The Challenge of Basic Strategies

Abstract

International companies should be prepared with appropriate basic strategies to handle today's challenges, and these are seen to consist of allocation strategy, international market segmentation, innovation strategy, co‐operation strategy and strategies concerning the political environment. The characteristics and attendant problems of each strategy are discussed with special reference to German firms, and also the strengths and weaknesses of co‐operation strategies and the influence of social and political/legal demands on international companies.

Citation

Georg Segler, K. (1987), "The Challenge of Basic Strategies", European Journal of Marketing, Vol. 21 No. 5, pp. 76-89. https://doi.org/10.1108/EUM0000000004699