Recent moves to democratisation of Eastern Europe, and aspirations to western lifestyles, do not guarantee easy penetration of western branded consumer goods. There is demand mainly for conspicuous tokens of capitalism (Levi′s, BMWs, Adidas). Barriers to developing markets for faster‐moving goods like food and drink include limited resources, primitive distribution systems and adequate basic foodstuffs.
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Tom Blackett (1991) studied this question.