How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view

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Authors	OKAZAKI Shintaro BAUER Andras OHME Rafal ŠKAPA Radoslav
Year of publication	2010
Type	Chapter of a book
MU Faculty or unit	Faculty of Economics and Administration
Citation
Description	This study aims at exploring international advertising strategy in the Czech Republic, Poland, and Hungary. The main method of research is personal interview, and the authors adopt the grounded theory approach. Specifically, they interview MNCs' advertising or marketing managers or equivalent practitioners.
Related projects:	Ekonomika a management podniku v globalizovaném prostředí