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The Congruence of Successful International Competitors: A Study of the Marketing Strategies and Organizations of Japanese and US Competitors in the UK

Saunders, John, Wong, Veronica, Doyle, Peter (1994) The Congruence of Successful International Competitors: A Study of the Marketing Strategies and Organizations of Japanese and US Competitors in the UK. Journal of Global Marketing, 7 (3). pp. 41-60. ISSN 0891-1762. (doi:10.1300/J042v07n03_03) (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/10.1300/J042v07n03_03

Abstract

This paper examines the marketing strategies and organization of a matched triad of American, British and Japanese companies competing in the UK market. The sample includes leading companies in industries identified as being under threat by the EC. The relative success of business was measured and strategies identified using multiple depth interviews with senior managers within the businesses. The strategies of successful companies were found to be similar and not dependent on their country of origin or industrial sector. The most successful companies had a balance of marketing, innovation, planning and entrepeneurial orientation. More of these successful firms were Japanese than American, and very few were British.

Item Type: Article
DOI/Identification number: 10.1300/J042v07n03_03
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 12:24 UTC
Last Modified: 29 May 2019 09:55 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32895 (The current URI for this page, for reference purposes)
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