Abstract
In recent years British industry has shown a remarkable improvement in efficiency without a corresponding improvement in international market performance. This paradox is explored through detailed interviews with a large sample of British senior marketing executives. Two types of companies are distinguished: those orientated to long run market share and those more orientated to short run profit performance. The study suggests an increasing appreciation of the constraints of the latter approach. Interestingly, companies orientated to long term market share are shown to have not only superior market positions but also stronger financial performance.
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