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

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Bibliographic Information

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

James C. Morgan, J. Jeffrey Morgan

Free Press , Collier Macmillan , Maxwell Macmillan International, c1991

  • : [pbk.]

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Note

Bibliography: p. 287-288

Includes index

Description and Table of Contents

Volume

ISBN 9780029216910

Description

Despite the fact that Japan has eliminated or significantly reduced import teriffs, there is still an impression that the Japanese market is closed to western companies. Regulation still exists, but ignorance of the Japanese market is a factor in holding back western companies from pursuing business goals in Japan. The authors are members of Applied Materials Inc, an American supplier of advanced processing equipment to the semiconductor industry that has succeeded in breaking into the Japanese market. This book describes their achievement, and provides advice on doing business in Japan.
Volume

: [pbk.] ISBN 9781416573555

Description

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.

Table of Contents

Contents Acknowledgments Introduction The Growing Chasm Why America Must Compete in Japan The Tools to Compete PART I Islands in the Mist 1. Sunrise Over the Pacific: The Japanese Challenge The Japanese Money Machine Innovators, Not Imitators Losing the Building Blocks Symptoms of a Larger Malaise 2. The Japanese Way: Origins of a Merchant Nation Nihonjinron Poor Island Mentality A Group-oriented Society The Quest for Wa The Status Hierarchy The Power of Obligation Education: The Acid Test 3. The Global Farmer: Inside the Japanese Market A Nation with a Mission The Command Economy The Bureaucracy Keiretsu -- The Business Elite Sogo Shosha The Banks Captive and Affiliated Suppliers and Distributors Technology Specialization Hurdles in the Japanese Market The Capitalist Animal 4. The Customer Is God: Inside the Japanese Company Kaisha: The Corporate Family Consensus Management Toward Anshin Service as Religion The Quality Obsession The Loyal Supplier The Importance of Commitment Profile of a Salaryman PART II Doing Business with Nihonsha 5. Bushido: Way of the Samurai -- The Japanese as Competitors The Quiet Competitors Using Market and Trend Analysis to Nibble at the Edges From Components to Systems Burrowing, Emersion, and Knitting Deep-Pocket Commerce Japanese Strategy in Action The Future: Kokusaika and Inobeshion 6. The Japanese Success Quotient: American Companies in Japan Characteristics of Winners in Japan Revering the Customer as God Controlling Your Own Destiny Researching and Manufacturing the Right Product for Japan Building a World-Class Organization and Management Embracing Cooperation and Competition Ningen Kankei -- Human Relations Getting Back to Basics The Attack/Counterattack Response Emphasizing Similarities/Taking Advantage of Differences Believing that Success in Japan Leads to Global Excellence 7. Applied Materials Japan: A Brief History of a Long Journey Innocents Abroad Applied Materials Japan Growth and Competition A Breakthrough The Narita Technology Center The 'Tough Old Samari' Hard Times in Tokyo PART III Succeeding in Japan 8. Kick-Starting the Global Organization Seeing Beyond America Study the Japanese Market Make a Company-Wide Commitment to Japan Develop a Japanese Market Philosophy Presence and People Pioneering Piggybacking Partnering Persistence Other Considerations in Market Strategy 9. Defining the Japan Strategy The Market Map Modes of Entry into Japan The Distribution Agreement The Licensing Agreement The Joint Venture Agreement Selecting a Partner The Power of Cooperation Negotiating for Partnership A Word about Mergers and Acquisitions Global Partnership Model The Japanese Subsidiary 10. Growing the Japanese Business People Facilities Systems Financing Becoming an Insider in Japan 11. Becoming a World-Class Competitor Testing Your I.Q. (International Qualities) The Global Vision The Global Company Model Lessons from Japan on World-Class Competitiveness Continuous, Incremental Improvement Empowering the Workforce Building Customer Linkages Effectively Using External Resources Cost-Effective Product Design and Delivery Infrastructure Superior Information Systems Long-Term Thinking and Commitment 12. Challenge and Opportunity: The Keys to Success in Japan A Realistic View of the Japanese Challenge The Keys to Success in Japan Shobai wa Akinai -- 'Never Give Up' The Time to Win in Japan Is Now The Golden Age of Global Growth Afterword: The America That Can Compete What America Can Do What Japan Can Do A Bright Shining Future APPENDIX A: Selected Foreign Company Performance in Japan, 1987-88 Estimates APPENDIX B: Japanese Corporations with the Most Potential for Growth in the 1990s APPENDIX C: Economic Comparison between Japan and Other Industrial Countries APPENDIX D: Japan Database 1. Largest Japanese Banks 2. Largest Japanese Insurance Companies and Pension Funds 3. Largest Private Japanese Venture Capital Finance Companies 4. Research Institutes and Marketing Research Firms in Japan 5. U.S. Companies Listed on the Tokyo Stock Exchange 6. Selected Organizations 7. Recommended Publications 8. Comparison of Patent Systems in Japan, the United States, and Europe APPENDIX E: Largest Japanese Companies by Industry APPENDIX F: Japanese Business Meetings and Etiquette APPENDIX G: Glossary of Japanese Terms Notes Bibliography About the Authors Index

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