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The Quality of British Marketing: A Comparison with US and Japanese Multinationals in the UK Market

Wong, Veronica, Saunders, John, Doyle, Peter (1988) The Quality of British Marketing: A Comparison with US and Japanese Multinationals in the UK Market. Journal of Marketing Management, 4 (2). pp. 107-130. ISSN 0267-257X. (doi:10.1080/0267257X.1988.9964065) (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/10.1080/0267257X.1988.9964065

Abstract

This paper presents the findings of an empirical study comparing the marketing strategies and organisations of a matched sample of British companies and their US and Japanese competitors in the UK. Hypotheses about Japanese marketing are tested and provide a framework for the comparative analysis of the marketing effectiveness of the three sets of competitors. The findings highlight significant weaknesses in the marketing effort of British companies, these being exacerbated by excessive focus on short?run financial gains. The US competitors, equally concerned with short?term profits, were less committed to the UK market than their Japanese rivals, their market position being in danger of deteriorating further as the Japanese close the technological gap between them. The Japanese were unmistakably aggressive, single?minded in their pursuit of market share and undeniably more market?oriented than their US and British counterparts. This research was funded by the ESRC.

Item Type: Article
DOI/Identification number: 10.1080/0267257X.1988.9964065
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 12:47 UTC
Last Modified: 29 May 2019 09:55 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32901 (The current URI for this page, for reference purposes)
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