Marketing Strategies of European Firms: Reconfiguration and Expansion

Keri Davies

Chapter 9 in Corporate Strategies for South East Asia after the Crisis, 2000, pp 163-184 from Palgrave Macmillan

Abstract: Abstract Trying to unravel the changes caused by the Asian economic crisis in the marketing practices of European companies in Southeast Asia is not an easy task. There are three main reasons for this: first, even within a relatively narrow geographical focus, the effect of the economic crisis was felt in quite different ways in different countries as a result of different political, economic, social and financial conditions. Second, companies in different sectors have reacted in very different ways and only some of these can be related back to their region of origin. Third, most European companies will differ from many local companies in having a strategy covering the whole of Pacific Asia. Local strategies, and even strategies for the whole Southeast Asian area, have to be seen in the context of this wider arena. We can take each of these issues in turn.

Keywords: Price Increase; Retail Price; Market Strategy; Retail Sale; Retail Sector (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28633-7_9

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DOI: 10.1057/9780230286337_9

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