Marketing as Technology Transfer in Developing European Markets

Technology transfer is used to explain market entry and development in the developing markets in Eastern Europe. Three technology types characterize elements of a marketing mix: product-integrated technology, process technology, and culture-bound technology. Marketing success depends in part on simplifying the product-use technology required of customers, which is accomplished by relying more on product-integrated technology. A market's infrastructure and the compatibility of buyer's and seller's cultures also influence marketing program effectiveness. A 5-step analysis to marketing in East Germany is applied.