Comparative marketing strategies of Greek and overseas firms

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the research from the purposive sampling of the largest drinks companies in Greece, and the application of the in‐depth interview technique with senior managers to the results of the research. The findings revealed several positive differences in the marketing strategies of competing organisations, with greater willingness by Western companies, compared to their Greek competitors, to implement resource commitments towards enhancing the competitiveness of their marketing strategies. The findings also suggested that the weaknesses in marketing found in the Greek alcoholic and soft drinks companies undermined their marketing performances in comparison with Western multinationals. Consequently, the competitive positions of Greek firms in both the domestic and international markets were weakened.