search query: @author Yaracko, W. G. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Yaracko, W. G. |
| Title: | How the Japanese learned to love Bourbon (Betrieblicher Export) |
| Journal: | Journal of Business Strategy
1992 : JUL-AUG, VOL. 13:4, p. 46-51 |
| Index terms: | |
| Freeterms: | JAPAN, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Much is being said and written these days about the difficulty American firms have in introducing their products to the Japanese market. But at the same time, it is important to realize that companies as diverse as Coca-Cola and IBM have had considerable success in Japan, and that the Japanese market has become more and more open with each passing year. This article gives an example of how a company with a typical American product (bourbon whiskey) attacked this market. |
« previous | next »
SCIMA