Product strategies of European and Japanese multinational firms in the US market: an empirical investigation

Janet Y. Murray (Cleveland State University, Cleveland, Ohio, USA)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 December 1996

Abstract

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.

Keywords

Citation

Murray, J. (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/10.1108/02651339610151926

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Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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