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Pan-European marketing: combining product strength and geographical coverage

Author: Larréché, Jean-Claude ; Gogel, RobertINSEAD Area: Marketing In: Single market Europe: opportunities and challenges for business - Makridakis, Spyros - 1991 - INSEAD Book Language: EnglishDescription: p. 99-118.Type of document: INSEAD ChapterNote: Please ask the Library for this chapterAbstract: The Single Market is presenting corporations with a much more competitive environment, mainly by lowering mobility barriers within Europe. The authors argue that there are two main axes for allocating corporations' strategic resources, product strength and geographic coverage. The fine balance between the two is the core of a 1992 marketing strategy, and they provide an analytical tool, the International Competitive Posture Matrix, with which to visualize it. The matrix is then applied to the European food manufacturing industry
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The Single Market is presenting corporations with a much more competitive environment, mainly by lowering mobility barriers within Europe. The authors argue that there are two main axes for allocating corporations' strategic resources, product strength and geographic coverage. The fine balance between the two is the core of a 1992 marketing strategy, and they provide an analytical tool, the International Competitive Posture Matrix, with which to visualize it. The matrix is then applied to the European food manufacturing industry

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