CURRICULUM VITAE. Arnold SCHUH

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1 CURRICULUM VITAE Arnold SCHUH OFFICE ADDRESS Ass.-Prof. Mag. Dr. Arnold Schuh Director, Competence Center for Central and Eastern Europe Vienna University of Economics and Business/Wirtschaftsuniversität Wien (WU) Welthandelsplatz 1, Building D Vienna, Austria Phone: Web: CURRENT POSITION Director of the Competence Center for Central and Eastern Europe at the Vienna University of Economics and Business, Austria AREAS OF RESEARCH Strategies and management in Central and Eastern Europe (CEE); Marketing in CEE; Strategies and structures of multinational corporations in Europe/CEE; Competitive strategies of local firms in CEE; Internationalization and international business strategies EMPLOYMENT Assistant Professor and Lecturer (tenured position), Competence Center for Central and Eastern Europe, Vienna University of Economics and Business, Austria, since July Assistant Professor and Lecturer (tenured position), Department of Marketing, Vienna University of Economics and Business Administration, Austria, University Assistant and Lecturer, Department of Marketing, Vienna University of Economics and Business Administration, Austria, Visiting International Business Scholar at the International Business Program Area, College of Business Administration, University of South Carolina, Columbia, USA, February to June Visiting Professor at the Department of Marketing, College of Business and Economics, University of Kentucky, Lexington, USA, August 1990 to January Part-time University Assistant and Lecturer, Department of Marketing, Vienna University of Economics and Business Administration, Austria, ACADEMIC QUALIFICATIONS Doctor of Social and Economic Sciences, Vienna University of Economics and Business Administration, Austria, 1986 Magister (Master of Business Administration), Vienna University of Economics and Business Administration, Austria, 1983 ACADEMIC HONORS 2011: Best Paper on Emerging Markets Award, EIBA 37 th Annual Conference, Bucharest 2009: Award for "Excellence in Teaching 2009" at WU for the joint project seminar series with Carlson School of Management, University of Minnesota on "Doing Business in Central & Eastern Europe" 2006: Best Teacher of the Year - Vienna Program, joint International MBA of the WU and the University of South Carolina, USA 2001: Best Competitive Paper Award, Annual Conference of the European International Business Academy (EIBA), Paris 1998: Adjunct Associate Professor of International Business Studies, Carlson School of Management, University of Minnesota, Minneapolis, USA

2 - 2 - ADMINISTRATIVE RESPONSIBILITIES Head of the UniCredit CEE Student Cercle WU, an unique joint initiative of WU and UniCredit, a leading banking group in CEE, June 2007-October Program Director of The Master Class Central and Eastern Europe, 1-year study program with a focus on management in CEE, since June Program Director of JOSZEF, a 1-year study program with a focus on management in CEE, since June Academic Coordinator of the Vienna Spring Program on Business Success in Central and Eastern Europe at WU, Academic Director at WU of the joint International MBA Program European Track (IMBA) of WU and the University of South Carolina, Columbia, USA, Vice-Director of the WU-MBA-Programs at the Further Education Center of WU, Interim Head of the Department of Marketing at WU, Academic Coordinator of the international Executive Education Program PRIME (Programme for International Managers in Europe) at WU, Chairman, Assistant Professors Association of the Vienna University of Economics and Business Administration, Member of multiple academic committees at WU and coordinator of several exchange programs such as University of Kentucky, Lexington, Weatherhead School of Management, Cleveland; Moore School of Business, Columbia, South Carolina; University of Zagreb - EFZG, Croatia; Kozminski University, Warsaw, Poland. TEACHING EXPERIENCE Project Seminar on Management in Central and Eastern Europe including organizing and leading field trips to Czech Republic, Poland, Croatia, Slovenia, Slovakia, Hungary and Serbia (MA) Doing Business in Central and Eastern Europe including organizing and leading field trips to Hungary, Czech Republic, Poland, Romania, Ukraine and Russia (MA) Strategies for Central and Eastern Europe including organizing and leading field trips to Poland, Romania and Russia (EMBA) A Region in Transition: Challenges for Business and Management in the New Europe (EMBA) Marketing in Central and Eastern Europe (MA) East-West-Project Seminar with a variety of Corporate Partners (MA) Marketing in the New Europe (MA) Strategic Marketing Management (MA) Competitive Analysis & Strategy (MBA) Global Strategic Management (MBA) International Marketing Management (MBA) Marketing Management (BA) International Marketing and Exporting Techniques (BA) Doctoral Seminar Bachelor (BA), Master (MA), MBA (MBA) and Executive MBA (EMBA) level COMMUNITY SERVICES Current roles/activities: Member of Editorial Boards: Journal of East-West Business, since 2012 Journal of Euromarketing, since 1998 Der Markt, since 2008 Trziste/Market: Review for Marketing Theory and Practice, Zagreb, Croatia, since 2010 Handel wewnętrzny, Warsaw, Poland, since 2011 Central European Business Review, since 2013 Other roles: Initiator and Co-Organizer of the CEE Research Conference series at WU, May 2012 and December 2014 Member of the Program Committee of the EMAC CEE Regional Conference Series, since 2008 Member of the Advisory Board for the 1 st European Headquarters Congress, Vienna, October 4-5, 2012 Member of the Scientific Board of the Institute for the Danube Region and Central Europe (IDM), Vienna, since 2010

3 - 3 - Member of the Supervisory Board of the Research Institute for Commercial Law in CEE (FOWI) at WU, since 2010 Secretary General of the JOSZEF-Verein (registered association), since 2007 Reviewer: Ad hoc reviewer for International Business Review, Management International Review, Journal of World Business and the Journal of Euromarketing Reviewer for conferences (e.g., EIBA, AIB, EMAC). Past roles/activities: Journal of World Business, Member of the Editorial Board Europe, European International Business Academy (EIBA), National Representative for Austria, Initiator and co-organizer of the Research Conference on Business and Management in Central and Eastern Europe at WU (March 30, 2012) Track Chair International Marketing and Cross-Cultural Issues in International Business, Annual Conference of EIBA, 2008, Tallinn, Estonia. Track Chair Marketing in CEE, Competence Day at the WU, October Track Chair International marketing and supply chain management, Annual Conference of EIBA, 2004, Ljubljana, Slovenia. National Co-Chair and Organizer of the Annual Conference of the Academy of International Business (AIB) in Vienna, MEMBERSHIPS Academy of International Business (AIB) European International Business Academy (EIBA) European Marketing Academy (EMAC) CONSULTING AND MANAGEMENT TRAINING Commerzbank AG, Whirlpool Austria, Rank Xerox Austria, Schloss Schoenbrunn Kultur- und Betriebsgesellschaft, Heraklith GmbH, Robert Bosch Austria, Philips Medical Systems, Skandia, Castrol Austria, Frequentis, RHI AG, AGA GmbH, Connect Austria/ONE, Schenker, Boehringer-Ingelheim, Bank Austria Creditanstalt, EVN AG, Österreichische Post AG. UNIVERSITY - ENTERPRISE KNOWLEDGE EXCHANGE Co-Organizer of the GROW EAST CONGRESS series ( since 2007 Head of the UniCredit CEE Student Cercle WU, a platform for people interested in the economic region of Central and Eastern Europe ( INTERNATIONAL COOPERATIONS Program administration, marketing and student recruiting: Joint International MBA Program European Track with the Darla Moore Business School, University of South Carolina, Columbia, USA ( ) Organization of joint project seminars on Doing Business in CEE of WU Wien with the Carlson School of Management, University of Minnesota, Minneapolis, and IBM CEE, 3M Corp., Toro Company and Hormel as corporate partners including field studies in CEE (since 1996) Organization of field studies for the Executive MBA of the WU Executive Academy: Partners have been Warsaw School of Economics, Academia de Studii Economice Bucaresti and St. Petersburg State University Graduate School of Management (since 2001)

4 - 4 - PUBLICATIONS Articles in Refereed Journals Schuh, Arnold (2013): Central and Eastern Europe after the Boom: Time for a Strategy Change for Foreign Multinational Companies? Central European Business Review 2 (2): Schuh, Arnold (2013): Do Regional Headquarters for Central and Eastern Europe have a Future? Central European Business Review 2 (1): Schuh, Arnold (2012): Strategy Review for Central and Eastern Europe: Strategic Responses of Foreign Multinational Corporations to the Recent Economic and Financial Crisis. Journal of East-West Business 18: Schuh, Arnold (2010): How research on marketing in Central and Eastern Europe can advance international marketing theory. Trziste/Market 22 (2): Schuh, Arnold (2009): The Impact of the Current Economic Crisis on Strategies of Multinational Corporations in Central and Eastern Europe. Academija MM 9 (14): Schuh, Arnold (2007): Brand Strategies of Western MNCs as Drivers of Globalization in Central and Eastern Europe. European Journal of Marketing 41 (3/4): Schuh, Arnold (2007): Regionalization in Central and Eastern Europe: Searching for Regiocentric Orientations in MNC Strategies. Journal of East-West Business 13 (2/3): Schuh, Arnold (2006): Aktuelle Trends in der Marktbearbeitung österreichischer Unternehmen in Mittel- und Osteuropa. Der Markt. Zeitschrift für Absatzwirtschaft und Marketing 45 (4): Schuh, Arnold (2003): Kommentar: Globalisierung und Unternehmen: Reaktionsstrategien von Unternehmen auf Chancen und Herausforderungen in globalen Märkten. Wirtschaftspolitische Blätter, 50 (4): Schuh, Arnold and Ferencikova, Sonia (2003): Regionalization in Central and Eastern Europe: A Discussion of Strategic and Organizational Aspects of Its Implementation. Ekonomicky Casopis - Journal of Economics, 51 (5): , Slovak Academic Press. Schuh, Arnold (2002): Wirtschaftlichkeit als Verkaufsargument: Einsatzvoraussetzungen, Darstellung und Vermittlung im Business-to-Business-Marketing. Der Markt, 41/160 (1): Schuh, Arnold (2000): Global Standardization as a Success Formula for Marketing in Central Eastern Europe? Journal of World Business, 35 (2): Schuh, Arnold (1999): Death of the Salesman? - Erfolgsstrategien für den persönlichen Verkauf im aktuellen Wandel der Märkte. Der Markt, 38 (3+4): Schuh, Arnold (1998): Die Auswirkungen der Euro-Einführung auf das Marketing. Der Markt, 37 (1): Schuh, Arnold, Holzmüller, Hartmut (1995): Erklärungsansätze für die Kulturgebundenheit von Konsummustern. Marktforschung und Management - Zeitschrift für Marktorientierte Unternehmenspolitik, 39 (3): Schuh, Arnold, Dohrau, Nina (1995): Product-Management im Wandel? - Eine Untersuchung des gegenwärtigen Zustandes und aktueller Entwicklungen in der österreichischen Konsumgüterindustrie. Der Markt, 34 (2): Schuh, Arnold, Klausegger, Claudia, Schreiber, Michael (1994): Aktuelle Problemfelder und Strategien österreichischer Unternehmen bei der Marktbearbeitung in Mittel-Osteuropa. Der Markt 1994/4, 131: Schuh, Arnold, Lackner, Wolfgang (1993): Sponsoring von karitativen Organisationen. Werbeforschung und Praxis, 2, Schuh, Arnold, Hrzina Andreas (1992): Die Folgen eines EG-Beitritts Österreichs für den österreichischen Fahrzeughandel - Wirkungsanalyse und Strategiediskussion aus Branchen- und Unternehmenssicht. Der Markt, 31 (1): Schuh, Arnold, Holzmüller, Hartmut (1992): Skandalbewältigung durch Marketing - Zum Umgang mit medieninduzierten Unterehmenskrisen. WiSt - Wirtschaftswissenschaftliches Studium, 1992/7: Schuh, Arnold, Trefzger, Dieter (1991): Internationale Marktwahl - Ein Vergleich von Länderselektionsmodellen in Wissenschaft und Praxis. Journal für Betriebswirtschaft, 2-3/1991: Schuh, Arnold (1990): Strategische Allianzen - Neue Formen kooperativer Wettbewerbsstrategien? Der Markt, 29 (3): Schuh, Arnold (1988): Vom instrumentellen zum identitätsgestützten Sponsoring. Thexis, 6/1988: Schuh, Arnold (1987): Die Produktprogrammpolitik des Markenartikelherstellers: Ein integrativ-heuristischer Ansatz zur Programmplanung. Der Markt, 26 (3-4):

5 - 5 - Contributions to Edited Volumes Schuh, Arnold (2014): Central and Eastern Europe After the Boom - New Business Realities for Western Multinational Companies Operating in the Region. In: M. Laaksonen, A. Arslan and M. Kontkanen (eds.), Contributions to International Business, Vaasa: ACTA Press, Schuh, Arnold (2014): Competitive Strategies of Successful Local Firms in Central and Eastern Europe. In: Zhuplev, A. and Liutho, K. (eds.): Geo-Regional Competitiveness in East Central Europe, the Baltics and Russia. IGI Global, Schuh, Arnold (2013): ESET: From a "Living-Room" Firm to a Global Player in the Antivirus Software Industry. In: Mike Peng, Global Business, 3 rd ed., Mason: Southwestern Publishing, Schuh, Arnold (2012): Strategic Responses to the Global Financial and Economic Crisis in Central and Eastern Europe - The Foreign Multinational Company Perspective. In: Rob Van Tulder, Alain Verbeke, Liviu Voinea (eds.), Progress in International Business Research - Volume 7: New Policy Challenges for European Multinationals, Bingley: Emerald Group Publishing, Schuh, Arnold (2010): Creating Win-Win Situations in Joint Project Seminars between Universities and Enterprises, World University Service Austria (ed.), Graz: WUS Austria, Schuh, Arnold (2010): Die WU als "Ostpionier". In: Der "Ostfaktor" - Österreichs Wirtschaft und die Ostöffnung 1989 bis 2009, Dieter Stiefel (ed.), Wien: Böhlau Verlag, Schuh, Arnold (2009): Global marketing standardization versus adaptation: What can we learn from marketing strategies for CEE?. In: International Marketing and Business in the CEE Markets, Maja Szymura-Tyc (ed.), Katowice: University of Economics in Katowice Publisher: Schuh, Arnold, Rossmann, Adrian (2009): Schwerpunkte und Trends in der betriebswirtschaftlichen Mittel- und Osteuropaforschung: Ein Literaturüberblick zum Zeitraum In: Internationale Unternehmensführung - Entscheidungsfelder und politische Aspekte, Reinhard Moser (ed.), Wiesbaden: Gabler: Schuh, Arnold, Ploszajski, Piotr (2008): What the West can learn from the East. In: Berger, M., Schuh, A. (eds.): Grow East Wachstumsstrategien in CEE, Wien: Linde, Schuh, Arnold (2008): Geht die Erfolgsstory der österreichischen Wirtschaft weiter? In: Berger, M., Schuh, A. (eds.): Grow East Wachstumsstrategien in CEE, Wien: Linde, Schuh, Arnold (2007): Fallstudien in der Strategieforschung. Auf der Suche nach dem Strategiewandel im Internationalisierungsprozess. In: Buber, Renate and Holzmüller, Hartmut (eds.), Qualitative Marktforschung: Konzepte-Methoden-Analysen, Wiesbaden: Gabler: Schuh, Arnold (2007): Regionalization in Central and Eastern Europe: Searching for Regiocentric Orientations in MNC Strategies. In: Larimo, Jorma (ed.), Market Entry and Operational Decision Making in East-West Business Relationships. New York: Hayworth: Schuh, Arnold (2006): Entwicklungen in der Forschung zum Marketing und Handel in Mittel-Osteuropa. In: Schnedlitz, Peter, Buber, Renate, Reutterer, Thomas, Schuh, Arnold, Teller, Christoph (eds.), Innovationen in Marketing und Handel, Wien: Linde, Schuh, Arnold, Schediwy, Tobias (2006): Ländervergleich zur Verbreitung der Handelsmarken in Mittel- und Osteuropa. In: Schnedlitz, Peter, Buber, Renate, Reutterer, Thomas, Schuh, Arnold, Teller, Christoph (eds.), Innovationen in Marketing und Handel, Wien: Linde, Schuh, Arnold (2005): Globalisierung als Diffusionsprozess: Untersucht am Beispiel der Verbreitung westlicher Markenartikel in Mittel- und Osteuropa. In: Mayrhofer, W., Iellatchitch, A. (eds.): Globalisierung und Diffusion, Frankfurt am Main: IKO-Verlag, Schuh, Arnold (2005): Investitionsgütermarketing bzw. Business-to-Business Marketing - Zentrale Erklärungsund Managementansätze. In: Schuh, A., Holzmüller, H. (eds.): Innovationen im sektoralen Marketing, Heidelberg: Physika Verlag, Schuh, Arnold and Holzmüller, Hartmut (2005): Sektorales Marketing - Impulsgeber für Wissenstransfer und Innovation im Marketing. In: Schuh, A., Holzmüller, H. (eds.): Innovationen im sektoralen Marketing, Heidelberg: Physika Verlag, Schuh, Arnold (2004): Globalisierung im Baustoffgeschäft - Der Aufstieg der Wienerberger Gruppe zum "Global Player". In: Zentes, J. Swoboda, B. (eds.): Fallstudien zum Internationalen Management, 2. Auflage, Wiesbaden: Gabler, Schuh, Arnold (2004): Researching changes in the international marketing strategy of the firm by using longitudinal analysis. In: Larimo, J. (ed.): European research on foreign direct investment and international human resource management, Vaasa University Press, Schuh, Arnold and Holzmüller, Hartmut (2003): Marketing Strategies of Western Consumer Goods Firms in Central and Eastern Europe. In: Stüting, H.-J., Dorow, W., Claasen, F., Blazejewski (eds.): Change

6 - 6 - Management in Transition Economies - Integrating Corporate Strategy, Structure and Culture. New York: Palgrave Macmillan, Schuh, Arnold (2000): Wienerberger Gruppe - Europäisierung im Baustoffgeschäft. In: Zentes, Joachim / Swoboda, Bernhard (Hrsg.): Fallstudien zum Internationalen Management , Wiesbaden: Gabler Schuh, Arnold, Springer, Reiner (1999): Osteuropamarketing: Spezifika, Themenschwerpunkte und Entwicklungstendenzen. In: Schneider, Wilfried (Hrsg.): Betriebswirtschaftliche Forschung an der Wirtschaftsuniversität - Konzepte, Befunde und Ausblick , Ueberreuter, Wien. Schuh, Arnold (1999): Vertriebsgesellschaft oder 'Strategisches Zentrum'? Zur Rolle österreichischer Tochtergesellschaften im globalen Unternehmen. In: Kutschker, M. (Hrsg.): Management verteilter Kompetenzen in multinationalen Unternehmen. Wiesbaden: Gabler, Schuh, Arnold, Holzmüller, Hartmut (1998): Zur Internationalisierung der Management- und Marketing- Ausbildung. Ziele, Konzepte und Umsetzungsvorschläge. In: Mosser, Alois, Palme, Herwig, Pfeiffle, Horst, Pichler, J. Hanns (eds.): Die Wirtschaftsuniversität Wien. Bildung und Bildungsauftrag, Ueberreuter, Wien: Schuh, Arnold (1997): Kulturgebundenheit als Determinante internationaler Marketingstrategien. In: J. Engelhard (ed.), Interkulturelles Management, Wiesbaden: Verlag Gabler, Schuh, Arnold, Klausegger, Claudia (1995): Die Marktbearbeitung österreichischer Unternehmen in Mittel- Osteuropa: Ausgewählte Problemfelder und Tendenzen im Osteuropa-Marketing. In: G. Maier (ed.), Mittel- und Osteuropaforschung an der Wirtschaftsuniversität Wien, WU Wien, Schuh, Arnold, Holzmüller, Hartmut (1994): Krisenmanagement im Skandalfall. In: R. Gareis (ed.), Erfolgsfaktor Krise: Konstruktionen, Methoden und Fallstudien, Vienna: Signum Verlag, Schuh, Arnold (1993): Audiosales: Premium-Marketing im professionellen Audiogerätemarkt. In: W. Aigner/M. Meyer/D. Rößl (eds.), Marketing-Fallstudien für Klein- und Mittelbetriebe, Wien: Carl Ueberreuter, Schuh, Arnold, Scheuch, F. (1993): Internationalization and Marketing Projects. In: Cleland, D./Gareis, R. (eds.): Global Project Management Handbook. New York: McGraw-Hill, Inc., 10-3 to 10-19, Schuh, Arnold (1993): Kulturloses Marketing? - Über den Stellenwert von Kulturkonzepten im Internationalen Marketing. In: R. Eschenbach (ed.), Forschung für die Wirtschaft Im Mittelpunkt: der Mensch, Wien: Service Fachverlag, Schuh, Arnold, Holzmüller, H. (1992): Internationales Marketing im Spannungsfeld zwischen kulturgebundenen und globalen Konsummustern. In: R. Eisendle/E. Miklautz (ed.), Produktkulturen-Dynamik und Bedeutungswandel des Konsums, Frankfurt/Main: Campus Verlag, Schuh, Arnold (1991): Erfolgversprechende Marktbearbeitungsstrategien für österreichische Unternehmen im EG-Binnenmarkt. In: S. Griller/E. Lavric/R. Neck (eds.), Europäische Integration aus österreichischer Sicht. Wien: Verlag Orac, Schuh, Arnold (1990): Andritz AG - Internationale Marketingstrategie für eine Anlage zur Abluftreinigung. In: H. Holzmüller/W. Schiebel (eds.), Marketing-Fallstudien 3. Wien: Service-Fachverlag an der Wirtschaftsuniversität Wien, Schuh, Arnold, Aigner, Walter (1990): Gabriel Ges.m.b.H. In: H. Holzmüller/W. Schiebel (eds.), Marketing- Fallstudien 3. Wien: Service-Fachverlag an der Wirtschaftsuniversität Wien, Schuh, Arnold, Holzmüller, Hartmut (1988): Skandal-Marketing - Zur Typologisierung, Messung und Bewältigung medieninduzierter Krisen von Organisationen. In: H. Frank/G. Plaschka/D. Rößl (eds.), Umweltdynamik Beiträge aus wirtschaftlicher und rechtlicher Sicht. Wien-New York: Springer Verlag, Books Edited Berger, Manfred and Schuh, Arnold (2008): Grow East Wachstumsstrategien in CEE: Von Beiersdorf bis Henkel, von Hipp bis Erste Bank. Wien: Linde. Schnedlitz, Peter, Buber, Renate, Reutterer, Thomas, Schuh, Arnold, and Teller, Christoph (2006): Innovationen in Marketing und Handel. Wien: Linde Verlag. Schuh, Arnold and Holzmüller, Hartmut (2005): Innovationen im sektoralen Marketing. Heidelberg: Physika Verlag.

7 - 7 - Conference Proceedings Schuh, Arnold (2014): Local Champions in Central and Eastern Europe - Competitive Strategies of Successful Domestic Companies in Four Transitional Economies. In: EIBA 2014 Proceedings, Rian Drogendijk (ed.), Uppsala, Schuh, Arnold, Gumpoldsberger, Verena (2014): Affordability Strategies for Central and Eastern Europe: From Charity to a Sustainable Business Model. In: AIB 2014 Proceedings: Local Contexts in Global Business, K. Meyer & T. Kiyak (eds.), Vancouver, Schuh, Arnold (2013): Searching for a value-adding positioning: The changing role of regional headquarters for Central and Eastern Europe. In: Proceedings of the 39 th EIBA Annual Conference, University Bremen, Bremen. Schuh, Arnold (2013): Future Perspective of Regional Headquarters for Central and Eastern Europe. In: Proceedings of the 12 th Vaasa Conference on International Business, Vaasa, Finland. Schuh, Arnold (2013): The Changing Role of Regional Headquarters for Central and Eastern Europe. BASEES/ICCEES European Congress, Cambridge, U.K. Schuh, Arnold and Ferencikova, Sonia (2012): The Internationalization of Firms from Central and Eastern Europe - A Discussion of Theoretical Contributions. In: Proceedings of the 20 th Annual Conference on Marketing and Business Strategies for Central & Eastern Europe, Reiner Springer and Petr Chadraba (eds.), Vienna: Institute for Export Management, WU Vienna, Schuh, Arnold (2011): Strategy review for Central and Eastern Europe: Strategic responses of foreign multinational corporations to the recent financial and economic crisis. In: Proceedings of the 37 th EIBA Annual Conference, ASE (ed.), Bucharest. Schuh, Arnold, Gumpoldsberger, Verena (2011): Affordability as a key element of strategies for Central and Eastern Europe. In: Proceedings of the 19 th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe, Eds. Reiner Springer and Petr Chadraba, Vienna: Institute for Export Management, WU, Vienna: Schuh, Arnold (2010): Research on Marketing in Central and Eastern Europe: A Literature Review of the Period, In: Proceedings of the 1 st EMAC Regional Conference, Ed. Andras Bauer, Budapest, Hungary. Schuh, Arnold, Schalk, Claudia (2010): Searching for Successful Competitive Strategies of Local Firms in Central and Eastern Europe, In Proceedings of the 52 nd Annual Meeting of the Academy of International Business, Eds. Tatiana Kostova & Tunga Kiyak, Rio de Janeiro, Brazil. Schuh, Arnold (2009): How will multinational corporations in Central and Eastern Europe respond to the current economic crisis? Some propositions on their strategic moves. In Proceedings of the 17 th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe, Eds. Reiner Springer and Petr Chadraba, Vienna: Schuh, Arnold (2009): The impact of the current economic crisis on strategies of multinational corporations in Central and Eastern Europe. In: Proceedings of the 3 rd International Scientific Conference on Marketing Theory Challenges in Transitional Societies, Eds. Damijan Mumel and Aleksandra Pisnik Korda, University of Maribor, Maribor: Schuh, Arnold (2009): Times of Change - Trends in Business and Management Research on Central and Eastern Europe. In Management Challenges in the 21 st Century, Hrsg. CityUniversity, Bratislava. Schuh, Arnold, Rossmann, Adrian (2008): Business and management research on Central and Eastern Europe: Key research areas and trends during the period. In: Proceedings of the 34th EIBA Annual Conference, Tallinn University of Technology and Tallinn School of Economics & Business Administration (eds.), Tallinn, Estonia. Schuh, Arnold, Schalk, Claudia (2008): Competitive strategies of local firms in Central and Eastern Europe. In: Marketing Theory Challenges in Transitional Societies, Durdana Ozretic Dosen, Zoran Krupka and Vatroslav Skare (eds.), Zagreb, Croatia: Schuh, Arnold (2008): Global marketing standardization versus adaptation: What can we learn from marketing strategies for Central and Eastern Europe? In: International Marketing and Business in the CEE Markets, Department of Market Policy and Marketing Management, Karol Adamiecki University of Economics (ed.), Katowice, Poland: Schuh, Arnold, Schalk, Claudia (2008): How do CEE firms compete? Identifying successful patterns of competitive behavior in CEE. In: Proceedings of the 16th Annual Conference on Marketing and Business Strategies for Central & Eastern Europe, Reiner Springer and Petr Chadraba (eds.), Wien. Schuh, Arnold, Rossmann, Adrian (2007): Focal Areas and Trends in Business and Management Research on CEE: A Literature Review of the Period. In: Proceedings of the 15th Annual Conference on

8 - 8 - Marketing and Business Strategies for Central and Eastern Europe, Hrsg. Reiner Springer and Petr Chadraba, Wien. Schuh, Arnold (2007): How can value be added to marketing theory by doing research on CEE? In: Marketing Theory Challenges in Transitional Societies, (eds.): Snoj, Boris and Milfelner, Borut, Maribor, Slovenia: Ekonomsko-poslovna fakulteta, Maribor, Slovenija. Schuh, Arnold (2006): Current Trends in the Marketing Strategies of Austrian Firms in Central and Eastern Europe. In: Proceedings of the 14th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe, (eds.): Petr Chadraba and Reiner Springer, WU Wien: Vienna. Schuh, Arnold (2005): Regionalization in Central and Eastern Europe: Searching for Regiocentric Orientations in MNC Strategies. In: Proceedings of the 31st EIBA Annual Meeting, (eds.): Gabriel Benito, Oslo: Norwegian School of Management. Schuh, Arnold (2005): The diffusion of Western brands in Central and Eastern Europe: A strong case for the market globalization thesis? In: Proceedings of the 3rd EIASM Workshop on International Strategy and Cross Cultural Management, WU Wien, Vienna. Schuh, Arnold (2005): The Westernization of Consumer Goods Markets in Central and Eastern Europe. In: Proceedings of the 13th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe, (eds.): Petr Chadraba and Reiner Springer, WU Wien: Vienna. Schuh, Arnold (2003): Globalization as Diffusion Process: An Analysis of the Dissemination of Western Brands in Central and Eastern Europe. In: Proceedings of the 29th Annual EIBA Conference (European International Business Academy), 2003, Copenhagen, Denmark Schuh, Arnold (2003): Researching Changes in the International Marketing Strategy of the Firm by Using Longitudinal Analysis. In: Proceedings of the 7th Vaasa Conference on International Business, University of Vaasa, Vaasa, Finland Schuh, Arnold (2002): Globalisierung als Diffusionsprozess: Untersucht am Beispiel der Verbreitung westlicher Markenartikel in Mittel- und Osteuropa. In: Proceedings der WU-Jahrestagung 2002, WU Wien: Vienna. Schuh, Arnold and Ferencikova, Sonia (2002): Regionalization in Central and Eastern Europe from a Western MNC s Perspective: A Discussion of Strategic and Organizational Aspects of its Implementation. In: Proceedings of the 10th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe, Chadraba, P., Springer, R. (eds.), DePaul University and WU Wien, Paper 16, WU Wien: Vienna. Schuh, Arnold, Mayrhofer, Wolfgang, Ferencikova, Sonia (2001): Management Research in the New Europe: Is There a Need for a Specific Central and East European Perspective? In: Ricart et al. (eds.): Proceedings of the Founding Conference of the European Academy of Management, IESE, Barcelona. Schuh, Arnold, Damova, E. (2001): Market Entry and Marketing Strategies of Western FMCG-firms in Bulgaria. In: Chadraba, P., Springer, R. (eds.): Proceedings of the 9 th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe, DePaul University und Wirtschaftsuniversität Wien, Paper 11. Schuh, Arnold (2001): Marketing Strategies of Western Firms for Central and Eastern Europe: The Logic behind the Bias towards International Marketing Program Standardization. In: Ferencikova, S. et al. (eds.) Slovakia in International Trade and Business - Proceedings, University of Economics in Bratislava, Faculty of Commerce, Schuh, Arnold (2001): Strategic Change During the Internationalization of the Firm. In: Proceedings of the 27th Annual Meeting of the European International Business Academy, Paris. Schuh, Arnold, Oliver Pacolt (2000): Management Research on Central and Eastern Europe: Key Research Areas During the Period. In: Chadraba, P., Springer, R. (eds.): Proceedings of the Eight Annual Conference on Marketing Strategies for Central and Eastern Europe, DePaul University und Wirtschaftsuniversität Wien, 2000, Paper 25. Schuh, Arnold (1998): Franchising or Strategic Center? Redefining the Marketing Function of Subsidiaries of MNCs in a Global Strategy Context. In: P. Andersson (ed.), Proceedings 27th EMAC Conference 'International Marketing', Stockholm, Schuh, Arnold (1998): Strukturwandel in multinationalen Unternehmen: Chancen und Risiken für den Standort Wien. In: W. Clement (ed.), Kompetenzzentrum Wien, Wien: Service Fachverlag, 1998, Schuh, Arnold, Springer, Reiner (1997): Marketing in Central and Eastern Europe. An Assessment of past and future research. In: Chadraba, P., Springer, R. (eds.): Proceedings of the 5 th Annual Conference on Marketing Strategies for Central and Eastern Europe, DePaul University und WU Wien. Schuh, Arnold, Springer, Reiner (1997): Marketing in Central and Eastern Europe: An Assessment of Past and Future Research. In: P. Chadraba/R. Springer (eds.), Proceedings of the Fifth Annual Conference on