Cracking the Japanese market: strategies for success in the new global economy

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Free Press, 1991 - Business & Economics - 295 pages
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Applied Materials, Inc., an American company which supplies advanced processing equipment to the semiconductor industry, successfully cracked the Japanese market and now does nearly 50 percent of its business in Japan. The CEO of that company and his son, a business development specialist, offer profound insights into the problems facing U.S. companies in developing Japanese customers.

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Contents

The Japanese Challenge
3
Origins of a Merchant Nation
15
Inside the Japanese Market
26
Copyright

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About the author (1991)

James C. Morgan is chairman and chief executive officer of Applied Materials, Inc., the world's largest independent manufacturer of semiconductor equipment. Mr. Morgan is a member of the National Advisory Committee on Semiconductors, which advises President Bush and the Congress on a national strategy to strengthen the competitiveness of the U.S. semiconductor industry. He is also co-chairman, with Akio Morita, of the Japan-Western U.S. Association.

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