Case Study

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

14 pages
July 1997
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.

Globalization, Regional Integration, Electronics
Field Research
© 1997
Available Languages
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