Tony Cox

TL;DR: This article examined the nature of marketing capabilities across a range of firm types in Hungary, Poland and Slovenia and found that firms with foreign participation have been able to develop a sophisticated level of marketing capability with a resulting positive impact on financial and market performance.

TL;DR: In this paper, Narver and Slater (Narver, J.C., and Slater, S.F.) show that the adoption of a market orientation is equally applicable in transition as in Western economies and that other business orientations may coexist with market orientation creating a richer and more complex set or organizational drivers.

TL;DR: In this paper, the authors present a hierarchical model of marketing capabilities in the context of central and eastern Europe, where higher order marketing capabilities are seen to be more important than operational capabilities in explaining superior competitive performance.

TL;DR: This article examined the impact of foreign direct investment on the marketing resources and capabilities of firms in Hungary and developed a theoretical explanation of host firm motives through the resource-based theory of the firm, proposing that host firms seek resources from their investors that can then be deployed to create competitive advantage over rivals in the domestic market.

TL;DR: In this paper, the marketing attitudes and approaches of Bulgarian companies using a mailed questionnaire based on a set of preliminary in-depth interviews and analyses the results using a cluster analysis was analyzed.