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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.

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002585. When citing the article, please cite: James D. Goodnow, Rustan Kosenko, (1990), “Strategies for Successful Penetration of The Japanese Market or How to Beat Japan at Its Own Game”, Journal of Consumer Marketing, Vol. 7 Iss: 4, pp. 15 - 23.

Japanese trade barriers purportedly contribute to the escalating US trade deficit with Japan. But Japan’s trade barriers are no more restrictive than those found in the US. Many US firms have used traditional and innovative marketing strategies successfully in the Japanese market. The marketing strategies that have led to that success are outlined.