A study of marketing strategies of European and Japanese firms manufacturing in the US

Zoher E. Shipchandler, Vern Terpstra and David Shaheen

International Business Review, 1994, vol. 3, issue 3, 181-199

Abstract: This study investigates marketing strategies of European and Japanese firms manufacturing in the United States, the relationship between those strategies and the success achieved, and the role that manufacturing in the US plays in the export activities of the parent firm. The survey results suggest that most foreign firms manufacturing in the US emphasize the non-price elements of marketing including product adaptation. The study also found a direct relationship between the extent of research and development undertaken in the US by foreign firms and their market share in the US. Japanese firms were more likely than European firms to export to the US before manufacturing in the US, and Japanese subsidiaries in the US were heavier importers of intermediate goods than their European counterparts.

Keywords: Europe; and; Japan; Multinational; Enterprises; Marketing; Strategy (search for similar items in EconPapers)
Date: 1994
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Citations: View citations in EconPapers (3)

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