Marketing in socialist societies

Wills, Gordon; Hayhurst, Roy

doi:10.1108/eum0000000005150

Cited by 14 publications

(10 citation statements)

References 1 publication

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“…Thus, in the commercial landscape of pre-reform Czechoslovakia, marketing typically figured as something either hated or, more often, ignored. In this respect, Czechoslovakia at the time did not differ markedly from many of its counterparts in Eastern Europe and the Soviet Union, as interest in marketing was weak in most of the region through the early 1960s (Patterson, 2012;Wills and Hayhurst, 1971). Big changes, however, were on the way.…”

Section: Jhrm 81mentioning

confidence: 97%

“…Other, more conservative communist regimes showed considerable variation in their responses to marketing. Poland and even the Soviet Union undertook some significant initiatives to draw on marketing innovations from abroad for domestic use and to develop applications that might be deemed safely and appropriately "socialist" (Nikl, 1977;Walters, 1975;Wills and Hayhurst, 1971). Such demonstrations of at least limited openness may be contrasted with the more antagonistic attitudes found in the traditionally orthodox German Democratic Republic.…”

Section: Conclusion: the Czechoslovak Marketing Moment In Comparative Contextmentioning

confidence: 99%

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The Prague Spring and the Big Chill: the marketing moment in communist Czechoslovakia

Patterson

2016

Journal of Historical Research in Marketing

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Purpose – This paper aims to analyze an important series of events in the history of marketing in socialist Europe and the internationalization of marketing thought and practice. Examining the reception of the marketing concept in communist Czechoslovakia, the study shows the effective blockage of the implementation of marketing approaches by orthodox communist authorities. The paper demonstrates the distinctiveness and importance of the Czechoslovak case and provides a basis for integrating that experience into the larger history of marketing under socialism. Design/methodology/approach – The paper is based on an extensive review of the most relevant Czech and Slovak primary sources including trade journals, manuals and textbooks in marketing and related fields, party and government documents and statements on commercial issues, and other important professional literature on domestic commerce. Findings – The paper provides insights into the use of communist political power to suppress the use of marketing as contrary to the social and ideological goals of socialism. It identifies the rise of marketing approaches during a brief “marketing moment” following market-oriented economic reforms in 1965 and lasting through the “Prague Spring” of 1968. Following the restoration of orthodox communist control, new policies of “normalization” dictated the decline of marketing, which returned to its earlier status of near-invisibility. The suppression of marketing thought and practice lasted until the end of communist rule in 1989. Originality/value – This paper analyzes an unexamined case of marketing in a socialist society and places the case in broader comparative context.

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Section: Jhrm 81mentioning

confidence: 97%

Section: Conclusion: the Czechoslovak Marketing Moment In Comparative Contextmentioning

confidence: 99%

The Prague Spring and the Big Chill: the marketing moment in communist Czechoslovakia

Patterson

2016

Journal of Historical Research in Marketing

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“…The assumption in this debate is that a marketing-oriented or consumer-focused culture must exist for marketing-related activities to be effective (Kohli & Jaworski, 1990). This assumption is tenuous at best when using transition economies as the region of study (Wills & Hayhurst, 1971;Lazer, 1986;Jacobs, 1986). Although the idea of the marketing concept was discussed within communist regions (Felker, 1966;Wills & Hayhurst, 1971; Barksdale, Kelly, & MacFarlàne, 1978), as summarised by Ennew, Filatotchev, Wright, & Buck (1993), within the communist system the role of central planning in the former Soviet Union saw little need for management activities related to the marketing function.…”

Section: Marketing Research In Transition Economiesmentioning

confidence: 98%

“…Performance was measured not by those receiving the output, but purely in relation to planned targets, regardless of the fit of the product to the requirements of the market (Wills & Hayhurst, 1971;Ennew et al, 1993). With the fall of communism came an increased interest in marketing phenomena.…”

Section: Marketing Research In Transition Economiesmentioning

confidence: 99%

Cross-Cultural Research in Transition Economies—A Marketing Perspective: From Theory to Practice

McKenzie¹,

Merrilees²

2008

Journal of East-West Business

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Transition economy research has emerged during the last two decades as a new lens for the examination of marketing and business phenomena. This study examines major theoretical and practical issues that must be addressed when conducting marketing research in transition economies. The paper is both conceptual in terms of integrating different streams of cultural research for transition economy study, and prescriptive in terms of recommendations for conducting marketing studies. Three inter-related fields of study, individualism/collectivism; value types; and World Values Surveys; serve as frameworks for developing a marketing research agenda in markets in transition. The existence of non-trivial differences between people, and therefore consumers, within transition versus developed economies is also reviewed. The relevance of such research is considered from the perspective of both academic and practitioner applications.

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“…The Marketing Orientation in Educational Services I have described and analysed elsewhere [14,15,16] the emergence of the marketing concept as an operating philosophy in profit making organisations. Quintessentially, it eschews production and sales orientation in company strategies for its products and markets in favour of customer derived directions.…”

Section: Radical Views Of the Contemporary Universitymentioning

confidence: 99%

Today's Revolution in Management Education

Wills¹

1981

Journal of European Industrial Training

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Marketing in socialist societies

Cited by 14 publications

References 1 publication

The Prague Spring and the Big Chill: the marketing moment in communist Czechoslovakia

The Prague Spring and the Big Chill: the marketing moment in communist Czechoslovakia

Cross-Cultural Research in Transition Economies—A Marketing Perspective: From Theory to Practice

Today's Revolution in Management Education

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