Cracking the Japanese Market: Strategies for Success in the New Global Economy (Google eBook)

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Simon and Schuster, Apr 4, 1991 - Business & Economics - 296 pages
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Global business today is played by new rules -- many of which are being written by the Japanese and their remarkably successful companies. Because the Japanese are redefining business as we know it, Western companies expecting to profit from the new global marketplace must first learn to compete and succeed against the Japanese in Japan.

James C. Morgan, Chairman of Applied Materials, Inc., the leading supplier of advanced processing equipment to the worldwide semiconductor industry which does about forty percent of its business in Japan, and J. Jeffrey Morgan, who has worked in Tokyo on the "inside" at Mitsui & Co., Japan's oldest trading conglomerate, contend that apathy and ignorance have prevented many Western companies from capitalizing on the enormous opportunities for business in Japan. In this brilliant examination of Japanese markets, companies, and business practices -- with special emphasis on the establishment of Applied Materials Japan -- the Morgans, father and son, assert that success in the world of Japanese business is determined by two factors: technology and relationships. Candidly discussing their own mistakes and failures as well as their triumphs, the authors provide invaluable insights into the specific challenges facing Western companies in establishing a presence in Japan: problems in financing the venture, product design and production, marketing and distribution, and most important, creating long-term relationships or "putting on a Japanese face." The extraordinary success of Applied Materials Japan -- hailed by George Bush on the campaign trail in 1988 as "a model for all America" -- is testimony to the valuable lessons to be learned from this book.

The Morgans provide a clearly written, step-by-step framework for reorienting company thinking, revising corporate strategy, and revitalizing any organization for world class competitiveness. Using vivid examples of Western companies that have both succeeded admirably and failed miserably in Japan, Cracking the Japanese Market is a straightforward examination of what it takes to compete successfully there -- and by extension in the world today.
  

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Contents

Origins of a Merchant Nation
15
Inside the Japanese Market
26
Inside the Japanese Company
53
PART II
73
American Companies
92
A Brief History
123
KickStarting the Global Organization
147
Defining the Japan Strategy
162
The Keys to Success in Japan
223
The America That Can Compete
235
Selected Foreign Company Performance
243
Japan Database
250
Recommended Publications
260
Japanese Business Meetings and Etiquette
274
Notes
283
About the Authors
289

Growing the Japanese Business
182
Becoming a WorldClass Competitor
205

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About the author (1991)

James Morgan is the author of the New York Times Notable Book The Distance to the Moon and the critically acclaimed If These Walls Had Ears: The Biography of a House. He also collaborated with Virginia Kelley, President Clinton's mother, on her bestselling autobiography, Leading with My Heart. Morgan's articles and essays have appeared in numerous national media, including The New Yorker, Atlantic Monthly, The Washington Post Magazine, Men's Journal, and National Geographic Traveler. He and his wife now live in Paris.
Visit www.chasingmatisse.com

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