JAPANESE EXPORT MARKETING: STRUCTURES, STRATEGIES, COUNTERSTRATEGIES

Abstract

Against the success of Japanese exporting companies during the last decade, a brief but comprehensive review of the factors behind their performance is presented. Based on a combination of secondary and primary data, the structures within which the exporting companies operate are spelled out and integrated. The integration is shown to lead naturally to a particular strategic posture dominated by a long‐run perspective and a high quality/price ratio in products meticulously adapted for very specific market segments. Potentially valuable counterstrategies drawing upon the Japanese experiences and military analogies are developed.

Citation

Johansson, J.K. and Nonaka, I. (1983), "JAPANESE EXPORT MARKETING: STRUCTURES, STRATEGIES, COUNTERSTRATEGIES", International Marketing Review, Vol. 1 No. 2, pp. 12-25. https://doi.org/10.1108/eb008248