Motivation, Management and Marketing – An Eastern German Case Study

Abstract

The transitional problems of formerly centrally planned economies have received much attention, in terms of both economic advice and wider academic consideration. In order to develop concrete gap‐bridging measures, micro as well as macro economic concerns need to be addressed and timing and priority issues resolved. Considers the transitional problems of one of the fastest changing economies – that of the former German Democratic Republic, now called the New Lander of the Federal Republic of Germany. Examines the various approaches to closing the important (or strategically significant) gaps. Presents a culturally adapted gap‐bridging model. Shows the model to be a useful framework for the consideration of adaption criteria. Explores the uses of the model as a basis for education and training of various levels of management, and develops a general transition model for education and training which may serve as a paradigm for other Eastern European countries in transition.

Citation

Kaufmann, R., Davies, B.J. and Schmidt, R. (1994), "Motivation, Management and Marketing – An Eastern German Case Study", European Business Review, Vol. 94 No. 5, pp. 38-48. https://doi.org/10.1108/09555349410068876