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JAPANESE MARKETING FAILURES

Johny K. Johansson (Professor, Department of Marketing and International Business, University of Washington, Seattle, WA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 March 1986

622

Abstract

The paper discusses six Japanese marketing cases in depth. It is shown how the “success” interpretation which so often is promulgated by the firms and press alike in fact hides serious mistakes and results which in other countries would be interpreted as “failures”.

Citation

Johansson, J.K. (1986), "JAPANESE MARKETING FAILURES", International Marketing Review, Vol. 3 No. 3, pp. 33-46. https://doi.org/10.1108/eb008309

Publisher

:

MCB UP Ltd

Copyright © 1986, MCB UP Limited

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