Journal of Marketing 1960
European Markets and American Business
Abstract
More and more illustrations are coming into focus that demonstrate the increasing efficiency of foreign producers compared with American manufacturers. Indeed, foreign competition has become a real threat to the economic and marketing supremacy of American firms in world markets. To meet this challenge, growing numbers of American enterprisers are seeking direct overseas investments. This article throws some light on the possibilities and economic opportunities of such investments in Europe.
- DOI
- 10.2307/1248706
- Sources
- openalex