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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.

Japan leidet zwar noch unter dem Schlag der Wirtschafts- und Finanzkrise in Asien, aber es bleibt der zweitgroßte Markt der Welt und fur westliche Unternehmen das Tor in andere asiatische Markte. Westliche Unternehmen halten weiterhin am Standort Japan fest, und zwar aus drei Grunden: 1. Japan hat sich von einer fertigungsorientierten Wirtschaft in eine konsumorientierte verwandelt, wodurch Marketingchancen ungeahnten Ausmaßes entstehen. 2. Japanische Unternehmen gehoren zu den Spitzenspielern der asiatischen Wirtschaft. 3. Japan liefert Informationen, wie sich die kunftige Entwicklung der Emerging Markets in Asien vollziehen wird. "Leveraging Japan" ist das erste Buch, das im Nachgang zur aktuellen Asienkrise die grundlegenden Verlagerungen im japanischen Markt analysiert und die Chancen untersucht, die sich hieraus fur westliche Unternehmen in Japan oder in anderen asiatischen Landern ergeben.

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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.

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CONTENTS

Preface = xi

Acknowledgments = xvii

About the Authors = xix

1. The Fourth Rush = 1

2. From Shoji Screen to Sheet Glass - Forces Shaping the Japanese Market = 29

3. The Japanese Gateway to Asia = 67

4. Strategies for Entering Japan and Asia = 93

5. From "Tap Water" Marketing to Tapping Markets = 127

6. From Power to Finesse - Segmentation, Positioning, and Branding = 145

7. Starting With the Customer - Developing Products and Services = 165

8. The Discovery of Value - Pricing and Promotion = 183

9. Goodbye to Greetings - New Rules of Communications, Advertising, and Public Relations = 203

10. The Rise of Cybermarketing = 229

11. Breaking the Labyrinth - New Rules of Distribution = 247

12. Beyond Bowing - New Rules of Customer Satisfaction and Value Creation = 263

13. New Rules of Marketing Research = 275

Conclusion : Leveraging the Future = 289

Notes = 295

Index = 313