Marketing Commons, Operations and Supply Chain Management Commons, Organizational Behavior and Theory Commons, and the Strategic Management Policy Commons

Economists monitoring the move toward a mar-ket economy in Central and Eastern Europe have focused on macroeconomic goals, such as the development of financial, regulatory, and legal in-frastructures; the transfer of public property to pri-vate sector owners; and currency stabilization and convertibility. From a marketing channels perspec-tive, all of these issues are important in facilitating the development of channels that meet consumer needs, encourage economic development and rein-vestment, and provide linkages to external markets. As Savitt (1992) suggests in the context of privatiza-tion, however, current analyses place too much em-phasis on overall economic outcomes, particularly the development of markets, at the expense of at-tention to the process of achieving these goals. It i