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Most value creation and employment in developed countries occurs in the service sector, including healthcare, tourism, education and retailing, to name a few. In Hungary, Tesco is the largest private corporate employer, with 20,000 employees and more than 10% of the total workforce is employed in retailing. The retail sector makes direct contributions to GDP and employment, but also makes indirect contributions to demand and economic growth through its work with suppliers and business service providers as well as to national social and environmental performance. Nevertheless, research on retailing is hardly existent in Hungarian management literature.

The team has the following main goal:

to address issues such as retail internationalization, retail marketing and the changing consumer, retail branding, planning, location and development for retailing and consumer retailer preference formation.

More specifically, the following research questions will be investigated:

Is the choice of consumers’ preferred retailer influenced by rational, affective or normative factors?

How do core values of national culture influence consumer behaviour and how does such a relationship affect international retailer strategies?

What are the major factors underlying consumer animosity towards retailers, products and/or brands?

Lead Researcher: László, Láng

PhD in 1985, (Candidate of Economic Science), Hungarian Academy of Sciences

Selected recent publications:

Láng, L. (2008). Some Dilemmas in Teaching Strategy In: Annual RGUTS Conference: Moscow

Láng, L. (2004). A Nagy Európai Káosz – Újragondolva. Vezetéstudomány

Láng, L. (1996) The End Of The ‘Transition Crisis’ In Central and Eastern Europe. In: Global Business Policy Council, A.T.Kearney