Computing and Library Services - delivering an inspiring information environment

Marketing strategies of Greek and foreign firms compared

Theodorakioglou, Fotini and Wright, Len Tiu (1998) Marketing strategies of Greek and foreign firms compared. Qualitative Market Research: An International Journal, 1 (3). pp. 145-155. ISSN 1352-2752

Metadata only available from this repository.


This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the research from the purposive sampling of the largest drinks companies in Greece, and the application of the in-depth interview technique with senior managers to the results of the research. The findings revealed several positive differences in the marketing strategies of competing organisations, with greater willingness by Western companies, compared to their Greek competitors, to implement resource commitments towards enhancing the competitiveness of their marketing strategies. The findings also suggested that the weaknesses in marketing found in the Greek alcoholic and soft drinks companies undermined their marketing performances in comparison with Western multinationals. Consequently, the competitive positions of Greek firms in both the domestic and international markets were weakened.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Schools: Huddersfield Business School
Related URLs:
Depositing User: Sharon Beastall
Date Deposited: 12 Oct 2011 08:27
Last Modified: 28 Aug 2021 11:10


Downloads per month over past year

Repository Staff Only: item control page

View Item View Item

University of Huddersfield, Queensgate, Huddersfield, HD1 3DH Copyright and Disclaimer All rights reserved ©