JAPANESE EXPORT MARKETING: STRUCTURES, STRATEGIES, COUNTERSTRATEGIES

Johny K. Johansson · Ikujiro Nonaka

51 citations0/0 files storedInternational Marketing Review

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International Business and FDI Global trade and economics Business Strategies and Innovation

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.

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References

1977The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments 1981The art of Japanese management 1978An Attempted Integration of the Literature on the Export Behavior of Firms 1997COMPETITIVE STRATEGY 1976Japan’s Multinational Enterprises

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2008Internalization and internationalization under competing real options 2006The process of supply network internationalisation 2007Routes towards supplier and production network internationalisation 1985PRICE‐QUALITY RELATIONSHIP AND TRADE BARRIERS

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