GOING TO MARKET - A COMPARATIVE-STUDY OF RUSSIAN AND ROMANIAN MARKETING MANAGERS

This study compares the effects of and adjustments to market economy f orces on the part of marketing managers in Russia and Romania. Data su pporting this comparison and the rest of four hypotheses were gathered by personal interviews with Russian and Romanian managers. The findin gs show that, although marketing managers in both countries were drast ically affected by market forces, Romanian managers were able to recog nize and respond to market forces better than were Russian managers. T he behavior of Romanian marketing managers also depended more on the t ype of enterprise ownership (state, joint stock, or private) than did the behavior of Russian marketing managers.