| Abstract: | Abstract This study examines the marketing strategies and management styles of Korean and Japanese multinational corporations in the US consumer electronics industry. Hypotheses are developed with regard to strategic goals and objectives, marketing mix variable emphasis, market orientation and planning focus. The empirical results generally support the research hypotheses that Japanese companies are not only more aggressive in delivering marketing mix but also more-market oriented than Korean counterparts who often base their marketing strategy on short-term profitability rather than long-term market share growth. |
