Winning the Export War: British, Japanese and West German Exporters' Strategy Compared

Abstract

SUMMARY A comparison of pricing policies, price and volume volatility, and investment in distribution, sales and marketing systems across 462 product categories identifies important differences in the strategies of British, Japanese and West German exporters towards the US market. The impact of these strategic choices on the evolution of market share is tested. The results suggest that many British manufacturers' export strategy has been dominated by UK supply and demand considerations. A large proportion of British exports are therefore confined to niches where sensitivity to price fluctuations and ‘stop‐start’ supply is low and local distribution support is less important. Products where ‘pull marketing’ dominates are the key exception. Japanese exporters have invested heavily in US distribution and channel support, combined with a policy of stable US prices, aiding long term penetration. West German exporters have built share on technological advantage and direct sales support supplied from Germany to a limited number of customers.