Foreword to the Special Issue on Marketing in Transitional Economies Transitional economies (TEs), formerly controlled markets that are rapidly transforming into free market economies, continue to receive interest from both corporations and academics, for separate reasons. Many of these countries—particularly those that occupy the Eurasian landmass, including the former Soviet Union, the countries of east-central Europe, China, Mongolia, India, and Vietnam—are together home to more than 40% of the world’s population. By continuously reforming social institutions (government control in particular) that used to restrict market forces, several TEs have proved that they can achieve fast and sustainable economic growth. Because of their tremendous potential purchasing power, these markets will play an important role in the economic future.

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