Abstract
The paper advances a framework and a set of propositions regarding the relative influence of collectivist and individualistic values of small retail business managers on the management of the retail-mix and business performance, in the context of the privatizing economies of Central and Eastern Europe. The conceptual discussion, supported with two case illustrations from Romania, suggests that managers embracing the two value systems develop complementary retail strategies. Managers with more individualistic values tend to be more competitor-oriented and emphasize business growth and innovation, while managers with more collectivist values tend to be more customer-oriented and emphasize business relationships, stability and predictability.
| Original language | English |
|---|---|
| Title of host publication | Marketing Challenges in Transition Economies of Europe, Baltic States and the CIS |
| Publisher | Taylor and Francis |
| Pages | 123-143 |
| Number of pages | 21 |
| ISBN (Electronic) | 9781315809328 |
| ISBN (Print) | 0789009617, 9780789009616 |
| State | Published - Apr 8 2014 |
Keywords
- Culture
- Economic reform
- Retailing
- Romania
- Small business
- Transition