GOING SHOPPING IN POLAND: THE CHANGING SCENE OF POLISH RETAILING

Based on observations made during a field visit to Poland in July/August 1990, the current changes taking place in the Polish retail scene are explored, both by sector and in terms of the marketing mix. The major issues facing potential entrants – domestic, as well as foreign – into the newly emerging private Polish retail sector,are placed into the historical and political context. Recommendations are made for a possible direction the management of the changes could take. In this the importance of developing staff attitudes and expertise is emphasised: Polish. retailing success must build on the empowerment of native Polish retail managers.