Martas precision slides: branding in international markets

Paurav Shukla, Steve Hogan

Research output: Contribution to journalArticle

Abstract

The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues.

Original languageEnglish
Pages (from-to)539-548
Number of pages10
JournalMarketing Intelligence and Planning
Volume27
Issue number4
DOIs
Publication statusPublished - 2009

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Keywords

  • Taiwan
  • furniture industry
  • international marketing
  • brands
  • market entry

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