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