The possibility of Boddingtons ‐ “the cream of Manchester’s” ‐ entry into the Dutch market
Genaro Cuomo
(Professor of Marketing, La Sapienza Università di Roma, Rome, Italy)
Claudio Vignali
(Course Leader of the Postgraduate Diploma in Marketing, Manchester Metropliitan University, Manchester, UK)
2187
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.
Keywords
Citation
Cuomo, G. and Vignali, C. (1996), "The possibility of Boddingtons ‐ “the cream of Manchester’s” ‐ entry into the Dutch market", Management Decision, Vol. 34 No. 8, pp. 64-72. https://doi.org/10.1108/00251749610128149
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited