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Marketing Strategies between Dumping and Anti‐dumping Action

Marketing Strategies between Dumping and Anti‐dumping Action Dumping is a permanent feature of marketing strategies of numerous firms aiming to increase their market share, to optimise the volume of their production or to maximise profits through price discrimination. Anti‐dumping complaints are increasingly resorted to as a defensive tool to stop the challengers. A brief summary of the basic issues involved is offered and relates them to marketing concerns in export operations. Considers the essential mechanics of anti‐dumping actions and shows how they are used to gain a strategic advantage. Discusses the elements of the export marketing mix which should be subjected to self‐restraint to minimise the threat of anti‐dumping accusations. Concludes by presenting a number of the marketing options that are at the disposal of a dynamic exporter to move potential antagonists in the area of anti‐dumping closer to a co‐operative partnership. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Marketing Strategies between Dumping and Anti‐dumping Action

European Journal of Marketing , Volume 25 (12): 13 – Dec 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000632
Publisher site
See Article on Publisher Site

Abstract

Dumping is a permanent feature of marketing strategies of numerous firms aiming to increase their market share, to optimise the volume of their production or to maximise profits through price discrimination. Anti‐dumping complaints are increasingly resorted to as a defensive tool to stop the challengers. A brief summary of the basic issues involved is offered and relates them to marketing concerns in export operations. Considers the essential mechanics of anti‐dumping actions and shows how they are used to gain a strategic advantage. Discusses the elements of the export marketing mix which should be subjected to self‐restraint to minimise the threat of anti‐dumping accusations. Concludes by presenting a number of the marketing options that are at the disposal of a dynamic exporter to move potential antagonists in the area of anti‐dumping closer to a co‐operative partnership.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1991

Keywords: Dumping; International trade; Marketing strategy

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