Japanese Marketing strategies in the UK. - a Comparative Study

Wong, V, Doyle, P. and Saunders, J. (1986) Japanese Marketing strategies in the UK. - a Comparative Study. Journal of International Business Studies, 17 (1). pp. 27-46. ISSN 00472506

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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.

Item Type: Article
Schools and Departments: University of Sussex Business School > Business and Management
Depositing User: Veronica Wong
Date Deposited: 06 Feb 2012 19:37
Last Modified: 06 Jun 2012 09:59
URI: http://sro.sussex.ac.uk/id/eprint/21539
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