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Japan’s advance into Europe over the last ten years or so has been well documented. Through localization, gaining a competitive advantage has been the strategic response of Japanese organizations towards Europeanization. Reports on a survey of some 3,350 executives operating within Europe and Japan. Elicits three types of Japanese management style and describes these as: the policy makers; the business drivers; and the implementors. Analyses and compares with the European responses, the responses from these three groups. Discusses the implications of these management styles for international management. Also considers training and development implications for Japanese secondees which centre on: effective communication; developing quality relationships; problem solving at local level; and preparation for the selected secondee.

Interest in management development is mushrooming. The number of articles which address different aspects of it are likewise increasing apace. This has heightened the need for a broad‐based review which will pull the material together, give shape to it, evaluate it and draw out its implications. In this, the first of a two‐part article, this task is commenced.