Strategy For The Coming Global Electronics Market Of The 1990's

Abstract

The set of papers in this session deals with how to develop a strategy for global marketing of electronic products in the new environment of the 1990's. The pattern of market globalization and resulting strategies presented in this first paper is applicable to electronics firms home-based in any industrialized nation. However, the problem of eroding U.S. position in global electronics is obviously so serious that we really want to provide focus and perspective here. Equilibrium does not exist in competition (J. Schumpeter); the panorama of new technologies, products and market segments keeps changing. The balance is continually impacted by improved production techniques and new approaches to marketing. Though there may be some gloom about the U.S. electronics industry, the changes that are occurring for the 1990's will provide U.S. electronics firms as much chance as any if appropriate marketing and alliance strategies are pursued together with manufacturing and quality programs.