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Title: Successful strategies of newly industrialised east Asian firms in Europe
Authors: Chen, ISN
Wong, V
Keywords: Organizational structure
Marketing strategy
Issue Date: 2003
Publisher: Emerald Group Publishing Limited
Source: European journal of marketing, 2003, v. 37, no. 1/2, p. 275-297 How to cite?
Journal: European journal of marketing 
Abstract: This article presents the findings of a study of the successful international marketing strategies and organisational approaches of a group of South Korean, Taiwanese, Hong Kong and Singaporean firms in Europe. Successful firms were found to be more proactive in seeking growth opportunities and were more committed to their markets. They had more aggressive market share objectives, more informal structures and had introduced more products into their target markets. Successful firms had closer relationships with their parent companies and greater autonomy in strategy and pricing decisions. The products of successful firms were also more standardised.
ISSN: 0309-0566
EISSN: 1758-7123
DOI: 10.1108/03090560310453316
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