Abstract
US textile manufacturers have become more active in international marketing as a means to achieve corporate growth. Major consuming nations such as those of the European Union (EU) present challenging prospects for market expansion. This research used a case-study approach to examine the export involvement and marketing strategies of eight US interior-furnishing textile manufacturers that are targeting the EU market, and to investigate the perceptions of these firms' top executives regarding the EU market potential and future marketing strategies in the unified European market. At the time of data collection, the firms tended to view the EU as an extension of the US market and had taken few steps to pursue EU markets systematically. The firms' executives indicated plans to benefit from future international opportunities through increased export involvement and modified marketing strategies, particularly those related to entry modes, distribution, and product development.
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