The successful marketing strategies of German companies in the UK

Vivienne Shaw (University of Otago, Dunedin, New Zealand)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 February 2000


Presents the findings of a study of the successful international marketing strategies and headquarter‐subsidiary relationships of 186 German companies operating in the UK. A strong product orientation combined with a high level of market orientation was found to characterise successful German companies in the UK. Whilst both successful and less successful companies were found to adopt an ethnocentric approach with regard to strategic and product‐related issues the top performers did enjoy greater financial independence and a high degree of autonomy in day‐to‐day marketing decision making.



Shaw, V. (2000), "The successful marketing strategies of German companies in the UK", European Journal of Marketing, Vol. 34 No. 1/2, pp. 91-106.




Copyright © 2000, MCB UP Limited

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