Strategies for Successful Penetration of The Japanese Market or How to Beat Japan at Its Own Game

Abstract

Discusses the cultural and distribution problems facing Western firms wishing to penetrate the Japanese domestic market. Suggests a number of strategies to circumvent these barriers. Concludes that in addition to a positive strategy, Western firms need to adjust their negotiation strategies and acquire an understanding of the Japanese concept of human relations in business.

Citation

Goodnow, J.D. and Kosenko, R. (1990), "Strategies for Successful Penetration of The Japanese Market or How to Beat Japan at Its Own Game", Journal of Consumer Marketing, Vol. 7 No. 4, pp. 15-23. https://doi.org/10.1108/EUM0000000002585