Creating the “Bright Life”

Simon Partner

in Assembled in Japan

Published by University of California Press

Published in print May 2000 | ISBN: 9780520217928
Published online March 2012 | e-ISBN: 9780520923171 | DOI:
Creating the “Bright Life”

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This chapter explores the Japanese domestic market. It notes that as early as the turn of the 1950s, some visionary Japanese business leaders saw the production of an American-style middle-class society as crucial to Japanese prosperity, and explains that, in such a society, the consumer was vitally important. The chapter clarifies that in spite of the poverty which continued to haunt Japan, these businessmen set out to emulate their American counterparts and pioneer new markets—particularly a market for expensive electrical products.

Keywords: Japanese domestic market; 1950s; Japanese business leaders; middle-class society; Japanese prosperity; poverty; expensive electrical products

Chapter.  21317 words.  Illustrated.

Subjects: Occupations, Professions, and Work

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