A comparative study of British, U.S. and Japanese marketing strategies in the British market

Doyle, P., Saunders, J.A. and Wright, Len Tiu (1988) A comparative study of British, U.S. and Japanese marketing strategies in the British market. International Journal of Research in Marketing, 5 (3). pp. 171-184. ISSN 0167-8116

Abstract

This empirical study compares the marketing strategies and organisations of a matched sample of American, Japanese and local competitors in the British market. Japanese subsidiaries in Britain are shown to be much more marketing oriented, more single minded in their pursuit of market share and more alert to strategic opportunities than their U.S. and British counterparts. American subsidiaries appear less committed to the UK, home country oriented and, like their British competitors, excessively concerned with short term profit performance.

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