SOFTLY, SOFTLY INTO THE US MARKET

Abstract

From razor blades to iced tea, British‐owned companies have penetrated the fiercely competitive American market with a strategy of infiltration rather than outright invasion. One exception was Plessey who tried a near‐disastrous policy of acquisition. Now they favour joint ventures. Jack McCarthy reports from New York.

Citation

(1973), "SOFTLY, SOFTLY INTO THE US MARKET", Industrial Management, Vol. 73 No. 7/8, pp. 18-21. https://doi.org/10.1108/eb056331