Restructuring Japanese Business Through Kyosei: Capitalizing on International Strategic Alliances at the Consumer Level

  • Bernard L. Simonin
  • Julie A. Ruth


Japan of the “post-bubble era” is the object of much reflection and speculation pertaining to risutora or restructuring of the economy. This study provides a novel, analytical perspective on the fundamental issues involved in the shift of momentum that characterizes Japan business and economic restructuring. After examining the economic and corporate dimensions of the transitional forces that shape Japan’s restructuring process, this study focuses on two powerful, yet often ignored, agents of change: the emergence of a new class of collaborative mandates, kyosei, and the rise of consumer power. The study further emphasizes the importance of planning and managing corporate-level restructuring activities with the interests of end-users in mind, by demonstrating empirically the significance of strategic alliances, as a corporate restructuring option, on consumers. The results show that consumers’ impressions of alliances with Japanese firms have a strong effect on future attitudes toward each partnering brand.


Strategic Alliance Brand Equity Harvard Business Review Brand Image Japanese Firm 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 1999

Authors and Affiliations

  • Bernard L. Simonin
    • 1
  • Julie A. Ruth
    • 2
  1. 1.Tufts UniversityMedfordUSA
  2. 2.Rutgers UniversityCamdenUSA

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