Macromarketing and Portugal: problems and prospects

Abstract

In an important test of the power of macromarketing, Portugal has staked its economic survival past 1992 on free enterprise marketing. National problems include: language and isolation, an unmotivated work force, risk adverse firms, timid managers, toleration of delays, lack of a quality focus, and lack of national esteem. Opportunities stem from: trading skills, language skills, international anonymity, an industrial base, low investment in second wave industries, and a generation of Euro-Yuppies. Suggested national role models are the Italian model for style and the Japanese model for flexibility and niching. An action agenda includes an activist role for managers, an activist ministry of trade, a need for modern marketing analysis, and a focus on Portuguese branded exports.