MARKETING IN WESTERN VERSUS EASTERN CULTURE – COMPARING AND CONTRASTING BETWEEN THE U.S. AND JAPAN
Abstract
In this paper we consider differences in marketing in Western vs. Eastern cultures and use the United States and Japan as the primary, but not exclusive, focus of our discussion. We first consider the general issue of companies trading internationally, and home in on the U.S. and Japan. We consider corporate cultures and examine a deeper look at the U.S. vs. Japan along a set of six dimensions, and we distinguish between internal and external aspects. We use case studies of three companies to illustrate our points, and end with a noting of our conclusions and managerial implications and some advice for companies seeking to enter the Japanese market.
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