The purpose of this paper is to describe the strategies of enterprises located in Hungary parallel with joining the European Union and to evaluate the preparation of firms for the…
Abstract
Purpose
The purpose of this paper is to describe the strategies of enterprises located in Hungary parallel with joining the European Union and to evaluate the preparation of firms for the competitive conditions within the EU.
Design/methodology/approach
The paper is based on a questionnaire survey including 301 enterprises. Top managers of medium sized and large enterprises answered the questions. Data were analysed by using mathematical and statistical methods, among them factor and cluster analysis. The paper discusses enterprise strategy by taking into account environmental conditions and internal characteristics of firms.
Findings
The paper deals with both content and process characteristics of strategies. Attention is devoted to issues like strategic alliances, mergers and acquisitions, research and development, corporate governance.
Research limitations/implications
Small enterprises are hardly represented in the sample. Emphasis is laid on the formalised systems of strategy development. Informal strategic processes are not analysed in detail.
Practical implications
The paper provides valuable information for evaluating the progress of Hungarian enterprises within the EU. Comparison with experiences in countries joining the EU parallel with Hungary may provide lessons for managers of Hungarian companies to improve their competitive position.
Originality/value
The paper relies on data from a large number of Hungarian enterprises. The conclusions may be useful for researchers interested in studying strategies of enterprises in transforming economies and also for practising managers in central and eastern Europe.
Details
Keywords
Discusses various aspects of market research in Eastern Europe, with special emphasis on the Hungarian experience under the New Economic Mechanism. Attempts to show how the manner…
Abstract
Discusses various aspects of market research in Eastern Europe, with special emphasis on the Hungarian experience under the New Economic Mechanism. Attempts to show how the manner in which various sources of information can and should be utilized. Highlights differences and similarities between methodology of marketing employed in the East and the West. Presents a cross‐section of case studies to illustrate market research carried out. Suggests that marketing research is an important function in Eastern Europe.