Outsourcing by finnish organizational buyers from Eastern and Central European suppliers: Country-of-origin impact

Erdener Kaynak, Jarmo Eronen

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Success in global marketing necessitates a clear understanding of export and import behavior and performance of domestic companies. The changing global marketing environment of today forces companies of all sizes to consider a variety of foreign sources of product supply for increased competitiveness. The purpose of this study is to examine Finnish industrial buyers’ evaluation of and attitudes toward products and suppliers of the Russian Federation, Estonia, Poland, Czech Republic, Slovak Republic and Hungary. Survey results indicate that since the start of economic reforms and transformation processes in these countries in the early and mid-1990s, marketing communication and product quality have improved substantially, but the record on price competitiveness, distribution, marketing logistics and delivery schedules is mixed. Despite improved perceptions of buyers’ perception of product quality, low price still seems to be the major purchasing motive while procuring industrial products from these emerging markets of central and eastern Europe.

Original languageEnglish (US)
Title of host publicationEuropean Perspectives in Marketing
PublisherTaylor and Francis
Pages9-28
Number of pages20
ISBN (Electronic)9780203050866
DOIs
StatePublished - Jan 1 2012

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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