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Japan is home to a relatively conservative and group-oriented culture in which social expectations can exert powerful pressure to conform to traditional patterns of behaviour. This includes gender norms, which have long been based around the common stereotypes of men as breadwinners and women as housewives. Social liberalisation and economic change in the late 20th century saw these patterns change as more women entered the workforce and, despite Japan's dismal standing in global equality rankings, began to make inroads into some positions of political and corporate leadership. Yet, the way in which women are treated by men is shaped not only by female gender norms but also by the social factors that determine male patterns of behaviour. This chapter considers how Japan's male gender norms, particularly the focus on man as economic labourers rather than active members of the family unit, have damaged many men's ability to connect, on an emotional level, with the women in their lives. It looks at the issue of misogyny; what is known as the Lolita Complex; the growing trend of herbivore men; and the concept of Ikumen, men who are active within the family. While some of these patterns of behaviour can be harmful – for women on the individual level, and for Japan as a whole, on the social level – there are some trends which suggest that gender norms in Japan can be directed in a manner which will allow for much healthier emotional relationships to develop between the genders in a manner that will help build a society that is more cognisant of and attentive to the needs of women.

This study adopts the multi-step model developed by Avraham and Ketter (2008), for altering place images, based on past academic literature on destination marketing. The purpose of this study is to determine the state of Fukushima’s sake breweries before and after 2011, and its strategies for overcoming negative images and strengthening regional branding. Semi-structured interviews were conducted with seven sake breweries in Fukushima.

Fukushima Prefecture, located in northern Japan, is renowned for its hot springs, lakes, historical architecture, gastronomy, and particularly its sake (or Japanese rice wine). However, pre-existing problems such as the prefecture’s changing demographics and economic development, the effects of the 2011 Great East Japan Earthquake (GEJE) and fears of radioactive contamination have made consumers reluctant to consume products from the region or to visit the prefecture. This study illustrates how various sake brewery stakeholders have sought to reverse and alter negative images associated with the prefecture. To examine these initiatives, this study uses the multi-step destination marketing and counter-branding model to identify the strategies and techniques used by the stakeholders, with the aim of altering the way the prefecture is perceived and reversing the negative image people may have of the prefecture. To acquire data for this model, this study uses semi-structured interviews conducted in 2018 and 2020 with local sake breweries, tourism associations and the local government on how they sought to retore a positive image of the prefecture and rebrand it into a new type of tourism destination that focuses on the strengths of its breweries.

The results indicate that through a combination of collaboration between the breweries, local government and the local communities, the sake breweries were able to reverse many of the negative effects of the 2011 GEJE. The success of the sake industry has prompted the local government to focus more strongly on tourism marketing that places sake products and breweries at the center of its campaign to promote the region.

While this paper focuses on the recovery of breweries, it does not include the recovery of wineries in Fukushima, which have made similar progress in their recovery. In addition, the interviews focused primarily on the perspectives of the suppliers and not the consumers.

The results of this research can help guide other destinations undergoing prolonged association with negative images on the path toward image recovery. In particular, this paper highlights the importance of a coordinated strategy by all stakeholders, the local government, businesses and communities, to create a united image and response for addressing the causes of these image problems and to create new opportunities for all stakeholders.

This research contributes to the field of image restoration, which combines theories regarding destination marketing and crisis management. Also, the research highlights the importance of collective stakeholder mobilization when attempting to help communities that are facing economic and tourism crises.

The purpose of this study is to measure the predictive value of future scenarios prepared using horizon scanning. The future scenarios prepared at the initiative of the Japanese Government have had low predictive value. They have frequently failed to contribute to industrial development and caused social loss. Horizon scanning, which is a key methodology applied in foresight activities, has begun to be used in countries as part of their national innovation systems in lieu of conventional forecasting methods based on the assumption of technological innovation. Research was conducted to actually measure the predictive value of future scenarios prepared using horizon scanning.

An online survey in Japan was conducted on ordinary people’s attitudes. The questionnaires presented 20 scenarios regarding future society, which were created with the conventional method or horizon scanning method.

Survey results verified that horizon scanning-based scenarios provided significantly higher predictive value than scenarios prepared using conventional methods.

Implication 1: By eliminating bias in input data and perspectives adopted when considering scenarios, it may be expected that scenarios will be derived that have even higher “predictive value.” Implication 2: By setting the layers of anticipated outputs high and the fields broad, it may be expected that scenarios will be derived that have even greater “change.”

The relatively high rate for the predictive value of the horizon scanning method, more than 40%, validated in this study was significant.

The purpose of this paper is make a significant contribution to the supply chain knowledge system through research on modern supply chain system in China, providing guidance for theoretical research such as methodology of dynamic resource allocation and application of innovative small- and middle-sized service system in the supply chain.

The paper uses structural analysis of Chinese competitive advantage, and it applies comparative analysis of supply chain models in China, the USA and Japan through the factor disintegration of trading environment.

China’s supply chain model has virtual scale and virtual capabilities. The relationship with suppliers is more dynamic. The requirements for resolving uncertainty are higher. Business transfer is more frequent.

Researchers are encouraged to propose the specific supply chain models in China further with the game theory, auction theory, etc.

It provides advice for government policy making and gives Chinese enterprises guidance to improve operation management.

This paper specifically analyzes characteristics of China supply chain and gives enlightenment for supply chain innovation.