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Marketing Dynamics and Management Excellence: The Sources of Successful Internationalization of a Food Processing Company from a Transition Economy (Case: MASPEX—Poland)

The article presents a case story of the fall and rise of the food industry in Poland's transition economy, illustrated with the example of one of its most successful companies. The author distinguishes 3 stages of the economic transition of Poland: Stage 1, in which the Polish food processing industry collapsed, faced with fierce foreign competition after the implementation of a strategy of liberalization and privatization; Stage 2 (since the late 1990s), when young, dynamic, and relatively well-educated Polish entrepreneurs and managers not only started to regain the local market but also began international expansion, intensifying exports, primarily to EU markets; Stage 3, during which the internationalization took the form of foreign direct investment outward into the former neighboring socialist/communist countries. The MASPEX Group provides an excellent example of successful revival and expansion achieved thanks to the company's dynamic marketing strategy, executed by a young, dynamic, and highly professional management team.