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This chapter investigates the awareness and level of implementation of the sustainability marketing concept in small and medium-sized enterprises (SMEs) in selected Western European and Central-Eastern European countries. This study will focus primarily on comparing the Western and Central-Eastern European countries combined in respective country groups. The data underlying this evaluation were gathered as part of an international research project by surveying SME managers in six European countries. The chapter will assess whether the main hypothesis of the research project – that there is a significant positive correlation between awareness and level of implementation of the sustainability marketing concept and a country’s level of socio-economic development – is accurate. The main hypothesis will be verified based on individual sub-hypotheses. The findings from this verification process will clearly reveal that the main hypothesis is applicable. The following chapter is organized as follows. First, managers’ attitudes towards sustainability marketing are described. Second, managers’ knowledge on the concept of sustainability marketing is presented. The final part focuses on the implementation of sustainability marketing concept and the significance of sustainability marketing for corporate strategy over time.

The presented study pinpoints transformation of business models of small and medium enterprises (SMEs) in the food and beverage sector depending on their sustainability strategy. This paper makes a novel contribution to understanding various instruments of sustainability implementation in SMEs’ business models operating in the food and beverage industry of well-developed Western European countries versus less-developed Central–Eastern European countries.

The empirical basis is a survey of 770 European SMEs, of which 369 operate in Western European countries (including Great Britain, Germany and Spain) and 401 in Central and Eastern Europe (including Poland, Croatia and Russia). The nonparametric U Mann–Whitney test was used to examine the significance of the differences between the two groups of companies.

The study empirically confirmed that despite self-declared lack of skills and knowledge in managerial impacts of sustainability, it shapes business models of SME in both country groups in food and drink industry. At the same time, the motivation grounds for business models transformation toward sustainable models vary between mostly economic factors in Eastern Europe and social and cultural factors in Western Europe. The economic factor is formed due to smaller integration into social investments at the SME-level Eastern European countries, while Western European SMEs invest more in a variety of sustainability supporting instruments (R&D, new equipment).

This comparative study is the novel empirical research study on the implementation of sustainability into business models of food and beverage SMEs operating in two groups of Western and Central–Eastern European countries, which has not been previously observed in such a setting.

This monograph commences with a survey of previous publications on the concepts, volume and structure of industrial co‐operation agreements between East and West. In the context, the term “East” refers to those socialist countries of Eastern Europe which are members of the Council for Mutual Economic Assistance (COMECON), namely USSR, Poland, Romania, Hungary, Czechoslovakia, Bulgaria and the German Democratic Republic (GDR); and the term (West) refers to the non‐socialist industrially developed nations of Western Europe, North America and Asia. The author presents case studies of six British engineering companies having experience of industrial co‐operation with Eastern European foreign trade organisations. The USSR has been excluded, since case studies of Anglo‐Soviet industrial co‐operation had already been published by the present author (Hill, 1978) before the commencement of the study described in this paper; and the GDR has also been excluded because of that country's comparatively low level of involvement in East/West industrial co‐operation. The case studies highlight the practical advantages and disadvantages of East‐West industrial co‐operation to British companies; this is considered to be particularly relevant since British firms may have to be more willing to engage in this type of business activity if they wish to remain in the East European market place.

This study employs Stein Rokkan's methodological approach to analyse state formation in the Greater Middle East. It develops a conceptual framework distinguishing colonial, populist and democratic pacts, suitable for analysis of state formation and nation-building through to the present period. The framework relies on historical institutionalism. The methodology, however, is Rokkan's. The initial conceptual analysis also specifies differences between European and the Middle Eastern state formation processes. It is followed by a brief and selective discussion of historical preconditions. Next, the method of plotting singular cases into conceptual-typological maps is applied to 20 cases in the Greater Middle East (including Afghanistan, Iran and Turkey). For reasons of space, the empirical analysis is limited to the colonial period (1870s to the end of World War 1). Three typologies are combined into one conceptual-typological map of this period. The vertical left-hand axis provides a composite typology that clarifies cultural-territorial preconditions. The horizontal axis specifies transformations of the region's agrarian class structures since the mid-19th century reforms. The right-hand vertical axis provides a four-layered typology of processes of external intervention. A final section presents selected comparative case reconstructions. To the authors' knowledge, this is the first time such a Rokkan-style conceptual-typological map has been constructed for a non-European region.

We investigate the role of fiscal policy, through several measures of government revenues and expenditures and redistribution, on disposable and market income inequality and economic growth as well as the interaction between inequality and growth for 31 European countries from 1995 to 2019.

We use a simultaneous equations model to assess the linkage between economic growth, inequalities and fiscal policy variables.

(1) While disposable income inequality has a negative effect on all fiscal policy variables, market income inequality has a mixed effects; (2) for Eastern European countries, public consumption and direct taxation positively influence economic growth; conversely, for Western European countries, the effects are negative; (3) disposable and market income inequality have a positive effect on growth for Eastern European countries, and a negative influence on growth for Western European countries; (4) growth contributes to the increase of disposable and market income inequality for Eastern European countries; for Western European countries, the effects are opposite; and (5) fiscal policy allows for the attenuation of disposable income inequality.

The different results between the role of market and disposable income inequality levels lead us to suggest tax progressivity as an important feature to consider when analyse the trivariate relationship between inequalities, fiscal policy and growth. Furthermore, there are different dynamics between inequality and growth, and the role of fiscal policy, on both Eastern and Western European countries.

Cross-cultural research constitutes a pivotal topic for marketing; however, the literature indicates that there are a few studies analyzing social media reviews from a cross-cultural perspective using cultural proximity (supra-national level) as a proxy of culture. Therefore, the purpose of this study is to identify cross-cultural differences in service evaluations and specifically, in hotel appraisals among tourists from Central, Eastern (including Post-Soviet States), Northern and Southern Europe.

A quantitative approach has been taken by studying online user-generated ratings of hotels on Trip Advisor. In total, 1,055 reviews of five hotels in Greece were used for the study.

Multivariate analysis of variance and analysis of variances results confirm cultural differences in overall service evaluations and attributes (value, location, sleeping quality, rooms, cleanliness and service) of tourists from various European regions. Specifically, Eastern Europeans uploaded more reviews than any other European group, whereas Northern Europeans were more generous in their appraisals than Eastern, Southern and Central Europeans.

The results of the study could be used for segmentation purposes of the European tourism market and for recognizing, which aspects of their services need to be improved based on the segments they serve. Moreover, managers should encourage Northern and Eastern Europeans to upload their reviews as both groups are more generous in their evaluations. Moreover, the findings are useful to marketers of other services.

To the author’s knowledge, this is the first study that examines cross-cultural differences in hotel appraisals from a supra-national perspective including developed (Northern and Western Europe), developing (Southern Europe) and emerging tourism markets (Eastern Europe).

Eastern Europe and the Commonwealth of Independent States are going through deep and dramatic changes and are entering a new era. The development of high‐technology industries is considered crucial to help revitalize the economies of Bulgaria, Czech Republic, Slovakia, the eastern provinces of Germany (former German Democratic Republic), Hungary, Poland, Romania, and the old Soviet Union. Moreover, the current status, operation, and progress of the information processing industry represent the most fascinating areas of old East Bloc industrialization. It is widely known that the majority of industries in these countries are obsolete in comparison with the Western countries. Computer and communications technologies comprise this branch of industry where the technological gap between East and West is the widest. Catching up with western countries would take eastern countries ten years for software and supercomputers, eight years for mainframes, six years for microprocessors, and five years for minicomputers. Western countries consider this necessity to catch up as one of the main obstacles to future European integration.

The study's objective is to measure the response of the food prices to the aggregate and disaggregate geopolitical risk events, Russia's geopolitical risks and global energy prices in the context of two European regions, i.e. Eastern and Western Europe covering the monthly data from January 2001 to March 2022.

The authors apply a novel and sophisticated econometric method, the cross-quantilogram (CQ) approach, to analyse the authors’ monthly data properties. This method detects the causal relationship between the variables under the bi-variate modelling approach. More importantly, the CQ procedure divulges the bearish and bullish states of the causal association between the variables under short, medium and long memories.

The authors find that aggregate measures of geopolitical risk reduce food prices in the short term in the Eastern Europe but increases food prices in the Western Europe. Besides, the decomposed measures of geopolitical risk “threats” and “acts” have heterogeneous effects on the food prices. More importantly, Russia's geopolitical risk events and global energy prices enhance the food inflation under long memory.

The authors provide diverse policy implications for Eastern and Western Europe based on the authors’ findings. First, the European policymakers should take concrete and joint policy measures to tackle the detrimental effects of geopolitical risks to bring stability to the food markets. Second, this region should emphasize utilizing their unused agricultural lands to grow more crops to avoid external dependence on food. Third, the European Union and its partners should begin global initiatives to help smallholder farmers because of their contribution to the resilience of disadvantaged, predominantly rural communities. Fourth, geopolitically affected European countries like Ukraine should deal with a crippled supply chain to safeguard their production infrastructure. Fifth, fuel (oil) scarcity in the European region due to the Russia-Ukraine war should be mitigated by searching for alternative sources (countries) for smooth food transportation for trade. Finally, as Europe and its Allies impose new sanctions in response to the Russia-Ukraine war, it can have immediate and long-run disastrous consequences on the European and the global total food systems. In this case, all European blocks mandate cultivating stratagems to safeguard food security and evade a long-run cataclysm with multitudinous geopolitical magnitudes for European countries and the rest of the world.

This is the maiden study that considers the aggregated and disaggregated measures of the geopolitical risk events, Russia's geopolitical risks and global energy prices and delves into these dynamics' effects on food prices. Notably, linking the context of the Russia-Ukraine war is a significant value addition to the existing piece of food literature.

Adopting the concept of sustainable development is connected with the necessity of redefining marketing strategies and, as a consequence, should also be reflected in the policies adopted for the individual tools. In this chapter, the sustainability marketing mix is considered with regard to five instruments: product, price, place, promotion and people (5P). The aim of the chapter is to investigate the current state of knowledge in this matter as well as the scope for the implementation of the sustainability marketing concept in small and medium-sized enterprises (SME) in the food and drink sector from an international perspective. The international approach has been adopted to try and find out whether in more highly developed countries sustainability marketing activities are comprehensive and include all the marketing tools; and, on the other hand, whether in less-developed markets sustainability marketing activities are limited to the tools for which the concept of sustainable development can theoretically be implemented the most easily, namely, promotional activities and those targeted at a company’s own employees.

Each of the analysed instruments was described from two angles: in terms of the results obtained for the whole research sample, indicating the countries whose respondents had the highest and lowest values for the specific variables defining each marketing mix instrument and in terms of a comparison of two groups of countries, indicating similarities and differences in the opinions of managers on the use of marketing mix instruments in a sustainable way. The chapter concludes with the results obtained through factor analysis, which made it possible to identify the ways in which SME managers in the food and drink sector define the individual sustainability marketing tools.

Formation of a single market within the EU and democratisation and development of a market economy in Eastern Europe undoubtedly enhance standardisation of marketing in the European area. Multinational companies planning to enter the Eastern European market frequently assume that this region is culturally and economically undifferentiated. The purpose of the study is to analyze whether the purchasing and consumption behaviour of Slovene consumers is similar to that of consumers from other Eastern European countries. The attention is focused on the following five dimensions: orientation towards domestic brands versus Western brands, experimentation with unknown brands and new products; brand loyalty; quality orientation and quality indicators; and price sensitivity.