Intercontinental comparisons in marketing strategy
Abstract
This paper about research into marketing strategies has been conducted across different countries, and the perceptions and attitudes of senior managers concerned with marketing have been sought through a planned qualitative research programme of interviews. The focus on marketing spans the intercontinental managerial and cultural dimensions, as the analyses sought to examine and evaluate their supporting managerial inputs and strategic orientations. Comparative perspectives of US and Japanese parent companies with subsidiaries in the UK are presented in the results.
Keywords
Citation
Tiu Wright, L. (2001), "Intercontinental comparisons in marketing strategy", International Marketing Review, Vol. 18 No. 3, pp. 344-354. https://doi.org/10.1108/02651330110396497
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited