ABSTRACT
This special issue of Journal of East-West Business, “Market Entry and Operational Decision Making in East-West Business Relationships” includes ten recent studies focusing on various aspects of the theme of the special issue. The Eastern expansion of the European Union in May 2004 has further increased the interest towards this geographic area. Some of the articles in this special issue focus on entry and marketing strategies of Western multinational companies (MNCs) in Central and Eastern Europe (CEE). Topics covered include choices of location for foreign direct investments, first mover advantages, entry behavior of retailing companies, dynamics in subsidiary operations, and degree of regional standardization of MNC operations in CEE.
