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This conceptual chapter, based on literature review, aims to elaborate an integrative approach to the study of cultural differences/convergence within and across the borders of Eastern European countries, in order to conciliate the two theoretical perspectives prevailing in the debate on cultural diversity management: the emic and the etic theoretical stances.

This chapter tries to propose a ‘third way’ to cultural analysis that includes the two perspectives, within a wider and complex multiparadigmatic and pluralistic framework, with a specific focus on Eastern European cultures.

Eastern European countries represent a sort of ideal construction that includes several countries, characterized by different trajectories and heritages: Catholic versus Orthodox religions, Slavic versus non-Slavic identities, Capitalistic versus Former Soviet Union values, etc. In spite of the renovated interest towards the regional area of Eastern Europe, empirical data show that there are significant differences in the distribution of cultural values, among national clusters. On the other hand, it is very difficult to say that Eastern European countries should be considered separate sociocultural entities, without any point of contact among other.

The main assumption of this chapter is that to better understand sociocultural dynamics within and across Eastern European countries, it is necessary to go beyond cultural mapping, in search of a more complex theoretical and methodological approach.

This approach may help to conciliate the apparent paradoxes emerging from the comparison of data related to Eastern European national clusters, providing a more complex and deep view of cultural phenomena, within and outside organizational and national boundaries.

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.

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).

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.

The unequal distribution of economic activities, transposed in economic, social and territorial disparities is the general characteristic of the European economy. Gaps increased in the context of European Union (EU) enlargement towards Eastern and Central Europe and of the economic crisis, thus bringing new differentiations among member states’ economies. The main aim of the chapter is to emphasise the centre-periphery differentiations in the European economy, by using a composite index of peripherality, in order to better understand the determinants of growth and convergence in Central and Eastern European countries and to reach normative conclusions for increasing Cohesion Policy (CP) effectiveness. The first part of the chapter provides a short overview of the main theories and models of the peripherality analysis and the relationships between the centre and the periphery, in order to find out how this analysis relates to the research in the field. The second part provides a comparative analysis of the evolution of European economies during 2003–2014, in order to find out whether the EU enlargement process stabilised the EU core-periphery pattern or, on the contrary, the process of core-periphery structural convergence occurred. The third part includes the suggested model of analysis (methodology, data, and main results) from a multidisciplinary perspective, underlining the centre-periphery differentiations on the two axes, North–South and West–East. The results have been interpreted in conclusions, with a focus on their relevance for the European CP challenges.

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.

The main aim of this chapter is to analyse whether recent economic developments in Central and Eastern European countries have been subjected to a typical process of Dutch Disease (DD). We investigate the impact of foreign aid and other external inflows on the economies of these countries through their effect on the real exchange rate (RER).

After a review of the literature on the DD, we apply robust new generation augmented Dickey-Fuller (ADF) tests, and autoregressive distributed lag models following the methodology of Arellano and Bond (1991) and Blundell and Bond (1998) to establish the impact of capital inflows on output growth for the period 2003–2013.

We find no significant role for financial costs in the determination of the RER in the integration process of these countries. The evidence supports a positive influence of external capital inflows, and in particular European structural funds, on the determination of RER. This positive influence also extends to non-tradable goods and public investments.

In order to promote medium-long run sustainability, Central and Eastern European countries should carefully apply European funds in a way that does not bring about higher internal prices, or, if possible, control the nominal exchange rate in accordance. They must invest more in the higher qualification of human resources, research and development, innovation, entrepreneurship and industrial clusters, in view of the development of the tradable sector.

It is the first chapter that analyses the presence of DD originated by European structural funds and external inflows of funds for this group of countries.

Plots the changes that have taken place in the Central and Eastern European region, and the impact this has had on access to and provision of business information services available to aid managers in their market investigations. Lists directories which provide a wide range of information services and business organizations.

Plots the changes that have taken place in the Central and Eastern European region, and the impact this has had on access to and provision of business information services available to aid managers in their market investigations. Lists directories which provide a wide range of information services and business organizations.

This study aims to illustrate how bribery and fake news in Eastern European countries can affect businesses across Europe. Countries such as Romania, Bulgaria, Slovenia and Hungary represent sizeable and potential markets. Thanks to their European Union membership and low labor costs, these markets could offer many investment opportunities to international managers. Consequently, this study focuses on the challenge of corruption encountered by international managers and the necessary precautions before committing financial resources to these countries.

For this study, 10 informal interviews with presumed providers of illegal services were used to investigate the previously unexplored innovative research question. Informal interviews were conducted with individuals who can be assumed to have experience or knowledge in the field of corruption in multinational corporations.

The results show the potential impact of corruption on international managers in Eastern Europe.

This study contributes to the literature by examining two forms of corruption: bribing journalists to publish fake news to harm commercial rivals and bribing public officials to manufacture legal proceedings against business competitors. The following will also highlight how a corrupt judicial system can have implications abroad and what problems this may raise for mutual legal assistance.