Intercontinental comparisons in marketing strategy

Abstract

This paper about research into marketing strategies has been conducted across different countries, and the perceptions and attitudes of senior managers concerned with marketing have been sought through a planned qualitative research programme of interviews. The focus on marketing spans the intercontinental managerial and cultural dimensions, as the analyses sought to examine and evaluate their supporting managerial inputs and strategic orientations. Comparative perspectives of US and Japanese parent companies with subsidiaries in the UK are presented in the results.