Understanding marketing development in the Czech Republic

Ronald Savitt (University of Vermont, Burlington, Vermont, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 December 2001


The development of market oriented strategies and marketing programs in the Czech Republic has been hampered by a lackof understanding by managers of what these concepts mean. A study of “old state enterprises” clearly suggests that until dramatic changes are made in transforming organizations, it will be some time before these firms will develop appropriate marketing practices. One of the most critical roadblocks to change is the current managerial cadre. Their experiences under the socialist system form the way they approach marketing. Even those at the top level of organizations have a limited understanding about marketing. Given their age and position, we should not expect to see dramatic changes in the near future. Also, the slow movement toward economic transformation and the general turbulence in the Czech economy thwart movement toward marketing practices.



Savitt, R. (2001), "Understanding marketing development in the Czech Republic", European Journal of Marketing, Vol. 35 No. 11/12, pp. 1386-1399. https://doi.org/10.1108/EUM0000000006480

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