Examining the Contextual Richness of Central and Eastern Europe

Abstract

Context richness in Central and Eastern Europe (CEE) can be leveraged to further international business research and advance business practice in a new multipolar, regionalized, and increasingly “glocalized” world. CEE markets and MNCs have faded to the background of existing research on emerging markets and emerging market multinationals. The specific CEE context call on IB scholars to re-examine how (foreign and domestically grown) MNCs adapt their strategies in resource-constrained business environments that have undergone incredible socio-economic transitions over the last 25 years, characterized by dynamic institutional evolution, unique transition processes, geographically compressed cultural diversity, sophisticated market behaviour and innovation patterns.

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