Japanese Marketing Strategies in the U.K: A Comparative Study†
J Saunders and
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P Doyle: University of Warwick
J Saunders: University of Warwick
V Wong: University of Warwick
Journal of International Business Studies, 1986, vol. 17, issue 1, 27-46
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 culture.© 1986 JIBS. Journal of International Business Studies (1986) 17, 27–46
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