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A comparative study of the marketing strategies of American, British and Japanese companies in the UK market
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Wright, Len Tiu (1991) A comparative study of the marketing strategies of American, British and Japanese companies in the UK market. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b1410770~S1
Abstract
This thesis presents the product of the research into the comparative marketing strategies of
competing American, British and Japanese companies in the UK market. These companies
were drawn from the audio/hi-fl, ball bearing, machine tools, microwave ovens and
photocopier industries.
A. The aims of the research were:
i) to investigate and compare a matched sample of subsidiaries of the three
national parent companies to discover whether there were significant
differences in the way that these subsidiaries went about their business of
marketing;
ii) to identify which marketing applications, supported by behavioural and
organisational differences, contributed to the achievement of effective
marketing strategies;
iii) to examine headquarters-subsidiary relationships regarding the extent of
overseas headquarter's support for its UK subsidiary's marketing operations;
and
iv) to discover whether there were any pointers to change which would be
beneficial in the marketing organisation or operations of UK firms seeking to
improve their marketing strategies and performances in these industries.
Suitable hypotheses indicated by possible gaps in the literature review were prepared
for investigation and testing in order to achieve these aims. The literature review
discussed in this thesis also highlighted the difficulties faced by UK firms and the
challenges posed by overseas companies in the changed international business
conditions from the 1980s to 1991.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HF Commerce | ||||
Library of Congress Subject Headings (LCSH): | Marketing -- United States, Marketing -- Great Britain, Marketing -- Japan | ||||
Official Date: | August 1991 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Doyle, Peter, 1943-2003 ; Saunders, John A., 1946- | ||||
Extent: | xii, 321 leaves | ||||
Language: | eng |
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