The process of consumer goods planning and demand research in a centralised socialist system, that of the German Democratic Republic (GDR) is presented and analysed. The system′s degree of centralisation and performance record; and its effectiveness in meeting consumer needs are evaluated and suggestions for improvements are proposed. As recent events in the GDR have indicated, the system, while adequate for meeting “basic needs” is not as yet able to meet dynamically evolving consumer needs and expectations. The latest available reform proposals designed to overcome the system′s inadequacies, are provided.
Naor, J. and Schmutzler, O. (1991), "Demand Research and the Planning of Consumer Goods Supplies in a Centralised Socialist System – The Case of the Former German Democratic Republic", European Journal of Marketing, Vol. 25 No. 8, pp. 13-31. https://doi.org/10.1108/03090569110136547
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