Leveraging Japan
Marketing to the New Asia

George Fields (Author), Hotaka Katahira (Author), Yoram (Jerry) Wind (Author), Robert E. Gunther (Author)

9780787946630, Wiley

Hardback, published 27 January 2000

356 pages
20 x 12.4 x 2.9 cm, 0.22 kg

"Although the Japanese economy overall may be slow in recovering, foreign companies are now finding that business opportunities here have never been better. Read this book to discover how best to leverage your business presence in the world's second largest market." --Glen S. Fukushima, president, American Chamber of Commerce in Japan

"Leveraging Japan combines an analysis of current Japanese market trends with a primer on how foreign businesses can successfully operate in the labyrinth of rules that govern that market." --Peter B. Frank, director of global integration, PriceWaterhouseCoopers

"If you are in Japan or planning to enter-and perhaps especially if you have decided not to enter-this book is required reading. It shows that many of the things we thought we knew about the Japanese market are no longer true. For companies with the right strategies, the opportunities in this market may be greater than ever." --Kenichi Ohmae, managing director, Ohmae & Associates, Inc., Tokyo

"An excellent book! Leveraging Japan is written with total clarity to explain the complexities and intricacies of business practice in the New Asia. Fields, Hotaka, and Wind present a practical approach to doing business there that has eluded many for decades." --Y.Y. Wong, founder and chairman, The Wywy Group of Companies, Republic of Singapore

"These authors have done a fine job of highlighting the enormous potential of the Japanese consumer market and the profound changes that it is undergoing. Leveraging Japan points out cultural differences in consumer attitudes and potential pitfalls for foreigners without taking the cultural argument too far." --Ulrich Cartellieri, board member, the Deutsche Bank, Frankfurt

Japan leidet zwar noch unter dem Schlag der Wirtschafts- und Finanzkrise in Asien, aber es bleibt der zweitgrößte Markt der Welt und für westliche Unternehmen das Tor in andere asiatische Märkte. Westliche Unternehmen halten weiterhin am Standort Japan fest, und zwar aus drei Gründen: 1. Japan hat sich von einer fertigungsorientierten Wirtschaft in eine konsumorientierte verwandelt, wodurch Marketingchancen ungeahnten Ausmaßes entstehen. 2. Japanische Unternehmen gehören zu den Spitzenspielern der asiatischen Wirtschaft. 3. Japan liefert Informationen, wie sich die künftige Entwicklung der Emerging Markets in Asien vollziehen wird. "Leveraging Japan" ist das erste Buch, das im Nachgang zur aktuellen Asienkrise die grundlegenden Verlagerungen im japanischen Markt analysiert und die Chancen untersucht, die sich hieraus für westliche Unternehmen in Japan oder in anderen asiatischen Ländern ergeben.

Preface Acknowledgements About the Authors
1. The Fourth Rush
2. From Shoji Screen to Sheet Glass--Forces Shaping the Japanese Market
3. The Japanese Gateway to Asia
4. Strategies for Entering Japan and Asia
5. From "Tap Water" Marketing to Tapping Markets
6. From Power to Finesse--Segmentation, Positioning, and Branding
7. Starting with the Customer--Developing Products and Services
8. The Discovery of Value--Pricing and Promotion
9. Goodbye to Greeting--New Rules of Communications, Advertising, and Public Relations
10. The Rise of Cybermarketing
11. Breaking the Labyrinth--New Rules of Distribution
12. Beyond Bowing--New Rules of Customer Satisfaction and Value Creation
13. New Rules of Marketing Research
Conclusion: Leveraging the Future

Subject Areas: Business & management [KJ]