Management and Marketing in Large Enterprises

Extract

This paper looks at several typical management and marketing aspects of the operations and organisation of a large British engineering company whose biggest market is abroad. Exporting into highly competitive international markets is, therefore, a dominant feature of its business. Although this company is involved in a specialised field of advanced technology—that of aircraft manufacture—it happens also to be one with many of the characteristics of both the capital goods and consumer goods industries. It is, therefore, probably not unrepresentative, in many respects, of large industrial enterprises as a whole which are operating internationally.