There has been extensive debate about the purpose and scope of appropriate management research. Many authors agree that management research does not operate a single agreed scientific paradigm and can be seen as a soft, applied area of study, showing features of both “engineering” and...

Focuses on Dancall A/S, a Danish telecommunications equipment manufacturer, which was acquired by Amstrad UK in September 1993 for £6.4 million. As an independent subsidiary of Amstrad UK, Dancall is in a position to develop its marketing strategy to a mass UK market. Suggests that heuristic...

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern UK beer product, suggesting that the use of strategic tools and a traditional marketing plan is essential while the...