Current Trends in the Marketing Strategies of Austrian Firms in Central and Eastern Europe

In this paper the findings of an online survey on trends in the marketing strategies of Austrian companies in Central and Eastern Europe for the 2006-09 period are presented. Austrian companies are very optimistic about the future market developments in CEE. Their interest is shifting from Central Europe to South-Eastern Europe and more to the East. By increasing the marketing budget and moving to more direct forms of local presence the competitive position shall be improved. Regional integration is growing as it is documented by the broad adoption of extended home market concepts. International marketing program standardization is already high and further on the rise. Flexibility in local marketing seems to be secured by granting the local management a high degree of autonomy in decision-making.