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Successful Strategies of Newly Industrialised East Asian firms in Europe

Chen, Ivy S.N., Wong, Veronica (2003) Successful Strategies of Newly Industrialised East Asian firms in Europe. European Journal of Marketing, 37 (1/2). pp. 275-297. ISSN 0309-0566. (doi:10.1108/03090560310453316) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1108/03090560310453316

Abstract

This article presents the findings of a study of the successful international marketing strategies and organisational approaches of a group of South Korean, Taiwanese, Hong Kong and Singaporean firms in Europe. Successful firms were found to be more proactive in seeking growth opportunities and were more committed to their markets. They had more aggressive market share objectives, more informal structures and had introduced more products into their target markets. Successful firms had closer relationships with their parent companies and greater autonomy in strategy and pricing decisions. The products of successful firms were also more standardised.

Item Type: Article
DOI/Identification number: 10.1108/03090560310453316
Uncontrolled keywords: Headquarters, Marketing strategy, Organizational structure, Subsidiaries
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 11 Jan 2013 11:18 UTC
Last Modified: 29 May 2019 09:55 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32885 (The current URI for this page, for reference purposes)
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