Chapter

Stronger Yen and the United States-Japanese Trade Balance: Marketing Policies of Japanese Firms in the United States Market

Johny Johansson

in Trade Policy and Corporate Business Decisions

Published in print April 1990 | ISBN: 9780195055382
Published online October 2011 | e-ISBN: 9780199855056 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195055382.003.0014
Stronger Yen and the United States-Japanese Trade Balance: Marketing Policies of Japanese Firms in the United States Market

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The marketing prediction of more diversification into other markets was not helped because the United States market was too important to give up. The product line stretching at the upper-end did receive support—but the Japanese also stayed with the lower-end products. The advertising is changing—not because it is supporting a smaller set of products, but because it supports a wider product line. It is perhaps a small wonder that United States multinationals tend to go offshore and divest unprofitable ventures at a much higher rate than the Japanese.

Keywords: diversification; multinational; offshore; unprofitable

Chapter.  8369 words. 

Subjects: Economic Systems

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