Understanding the New Business Paradigm in Eastern Europe

Lessons on Building a Successful Small Business

Inbunden, Engelska, 2017

AvRobert Kozielski,Poland) Kozielski, Robert (University of Lodz

1 419 kr

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It is beyond a doubt that the business landscape is constantly changing with every small business looking for the next competitive advantage. In Understanding the New Business Paradigm in Eastern Europe, Kozielski presents a universal model for building a successful business in these hectic times. His four-tiered model is based on lessons learned from both developed and emerging markets across Eastern Europe, and is neither limited to one type of organization or a market, nor has any geographical borders. Called the 'four-leaf clover'; Kozielski's model features the experiences of such companies as mBank (part of Commerzbank), Aflofarm, Atlas, Redan, Sphinx and more. This work will be of interest to academics and professional who are looking for a holistic and systematic approach to successful small business management.

Produktinformation

Utgivningsdatum2017-02-17
Mått152 x 229 x 17 mm
Vikt452 g
FormatInbunden
SpråkEngelska
Antal sidor224
FörlagEmerald Publishing Limited
ISBN9781787141216

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Robert Kozielski, Fulbright Scholar (Willamette University, USA) and Associate Professor at the University of Lódz (Poland), is a leading authority on market strategies of enterprises, strategic analyses, and the evaluation of marketing actions’ effectiveness in organizations. He is also the author of over 200 publications (books and articles) on market activities that have been published both in Poland and abroad, including Determinants of Organization Success, How to Quickly Write a Professional Marketing Plan, Advertising and Competitive Capacity of Polish Enterprises and Marketing Metrics (the first publication of its kind in the world concerning measurement processes and marketing indicators, ahead of such centers as, e.g., the Wharton Business School). He has presented papers, made presentations, and participated in numerous conferences and seminars in Poland and abroad.

This book for managers and marketers observes that the traditional paradigm of business is outdated, especially when dealing with the impact of digital technology and new forms of marketing on emerging markets in Eastern Europe. Forces and new technologies examined include guerilla marketing, crowdsourcing, virtual organizations, and ambient media. The book provides a four-part framework for understanding and comparing the results of companies competing in developed and emerging markets, looking at aspects such as operational efficiency and organizational culture. Case of Amazon, Ideo, EuroDisney, Facebook, Wiosna, Redan, Sphinx, and other companies share experiences in operating in Eastern European markets. The reader-friendly layout offers bullets, lists, and frequent subheads.