• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Book

7th EMAC Regional Conference Where the East kisses the West: marketing convergence and divergence in the new Europe

Academic editor: M. Arslanagić-Kalajdžić, S. Kadić-Maglajlić.

What had been considered the East has changed, and the same has happened to the West. Today, all of the world's economies are interdependent, meaning that the East is dependent on the West, and vice versa. In this interconnected world, the transitional economies of Central and Eastern Europe are experiencing diverse challenges. First, they need to define their own place in regard to the relationship between east and west, which affects their marketing strategies, positioning and targeting. Second, they need to understand the interdependence between the East and West, specifically understanding consumers on both sides, as well as suppliers and other important stakeholders. Finally, they need to become fully integrated into the new world by offering innovative and competitive solutions. In these ways, companies operating in Central and Eastern Europe have the opportunity to explore and use the best from both worlds and to position themselves as a knowledge bridge between the East and West, at that unique place where the East kisses the West. Companies from CEE have the opportunity to become global leaders by reconciling collaborative expertise obtained from their position as a bridge between the two worlds.

Chapters
7th EMAC Regional Conference Where the East kisses the West: marketing convergence and divergence in the new Europe