Dimensions: 328 pages, 7.87 × 4.86 × 1.15 in
Published: December 3, 1999
The following ISBNs are associated with this title:
ISBN - 10: 078794663X
ISBN - 13: 9780787946630
About the Book
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.
Table of Contents
Preface Acknowledgements About the Authors
1. The Fourth Rush
2. From Shoji Screen to Sheet Glass--Forces Shaping the Japanese
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
7. Starting with the Customer--Developing Products and
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
13. New Rules of Marketing Research
Conclusion: Leveraging the Future
From the Publisher
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.
From the Jacket
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
About the Author
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.
"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 trAnds 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. Leve