search query: @author Willard, G. E. / total: 4
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| Author: | Willard, G. E. Savara, A. M. |
| Title: | Patterns of entry : pathways to new markets. |
| Journal: | California Management Review
1988 : WINTER, VOL. 30:2, p. 57-76 |
| Index terms: | DOMESTIC TRADE ENTRY CONDITIONS MANUFACTURING INDUSTRY USA |
| Language: | eng |
| Abstract: | During the past 40 years, non-domestic manufacturers have made significant inroads into domestic markets once deemed secure by US manufacturers. The role of Japan is examined. The patterns of entry are discussed: initial entry, market development, using distribution channels, advertising and promotion, gaining consumer acceptance. An investigation conducted in five industries to determine whether the loss of competitive vitality to foreign competitors has followed a pattern is reported. Special attention is paid to competitors from the Pacific Basin. In each case "windows of opportunity" were provided by domestic suppliers. Several lessons are summarized which could be helpful to minimize the impact of entry efforts and promote the own entry plans. |
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