Discusses the cultural and distribution problems facing Western firms wishing to penetrate the Japanese domestic market. Suggests a umber of strategies to circumvent these barriers. Concludes that in addition to a positive strategy, Western firms need to adjust their egotiation strategies and...

Japanese trade barriers purportedly contribute to the escalating US trade deficit with Japan. But Japan’s trade barriers are no more restrictive than those found in the US. Many US firms have used traditional and innovative marketing strategies successfully in the Japanese market. The...