Europe 1992: Implications for New Zealand Business
Abstract
The EC is one of the most important overseas markets for New Zealand companies. Many New Zealand companies, while claiming to be niche marketers, are actually competing in open segments on the basis of cost and price. These firms appear to place little importance on marketing variables such as advertising and promotion, market research and distribution. Post‐1992, New Zealand exporters will face growing competition and all the disadvantages of a small, outside supplier nation.
Keywords
Citation
Akoorie, M., Barber, K. and Enderwick, P. (1993), "Europe 1992: Implications for New Zealand Business", European Journal of Marketing, Vol. 27 No. 1, pp. 22-34. https://doi.org/10.1108/03090569310024521
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited