Research on Eastern Europe and Soviet Marketing:Constraints, Challenges and Opportunities

Abstract

There is of late a renewed interest in trade opportUnitieS with the USSR and Eastern bloc nations. The availability and accessibility of marketing research on Socialist countries is thus an issue that is assuming increasing importance. This article provides an overview of major East‐West trade issues that have achieved research attention, as well as those that have seen neglect so far. An environmental constraints model, applicable to Eastern bloc countries and the USSR, is proposed that may provide guidance for future research.