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Introduction

In: Sports Sponsorship and Brand Development

Author

Listed:
  • Martin Beck-Burridge
  • Jeremy Walton

Abstract

THE world’s automobile industry has, for at least the last two decades, been characterized by over-capacity of production in all sectors, an excess supply of products to all market segments and intense competition within the industry. Manufacturers have been constantly pursuing strategies and policies that will provide them with opportunities for escaping the dominance of price competition, which is still limiting the profit margins of even the largest mass manufacturers. However, for lower volume manufacturers the problem is compounded, because they are unable to pursue the same economies of scale production and cannot compete against the major mass manufacturers on price alone. They are forced to pursue more selective and aggressive policies of differentiation and originality in order to succeed, and therefore avoid facing the mass manufacturers head-on.

Suggested Citation

  • Martin Beck-Burridge & Jeremy Walton, 2001. "Introduction," Palgrave Macmillan Books, in: Sports Sponsorship and Brand Development, chapter 1, pages 3-10, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50822-4_1
    DOI: 10.1057/9780230508224_1
    as

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