Project Publications
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Chapter 10:
Horská, E., Ondieki-Mwaura, F., & Krasnodębski, A. (2014). The Role of Cross-Border Heterogeneity, Location Specifi city and Distance Related Variables: Lessons Learnt from V4 Marketers in Africa In: Knezevic, B. & Wach, K. (eds), International Business from the Central European Perspective. Zagreb: University of Zagreb Publishing Service.
Full text: pdf
Abstract:
Objective: The main aim of the paper is based on
examples of good practices of Visegrad companies operating in Africa to
identify the most appropriate marketing approach both at the level of
B2B and B2C marketing.
Research Design & Methods: The case study approach
enables to point at distance related variables, cross-border
heterogeneity and location specificity between Visegrad countries and
Africa not only from geographical point of view, but also business one.
Individual marketing actions are discussed with the intention to examine
the theory of 4A (marketing mix) for developing and emerging countries
and the factors favouring the adaptation/standardization.
Findings: Expected benefits of Visegrad countries has
been identified in the area of growth of sales, new market
opportunities, using non-traditional procedures and inputs, delivering
exotic horticulture products to Visegrad market, building long-term
relations and image of reliable, and socially inclusive partner.
Contribution & Added Value: The paper intents to point
at possibilities and ways how to do business in case of wider
internationalization crossing Visegrad and European boarders. Research
in this area will continue aiming at different parts of the world
(Africa, Ukraine, Russia and Central Asia).
Kewords:
heterogeneity, location, adaptation, distance, marketing program, consumer, African market
References:
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Czech Republic
Hungary
Poland
Slovakia
Contact:
Dr hab. Krzysztof Wach
Cracow University of Economics
wachk@uek.krakow.pl
www.wach.uek.krakow.pl
