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Concentric action and global strategy in the capture of markets

Date of publication: June 15, 1965

Catalogue: ESOMAR/WAPOR Conference 1965

Author: Bernard Krief

Abstract:

In this paper, we have tried to show the sort of problems created for firms by the application of a global strategy. Failure to face these problems would, however, involve more serious risks. As we have seen, the stakes are rising but it would be unreasonable to try and impose one's own rules on a market which has not been mastered, rather as if a gambler at the casino tried to stay in with bets that he looks upon as reasonable when in fact they are not high enough to let him keep his place at the table.

Bernard Krief

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Krief, B. (1965a, June 15). Concentric action and global strategy in the capture of markets. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/development-of-new-products-in-global-markets