1996年，英国某大学商学院日英企业营销战略比较研究课题组。采用问卷和面谈方式对三十家在英国有影响的日本海外子公司和对应的英国企业进行了营销战略比较调研（笔者也有幸参加）。调研结果显示：日英企业在市场占有率和企业形象等方面营销业绩的显著差异，不能归于国家的、 In 1996, the UK-UK Business School Comparative Strategy Research Group of a university business school. Questionnaires and interviews were used to compare and investigate the marketing strategies of thirty Japanese overseas subsidiaries and corresponding British companies that had an influence in the UK (I also had the honor to participate). The survey results show that the significant differences in marketing performance between Japanese and British companies in terms of market share and corporate image cannot be attributed to the country’s