Japanese marketing in the post‐bubble era
The International ExecutivePublished 1 January 1996
Johny K. Johansson, Masaaki Hirano
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Abstract
Abstract This article analyzes recent changes in marketing practices in Japan against the background of the recession and the high yen rate of the early 1990s. Based on direct observation, press reports, and interviews with experts, the study describes the changing situation in the Japanese market and shows how new opportunities for Western companies are opening up. The longer term implications of the home market changes for Japanese companies' competitiveness abroad are also discussed.
Keywords
Social Sciences