The Impact of EU Accession on the Marketing Strategies of Polish Food Companies

Abstract

Purpose – The purpose of this paper is to examine major marketing developments in the Polish food‐processing sector following the EU accession. The aim is to discern the impact of EU integration on several variables characterising the marketing and business strategies; to determine the sources of competitive advantage on the domestic market and abroad; and to distinguish the most popular development directions.Design/methodology/approach – The paper is based on the author's research study. A postal questionnaire survey was conducted among 780 food‐processing companies located in Poland and 30 interviews were conducted with representatives of the industry participating in the International Trade Fair Polagra in Poznan.Findings – There was a systematic growth of export orientation in the study sample after joining the EU. The representatives of the industry usually pointed out either a positive or neutral country‐of‐origin effect. The crucial sources of competitive advantage differed according to the target...