3 of 4 people found the following review helpful:
5.0 out of 5 stars
Never been a better time for foreign Co's to set up in Japan, June 14, 1999
By A Customer
This review is from: Marketing in Japan (Cim Professional Series) (Paperback)
CRACKING 'FORTRESS JAPAN' Secrets to marketing success The Japan Times Book Review 8 June 1999 MARKETING IN JAPAN, Reviewed by DAVID GILLESPIE Staff writer There has never been a better time for foreign companies to set up a business in Japan: Rents and salaries are low, consumers now demand greater variety with lower prices, the government is starting to deconstruct some of its fortress of regulations, potential rivals are weak, plus Japanese companies are short of funds and are tying up with overseas firms at an unprecedented pace. When the world's second-biggest consumer market stumbles for the first time in a quarter of a century, it's time for large and small Western firms to take advantage of it, says Ian Melville, author of "Marketing in Japan." Backing up his claim, direct investment by foreign companies in Japan hit a record high of 1,340 trillion yen in fiscal 1998, with foreign firms making 1,542 investments, up 241 over the previous year, reports the Finance Ministry. Melville holds no illusions about the difficulty of breaking into the market here. He believes, however, that Japanese business has historically been drastically under-studied and much more information is needed in order to succeed in doing business here. Fortunately, this timely book does much to fill the void. Divided into three parts, it begins by looking at Japan's business roots "in order to more fully understand its current business behavior-people routinely misunderstand Japan because they lack this breadth of knowledge." This section also includes current business organizations and much on the transformation financial markets are undergoing. Part 2 focuses on setting up a business in Japan, the importance of quality, hiring then retaining local staff, and networking. The final and largest section is devoted to a detailed look inside the Japanese market. The book's contents are clearly intended for would-be vendors, as "anyone can buy from the Japanese but foreigners come unstuck trying to sell to them." Melville certainly knows what he is talking about. A New Zealander now residing in Tokyo, he began exporting to Japan some 14 years ago, handling such items as canoes, antique jewelry and motorbikes. Working independently, he gained firsthand experience in the right ways to export to Japan, how to set up a company, interact with customers, as well as the distribution system, and market his products. The author then turned to academia, lecturing in Japanese business and the economy at Tokyo's Sophia University and MITI's Institute of Developing Economies while completing a Ph.D. in Japanese business at Tokyo University. "Marketing in Japan," however, is a clear, well-written book and not a grandiloquent "academic tome." Along with many pertinent case studies and its "how-to" advice, the book highlights cultural and social differences in business practices while demolishing some myths along the way. For example, while acknowledging the controversial features of Japan's distribution system in the eyes of foreigners, the author feels it is not the distribution system but the proliferation of small stores that has been costly: "The Japanese actually have a rather efficient distribution structure to cope with this situation." In addition, "its social base provides benefits for Japanese business and society." The latter plays a crucial role in commerce: "For those entering Japan, the most basic thing to remember is that Japanese business is fundamentally social. Social or cultural aspects are often seen by Westerners as an appendage to the main field of business activity. However, the social domain is the base supporting, and is interwoven with, economic and other aspects of business in Japan. Understanding its social features is basic to understanding Japanese business, and especially to understanding problems Westerners have with it." Melville's insights will not only help businesspeople realize what the difficulties are, they should also help foreign executives avoid the pitfalls and enjoy "the golden opportunities the recession presents."
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2 of 4 people found the following review helpful:
1.0 out of 5 stars
Appalling waste of money, September 5, 2001
By A Customer
This review is from: Marketing in Japan (Cim Professional Series) (Paperback)
Badly written, badly structured, and of minimal practical use. Despite the blurb - it is difficult to believe that the author can have done business in Japan. The information content is shallow and in many cases the author clearly fails to understand what he is talking about. Originally, I wondered if I was overreacting, but having talked to some friends who also bought the book looking for information and insights into marketing in Japan, it became clear that this book is really that bad. Do not bother with this book.
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