1. POLITICAL AND ECONOMIC BACKGROUND

As a result of post second-world war peace pacts Poland was forced to become a part of the Soviet Block. Since 1945 there were a number of attempts in Poland to change this unfair division of Europe: 1956, 1970, 1976, 1980 are the dates of Poland’s struggle against communism. The Solidarnoœæ revolution in 80’ forced the communist rulers to step down. In June 1989 Poland’s essential political and economical reforms started and after 45 years the first non-communist government was formed. After a free election in 1989 the Balcerowicz Plan was proposed and started to be implemented in January 1990 as “ a shock therapy” against problems the communist governments had created since 1945 (see Tab. 1 and Fig. 1). In 1999 Poland became a member of NATO and in May 2004 will join the European Union.

Tab.1

POLAND’S BASIC MACRO-ECONOMIC INDICATORS
[1989 - 2004]

Source : Central Statistical Office, Warsaw, Poland - * forecast

Fig. 1

TRANSFORMATION RESULTS
GDP: 1989-2003
1989=100

Source : EBRD

2. MARKETING : THEORY AND PRACTICE IN POLAND

Marketing as a teaching discipline appeared in Poland in the late 70’. Of course it was impossible to introduce this concept within a centrally planned economy but it was taught in Polish universities as an important element of a company’s export activity based for instance on Keegan’s and Kotler’s books.

In the late 80’ it became feasible and even necessary to implement marketing principles in domestic markets. Hundreds and then thousands of Polish managers were educated on marketing approach and tools by Polish and overseas trainers. First in depth research projects on marketing orientations of Poland’s companies started in the early 90’ (see Fonfara). Marketing transformation became an indispensable factor for companies market success (see Hooley et.al.,1999). A relatively high level of market and marketing development was proved within the research conducted in the late 90’ where it was demonstrated that the overall Narver and Slater MO scale is both valid and reliable as a measure of market orientation in Poland and other Central European economies (Hooley et. al., 2000).

3. POLAND's MARKETING CHALLENGES AT THE BEGINNING OF THE 21st CENTURY

After nearly 15 years of market transformation Poland faces new challenges. As a result of the EU membership Poland’s companies have to cope with even stronger competition than before. On one hand, 40 million Polish consumers are an attractive market for the increasing number of foreign companies. During the last 10 years around 70 billion of USD was pumped into the Polish economy by FDI (36% of overall FDI inflow in Central and Eastern Europe).

On the other hand, Polish companies have to increase their competitive strength operating overseas in the European Union markets where around 70% of Poland’s exports is located. It demands, among other, implementation of a new market approach linked with a concept of relationship marketing. International business, where as a rule B2B contacts dominate exporter-importer links, the relationship marketing is of utmost importance. Both from a research and implementation points of view it can become (not only for Poland) an interesting field to discuss and study. Specifically it has been basically proved that especially SME can reach competitive advantage over bigger companies (global and regional corporations) establishing direct, long-lasting and long-term relationships, working closely with their importers (Fonfara 2004).

Professor Krzysztof Fonfara
Poznañ University of Economics
Wielkopolska Business School

References

K. Fonfara (1994), Marketingowa orientacja polskich przedsiêbiorstw (Marketing Orientation of Poland’s Companies), Marketing i Rynek, no. 3, p. 22-26.

G. Hooley. T. Cox, J. Fahy, J. Beracs, K. Fonfara, B. Snoj, (1999) Marketing Capabilities and Firm Performance: A Hierarchical Model, Journal of Market Focused Management, 4, p. 259-278.

G. Hooley. T. Cox, J. Fahy, D. Shipley, J. Beracs, K. Fonfara, B. Snoj, (2000) Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales, Journal of Business Research 50, p. 273-285.

K. Fonfara (2004), Marketing partnerski na rynku przedsiêbiorstw (Relationship Marketing in B2B markets), PWE, Warszawa.