Martas precision slides: branding in international markets

Paurav Shukla, Stephen Hogan

Research output: Contribution to journalArticle

Abstract

Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues. Design/methodology/approach – The case uses case study methodology collecting primary data from Martas Precision Slides' executives. Findings – The discussion focuses on the major shift required in the company's strategic thinking and how to handle a growing division among the management team regarding the company's direction. Research limitations/implications – As this study uses only a single company case study, the discussion should be approached with caution. Practical implications – The case focuses on the dilemma often faced by medium sized firms from Asia in entering European markets and considers different options in following a branding or generic product development strategy. The case illustrates the differences in culture that exist between East and West and how culture influences decision making and management style in Asian firms.
Original languageEnglish
Pages (from-to)539-548
Number of pages10
JournalMarketing Intelligence and Planning
Volume27
Issue number4
DOIs
Publication statusPublished - 2009

Fingerprint

International markets
Asia
Team management
Branding
Strategic decisions
Methodology
Taiwan
Management styles
Strategic thinking
Decision-making styles
Design methodology
Product development
Development strategy

Keywords

  • Brands, Furniture industry, International marketing, Market entry, Taiwan

Cite this

Shukla, Paurav ; Hogan, Stephen. / Martas precision slides: branding in international markets. In: Marketing Intelligence and Planning. 2009 ; Vol. 27, No. 4. pp. 539-548.
@article{71882274d8f34b4fb4c49c51d6c8d364,
title = "Martas precision slides: branding in international markets",
abstract = "Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues. Design/methodology/approach – The case uses case study methodology collecting primary data from Martas Precision Slides' executives. Findings – The discussion focuses on the major shift required in the company's strategic thinking and how to handle a growing division among the management team regarding the company's direction. Research limitations/implications – As this study uses only a single company case study, the discussion should be approached with caution. Practical implications – The case focuses on the dilemma often faced by medium sized firms from Asia in entering European markets and considers different options in following a branding or generic product development strategy. The case illustrates the differences in culture that exist between East and West and how culture influences decision making and management style in Asian firms.",
keywords = "Brands, Furniture industry, International marketing, Market entry, Taiwan",
author = "Paurav Shukla and Stephen Hogan",
year = "2009",
doi = "http://dx.doi.org/10.1108/02634500910964092",
language = "English",
volume = "27",
pages = "539--548",
journal = "Marketing Intelligence and Planning",
issn = "0263-4503",
number = "4",

}

Martas precision slides: branding in international markets. / Shukla, Paurav; Hogan, Stephen.

In: Marketing Intelligence and Planning, Vol. 27, No. 4, 2009, p. 539-548.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Martas precision slides: branding in international markets

AU - Shukla, Paurav

AU - Hogan, Stephen

PY - 2009

Y1 - 2009

N2 - Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues. Design/methodology/approach – The case uses case study methodology collecting primary data from Martas Precision Slides' executives. Findings – The discussion focuses on the major shift required in the company's strategic thinking and how to handle a growing division among the management team regarding the company's direction. Research limitations/implications – As this study uses only a single company case study, the discussion should be approached with caution. Practical implications – The case focuses on the dilemma often faced by medium sized firms from Asia in entering European markets and considers different options in following a branding or generic product development strategy. The case illustrates the differences in culture that exist between East and West and how culture influences decision making and management style in Asian firms.

AB - Purpose – The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues. Design/methodology/approach – The case uses case study methodology collecting primary data from Martas Precision Slides' executives. Findings – The discussion focuses on the major shift required in the company's strategic thinking and how to handle a growing division among the management team regarding the company's direction. Research limitations/implications – As this study uses only a single company case study, the discussion should be approached with caution. Practical implications – The case focuses on the dilemma often faced by medium sized firms from Asia in entering European markets and considers different options in following a branding or generic product development strategy. The case illustrates the differences in culture that exist between East and West and how culture influences decision making and management style in Asian firms.

KW - Brands, Furniture industry, International marketing, Market entry, Taiwan

U2 - http://dx.doi.org/10.1108/02634500910964092

DO - http://dx.doi.org/10.1108/02634500910964092

M3 - Article

VL - 27

SP - 539

EP - 548

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

IS - 4

ER -