Abstract:

The recent events in Eastern Europe draw a renewed attention to the impact of the environmental and cultural factors in marketing and management. Our marketing and organisational thinking are still dominated by the "country approach" while important restructuring towards a more fully integrated economic space is underway. The evolution towards an economic space also creates the necessity of an evolution towards a psychological space and simultaneously stimulates the creation of that space. The challenge to management is important and marketing research can be a powerful contributor provided their research and researchers understand the full implications of what is happening and what is at stake.