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Japanese Marketing Strategies in the U.K: A Comparative Study†

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  • P Doyle

    (University of Warwick)

  • J Saunders

    (University of Warwick)

  • V Wong

    (University of Warwick)

Abstract

Hypotheses about Japanese marketing are examined using a matched sample of British companies and their major Japanese competitors. Japanese subsidiaries in Britain are shown to be much more market-oriented, more single-minded in their pursuit of market share and more alert to strategic opportunities than their British counterparts. Organizationally, however, their subsidiaries are more like successful British companies than the Japanese stereotype. Differences in performance between the two groups appear due to marketing skills rather than national culture.© 1986 JIBS. Journal of International Business Studies (1986) 17, 27–46

Suggested Citation

  • P Doyle & J Saunders & V Wong, 1986. "Japanese Marketing Strategies in the U.K: A Comparative Study†," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(1), pages 27-46, March.
    • Handle: RePEc:pal:jintbs:v:17:y:1986:i:1:p:27-46
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    Cited by:

    1. Chandra, Ramdas & Newburry, William, 1997. "A cognitive map of the international business field," International Business Review, Elsevier, vol. 6(4), pages 387-410, August.
    2. Alan Neale, 1992. "Are British Workers Pricing Themselves out of Jobs? Unit Labour Costs and Competitiveness," Work, Employment & Society, British Sociological Association, vol. 6(2), pages 271-285, June.
    3. Peter W. Liesch & Lars Håkanson & Sara L. McGaughey & Stuart Middleton & Julia Cretchley, 2011. "The evolution of the international business field: a scientometric investigation of articles published in its premier journal," Scientometrics, Springer;Akadémiai Kiadó, vol. 88(1), pages 17-42, July.
    4. Lages, Luis Filipe & Mata, Jose & Griffith, David A., 2013. "Change in international market strategy as a reaction to performance decline," Journal of Business Research, Elsevier, vol. 66(12), pages 2600-2611.
    5. Li, Tiger & Cavusgil, S. Tamer, 1995. "A classification and assessment of research streams in International Marketing," International Business Review, Elsevier, vol. 4(3), pages 251-277, September.

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