MARKETING IN WESTERN VERSUS EASTERN CULTURE – COMPARING AND CONTRASTING BETWEEN THE U.S. AND JAPAN

  • Paul D Berger Professor of Marketing and Director of the Master of Science in Marketing Analytics program Bentley University, Waltham, MA 02452, U.S.A.
  • Xiao Li Bentley University, Waltham, MA 02452, U.S.A.
Keywords: Corporate culture, marketing differences in the West vs. the East, Abcam in Japan, Japan Laser Company, Uniqlo

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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Published
2018-09-29
How to Cite
Berger, P., & Li, X. (2018). MARKETING IN WESTERN VERSUS EASTERN CULTURE – COMPARING AND CONTRASTING BETWEEN THE U.S. AND JAPAN. Journal of Research in Business, Economics and Management, 11(3), 2179-2185. Retrieved from http://scitecresearch.com/journals/index.php/jrbem/article/view/1612
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Articles