Factors hindering development of international business in Poland

Being a strong yet growing economy, Poland is among the global leaders for doing business and an attractive destination for foreign companies expanding their reach abroad. However, entering such a complex and challenging market does not always go smoothly. Thence, this study aims to determine the critical factors hindering the development of international business in the country. To do so, the research employed an instrumental explanatory case study approach. The research subject is a subsidiary of a German electronics manufacturer in Poland, whose employee, who is also a researcher, is trying to identify the reasons for the company’s poor results in attracting new customers. Further thematic analysis of qualitative data from field notes and individual interviews with customers identified the following five factors that might be responsible for that: novelty, staff, logistics, communications, and marketing. The findings suggest that to be successful in the Polish context, an international business should offer novelty in its products or services, employ some local personnel, rely on local logistics, and conduct as much communication as possible in the Polish language, especially in marketing. The study not only fills the gaps in the literature on international business development in the Polish context, but also offers practical recommendations for improving the efficacy of international companies, regardless of their geographical location.