Lidl invades Finland: Pricing and the art of marketing

Abstract

Purpose

The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In the cold, hard business world of the twenty‐first century there are several markets where the competitors are allowed to throw around comments to shareholders about the “cut‐throat” competition, the “toughness” of competition, or even the “white heat” of competition. Retail is decidedly one of these markets, however while these mitigations may have some truth in the US, UK or Germany, there are still some countries where the idea of a wholly new foreign entrant successfully arriving into a new market is not pure fancy.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Lidl invades Finland: Pricing and the art of marketing", Strategic Direction, Vol. 23 No. 10, pp. 9-11. https://doi.org/10.1108/02580540710824248