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 ofjimae 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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
