Top Performing Organizations of Australia, New Zealand and Singapore: A Comparative Study of Their Marketing Effectiveness

Abstract

With increasing emphasis by many companies on gaining competitive advantages, both locally and on a global basis, the significance of marketing as a driving force for business operations and strategic planning has been studied in a number of countries. Compares the marketing effectiveness of better‐performing companies in Australia, New Zealand and Singapore, based on an extension of recent studies in these countries. The comparison indicates some significant differences in aspects of marketing between the better performers in Australia, New Zealand and Singapore, in how individual companies view the role of marketing in their operations, and in how the marketing activity is organized. Concludes that these differences could take on strategic significance when companies in the three countries strive for global expansion of markets.

Citation

Ghosh, B.C., Schoch, H.P., Taylor, D.B., Kwan, W.W. and Sock Kim, T. (1994), "Top Performing Organizations of Australia, New Zealand and Singapore: A Comparative Study of Their Marketing Effectiveness", Marketing Intelligence & Planning, Vol. 12 No. 7, pp. 39-48. https://doi.org/10.1108/02634509410065519