Perspectives on the European marketing strategy of US multinationals
Stephen Young
(Department of Economics, and Management, Paisley College of Technology, Paisley, Scotland, UK)
Neil Hood
(Department of Economics, and Management, Paisley College of Technology, Paisley, Scotland, UK)
156
Abstract
Presents the results of an empirical study of the activities of US multinationals manufacturing in Scotland. Provides an examination of the aspects of strategies for market entry and development. Concentrates specifically on market planning issues, providing data illustrating some of the problems faced by US multinationals.
Keywords
Citation
Young, S. and Hood, N. (1976), "Perspectives on the European marketing strategy of US multinationals", European Journal of Marketing, Vol. 10 No. 5, pp. 240-256. https://doi.org/10.1108/EUM0000000005049
Publisher
:MCB UP Ltd
Copyright © 1976, MCB UP Limited