Qualitative exploration on advertising strategy in the new EU member states


OKAZAKI Shintaro OHME Rafal BAUER Andras ŠKAPA Radoslav

Year of publication 2009
Type Article in Proceedings
Conference Proceedings of the International Conference on Research in Advertising (ICORIA)
MU Faculty or unit

Faculty of Economics and Administration

Field Management and administrative
Keywords advertising strategy; international marketing
Description This drastic expansion of the European Union (EU) has changed the way multinational corporations (MNCs) operate their businesses in Europe. Because of these countries low labour costs and investment incentives (e.g., tax reduction, construction aid), many firms have moved their production facilities from other regions to these new Member States. In particular, the Czech Republic, Hungary, and Poland have attracted almost three-quarters of foreign investment. However, to date, little research has been available regarding advertising or marketing strategy in this region. This study aims at exploring international advertising strategy in this region, using a "grounded theory" approach. Chosen from Fortune Global 500, we interview marketing or advertising managers of MCNs operating in these countries. In closing, study findings and implications are discussed.

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