Abstract:

The case study summarizes the basic conceptions, advantages, risks and most important facts of the cooperation of ICI and a Hungarian company, TVM. After stressing the importance and sketching the types of international industrial cooperations, the Hungarian company is introduced and its main strategic aims are presented. New marketing methods have been used by the Hungarian company in the "selecting the partner" phase of the cooperation as well as in the phase of "detailed discussions with the potencial partner". Data about the contract and the realization are followed by the enumeration of experiences gained during the period 1974-78 and by the possibilities of the development of the ICI-TVM cooperation in the 80s. By this the efficiency of an east-west cooperation and of the used marketing methods are jointly proved too.