Abstract
In response to major changes in the defence market in recent years,
many firms have embarked on a process of diversification into civilian
markets. Examines some of the impediments to diversification based on
the results of a postal survey of defence contractors in Devon and
Cornwall. The results imply that problems related to the economic
recession, a lack of marketing expertise and the cost of market entry
are major hurdles to diversification. A case study of a local firm which
has successfully diverisifed indicates that a change in corporate
culture throughout the entire production, supply and selling chain is an
important ingredient to success. In conclusion, notes that
diversification is no simple panacea for companies suffering from the
effects of declining demand from defence customers.
Subject
Management Science and Operations Research,General Business, Management and Accounting
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