Shaw, Vivienne (1992) Marketing strategies and organisational characteristics of British and German machine tool manufacturers. PhD thesis, University of Warwick.

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Abstract

The aim of this study is to examine the differences and
similarities in the approach to marketing of British and
German companies in the machine tool industry. While the
German machine tool industry is one of the most successful
in the world the British industry is in decline and so, in
addition, this research seeks to establish the factors that
influence the success of German manufacturers and what
lessons can be learnt from their success.
Interviews were conducted with 40 managers in British and
German companies. However, . difficulties experienced in
obtaining data from German managers necessitated the
inclusion of British-based subsidiaries of German machine
tool manufacturers. This approach resulted in three distinct
samples, small in size and with a bias towards larger, more
successful German companies. In spite of the methodological
weaknesses, the study provides a valuable insight into
Anglo-German differences in a number of key areas.
The British manufacturers are found to adopt a short-term
approach to their markets emphasising goals such as shortterm
profitability and survival. Their German competitors,
meanwhile, pursue longer-term goals based on market share.
Both the British and German manufacturers claim to pursue
strategies based on product quality and reliability. German
manufacturers, however, appear to be better at defining
their target markets. In addition they are found to attach
greater importance to the need for an advanced as well as
flexible and responsive R & D capability. A commitment to
new product development is evident in the 70% of German
manufacturers that are selling products developed in the
last ten years. This is matched by a premium pricing policy.
British companies, however, are found to have less clearly
define target markets, and although they appear to be
investing more in R & D than their German counterparts a
large proportion of them are selling products developed over
twenty years ago. In organisational terms the overriding
theme in the British companies interviewed is informality
both in management style and planning and control systems.
Whilst the German managers seem to prefer a more balanced
approach to communications there is greater commitment to
formal planning and control systems.
Over 75% of German companies, compared with less than 20% of
the British companies, are rated as being successful such
that successful organisations are found to display many of
the same characteristics as German manufacturers. These
companies appear to display a strong product orientation,
although a high degree of customer orientation is also found
in many of the same companies. Finally, the British
subsidiaries of German manufacturers do not appear to
resemble their German parents very closely and so the parent
subsidiary relationship is questioned.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Machine-tool industry -- Great Britain, Machine-tool industry -- Germany, Advertising -- Machine-tools -- Great Britain, Advertising -- Machine-tools -- Germany, Machine-tools -- Marketing
Official Date:	September 1992
Dates:	Date Event September 1992 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Doyle, Peter, 1943-2003 ; Wong, Veronica
Extent:	xvi, 410 leaves
Language:	eng

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