Marketing business services in Central Europe: the challenge: a report of expert opinion

Abstract

Identifies several unique challenges facing Western firms in marketing business services in the economies of Hungary, the former Czechoslovakia, Poland, the former East Germany and Russia. Derives several managerial recommendations to meet these challenges. Identifies experts on these economies and employs a modified Delphi technique to identify expert recommendations for constructing a business services marketing strategy targeted to Central Europe.

Citation

Lunsford, D.A. and Fussell, B.C. (1993), "Marketing business services in Central Europe: the challenge: a report of expert opinion", Journal of Services Marketing, Vol. 7 No. 1, pp. 13-21. https://doi.org/10.1108/08876049310026060