The successful marketing strategies of German companies in the UK-Reference-Cited by-同舟云学术

The successful marketing strategies of German companies in the UK

Published:2000-02-01 Issue:1/2 Volume:34 Page:91-106
ISSN:0309-0566
Container-title:European Journal of Marketing
language:en
Short-container-title:

Author:

Shaw Vivienne

Abstract

Presents the findings of a study of the successful international marketing strategies and headquarter‐subsidiary relationships of 186 German companies operating in the UK. A strong product orientation combined with a high level of market orientation was found to characterise successful German companies in the UK. Whilst both successful and less successful companies were found to adopt an ethnocentric approach with regard to strategic and product‐related issues the top performers did enjoy greater financial independence and a high degree of autonomy in day‐to‐day marketing decision making.

Publisher

Emerald

Subject

Marketing

Reference68 articles.

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