ABSTRACT
This chapter explores the motives of foreign investors in the Central and Eastern Europe (CEE) and their achievements. It examines the approach suggested by J. Dunning and M. Rojec examining the strategic assets sought by investors in the Foreign direct investment (FDI) process. The assets sought by foreign investors can be identified as physical assets, human assets, and marketing assets. In compliance with the motives of foreign investors, data show that the strategic priority of FDI companies in the CEE region for investing in each country in the past was long-term market positioning. The way of strategy implementation has been studied in terms of cost reduction and efficiency, expanding the total market and attacking selected market segments. The strategic objectives of FDI companies in CEE translate into marketing objectives that define the goals FDI firms want to achieve in the marketplace.
