Japanese international marketing strategy

Abstract

In the last 30 years, Japan has come from a second‐rate status to the world′s economic giant, leading the world in electronics, automobiles, steel, shipbuilding and virtually anything else to which she has set her mind. The Japanese aim was and still is to be world‐class suppliers of the major high volume items in the largest international markets. This focus on middle‐ to lower‐end volume markets made increased efficiency essential. The mentality of jimae shugi – Japan should be virtually self‐sufficient in all important product areas – is as strong as ever. How did the Japanese become such superb marketers? What is their international marketing strategy? Examines the Japanese international marketing strategy from its evolution; and analyses its strengths and weaknesses in allowing Western corporations to be able to compete more effectively against it.

Citation

Genestre, A., Herbig, P. and Shao, A.T. (1995), "Japanese international marketing strategy", Marketing Intelligence & Planning, Vol. 13 No. 11, pp. 36-46. https://doi.org/10.1108/02634509510102183