The marketing implications of foreign direct investment in private Hungarian firms

Abstract

Since the collapse of the Berlin Wall and the accompanying social and political revolutions of 1989 a great deal has been written about the need to attract foreign investment, technology and managerial expertise to the countries of Eastern and Central Europe as means to encouraging the movement towards marketled economies. Explores the experience of foreign direct investment in Hungary. Concludes that the foreign company often brings to its domestic partner a longer term and more aggressive business perspective, an enhanced export orientation, and the flexibility to break with the past. It often does not, however, bring a more marketing‐oriented approach to doing business.