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Markterfolg in Japan

Markterfolg in Japan


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About the Book

Japan ist mit einer Bevolkerung von rund 120 Millionen der zweitgroBte Markt der freien Welt. Die Pro-Kopf-Kaufkraft der japanischen Verbraucher kommt dem europaischen bzw. ameri- kanischen Niveau nahe. Japan verdient jedoch nicht nur als Ab- satzmarkt Beachtung, sondern ubernimmt zusehends eine welt- weite Leitmarkt-und Innovatorrolle. Dr. Kenichi Ohmae, Direktor von McKinsey & Company in Tokio, fordert in seinem Buch "Macht der Triade" (1985) westli- che Unternehmen auf, dem japanischen Markt weitaus groBere Aufmerksamkeit und mehr Ressourcen als bisher zuzuwenden, urn im globalen Wettbewerb zu bestehen. 1m vorliegenden Buch werden Zielsetzung und Durchfiihrung des Markteintrittes in Japan strategisch und operativ konkreti- siert. Die Idee zu dem Buch entstand aus der Erkenntnis, daB bei Unternehmen und Managern in Deutschland zum Teil gravie- rende Informationslticken und Fehlwahrnehmungen tiber den ja- panischen Markt bestehen. Es scheint, daB den realen, auf keinen Fall zu unterschatzenden Eintrittsbarrieren wahrnehmungsmaBi- ge und psychologische Barrieren vorgeschaltet sind, die zunachst durch fundierte Informationen tiberwunden werden mtissen. Urn dieses Ziel zu ereichen, greift das Buch auf die Erfahrungen fuhrender Japan-Experten zuruck, die in achtzehn Beitragen fol- gende Themenkomplexe analysieren: - Strategische Aspekte des Markteintrittes in Japan, - Branchenspezifische Markteintrittsprobleme, - Marktanalyse und Marktbearbeitung, - Rechtlich-institutionelle Aspekte des Markteintrittes. 5 Die Autoren stammen aus europiiischen, japanischen und ame- rikanischen Unternehmen, Beratungsorganisationen und Univer- sitaten. Allein die zw6lf nicht-japanischen Autoren verfiigen iiber eine kumulierte Japan-Erfahrung von rund 150 Jahren.


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Product Details
  • ISBN-13: 9783409161008
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1986 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 20 mm
  • Weight: 498 gr
  • ISBN-10: 3409161007
  • Publisher Date: 01 Jan 1986
  • Binding: Paperback
  • Height: 216 mm
  • No of Pages: 382
  • Series Title: German
  • Sub Title: Strategien Zur Überwindung Von Eintrittsbarrieren
  • Width: 140 mm


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