Some Constraints on Adaptive Marketing by Foreign Consumer Goods Firms in Japan

Suggests some ways in which Western firms in Japan can adapt their marketing policies to the peculiarities of the Japanese marketing environment. Stresses the need to appoint a long‐term manager who has a sensitive attitude to the local environment and who allows a good deal of autonomy with regard to adapting company policies, and promotes that, above all, there must be less company HQ control but more Japanese staff involvement in decision making. Addresses further the problem in analysing some of the Japanese marketing aspects. States there is much to be learnt with a less myopic view of complex and unfamiliar environments.