Leveraging Japan

GEORGE FIELDS is president of Fields Associates, a Tokyo-based firm consulting on Japanese markets. The author of three best-selling books on Japan, he has been named by Fortune magazine as one of the "25 People You Ought to Know in Asia." He lives in Tokyo, Japan. HOTAKA KATAHIRA was and remains the first marketing professor at the University of Tokyo and is a business consultant specializing in brand management. JERRY WIND, marketing professor at the Wharton School, is an authority on global marketing strategy and a frequent lecturer and consultant in Japan and other Asian countries. He lives in Philadelphia, Pennsylvania.

• Preface Acknowledgements About the Authors1. The Fourth Rush2. From Shoji Screen to Sheet Glass--Forces Shaping the Japanese Market3. The Japanese Gateway to Asia4. Strategies for Entering Japan and Asia5. From "Tap Water" Marketing to Tapping Markets6. From Power to Finesse--Segmentation, Positioning, and Branding7. Starting with the Customer--Developing Products and Services8. The Discovery of Value--Pricing and Promotion9. Goodbye to Greeting--New Rules of Communications, Advertising, and Public Relations10. The Rise of Cybermarketing11. Breaking the Labyrinth--New Rules of Distribution12. Beyond Bowing--New Rules of Customer Satisfaction and Value Creation13. New Rules of Marketing ResearchConclusion: Leveraging the Future

"Although the Japanese economy overall may be slow in recovering, foreign companies are now finding that business opportunities here have never been better. Read this book to discover how best to leverage your business presence in the world's second largest market." --Glen S. Fukushima, president, American Chamber of Commerce in Japan "Leveraging Japan combines an analysis of current Japanese market trends with a primer on how foreign businesses can successfully operate in the labyrinth of rules that govern that market." --Peter B. Frank, director of global integration, PriceWaterhouseCoopers "If you are in Japan or planning to enter-and perhaps especially if you have decided not to enter-this book is required reading. It shows that many of the things we thought we knew about the Japanese market are no longer true. For companies with the right strategies, the opportunities in this market may be greater than ever." --Kenichi Ohmae, managing director, Ohmae & Associates, Inc., Tokyo "An excellent book! Leveraging Japan is written with total clarity to explain the complexities and intricacies of business practice in the New Asia. Fields, Hotaka, and Wind present a practical approach to doing business there that has eluded many for decades." --Y.Y. Wong, founder and chairman, The Wywy Group of Companies, Republic of Singapore "These authors have done a fine job of highlighting the enormous potential of the Japanese consumer market and the profound changes that it is undergoing. Leveraging Japan points out cultural differences in consumer attitudes and potential pitfalls for foreigners without taking the cultural argument too far." --Ulrich Cartellieri, board member, the Deutsche Bank, Frankfurt