Prodrive and Fuji Heavy Industries: The Development of the Relationship

Martin Beck-Burridge and Jeremy Walton

Chapter 4 in Sports Sponsorship and Brand Development, 2001, pp 58-68 from Palgrave Macmillan

Abstract: Abstract Founded in 1984 by David Richards and Ian Parry, respectively Chairman and Commercial Director, the company has had a continuing record of profitability and increasing turnover. However, as the current Chairman has stated: ‘In those formative years were a period when we tried our hand at a wide range of business initiatives. In hindsight, we were like so many new ventures, and often failed to focus on our core skills’.

Keywords: Marketing Effort; Core Skill; British American Tobacco; Business Initiative; Engine Modification (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50822-4_4

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DOI: 10.1057/9780230508224_4

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