The Future US Business Environment with Strategic Marketing Implications for European Exporters

Abstract

The views of Fortune 500 vice‐presidents of marketing and planning concerning future competitive environments, technological developments, political developments and marketing mix variables are presented. The composite picture developed from their world views helps highlight the strategic business areas that international marketers, especially exporters to the USA, should seriously examine before developing their international marketing strategies.

Citation

Akhter, S.H. and Laczniak, G.R. (1989), "The Future US Business Environment with Strategic Marketing Implications for European Exporters", European Journal of Marketing, Vol. 23 No. 5, pp. 58-74. https://doi.org/10.1108/EUM0000000000570