In 2014, the Czech automotive industry had a record-breaking year with 1 278 000 motor vehicles manufactured. This was a result of the investment of three major carmakers, who entered into the Czech Republic, because they believed in the industrial capacity of the country and its strategic location in Central Europe. The goal of this article is to analyze the diff erent entry strategies into the Czech market and to compare the results of diff erent strategic approaches for both foreign private investors and the recipient country. The main research method used in this article is a case study. In our case studies, we will analyze the cases of the Volkswagen group and its acquisition of the manufacturer Škoda, the greenfi eld investment of Hyundai, and the strategic alliance of the French car producer PSA with Japanese Toyota who had founded the TPCA joint venture in the Czech Republic. All three case studies show examples of good practices and prove that foreign direct investment (FDI) has the potential to generate employment, raise productivity, transfer skills and technology, enhance exports and contribute to the long-term economic development of the country.
The book "Diversity in European Marketing" contributes to the knowledge and to the debate on European marketing and more specifi cally on the diversity of marketing frameworks and practices in Europe. A research agenda was established among the scholars of the CEMS Marketing Faculty Group regarding Marketing Challenges in a Diverse European Market. The book offers non-traditional perspective to European Marketing through interpretation of cases studies as well as through the relevant theory.
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