Successful strategies of newly industrialised east Asian firms in Europe

This article presents the findings of a study of the successful international marketing strategies and organisational approaches of a group of South Korean, Taiwanese, Hong Kong and Singaporean firms in Europe. Successful firms were found to be more proactive in seeking growth opportunities and were more committed to their markets. They had more aggressive market share objectives, more informal structures and had introduced more products into their target markets. Successful firms had closer relationships with their parent companies and greater autonomy in strategy and pricing decisions. The products of successful firms were also more standardised.