The Japanese in the Automotive Aftermarket: Rethinking Business‐to‐business Marketing Strategies

Abstract

Although the Japanese are often considered invincible, they make mistakes. In the automotive aftermarket, they misjudged the power of channel conflict and suffered as a result. Points to failures of Japanese business‐to‐business marketing strategies in the United States and potentially in Europe.

Citation

Walle, A.H. (1994), "The Japanese in the Automotive Aftermarket: Rethinking Business‐to‐business Marketing Strategies", Management Decision, Vol. 32 No. 7, pp. 60-63. https://doi.org/10.1108/00251749410068058