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Marketing Strategies of European Firms: Reconfiguration and Expansion

In: Corporate Strategies for South East Asia after the Crisis

Author

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  • Keri Davies

Abstract

Trying to unravel the changes caused by the Asian economic crisis in the marketing practices of European companies in Southeast Asia is not an easy task. There are three main reasons for this: first, even within a relatively narrow geographical focus, the effect of the economic crisis was felt in quite different ways in different countries as a result of different political, economic, social and financial conditions. Second, companies in different sectors have reacted in very different ways and only some of these can be related back to their region of origin. Third, most European companies will differ from many local companies in having a strategy covering the whole of Pacific Asia. Local strategies, and even strategies for the whole Southeast Asian area, have to be seen in the context of this wider arena. We can take each of these issues in turn.

Suggested Citation

  • Keri Davies, 2000. "Marketing Strategies of European Firms: Reconfiguration and Expansion," Palgrave Macmillan Books, in: Jochen Legewie & Hendrik Meyer-Ohle (ed.), Corporate Strategies for South East Asia after the Crisis, chapter 9, pages 163-184, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28633-7_9
    DOI: 10.1057/9780230286337_9
    as

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