Leveraging Japan: Marketing to the New Asia

ISBN-13: 9780787946630 / Angielski / Twarda / 1999 / 356 str.

George Fields; Hotaka Katahira; Jerry Wind

Opis

Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other growing Asian markets. In Leveraging Japan, three leading authorities on market strategy and Japan present the new rules of Japanese marketing and discuss the evolution of other emerging Asian markets. These experts then share the same strategies that they've used to help American Express, Avon, Levi Strauss, and KFC, among other multinational companies, successfully establish a presence in Japan and leverage that presence to enter other Asian markets.

To read the first chapter from this book, click here.

Recenzje

"Although the Japanese economy overall may be slow in recovering, foreign companies are now finding that business opportunities here have never been better. Read this book to discover how best to leverage your business presence in the world′s second largest market." ––Glen S. Fukushima, president, American Chamber of Commerce in Japan

"Leveraging Japan combines an analysis of current Japanese market trends with a primer on how foreign businesses can successfully operate in the labyrinth of rules that govern that market." ––Peter B. Frank, director of global integration, PriceWaterhouseCoopers

"If you are in Japan or planning to enter–and perhaps especially if you have decided not to enter–this book is required reading. It shows that many of the things we thought we knew about the Japanese market are no longer true. For companies with the right strategies, the opportunities in this market may be greater than ever." ––Kenichi Ohmae, managing director, Ohmae & Associates, Inc., Tokyo

"An excellent book! Leveraging Japan is written with total clarity to explain the complexities and intricacies of business practice in the New Asia. Fields, Hotaka, and Wind present a practical approach to doing business there that has eluded many for decades." ––Y.Y. Wong, founder and chairman, The Wywy Group of Companies, Republic of Singapore

"These authors have done a fine job of highlighting the enormous potential of the Japanese consumer market and the profound changes that it is undergoing. Leveraging Japan points out cultural differences in consumer attitudes and potential pitfalls for foreigners without taking the cultural argument too far." ––Ulrich Cartellieri, board member, the Deutsche Bank, Frankfurt

Spis treści

Preface Acknowledgements About the Authors
1. The Fourth Rush
2. From Shoji Screen to Sheet Glass––Forces Shaping the Japanese Market
3. The Japanese Gateway to Asia
4. Strategies for Entering Japan and Asia
5. From "Tap Water" Marketing to Tapping Markets
6. From Power to Finesse––Segmentation, Positioning, and Branding
7. Starting with the Customer––Developing Products and Services
8. The Discovery of Value––Pricing and Promotion
9. Goodbye to Greeting––New Rules of Communications, Advertising, and Public Relations
10. The Rise of Cybermarketing
11. Breaking the Labyrinth––New Rules of Distribution
12. Beyond Bowing––New Rules of Customer Satisfaction and Value Creation
13. New Rules of Marketing Research
Conclusion: Leveraging the Future

O autorze

GEORGE FIELDS is president of Fields Associates, a Tokyo–based firm consulting on Japanese markets. The author of three best–selling books on Japan, he has been named by Fortune magazine as one of the "25 People You Ought to Know in Asia." He lives in Tokyo, Japan. HOTAKA KATAHIRA was and remains the first marketing professor at the University of Tokyo and is a business consultant specializing in brand management. JERRY WIND, marketing professor at the Wharton School, is an authority on global marketing strategy and a frequent lecturer and consultant in Japan and other Asian countries. He lives in Philadelphia, Pennsylvania.

Blurb

There has never been a better time to enter Japan. Recent fundamental changes there–especially the shift to a consumer–driven economy–have opened that once insulated market to new ideas and new participants, creating vast opportunities for companies that have the marketing savvy to seize them.
In Leveraging Japan, three men who have had their fingers on the pulse of Asian business for decades examine the new rules of marketing in today′s Japan and dissect the best practices of those companies–both foreign and domestic–that are doing it successfully. These authors have helped such industry leaders as American Express, Levi Strauss, KFC, and Procter & Gamble launch their Japanese invasions, claim their market shares, and leverage their newfound expertise for entry into other Asian markets.
Here, you will discover why Japan is currently seeing a dramatic increase in foreign investment. You′ll examine the many forces that are changing Japan′s economic landscape, including the rise of the single woman as consumer, shifts in regulations, the restructuring of distribution channels, and the growth of the Internet. And you′ll look into the cultural and structural aspects of the market that make it so distinctly Japanese.
Leveraging Japan offers plenty of specific marketing insights as well. It includes detailed discussions on market segmentation, branding and positioning, new product development, pricing and promotion, advertising and public relations, cybermarketing, distribution, customer satisfaction, and marketing research. "Points of Leverage" at the end of each chapter are designed to help you think through the book′s concepts and adapt the strategies presented to your own particular situation and ambitions.