The movement toward freer markets in the so-called transitional economies (TEs) has led to great interest in the marketing literature (Batra, 1997; Fahy et al., 2000; Li et al., 2006; Marcinskas and Gliniené, 2005; Yiu et al., 2005; Harmaus et al., 2008). One of the most important challenges facing TEs is improving fundamental marketing competencies […]