TY  - JOUR
AB  - Compares empirically the marketing strategies and organizational
characteristics of 40 British and German companies operating in the
machine tool industry. Shows that German manufacturers have a clear
objective to develop a long‐term business focusing on quality and
reliability as a means of satisfying customer needs. Meanwhile, finds
the British companies adopt a more defensive approach to their marketing
strategies with their main focus on short‐term profit maximization.
While the German companies have developed marketing mixes broadly
consistent with their strategy, the British manufacturers have a poor
understanding of customer needs leading to a mismatch between strategy
and marketing‐mix decisions. The German subsidiaries, although they
share their parent′s focus on quality, are seen to be less clear about
their long‐term future so that they show a closer resemblance to their
British competitors in adopting more defensive strategies.
VL  - 28
IS  - 7
SN  - 0309-0566
DO  - 10.1108/03090569410064445
UR  - https://doi.org/10.1108/03090569410064445
AU  - Shaw Vivienne
PY  - 1994
Y1  - 1994/01/01
TI  - The Marketing Strategies of British and German Companies
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 30
EP  - 43
Y2  - 2024/05/08
ER  -