Vast cultural differences.

• Author: Zeughauser, Peter

British and European firms, particularly the larger and more successful British firms, are quite different from U.S. firms. The B&Es spend more time and money on business development and are driven by different incentives because they largely use lockstep compensation systems. They also have different conflict rules that allow them to be more expansive. That changes a lot of behavior. Likewise, the major Chinese firms are different largely because they compete much more aggressively on price. This is likely derived in part from their cheap and extensive leverage. They also appear to be less restricted by conflicts, and they enjoy much greater barriers to entry in their home market. Cultural differences also vastly affect how firms market and how business is developed.

As for the role marketing staff plays in setting and executing strategic priorities, I...