Japanese Marketing in the Post-Bubble Era

  • Johny K. Johansson
  • Masaaki Hirano


This article analyzes recent changes in marketing practices in Japan against the background of the recession and the high yen rate of the early 1990s. Based on direct observation, press reports and interviews with experts, the study describes the changing situation in the Japanese market and shows how new opportunities for Western companies are opening up. The study also discusses the longer term implications of the home market changes for Japanese companies’ competitiveness abroad.


Japanese Company Product Category Department Store Marketing Practice Trading Company 
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Copyright information

© Springer Science+Business Media New York 1999

Authors and Affiliations

  • Johny K. Johansson
    • 1
  • Masaaki Hirano
    • 2
  1. 1. Georgetown University, School of BusinessUSA
  2. 2.Waseda University, Business SchoolTokyoJapan

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