Beyond post-perestroika Russia and post-communism Eastern Europe: The impact of individualism and collectivism on attitudes to work, relationships and consumer choice.

Peter Cooper and Rupert K. Tower

The constructs of Individualism-Collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentation in Central Eastern Europe.

Beyond Post-Perestroika Russia and Post-Communist Eastern Europe: The Impact of Individualism and Collectivism on Attitudes to Work, Relationships and Consumer Choice

Rupert K. Tower andPeter CooperCRAM International Ltd., United Kingdom

INTRODUCTION

Since the epic events of 1989 produced the overthrow of the Communist ideology in Central Eastern Europe, the interim years of reconstruction and restoration of national independence for the ex-Warsaw Pact Countries have not been easy. Pragmatic requirements for focused, economic growth, a free-market economy, and the assimilation of 'democratic' value systems have conflicted with the effects of living under Communist rule and adapting...

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