The Japan That Can Say ″No″ Revisited

International Marketing Review

ISSN: 0265-1335

Publication date: 1 May 1991


A note commenting on the recent book, The Japan That Can Say “No”, written by Akio Morita and Shintaro Ishihara. The authors provide their own translation, interpretation and reactions to the unusual views expressed in a book not intended for the US market which generated an acrimonious US response. Notes the problems arising from a “loose” translation and the usefulness of airing hostile opinion. The book′s main thrust seems to be that saying “No” may improve understanding and co‐operation between two nations when economics are inextricably linked.



Lazer, W. and Yamanouchi Rynn, M. (1991), "The Japan That Can Say ″No″ Revisited", International Marketing Review, Vol. 8 No. 5.




Copyright © 1991, MCB UP Limited

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