	173	(14)
Debra J. Dahab
James W. Gentry
Product Distribution Choices in China: A Transaction Cost Perspective	187	(10)
Louisa Ha
Mrinal Ghosh
Rajeev Batra
Jie Hai Zhang
STRATEGY AND TACTICS	197	(82)
A Comparative Study of Distribution and Promotion Strategies Used by Multinational Versus Local Companies in Romania	199	(12)
Lalita A. Manrai
Ajay K. Manrai
Dana-Nicoleta Lascu
Do Timing and Modes of Entry in China Matter to Market Share Position and Profitability?	211	(14)
Yigang Pan
Xiaolian Li
Defending Turf: Marketing Strategies for Emerging Market Companies	225	(10)
Niraj Dawar
J. Ramachandran
Branding Challenges for Transitional Economy Firms in Local Markets	235	(8)
Erich A. Joachimsthaler
Jordi Garolera
Dana Pillsbury
Brand-Building Challenges in Overseas Markets for Korean Companies	243	(36)
Rajeev Batra
Youjae Yi
Contributors	279