Dancall Telecom A/S in the UK mobile telephone market
R. Bennett
(Assistant Dean of the undergraduates programmes at McGill University, Montreal, Canada)
Claudio Vignali
(Course Leader of the Postgraduate Diploma in Marketing, Manchester Metropolitan University, Manchester, UK)
6216
Abstract
Focuses on Dancall A/S, a Danish telecommunications equipment manufacturer, which was acquired by Amstrad UK in September 1993 for £6.4 million. As an independent subsidiary of Amstrad UK, Dancall is in a position to develop its marketing strategy to a mass UK market. Suggests that heuristic devices could be the way to proceed in its tactical application of the strategic plan.
Keywords
Citation
Bennett, R. and Vignali, C. (1996), "Dancall Telecom A/S in the UK mobile telephone market", Management Decision, Vol. 34 No. 8, pp. 6-16. https://doi.org/10.1108/00251749610128068
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited