Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern UK beer product, suggesting that the use of strategic tools and a traditional marketing plan is essential while the development of heuristic devices could point out the tactical path to follow.
Cuomo, G. and Vignali, C. (1996), "The possibility of Boddingtons ‐ “the cream of Manchester’s” ‐ entry into the Dutch market", Management Decision, Vol. 34 No. 8, pp. 64-72. https://doi.org/10.1108/00251749610128149Download as .RIS
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