Marketing Strategy Typologies in Hungary

Abstract

Points out that Western literature on marketing suggests a number of clear strategic typologies into which organizations fall, based on their approach to doing business and the relative importance they attach to various strategic drivers. Identifies strategic types in a non‐Western market, Hungary, and compares them with those found in the West. Striking similarities are found and, where differences emerge these are related primarily to the economic climate during the transition from central planning to a market‐led economy.