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    Case Study

    Matsushita Electric Industrial Ltd. Europe: Sales and marketing, 1994

    By Philip Rosenzweig
    14 pages
    July 1997
    Order this case study
    Reference: IMD-3-0709

    Matsushita Electric Industrial, one of the world’s largest electronics firms, has managed its European sales and marketing activities as a set of autonomous country organizations. In the 1990s, with increasing competitive pressures and customers who are themselves operating regionally, Matsushita must re-examine the organization of its sales and marketing in Europe. Some factors that shape recommendations include customer needs, cost duplication, logistics, competitive positioning, and the careers of managers.

    Keywords
    Globalization, Regional Integration, Electronics
    Settings
    Europe
    1994
    Type
    Field Research
    Copyright
    © 1997
    Available Languages
    English
    Related material
    Teaching note
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