search query: @author Okoroafo, S. C. / total: 5
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| Author: | Kotabe, M. Okoroafo, S. C. |
| Title: | A comparative study of European and Japanese multinational firms : marketing strategies and performance in the United States. |
| Journal: | Management International Review
1990 : VOL. 30:4, p. 353-370 |
| Index terms: | MULTINATIONAL COMPANIES MARKETING STRATEGY EUROPE USA JAPAN |
| Language: | eng |
| Abstract: | The presence of European and Japanese firms in the United States has continued to escalate. Despite this fact, there is little research comparing strategic differences in their marketing activity. A recent empirical study tried to dill this gap. Performance criteria were specified. The sample is described. Five hypotheses were tested. The findings are summarized. Western firms are criticized for their short-term orientation. The Japanese approach to satisfaction of consumer needs is contrasted to the European approach of developing major innovations. Nevertheless, the similarity of the marketing strategies is found to be remarkable. The role of the national characteristics is proved to be less significant. |
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