Management Decision: Volume 34 Issue 8

Dancall Telecom A/S in the UK mobile telephone market

R. Bennett, Claudio Vignali

Focuses on Dancall A/S, a Danish telecommunications equipment manufacturer, which was acquired by Amstrad UK in September 1993 for £6.4 million. As an independent subsidiary of…

Developing a marketing plan for Lemonhead

Chami Coomasaru, James Day, Spencer Lee

Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this…

A white knight from the East

Helen Marshall

Presents a study of the entry strategy of a south‐east Asian company into the European white goods market from a legal perspective. Highlights the legal issues a manufacturer…

Kraft Mayonnaise, Italy 1995 ‐ product tactics

Carlo Alberto Pratesi

Describes the positioning of a major brand in a niche market in a relatively new retailing environment. Suggests that the use of trend examination, consumer behaviour and product…

Intel’s technology for videoconferencing

F. Wendt, P. Harris

Relates that Intel invented the microprocessor which revolutionized computing and information technology and, unlike other rival semiconductor companies, Intel has dominated the…

Afri‐Cola GmbH, Macedonia ‐ distribution infrastructure

Léo‐Paul Dana

Reports that during the mid‐1990s, Afri‐Cola GmbH was a relatively small business in Cologne, Germany. Traces its successful launch of Afri‐Cola, an Afri‐Cola light beverage, in…

The Quick Card system

F. Wendt, Vignali

Notes the concern that the launch of a new technological product into a European market can cause to the management of a company. Suggests that a close examination of the…

Time to share a sales experience

Ian Wilson

Uses the conflicting viewpoints that the “aim of marketing is to make selling unnecessary” (Drucker) and “the heart of marketing is selling” (Hersey) as the basis for discussion…

The possibility of Boddingtons ‐ “the cream of Manchester’s” ‐ entry into the Dutch market

Genaro Cuomo, Claudio Vignali

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern…