Martas precision slides: branding in international markets

Purpose ‐ The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team which has helped in achieving phenomenal growth to date. The company management however is now at a crossroads with regard to entering new international markets and has to make some important strategic decisions regarding its future. This paper aims to address these issues. Design/methodology/approach ‐ The case uses case study methodology collecting primary data from Martas Precision Slides' executives. Findings ‐ The discussion focuses on the major shift required in the company's strategic thinking and how to handle a growing division among the management team regarding the company's direction. Research limitations/implications ‐ As this study uses only a single company case study, the discussion should be approached with caution. Practical implications ‐ The case focuses on the dilemma often faced by medium sized firms from Asia in entering European markets and considers different options in following a branding or generic product development strategy. The case illustrates the differences in culture that exist between East and West and how culture influences decision making and management style in Asian firms. Originality/value ‐ The study is one of the few which focuses on Asian companies, the impact of culture on branding, and market entry into European markets.