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Applied research: Completed projects |
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Marketing Strategies of the ‘New’ Exporters |
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Summary |
The
project examined the
competitive practices of
local exporting
ventures from Asian emerging economies
in overseas markets. The research was
based on
interview data from 56 clothing exporters,
and
secondary
data from companies in
the automotive and electronics industries. |
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Results |
An
in-depth analysis of the choice of exporters between making
'production',
'product' and
'brand-based'
offers to
importers
contributes to our understanding
of: |
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the
competitive
behaviour of suppliers
from emerging economies in international markets, |
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the 'marketing learning' processes
of suppliers, and how these affect their strategic options over time.
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From a
supply management perspective, the findings
have
implications for
(a) the
organisation of global
supply chains,
and for (b)
the management of inter-company linkages. |
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Partners |
University of Lund, in
partnership
with industry federations and
export
development agencies in the countries of field research. |
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Indo-Swedish Industrial Co-operation |
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Summary |
The
project (which
was part of a research program of the European
Commission) involved an interview-based survey of the co-operation
arrangements
of 22 Swedish manufacturing firms with Indian partners. |
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Results |
The
project
reveals a large set of opportunities
in the co-operation
opportunities with Indian partners, ranging from one-way
technology transfers to joint R&D and ‘low-cost’ sourcing by the
Swedish partner. |
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Attention
is drawn to the ways
through
which industry-level characteristics
― product and
process
technology, and the
nature
of competition
―
affect
the scope and
content of co-operation. |
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In terms of
performance,
the
reported
‘gaps’
between
the
expected and
the
realised benefits
from co-operation are found to depend, not only on management
practice, but also on the nature and intensity of competition. |
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Partners |
University of Sussex, University of Lund, Institute of Social
Studies (NL), University of Regensburg, National Council of Applied
Economic Research (India). |
