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Facing the challenges of expansion in the European Union: A review and evaluation of the Polish UHT milk market

Fang Wang (Department of Marketing, School of Business and Economics, Wilfrid Laurier University, Waterloo, Canada)
Wojciech Kozlowski (International Center for Business and Management, University of Warmia and Mazury, Olsztyn, Poland)
Ming Ouyang (Odette School of Business, University of Windsor, Windsor, Canada)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 25 January 2008

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Abstract

Purpose

The purpose of this paper is to examine challenges and opportunities that occurred in the Polish ultra‐high temperature (UHT) milk market after Poland entered the European Union.

Design/methodology/approach

Through an in‐depth analysis of the Polish UHT market and by interpreting statistical data, this paper analyzes the retailing, production, and distribution channels, branding, and potential changes in the marketing perspective of the UHT market in Poland. To understand the nature of the market, this paper employs a marketing science method, marketing persistence analysis, to explore the relationship of short‐term marketing efforts and long‐term market response in Polish UHT milk market.

Findings

Based on empirical testing of ten Polish brands, results show that the UHT milk market in Poland presents marketing persistence, which means that short‐term marketing efforts can generate long‐term revenue effects.

Research limitations/implications

If marketing spending data are available, causality tests can be performed to see what are most effective marketing means (e.g. TV advertising or sale promotion) in Polish dairy markets.

Practical implications

Combining the empirical findings with the facts that previous marketing activities in Poland are relatively low, and it is now a historic transition for Poland after joining the homogenous market of Europe, the authors suggest that existing marketers increase the marketing investment to strengthen brands, gain market share, and build long‐term customer relationships. International marketers also have good opportunities now to enter Polish UHT markets through intensive marketing campaigns.

Originality/value

This study is the first attempt to apply marketing science techniques to examine the Polish market and the findings enable both academic researchers and industrial practitioners to understand this market better and explore its potential business opportunities.

Keywords

Citation

Wang, F., Kozlowski, W. and Ouyang, M. (2008), "Facing the challenges of expansion in the European Union: A review and evaluation of the Polish UHT milk market", International Journal of Emerging Markets, Vol. 3 No. 1, pp. 71-86. https://doi.org/10.1108/17468800810849231

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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