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Article
Publication date: 1 October 1996

Genaro Cuomo and Claudio Vignali

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern…

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Abstract

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern UK beer product, suggesting that the use of strategic tools and a traditional marketing plan is essential while the development of heuristic devices could point out the tactical path to follow.

Details

Management Decision, vol. 34 no. 8
Type: Research Article
ISSN: 0025-1747

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