engleski

Evolving Marketing and Development Trends in Evolving Transition Economies

The transition from planned to market economies continues to affect the majority of the world's consumers and consequently the ways in which marketers must meet consumers' needs. In this special session we examine marketing and development phenomena in several countries, which remain in the throes of transition. Since transition is an on-going process of social, economic, political and cultural evolution, we believe marketing scholars must examine the similarly and reciprocally evolving marketing and development trend in transition economies. Thus, in this special session we share compelling findings from longitudinal studies being conducted in Croatia and Vietnam. Though each country is transitioning, each is also quite different, on several dimensions. Therefore, one of the purposes of the special session is to indicate the differences that result from the varying models of transition, as well as other forces and factors that affect transition. We also, however, indicate some commonalities among these disparate countries, with further hopes to determine factors and policies to abet the transition process and ultimately the interdependent welfare of individual consumers, marketers and entire societies. In sum, the special session includes findings from and trends in four specific countries and concludes with an integrative discussion vis-a-vis various development models, particularly transitional models to market-oriented economies.

Transition Economies; Marketing; Development; Croatia; Vietnam

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