Japanese headquarters' control over the marketing strategies of their UK subsidiaries

This study demonstrates the analysis and findings of the field research undertaken in Japan in May 1988 on a small sample of Japanese firms with UK subsidiaries. The study examined the factors behind the marketing strengths of Japanese parent companies and the effects on their relationships with their UK subsidiaries. The research indicates that the Japanese companies saw their successes in the specific qualities and thoroughness of their management and labour, with a strong focus to committing resources to marketing, product innovation and R&D. The findings of the research with recommendations are presented.