Paper short abstract:

The paper discusses the interpretive approach in studying utilisation of emerging European markets, viewing social construction processes in the daily activities of the international marketplace. Findings from Scandinavian production units transferred to the Baltic States form the empirical basis of the paper.

Paper long abstract:

Since the fall of the Iron Curtain and subsequent EU enlargement in 2004, business activities with East European countries have been of growing importance for Western economy. Consequently, the emerging European markets have actively been utilized. This is proved by transferring of foreign production units to the Baltic States. Scandinavian business people have the perception of the Baltic States as countries with cheap workforce, strategically ideal location for transferring of production units and establishing of logistics centres. The aim of this Paper is to discuss the interpretive approach in studying utilization of the emerging European markets and point to the challenges such trend contains. Based on empirical findings from Scandinavian business activities in Latvia and Lithuania, this paper discusses the following questions: How does the social construction process manifest itself in the daily activities of international marketplace and how can qualitative methods be used to reveal them? What identities are being constructed in the operations of international marketplace? What are the implications of these constructions?