Presents the findings of an exploratory study into the motives and experiences of British firms participating in international joint ventures in Hungary. A great deal of foreign direct investment has been taking place in Central and Eastern Europe since the early 1990s. To date, little research has been conducted on the impact of this investment. A mail study of British firms operating in Hungary was conducted. The results reveal that its stable economic environment and the potential of its market were the primary reasons why firms invested in Hungary. However, political, economic and institutional problems are being experienced by investors.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Apr 1, 1998
Keywords: Business‐to‐business marketing; Foreign investment; Hungary; International trade; Joint ventures; Marketing environment
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