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Transforming Management in Central and Eastern Europe$
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Roderick Martin

Print publication date: 1999

Print ISBN-13: 9780198775690

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198775690.001.0001

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Western companies' approaches to business in CEE

Western companies' approaches to business in CEE

(p.132) 7 Western companies' approaches to business in CEE
Transforming Management in Central and Eastern Europe

Roderick Martin

Oxford University Press

This chapter examines western companies' approaches within the framework of market entry strategies. Following a brief introduction, the second section outlines the major approaches to market entry adopted by western companies. The third section presents evidence on the flow of foreign investment into CEE between 1989 and 1997, showing the wide variation in levels of investment between countries during the period. The fourth section discusses the business environment within the region as it impacted on western managers. The final section is a brief conclusion.

Keywords:   western companies, market entry, foreign investment, Central and Eastern Europe, business environment

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