JAPANESE MARKET ENTRY STRATEGY AT WORK: KOMATSU vs. CATERPILLAR

Abstract

Elaborating on the positions of two key players in the global earthmoving and construction industry, this article discusses the Japanese market entry strategies. Also discussed are alternative strategies for retaliation against Japanese competition.

Citation

Taylor Sims, J. (1986), "JAPANESE MARKET ENTRY STRATEGY AT WORK: KOMATSU vs. CATERPILLAR", International Marketing Review, Vol. 3 No. 3, pp. 21-32. https://doi.org/10.1108/eb008308