A survey of US‐based European and Japanese multinational firms, examining: the similarities and differences in product strategies used by these firms, and the relationship of their product strategies to a product’s sales growth rate in the US market. Shows that Japanese multinational firms used a higher level of specific assets, transaction frequency, process innovation, and crucial component sourcing internally than their European competitors. Furthermore, a product’s sales growth rate was positively related to the degree of product innovation, process innovation, and crucial component sourcing internally.
Murray, J.Y. (1996), "Product strategies of European and Japanese multinational firms in the US market: an empirical investigation", International Marketing Review, Vol. 13 No. 6, pp. 58-69. https://doi.org/10.1108/02651339610151926Download as .RIS
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