AN ANALYSIS OF COMPETITIVE CHANGES IN THE PRODUCTS AND MARKETING PRACTICES OF JAPAN AND THE U.S., 1975 TO 2000

Examines over the period from 1975 to 2000 the attitudes of Finnish consumers toward the products and associated marketing practices of Japan in comparison to those the United States. Concludes that, although there are significant differences between the attitudes of consumers toward the products and practices of the Japan and the U.S., the ratings of Japan and the U.S. typically improved over the period in distinctive ways. Raises some strategic implications for Japanese and U.S. firms who market their products in the European Union.