Exploring brand advertising strategy in the new EU member states: The grounded theory approach


OKAZAKI Shintaro OHME Rafal BAUER Andras ŠKAPA Radoslav

Year of publication 2009
Type Article in Proceedings
Conference Proceedings of the Annual Conference of the American Academy of Advertising
MU Faculty or unit

Faculty of Economics and Administration

Field Economy
Keywords advertising strategy; international marketing
Description In 2004, the European Union added ten new member states, 77 million people, and over 700,000 square kilometers. This drastic expansion has changed the way multinational corporations (MNC) operate their businesses in Europe. Because of these countries' low labor costs and investment incentives, many firms have moved their production facilities from other regions to these new Member States. In particular, the Czech and Slovak Republics, Hungary, and Poland have attracted almost three-quarters of foreign investment. This study aims at exploring international advertising strategy in the Czech Republic, Poland, and Hungary. This study is planned as a qualitative part of a larger project. The main method of research is personal interview, and the authors adopt the grounded theory approach. Specifically, they interview MNCs' advertising or marketing managers or equivalent practitioners, based on which the authors perform three types of coding: 1. open coding, 2. axial coding, and 3. selecting coding to find most relevant dimensions.

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