European Journal of Marketing

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

Design/methodology/approach – The case study is based on the author's experience, assisting and working with British companies to establish businesses that have developed successfully in Poland.

Findings – Investing in Poland has been a success story for Beck & Pollitzer Engineering Ltd. The move to Poland has been in line with the European market expansion strategy of the company and has benefited from developing business operations in a market with high growth potential. The access to qualified and comparatively cheap labour force in Poland has reduced the overall cost of the investment. Moreover, the market access to the Russian buyers via the Polish company has provided an additional value-added to the British company.

Research limitations/implications – The single case study and related managerial experience give company specific information that is difficult to be generalised.

Practical implications – Shows that a medium-sized British company can succeed in a volatile foreign market.

Originality/value – The case study provides a manager's perspective of a company's expansion into the dynamic Polish market.