Marketing Opportunities and Marketing Practices; The Eclipse of British Shipbuilding, 1957-1976
Marketing Opportunities and Marketing Practices; The Eclipse of British Shipbuilding, 1957-1976
Tony Slaven demonstrates how the failure to develop a market orientation was a primary cause of the post-World War II decline of British shipbuilding. This paper argues that the decline of British shipbuilding in the 1960s (the weaknesses in productivity, price, delivery and credit arrangements) were consequences of a failure to develop market orientation in a period of rapidly expanding demand. British shipbuilding remained product-orientated at a time when successful companies had adopted a market orientation: the weakness of British industry was fundamentally linked to the priorities and attitudes of shipbuilders to marketing.
Keywords: British Shipping, Shipbuilding, Export Markets, Market Appreciation
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