European studies on intercultural dimension of international business : marketing and managerial consequences
2011
Horská, E. et. al (ed.)
International business and trade is increasingly becoming an integral part of not only the global economy, but also the economies of individual countries and regions. The book gives an overview on the issue of international business and trade from the view of selected group of countries - members of the European Union. Opinions of experts in the field of business and trade from various European countries - Czech Republic, Hungary, Poland, Slovakia, Spain and Germany, are presented on 280 pages containing graphs, tables, pictures and comments. The book offers overview of the problem from the point of view of both new member states of the EU, which had joined in 2004, and from the point of view of old member countries. Sixteen authors had worked for over a year on this book, each of them with their own contribution to the issue. From the methodological point, the book is split into nine chapters, with the first one being used as a general introduction to international business and commerce, setting up a framework of the book and stating the methodology of individual chapters. The central part of the publication consists of research connected to marketing research, where important part was questionnaire survey carried out in the four following countries: Slovakia, Austria, Poland and Spain. The research itself was mainly focused on the issues of business and trade in the EU. The results of these surveys are completed by authors knowledge of business in the country of their respective origins. The actual survey results are then published in chapters 3, 4, 5, 6 and 7. Chapters 2, 8 and 9 expand the issue of internal markets of EU countries and further possibilities to develop potential business activities, especially in countries outside the European Union.
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