haku: @author Gray, B. / yhteensä: 11
viite: 4 / 11
| Tekijä: | Gray, B. |
| Otsikko: | Active and passive international marketing strategies: the case of two state-owned broadcasters. |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:2, p. 42-56 |
| Asiasana: | MARKETING STRATEGY INTERNATIONALIZATION TELECOMMUNICATION NEW ZEALAND |
| Kieli: | eng |
| Tiivistelmä: | Five years after the deregulation of New Zealand's telecommunications and broadcasting markets, the country's two state-owned broadcasters had achieved widely differing levels of internationalization and financial performance. Television New Zealand, the more active international marketer, was continuing to develop and expand its international business, while Radio New Zealand, which had adopted a more passive, reactive stance, earned negligible returns from its offshore interests and deinternationalized. |
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