How have companies reacted to new competitors from Asia over the course of globalization? And what roles have narratives, expectations, and perceptions played? This study examines these questions by considering Grundig and Telefunken, traditional German consumer electronic companies, and the strategies they employed in their competition with Japanese companies in the period 1950 to 1987.

Autorentext
Florian Staffel, University of Paderborn, Germany.