OKAZAKI, Shintaro, Rafal OHME, Andras BAUER and Radoslav ŠKAPA. Qualitative exploration on advertising strategy in the new EU member states. In Proceedings of the International Conference on Research in Advertising (ICORIA). 1st ed. Klagenfurt: European Advertising Academy, 2009, 6 pp. ISBN 978-3-200-01556-2.
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Basic information
Original name Qualitative exploration on advertising strategy in the new EU member states
Name in Czech Kvalitativní výzkum propagačních strategí v nových zemích EU
Authors OKAZAKI, Shintaro (392 Japan), Rafal OHME (616 Poland), Andras BAUER (348 Hungary) and Radoslav ŠKAPA (203 Czech Republic, guarantor, belonging to the institution).
Edition 1. vyd. Klagenfurt, Proceedings of the International Conference on Research in Advertising (ICORIA), 6 pp. 2009.
Publisher European Advertising Academy
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50600 5.6 Political science
Country of publisher Austria
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/00216224:14560/09:00037984
Organization unit Faculty of Economics and Administration
ISBN 978-3-200-01556-2
Keywords in English advertising strategy; international marketing
Tags International impact, Reviewed
Changed by Changed by: doc. Ing. Radoslav Škapa, Ph.D., učo 10072. Changed: 5/5/2011 16:24.
Abstract
This drastic expansion of the European Union (EU) has changed the way multinational corporations (MNCs) operate their businesses in Europe. Because of these countries low labour costs and investment incentives (e.g., tax reduction, construction aid), many firms have moved their production facilities from other regions to these new Member States. In particular, the Czech Republic, Hungary, and Poland have attracted almost three-quarters of foreign investment. However, to date, little research has been available regarding advertising or marketing strategy in this region. This study aims at exploring international advertising strategy in this region, using a "grounded theory" approach. Chosen from Fortune Global 500, we interview marketing or advertising managers of MCNs operating in these countries. In closing, study findings and implications are discussed.
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