In Search of Marketing Excellence: Strategy of the Leading Japanese Companies


The leading Japanese companies have been competitive over the long run. They have also been successful in creating high customer satisfaction. This paper is primarily concerned with excellent practices of marketing. This paper is to describe major characteristics in marketing strategy of the leading Japanese companies. Marketing strategy consists of marketing research, product development, and supply chain. Then, implications on marketing strategy in global market can be brought out.

Research Institute for Economics and Business Administration
Kobe University
Rokkodai-cho, Nada-ku, Kobe
657-8501 Japan
E-mail: kojima@rieb.kobe-u.ac.jp
Phone: (81) 78 803 7036
Fax: (81) 78 803 7059