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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. SaundersHypotheses 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 StudiesISSN
00472506Publisher
Palgrave MacmillanExternal DOI
Issue
1Volume
17Page range
27-46Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-02-06Usage metrics
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