Foreign Direct Investment Motives and Marketing Strategies in Central and Eastern Europe

Marin Alexandrov Marinov, Svetla Marinova

Research output: Contribution to journalJournal articleResearchpeer-review


Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegration of Central and Eastern Europe (CEE) in the global marketplace. This paper explores the motives of foreign investors, host governments, and host companies in the FDI process taking place in CEE. The degree to which the motives of the three parties have been achieved is evaluated. The motives of foreign investors, host governments, and host companies are related to the strategic priorities of the FDI companies. The way in which these priorities have been realized is discussed. Recommendations for foreign investors' behavior in the CEE context are presented at the end of the article. The research data come from four countries: Bulgaria, Hungary, Poland, and Slovenia.
Original languageEnglish
JournalJournal of East - West Business
Issue number1/2
Pages (from-to)25-55
Number of pages31
Publication statusPublished - 2000
Externally publishedYes


  • FDI
  • International marketing strategy
  • Transition
  • Economic reform
  • Central Europe
  • Eastern Europe
  • Poland
  • Hungary
  • Bulgaria
  • Slovenia

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