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Japanese Marketing strategies in the UK. - a Comparative Study

journal contribution
posted on 2023-06-07, 23:34 authored by V Wong, P. Doyle, J. Saunders
Hypotheses about Japanese marketing are examined using a matched sample of British companies and their major Japanese competitors. Japanese subsidiaries in Britain are shown to be much more market-oriented, more single-minded in their pursuit of market share and more alert to strategic opportunities than their British counterparts. Organizationally, however, their subsidiaries are more like successful British companies than the Japanese stereotype. Differences in performance between the two groups appear due to marketing skills rather than national cultures.

History

Publication status

  • Published

Journal

Journal of International Business Studies

ISSN

00472506

Publisher

Palgrave Macmillan

Issue

1

Volume

17

Page range

27-46

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2012-02-06

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