Marin Marinov | Sofia University "St. Kliment Ohridski" (original) (raw)
Papers by Marin Marinov
Journal of East-west Business, 2004
The process of privatization through foreign direct investment (FDI) in Central and Eastern Europ... more The process of privatization through foreign direct investment (FDI) in Central and Eastern Europe (CEE) has been organized around interactions of three legally entitled parties, i.e., foreign investor, host government, and host company. The triadic nature of those interactions is addressed in studying the relationship initiation and development. The FDI privatization relationships and the attempts of the three parties to satisfy their objectives have become critical for the survival and successful development of the privatized entity post-privatization. This paper adopts the analytical concept of the interface between motives, promises and actions in the process of relationship development focusing on the role of market seeking motives and market-related promises and actions in the FDI privatization process. Seven cases from Bulgaria are used to unveil the relative significance of the analyzed interface. When assessing FDI investments in CEE foreign investors should assess not only the macro- and microenvironmental conditions, but also pay particular attention to what parties want to gain and what they say they would bring to the venture. The complementarity, compatibility and congruity of motives, promises and actions are suggested to be essential in the successful development of FDI privatization relationships.
Journal of East-west Business, 2000
Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegratio... more Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegration of Central and Eastern Europe (CEE) in the global marketplace. This paper explores the motives of foreign investors, host governments, and host companies in the FDI process taking place in CEE. The degree to which the motives of the three parties have been achieved is evaluated. The motives of foreign investors, host governments, and host companies are related to the strategic priorities of the FDI companies. The way in which these priorities have been realized is discussed. Recommendations for foreign investors' behavior in the CEE context are presented at the end of the article. The research data come from four countries: Bulgaria, Hungary, Poland, and Slovenia.
International Marketing Review, 2007
a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and ... more a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and differences in, personal uses of advertising, perceived socio-economic effects of jBWSc.t and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Maea'•••£• :: aims to identify the relative importance of the predictors of attitudes toward advertising •t tut ~*: :: untries.
Thunderbird International Business Review, 1999
Investment conditions in the transition economies of Central and Eastern Europe favor long-term s... more Investment conditions in the transition economies of Central and Eastern Europe favor long-term strategic investments. Increasing competition pressures in the saturated West European beer markets coupled with shrinking demand challenged Interbrew SA, Belgium to enter the emergent prospective markets of Central and Eastern Europe by the acquisition of former state-owned enterprises. The study of Interbrew's case shows the linkages existing between investor internationalization strategy, motives, strategy implementation, and adaptation in the highly volatile markets of Hungary and Bulgaria. This case represents a good example of slow reactive strategy development in the Hungarian environment leading the investor to the loss of its first mover advantage. Using similar motives for its acquisitions in Bulgaria, Interbrew has successfully implemented a proactive adaptation of its initial Central and Eastern European strategy to the Bulgarian environment. The lessons from the case can be used by foreign investors to increase their chances for success in FDI acquisition in transitional economies. © 1999 John Wiley & Sons, Inc.
Journal of East-west Business, 2004
The process of privatization through foreign direct investment (FDI) in Central and Eastern Europ... more The process of privatization through foreign direct investment (FDI) in Central and Eastern Europe (CEE) has been organized around interactions of three legally entitled parties, i.e., foreign investor, host government, and host company. The triadic nature of those interactions is addressed in studying the relationship initiation and development. The FDI privatization relationships and the attempts of the three parties to satisfy their objectives have become critical for the survival and successful development of the privatized entity post-privatization. This paper adopts the analytical concept of the interface between motives, promises and actions in the process of relationship development focusing on the role of market seeking motives and market-related promises and actions in the FDI privatization process. Seven cases from Bulgaria are used to unveil the relative significance of the analyzed interface. When assessing FDI investments in CEE foreign investors should assess not only the macro- and microenvironmental conditions, but also pay particular attention to what parties want to gain and what they say they would bring to the venture. The complementarity, compatibility and congruity of motives, promises and actions are suggested to be essential in the successful development of FDI privatization relationships.
Journal of Marketing Management, 1996
Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of ... more Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of a 12-month investigation are presented through reference to mailed surveys conducted in each country. Marketing planning in the region is rudimentary, often the emphasis being on shorter term sales or financial plans, rather than longer term marketing plans. Despite the low levels of marketing planning in general, a small group of enthusiastic planners did emerge. Contents of marketing plans are discussed together with issues of plan implementation.
Journal of East-west Business, 2000
Page 1. Foreign Direct Investment Motives and Marketing Strategies in Central and Eastern Europe ... more Page 1. Foreign Direct Investment Motives and Marketing Strategies in Central and Eastern Europe Marin Alexandrov Marinov Svetla Trifonova Marinova SUMMARY. Foreign direct investment (FDI) inflows are of crucial importance ...
International Marketing Review, 2007
a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and ... more a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and differences in, personal uses of advertising, perceived socio-economic effects of jBWSc.t and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Maea'•••£• :: aims to identify the relative importance of the predictors of attitudes toward advertising •t tut ~*: :: untries.
Thunderbird International Business Review, 1999
Investment conditions in the transition economies of Central and Eastern Europe favor long-term s... more Investment conditions in the transition economies of Central and Eastern Europe favor long-term strategic investments. Increasing competition pressures in the saturated West European beer markets coupled with shrinking demand challenged Interbrew SA, Belgium to enter the emergent prospective markets of Central and Eastern Europe by the acquisition of former state-owned enterprises. The study of Interbrew's case shows the linkages existing between investor internationalization strategy, motives, strategy implementation, and adaptation in the highly volatile markets of Hungary and Bulgaria. This case represents a good example of slow reactive strategy development in the Hungarian environment leading the investor to the loss of its first mover advantage. Using similar motives for its acquisitions in Bulgaria, Interbrew has successfully implemented a proactive adaptation of its initial Central and Eastern European strategy to the Bulgarian environment. The lessons from the case can be used by foreign investors to increase their chances for success in FDI acquisition in transitional economies. © 1999 John Wiley & Sons, Inc.
Journal of Marketing Management, 1996
Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of ... more Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of a 12-month investigation are presented through reference to mailed surveys conducted in each country. Marketing planning in the region is rudimentary, often the emphasis being on shorter term sales or financial plans, rather than longer term marketing plans. Despite the low levels of marketing planning in general, a small group of enthusiastic planners did emerge. Contents of marketing plans are discussed together with issues of plan implementation.
Post-communist Economies, 1997
European Management Journal, 1998
... translate into the overall strategy of the investing firm exploiting external opportunities p... more ... translate into the overall strategy of the investing firm exploiting external opportunities presented ... However, the constant trend of diminishing national beer consumption in Hungary (more than ... did not grasp the opportunities for proactive strategy evaluation and adaptation to the ...
British Food Journal, 2006
Purpose -This article aims to analyse the strategies of international brewing companies in the Ce... more Purpose -This article aims to analyse the strategies of international brewing companies in the Central and Eastern European (CEE) beer market and the development of national beer markets in the region since 1990. Design/methodology/approach -The research is explorative, based on a broad variety of secondary data sources and company interviews. Findings -The findings provide an insight into the approaches of foreign brewing companies operating in CEE markets. Despite some differences in the initial internationalisation motives, target market choice and market entry modes that reflected the strategic priorities of investing brewers, market-seeking motives, strong brands, marketing intelligence, rapid aggressive internationalization and control over the operations have been the key success factors for Western brewers in CEE.
Journal of East-west Business, 1998
The successful transition of Eastern European economies from central planning to market orientati... more The successful transition of Eastern European economies from central planning to market orientation has to include significant company restructuring in addition to privatization. At the micro level it can bring enhanced productive efficiency through changes in organizational structure, operations and financial control and the introduction of marketing as a crucial element and function of the restructured companies. At the macro level, company restructuring creates the necessary conditions for improved allocative efficiency, achieved through the transition from the monopolistic market structure of chronic deficit to a mostly competitive one able, in the longer run, to meet market demand. Restructuring is used here in the broader sense of changes in the organization's management orientation, operational processes and systems as well as in its formal structure. Restructuring is held to be both extremely complex and critical to the realization of the benefits of privatization at both macro and micro levels. Some broad hypotheses relating to common elements of the restructuring process arc introduced: a shift to a flatter, less hierarchical organization structure; the adoption of ‘western’ financial management and accounting practices and the introduction of budgetary accountability; the evolution of the marketing function and the rationalization of product ranges in the light of market needs.
Journal of East-west Business, 2004
The process of privatization through foreign direct investment (FDI) in Central and Eastern Europ... more The process of privatization through foreign direct investment (FDI) in Central and Eastern Europe (CEE) has been organized around interactions of three legally entitled parties, i.e., foreign investor, host government, and host company. The triadic nature of those interactions is addressed in studying the relationship initiation and development. The FDI privatization relationships and the attempts of the three parties to satisfy their objectives have become critical for the survival and successful development of the privatized entity post-privatization. This paper adopts the analytical concept of the interface between motives, promises and actions in the process of relationship development focusing on the role of market seeking motives and market-related promises and actions in the FDI privatization process. Seven cases from Bulgaria are used to unveil the relative significance of the analyzed interface. When assessing FDI investments in CEE foreign investors should assess not only the macro- and microenvironmental conditions, but also pay particular attention to what parties want to gain and what they say they would bring to the venture. The complementarity, compatibility and congruity of motives, promises and actions are suggested to be essential in the successful development of FDI privatization relationships.
Journal of East-west Business, 2000
Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegratio... more Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegration of Central and Eastern Europe (CEE) in the global marketplace. This paper explores the motives of foreign investors, host governments, and host companies in the FDI process taking place in CEE. The degree to which the motives of the three parties have been achieved is evaluated. The motives of foreign investors, host governments, and host companies are related to the strategic priorities of the FDI companies. The way in which these priorities have been realized is discussed. Recommendations for foreign investors' behavior in the CEE context are presented at the end of the article. The research data come from four countries: Bulgaria, Hungary, Poland, and Slovenia.
International Marketing Review, 2007
a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and ... more a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and differences in, personal uses of advertising, perceived socio-economic effects of jBWSc.t and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Maea'•••£• :: aims to identify the relative importance of the predictors of attitudes toward advertising •t tut ~*: :: untries.
Thunderbird International Business Review, 1999
Investment conditions in the transition economies of Central and Eastern Europe favor long-term s... more Investment conditions in the transition economies of Central and Eastern Europe favor long-term strategic investments. Increasing competition pressures in the saturated West European beer markets coupled with shrinking demand challenged Interbrew SA, Belgium to enter the emergent prospective markets of Central and Eastern Europe by the acquisition of former state-owned enterprises. The study of Interbrew's case shows the linkages existing between investor internationalization strategy, motives, strategy implementation, and adaptation in the highly volatile markets of Hungary and Bulgaria. This case represents a good example of slow reactive strategy development in the Hungarian environment leading the investor to the loss of its first mover advantage. Using similar motives for its acquisitions in Bulgaria, Interbrew has successfully implemented a proactive adaptation of its initial Central and Eastern European strategy to the Bulgarian environment. The lessons from the case can be used by foreign investors to increase their chances for success in FDI acquisition in transitional economies. © 1999 John Wiley & Sons, Inc.
Journal of East-west Business, 2004
The process of privatization through foreign direct investment (FDI) in Central and Eastern Europ... more The process of privatization through foreign direct investment (FDI) in Central and Eastern Europe (CEE) has been organized around interactions of three legally entitled parties, i.e., foreign investor, host government, and host company. The triadic nature of those interactions is addressed in studying the relationship initiation and development. The FDI privatization relationships and the attempts of the three parties to satisfy their objectives have become critical for the survival and successful development of the privatized entity post-privatization. This paper adopts the analytical concept of the interface between motives, promises and actions in the process of relationship development focusing on the role of market seeking motives and market-related promises and actions in the FDI privatization process. Seven cases from Bulgaria are used to unveil the relative significance of the analyzed interface. When assessing FDI investments in CEE foreign investors should assess not only the macro- and microenvironmental conditions, but also pay particular attention to what parties want to gain and what they say they would bring to the venture. The complementarity, compatibility and congruity of motives, promises and actions are suggested to be essential in the successful development of FDI privatization relationships.
Journal of Marketing Management, 1996
Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of ... more Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of a 12-month investigation are presented through reference to mailed surveys conducted in each country. Marketing planning in the region is rudimentary, often the emphasis being on shorter term sales or financial plans, rather than longer term marketing plans. Despite the low levels of marketing planning in general, a small group of enthusiastic planners did emerge. Contents of marketing plans are discussed together with issues of plan implementation.
Journal of East-west Business, 2000
Page 1. Foreign Direct Investment Motives and Marketing Strategies in Central and Eastern Europe ... more Page 1. Foreign Direct Investment Motives and Marketing Strategies in Central and Eastern Europe Marin Alexandrov Marinov Svetla Trifonova Marinova SUMMARY. Foreign direct investment (FDI) inflows are of crucial importance ...
International Marketing Review, 2007
a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and ... more a -The objective of this paper is to uncover the underlying dimensions of, and examine the . and differences in, personal uses of advertising, perceived socio-economic effects of jBWSc.t and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Maea'•••£• :: aims to identify the relative importance of the predictors of attitudes toward advertising •t tut ~*: :: untries.
Thunderbird International Business Review, 1999
Investment conditions in the transition economies of Central and Eastern Europe favor long-term s... more Investment conditions in the transition economies of Central and Eastern Europe favor long-term strategic investments. Increasing competition pressures in the saturated West European beer markets coupled with shrinking demand challenged Interbrew SA, Belgium to enter the emergent prospective markets of Central and Eastern Europe by the acquisition of former state-owned enterprises. The study of Interbrew's case shows the linkages existing between investor internationalization strategy, motives, strategy implementation, and adaptation in the highly volatile markets of Hungary and Bulgaria. This case represents a good example of slow reactive strategy development in the Hungarian environment leading the investor to the loss of its first mover advantage. Using similar motives for its acquisitions in Bulgaria, Interbrew has successfully implemented a proactive adaptation of its initial Central and Eastern European strategy to the Bulgarian environment. The lessons from the case can be used by foreign investors to increase their chances for success in FDI acquisition in transitional economies. © 1999 John Wiley & Sons, Inc.
Journal of Marketing Management, 1996
Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of ... more Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of a 12-month investigation are presented through reference to mailed surveys conducted in each country. Marketing planning in the region is rudimentary, often the emphasis being on shorter term sales or financial plans, rather than longer term marketing plans. Despite the low levels of marketing planning in general, a small group of enthusiastic planners did emerge. Contents of marketing plans are discussed together with issues of plan implementation.
Post-communist Economies, 1997
European Management Journal, 1998
... translate into the overall strategy of the investing firm exploiting external opportunities p... more ... translate into the overall strategy of the investing firm exploiting external opportunities presented ... However, the constant trend of diminishing national beer consumption in Hungary (more than ... did not grasp the opportunities for proactive strategy evaluation and adaptation to the ...
British Food Journal, 2006
Purpose -This article aims to analyse the strategies of international brewing companies in the Ce... more Purpose -This article aims to analyse the strategies of international brewing companies in the Central and Eastern European (CEE) beer market and the development of national beer markets in the region since 1990. Design/methodology/approach -The research is explorative, based on a broad variety of secondary data sources and company interviews. Findings -The findings provide an insight into the approaches of foreign brewing companies operating in CEE markets. Despite some differences in the initial internationalisation motives, target market choice and market entry modes that reflected the strategic priorities of investing brewers, market-seeking motives, strong brands, marketing intelligence, rapid aggressive internationalization and control over the operations have been the key success factors for Western brewers in CEE.
Journal of East-west Business, 1998
The successful transition of Eastern European economies from central planning to market orientati... more The successful transition of Eastern European economies from central planning to market orientation has to include significant company restructuring in addition to privatization. At the micro level it can bring enhanced productive efficiency through changes in organizational structure, operations and financial control and the introduction of marketing as a crucial element and function of the restructured companies. At the macro level, company restructuring creates the necessary conditions for improved allocative efficiency, achieved through the transition from the monopolistic market structure of chronic deficit to a mostly competitive one able, in the longer run, to meet market demand. Restructuring is used here in the broader sense of changes in the organization's management orientation, operational processes and systems as well as in its formal structure. Restructuring is held to be both extremely complex and critical to the realization of the benefits of privatization at both macro and micro levels. Some broad hypotheses relating to common elements of the restructuring process arc introduced: a shift to a flatter, less hierarchical organization structure; the adoption of ‘western’ financial management and accounting practices and the introduction of budgetary accountability; the evolution of the marketing function and the rationalization of product ranges in the light of market needs.