European Journal of Marketing: Volume 41 Issue 3/4

The marketing challenges within the enlarged Single European Market

Stan Paliwoda, Svetla Marinova

The aim of the paper is to present an overview and an assessment of the challenges and opportunities for businesses that emerge from the greater diversity and complexity in doing…

Competitive advantage in the marketing of products within the enlarged European Union

Urša Golob, Klement Podnar

The purpose of this paper is to analyse competitive advantage in relation to the formulation of competitive product marketing strategies in European Union (EU) firms. It considers…

Designing the marketing‐sales interface in B2B firms

Wim G. Biemans, Maja Makovec Brenčič

This paper explores the marketing‐sales interface in Dutch and Slovenian B2B firms.

Brand strategies of Western MNCs as drivers of globalization in Central and Eastern Europe

Arnold Schuh

The purpose of this paper is to explore how selected fast‐moving consumer goods markets in Central and Eastern Europe (CEE) have developed since the opening of CEE and what market…

Positioning of retail stores in Central and Eastern European accession states: Standardization versus adaptation

Darin W. White, Keith Absher

The purpose of this paper is to examine the retail store decision criteria of customers in founder member states of the European Union and customers in Central and Eastern…

Determinants and antecedents of general attitudes towards advertising: A study of two EU accession countries

Dan Petrovici, Marin Marinov

The purpose of this paper is to explore the relationships between determinants and primary antecedents of advertising and attitudes to advertising in the context of European Union…

Cross‐national differences in consumer response to the framing of advertising messages: An exploratory comparison from Central Europe

Ulrich R. Orth, Harold F. Koenig, Zuzana Firbasova

The purpose of this research was to examine how consumers in four Central European countries respond to positively and negatively framed message appeals in advertising.

Economics and politics of advertising: evidence from the enlarging European Union

Nir Kshetri, Nicholas C. Williamson, Andreea Schiopu

The purpose of this paper is to investigate the impacts of economic and political factors on advertising industry in the enlarging EU.

A cross‐cultural comparison of self‐service technology use

Daniel Nilsson

The aim of this paper is to investigate cross‐cultural variations in the demographics of consumers using self‐service technologies (SSTs).

An examination of cross‐border shopping behaviour in South‐East Europe

Tanja Dmitrovic, Irena Vida

This paper examines consumer motivations for shopping abroad and explores the role of demographic versus socio‐psychological factors in explaining the phenomenon of cross‐border…

The practical aspects of British companies establishing and developing business in Poland

Nigel Adams

The purpose of this case study is to provide information on the practical aspects of British companies establishing and developing business in Poland.