Full-text of this article is not available in this e-prints service. This article was originally published in Marketing Intelligence & Planning, published by and copyright Emerald.

Full-text of this article is not available in this e-prints service. This article was originally published in International Journal of Retail & Distribution Management, published by and copyright Emerald.

Located as intermediaries between patients/customers and national health systems, community pharmacies have to negotiate increasing government demands for free advice, pressure on their earnings and an increasingly deregulated market. A comparative assessment of the German and UK markets...

In a highly regulated yet increasingly competitive environment the professional self‐ perception of German retail pharmacists is increasingly put under pressure. Whilst the professional image focuses on the pharmaceutical care side, survival and future profitability also depend on successful...

Based on a large UK paint manufacturer′s experiences in the late 1980s, presents a proposal for market entry into Germany. Gives reasons why entry into this market is a challenging proposition. Local requirements make a market research‐based adaptation of the marketing mix elements ecessary....