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The Eastern expansion of the European Union has increased interest in this geographic region. Market Entry and Operational Decision Making in East-West Business Relationships presents 10 case studies that focus on firms in Central and Eastern Europe and the strategies used for success. Academics, researchers, and practitioners examine a variety of topics, including entry and marketing strategies of Western multinational companies, choices of locations for foreign direct investments, first mover advantages, entry behavior of retailing companies, dynamics in subsidiary operations, industry clusters, decision-making autonomy, and internationalization.
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