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Marketing Issues and Challenges in Transitional Economies


  • Rajeev Barra


Drawing both on the literature as well as field research on companies operating in transitional economies, this paper 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. The paper concludes with some suggestions for further research.

Suggested Citation

  • Rajeev Barra, 1996. "Marketing Issues and Challenges in Transitional Economies," William Davidson Institute Working Papers Series 12, William Davidson Institute at the University of Michigan.
  • Handle: RePEc:wdi:papers:1996-12

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