JAPANESE MARKET ENTRY STRATEGY AT WORK: KOMATSU vs. CATERPILLAR
J. Taylor Sims
(Professor of Marketing and Dean, The Fogelman College of Business and Economics, Memphis State University, Memphis, Tennessee)
1308
Abstract
Elaborating on the positions of two key players in the global earthmoving and construction industry, this article discusses the Japanese market entry strategies. Also discussed are alternative strategies for retaliation against Japanese competition.
Citation
Taylor Sims, J. (1986), "JAPANESE MARKET ENTRY STRATEGY AT WORK: KOMATSU vs. CATERPILLAR", International Marketing Review, Vol. 3 No. 3, pp. 21-32. https://doi.org/10.1108/eb008308
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited