Book Description

"Takes readers from strategy reviews through audits and issue identification/tracking to program development all the way to evaluation . . . [contains] insights for both the experienced and the aspiring in public relations." —Stephen A. Greyser, Harvard Business School

"In the past few years, more authors have turned their attention to the subject of reputation and its value to an organization, but none has brought to the subject the global perspective of Michael Morley. Morley was a practitioner of international public relations long before it became fashionable, and the wealth of case history material included in this book reflects the depth of his expertise in the subject." —Paul Holmes, Reputation Management

Now revised and updated, this contains new chapters on how the Internet is destroying hierarchies and empowering individuals, the phenomenon of the celebrity CEO, and the effect of globalization on PR.Morley includes fresh case studies (including the Firestone Tire/Ford Explorer controversy) to illustrate best and worst practices of management of global reputation.With forty years of international experience, Morley draws important lessons for the conduct of effective public relations. ... Read more

Book Description

By the year 2000, Asians will constitute over half the world's population, including one billion people with purchasing power on-par with their middle-class counterparts in North American and Western Europe. ... Read more

Reviews (2)

This kind of lucid writing is rare in business books.
The clarity of the studies and writing used to explain Asia's consumer markets pre and post-meltdown, makes this book a really easy,and enjoyable read. I would recommend it to anybody who, like me, is trying to sell intothe vast Asian market and needs some guidelines on the current consumertrends. I am most impressed with the authors' style as well as thethoroughly accessible lay-out and chapters headings that enable the readerto dip in and out at random. I have used this book as a resource for anumber of trips and presentations that I have given in the past few months.Better than most.

This is one of the best books around on the subject.
I'm a frequent traveller to Hong Kong and the surrounding area, and the authors have really hit on something. South -east Asia is still in recession, but it's not a recession as we know it. It's merely slowed-downto a less frenetic pace.

My last visit to the area was in late Decemberwhen I visited Hong Kong and Macau. I found this book really reflected whatwas going on after the 'meltdown', and is packed full of really invaluableinfo. ... Read more

Book Description

Initially developed in Japan by Nintendo as a computer game, Pokémon swept the globe in the late 1990s. Based on a narrative in which a group of children capture, train, and do battle with over a hundred imaginary creatures, Pokémon quickly diversified into an array of popular products including comic books, a TV show, movies, trading cards, stickers, toys, and clothing. Pokémon eventually became the top grossing children's product of all time. Yet the phenomenon fizzled as quickly as it had ignited. By 2002, the Pokémon craze was mostly over. Pikachu’s Global Adventure describes the spectacular, complex, and unpredictable rise and fall of Pokémon in countries around the world.

In analyzing the popularity of Pokémon, this innovative volume addresses core debates about the globalization of popular culture and about children’s consumption of mass-produced culture. Topics explored include the origins of Pokémon in Japan’s valorization of cuteness and traditions of insect collecting and anime; the efforts of Japanese producers and American marketers to localize it for foreign markets by muting its sex, violence, moral ambiguity, and general feeling of Japaneseness; debates about children’s vulnerability versus agency as consumers; and the contentious question of Pokémon’s educational value and place in school. The contributors include teachers as well as scholars from the fields of anthropology, media studies, sociology, and education. Tracking the reception of Pokémon in Japan, the United States, Great Britain, France, and Israel, they emphasize its significance as the first Japanese cultural product to enjoy substantial worldwide success and challenge western dominance in the global production and circulation of cultural goods.

Contributors. Anne Allison, Linda-Renée Bloch, Helen Bromley, Gilles Brougere, David Buckingham, Koichi Iwabuchi, Hirofumi Katsuno, Dafna Lemish, Jeffrey Maret, Julian Sefton-Green, Joseph Tobin, Samuel Tobin, Rebekah Willet, Christine Yano ... Read more

Book Description

An enclyclopedic view of doing business with Mexico. Contains the how-to, where-to and who-with information needed to operate internationally. ... Read more

Reviews (6)

Quick and Easy read for new comers to the world of business.
I work for the Kentucky World Trade Center, and I had the opportunity to read Laurel J. Delaney's, "Start and Run a Profitable Exporting Business." I think Delaney's book is an easy and quick read that directs and leads new comers to the world of business. The book is meant for readers who have no knowledge of the business world, and the export markets. The author guides the reader step by step from building a strong foundation to executing the business plans while learning and developing cross cultural business awareness. After reading this book, most readers will have quite an understanding of what export business is all about.

The book consists of eight parts that discuss different things like globalization, setting up the business, the money needed, developing sales and distribution, cross-cultural learning, etc. I liked the way Delaney shares some of her experiences she had with starting her own business. It makes it more believable and comprehensible.

The first few chapters walk the reader through the necessary steps that need to be taken in order to start a business. The first part of the book deals with the corporate, legal and financial issues, how much money is needed to start a business, finding a product and choosing a manufacturer.

Parts two and three deal with market research and developing sales and distribution. Both these sections contain detailed information on trade shows, World Trade Center, and cross-border contacts. Transport options, pricing the product, export license requirements, and after sales service is covered in parts four and five. The last two sections of the book inform the reader about cross cultural learning, international business travel tips, cross border alliances and big emerging markets. Japan is discussed thoroughly in the last chapter as well as, the top ten emerging global business markets of the 21st century.

Something very useful, which I particularly admired, was the list of global resource centers for starting a contact list and the guidance on how to use the World Wide Web for market research. Delaney has provided the reader with various useful web sites at the back of the book, which allow the business to expand worldwide.

This is where you should start.
My firm provides help for companies interested in entering and/or expanding international trade, and this background allows me to state that Ms. Delaney's book offers clear guidance for companies interested in global business, with illustrative examples from her own career. She takes the reader from "Why should I export" to cross-border alliances in one of the most "readable" books on this topic.

In addition to excellent coverage of key topics such as translation, pricing, shipping and methods of trade finance, she also devotes a chapter on how to best use the Internet as both a research tool and as a method of promotion for your product. Also of note are the samples of a number of critical documents relating to exporting (packing list, standby letter of credit, etc.).

The insights she offers are applicable to entering any new market, and are also valuable for firms and individuals to assess how ready they are to take that big step. In fact, I have been using some of her advice and annecdotes in the newsletter we send out to our own readers.

It's packed, it's practical, it's fun.
Wow! This is a beginner's guide -- with an expert's range and scope. Intensively detailed and complete, this lively volume maps out just about everything you would want to know about international marketing. When you finish, you'll have seen what a lot of work you have ahead of you, but you'll feel like it's within your reach, step by step.

My favorite chapters were the ones focusing on preparing your product for export and on marketing a service business in another country. They really made me aware of all the details you've got to think through if you want to succeed overseas, and also of how exciting it can be -- you've really got to put yourself in the place of your customers and see through their eyes, and consider their customs, practices, and product-service needs. For me, that's the most fascinating thing about international business -- the chance to make contact with different cultures, broaden your horizons, and become a real world citizen. Also, read the special section on Japan -- makes you feel like you're there looking over Japanese shoppers' shoulders at the mall!

The chapter on after-sales service is fun, too. It talks about "shock marketing" -- the art of seizing the opportunity to pull a standout customer service coup and really put yourself ahead of the pack. Makes pitching your product and servicing your accounts sound like an adventure!

This is overall a practical, enthusiastic, and inspiring book -- you'll come away from it feeling revved up for action as if you've just walked out of a Tom Peters seminar. It's also smack up to date with chapters on the Emerging Markets and Internet commerce. If you want to poise yourself to enter the global marketplace of the 21st century, reading this book is a great place to start!

One-stop reading for starting your own exporting business
Laurel Delaney's book, "Start and Run a Profitable Exporting Business" is a one-stop reference for anyone wanting to start an export business, anyone who deals with exporters on a regular basis, and those who just want to improve their understanding of this "new" arena called the global marketplace.

Delaney has done an admirable job of covering all the bases, providing the exhaustive research that often halts budding global entrepreneurs from going beyond the "idea" phase. She tells it like it is, seemingly anticipating every question and concern. Reading this book is like having a consultant whispering in your ear at every step throughout the entrepreneurial journey.

Delaney also helps the reader navigate the complex cultural differences that an exporting business confronts. All in all, this book encourages everyone interested in succeeding in the global environment to take a chance, dig in, and move ahead.

Like a Baedecker's guide, Delaney's work maps the journey to a profitable exporting business with directness, completeness and with a sincere affection for the subject.

A great value for anyone interested in exporting. Zestful.
An organized presentation that encourages everyone to set their goals, do research, and keep trying until you reach your goal. Plenty of examples and real life anecdotes. ... Read more

Book Description

Should online purchases be taxed based on the buyer's location or the seller's? In Sell Globally, Tax Locally, Michael S. Greve offers a provocative new approach to Internet sales taxation. Drawing upon his extensive background in federalism issues, Greve argues that an origin-based tax system would break the "tax cartel" and replace it with competition--giving states a motive to lower their sales taxes as a means of enticing companies to choose their state as a base of operations.

Cross-border sales, through the Internet or other channels, are commonly taxed on the basis of their destination, not the country or state of origin. That regime is uniformly decried as terribly complex, burdensome, and inefficient. It allows many Internet sales to escape taxation, depriving governments of revenues and giving Internet retailers an unwarranted advantage over traditional industries. Most reform proposals focus on intergovernmental tax harmonization and simplification. Instead of extending a broken destination-based sales tax system to e-commerce, Greve argues that we should tax cross-border sales on the basis of their location of origin, not their destination. Destination-based sales tax systems invariably conflict with elementary principles of sensible taxation--simplicity, fairness, neutrality, and ease of administration. An origin-based system, in contrast, satisfies those demands: Each cross-border sale would be taxed equally, once, and by a single authority.

Greve discusses the flaws of destination-based taxation, demonstrates the futility of international and national tax harmonization, and makes the theoretical case for origin-based taxation. He concludes with practical proposals to forestall international tax harmonization and to advance an origin-based sales tax system in the United States. ... Read more

Book Description

"[David Sicilia and Jeffrey Cruikshank] have done their homework on this fascinating economist. Greenspan's career is spelled out to readers in this informative and interesting read."­­San Diego Union Tribune

Selected by Library Journal as a Best Business Book of the Year

With one key phrase or comment, Federal Reserve chairman Alan Greenspan can send global financial markets tumbling­­ or soaring! The Greenspan Effect provides an up-close examination of Greenspan's tumultuous regime, suggesting to investors what pronouncements to expect­­ and what they will mean­­during the remainder of his remarkable term in office.

This in-depth analysis of the words of Alan Greenspan includes highlights of his most influential speeches and demonstrates his uncanny, far-reaching power to impact markets on a global scale. In addition, it explains how to separate rhetoric from meaningful signals and anticipates the impact Greenspan is likely to have on future global markets. The Greenspan Effect focuses on one powerful and brilliant man, his words and actions, and how investors can profit from this new knowledge. ... Read more

Reviews (6)

Words move Mountains
A single man's words can move the greatest nation in the world. Sicilia and Cruikshank portray Alan Greenspan as one of the most powerful men in society today, while also showing him as a simple and honest man. The power held by Greenspan's words not only move a nation, they move the world as he moves the dollar.

The book itself is a decent enough review of Alan Greenspan's economic career, from its inception at Townsend-Greenspan & Co. until his illustrious tenure as chairman of the Fed. Complete with speeches Greenspan himself gave, along with commentary by Sicilia and Cruikshank, this book helps to explain the economic trends of the past decade and put into perspective the exact role that Greenspan played in those trends.

Honestly, the book itself became a little tired. The format of teh book rarely changes, and, as a high school student, I found myself scrying for ways to keep myself awake during the reading. Recommended if you really like economics or Alan Greenspan.

The benefit of hindsight
It is a recognised fact that statements from the Fed Chairman moves markets. Cruikshank and Sicilia here attempts to interpret the often incoherent mutterings of Mr Greenspan and hence throw light on his intended policy maneuvers. Which is all well and good. However, given the ambivalence of some of his statements, and the multitude of FedWatchers out there, how one interprets his statement may be different from what the market reads it as.

With the benefits of hindsight, analysis of Mr Greenspan's statements will always be easier. I feel that at the end of the day, the markets ultimately decides which way they would like to interpret his speech. The whole book is filled with quotes by Greenspan and commentaries by the authors on what these quotes actually mean. I feel however that the authors chose to emphasize on those quotes which actaully drove the market one way and downplay those that had less impact on the markets.

It's a veritable attempt by the authors here, but it was a real effort for me to finish the book.

A Solid Effort!
David B. Sicilia and Jeffrey L. Cruikshank study how U.S. Federal Reserve Bank chairman Alan Greenspan interprets market forces. They explore how Greenspan's thoughts and actions affect markets. Knowing Greenspan's impact can be useful if you want to capitalize on market movements. The book examines the meaning - for investors - of Greenspan's relationship with the markets. Along the way, the reader gets a whirlwind tour of the U.S. and world economies. The take-home message repeated again and again - Greenspan and interest rates can move markets - is something savvy investors might already know. We [...] recommend this book to any investor who wants to understand the world economy better and to those who are interested, as investors or observers, in Greenspan's impact on the markets.

Reinforcing a problem
One of the problems that our next President does not want to face is the resignation, or the removal from the Federal Reserve Chairmanship by Mr. Greenspan. As I write we still have no President, thankfully we do have Mr. Greenspan.

For those readers who follow or invest in the markets, you all are acutely aware of the power this man wields, 2 words can literally have an impact on markets measured in the hundreds of billions of dollars. Who will forget "irrational exuberance"? Those words were not even a declaration, but part of a rhetorical comment, and terror still ensued.

Contrary to what often is reported, Mr. Greenspan speaks English. However the word parse has become connected with any statement he makes. So the routine is, Mr. Greenspan speaks, and I truly believe the vast majority understand him, but like any event the press and their "experts" take apart every word, whether his brow is wrinkled, and essentially try to graph each appearance and comment to find the "true meaning". I have always found this annoying and condescending. People who are sophisticated enough to manage their money, can manage to understand our Fed Chairman.

I made it through this book, but I would not recommend you bother. There is a new book about the man I am reading, and so far it is excellent. This work reinforces the idea that experts need to break down every word, and then explain what Mr. Greenspan means. There are no great insights offered, nothing is simplified, you will learn virtually nothing about the workings of The Federal Reserve, and if you feel comfortable listening to the Chairman now, this book will only make you question whether you should.

If you are looking for the opinions of these Authors, if you want to follow a needlessly complex maze of an attempt to find a pattern to everything the man has said, this is for you. As I said, Mr. Greenspan speaks English, and were it not for the emphasis placed on pairings of words out of context, and the emotions they generate, people would understand we have a brilliant Fed Chairman, who at times chooses to be vague, and at times cannot give definitive answers about the future, who can.

He has been a remarkable Chairman, appointed and reappointed by 3 presidents from both parties. Now you can take that statement at face value, or have the talking heads dissect it for you. The answer is the same either way, and the time you save listening to what you hear, and skipping the experts, is time better spent on anything else.

Not as good as the Man
King Alan is my favorite man in Washington. I know I am not alone here. But this book was not what I had hoped it would be. There are a lot of quotes and brief comments on each. Most of the book is about regulations and banking, not on the markets. In a couple of months the market information will be outdated. There is some interesting insite into the 1998 crisis, but that only covers a few pages. The juicy quotes are pretty far between. I did not learn too much about Greenspan or his effect here. ... Read more

Book Description

Emerging East Asian economies have seen their share of world exports more than triple during the past quarter-century, and intraregional trade has driven this growth. Broad measures of development in East Asia have improved at the same headlong pace. Why push further integration now? Two economic events of historic proportions provide the context: strategic thinking of development in the region following the East Asian financial crisis of 1997-98 and the accession of China to the World Trade Organization. Policymakers interested in a stable, prosperous region are concerned by mildly rising inequality within countries and a widening gap between richer economies and the poorest economies. Increasingly, the development agenda in the region - with its focus on growth, jobs, and social stability - and the trade policy agenda - with its focus on market access and competitiveness - have become intertwined. East Asian policymakers seek to develop a coherent set of economic policies that can deliver stability, growth, and regional integration. Without attempting to be comprehensive, East Asia Integrates offers fundamental strategies that promote cross-border flows of trade, along with domestic policies on logistics, trade facilitation, standards and institutions to maximize the impact of these flows on development and distribute the gains from trade widely. As the authors demonstrate, multilateral and regional trade initiatives must provide a compelling vision of how integration can deliver broadly shared growth and prosperity if they are to succeed. In addition, they must use the momentum offered by trade agreements to address the links between trade on the one hand, and social stability, poverty reduction, and growth on the other. ... Read more

Book Description

"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia ... Read more

Reviews (4)

FIRST BOOK TO SPECIFICALLY ADDRESS BRANDING IN ASIA
One of the ways to achieve sustainable growth in any market is a recognisable brand name. While many Western companies have successfully developed international brands, Asian companies have been slow to follow suit. How is it that Asia, a region that has such high brand appreciation, produces so few international brands of its own?

In this groundbreaking book, Asia's leading brand architect addresses this unusual situation, explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance. Containing over 20 case studies of leading Asian and Western brands, this book is packed with illustrative examples, advice and exercises.

Branding in Asia is an invaluable book that is a must for anyone responsible for business growth in the 21st century.

Dr Paul Temporal is Asia's leading expert on brand creation, development and management, having lived in the region for over 14 years. He has worked with leading companies and governments, and is well known his results-oriented and hands-on approach. He is the author of Corporate Charisma.

exceeded my expectations wonderfully
My expectations were mainly about redressing the balance on geographical origins of brand case studies. Our literature suffers from being far too US centric. This imbalance is unfortunate for several reasons including: - living in the US for the last 2 years has taught me how atypical the US consumer is of any other I have met in 25 countries that I have worked - from the oldest brand models (which assumed brands were advertising led) to the newest ebrand models, there's huge share of voice reflecting the culture of corporate America and the case theories of its business schools. These powerful systems shouldn't be unquestioningly exported as being de facto paradigms for local organisational excellence or social value.

My expectations were exceeded because this book - unlike most on the brand which start with chapters on advertising and marketing communications - opens up from the very beginning on the leadership importance of branding. Here we are on pages 1-2: "Strong brands endure many challenges. This is becoming increasingly relevant in an era of unprecedented change, upheaval and uncertainty. This change is strategic, unlike the incremental change of more predictable times, and therefore requires a strategic response. Brand building is exactly such a response. If successful, it can be the strongest weapon in a company's armory and the best guarantee of corporate survival. The challenge that lies ahead is that of change management.

And by page 4, we're invited to join in a cataloguing of worldwide changes to marketing: -the breakdown of market boundaries -globalization and the development of global brands -increasing market fragmentation -product diversity and shorter life cycles -greater customer sophistication -digital business -economic instability and market volatility

So this book flies, and yet at the same time when you read it you will continually pick up useful advice whether your brain is looking for practical or academic stimulation. For example, the book closes with an appendix of very worthwhile brand exercises, and it resonates with case studies, 24 in all. Each case study ends with a summary of that brand's strengths.

This book will be good for you whether this is the first one you read on branding, or as in my case the twenty first, including two of my own. For example, I learnt a lot from Temporal's consistently strong advice on brand values and the way they shape corporate personality on its outside and inside.

For Asian Companies with global aspirations.
Few Asian companies have been successful in developing international brands. It is now a sophisticated process that puts together and sustains a complex mixture of local and international attributes and values , something that is tangible.Its interesting how Temporal have chosen the different products ( over 20 )from leading Asian and Western brands to show good examples of how companies have used the fundamentals of branding to achieve global success. He has provided illustrative examples, techniques , exercises and invaluable advice for any company in Asia regardless of size that strives for more than being just another local household name.

a case study of international brands in asia
Asian market is unique with their traditional cultural. Brands should be though for leading in this area. This book must be read for the company who : - want to build a strong image - want a competitive advantage - struggle in asian market ... Read more

Book Description

"By far, the best book for entrepreneurs … the bible for those taking their show on the road. May be the best investment a small firm with international aspirations can make." —Entrepreneur Magazine "Any company, small or large, wishing to cash in on international trade could benefit from this well-written, informative book." —The Kansas City Times GATT, NAFTA, EEC—this alphabet soup of the nineties spells a bright future for companies bold enough to plunge into international waters. And this fully revised and updated edition of the ultimate practical export guide shows how businesses of any size can cash in on these great new opportunities. Internationally recognized trade expert Roger E. Axtell provides all the information you need to start, develop, and sustain a thriving export business, including the ins and outs of international distribution, pricing, language barriers, customs, and protocols. Under Axtell’s guidance, you will learn how to:

• Take advantage of government and private support services for exporters
• Avoid the most common mistakes in exporting
• Motivate overseas distributors and agents
• Price, ship, and protect your products
• Communicate effectively and avoid misunderstandings

Book Description

An enclyclopedic view of doing business with the U.S. Contains the how-to, where-to and who-with information needed to operate internationally. ... Read more

Reviews (1)

In need of an update.
This book, written in 1995, is full of valuable information. Unfortunately, because it is five years old a LOT of the information is out of date. This book seriously needs to be updated. ... Read more

Book Description

Can East Asia restore its near magical economic performance, or is its competitive strength beginning to erode? This volume argues that East Asian countries have far from exhausted their growth potential. Future competitiveness will rest upon much greater innovative capability in manufacturing and services, innovativeness that is firmly grounded in stronger institutions, better macroeconomic policies, and closer regional coordination. By succinctly defining the development context for East Asia in the early 21st century, the challenges of middle-and high-income economies, and the options for policymakers, this volume provides a comprehensive guide or the interested reader as well as the specialist. ... Read more

Reviews (6)

Do you want to create "wow" to your customers?
Brand is an important and valuable asset for every company, thus creating a unique image for your brand and differentiating from your competitors are important issues in brand management. This book illustrated with examples the criteria, requirements and tools to build a brand successfully.
This book is easy to read and with suitable examples to help you understand more about the concepts. I found the most useful part is the ¡§brand slam tools¡¨ in which tools and guidelines are introduced for building a brand successfully.
If you want to start to launch a brand, read this book before doing so, I believe that this book helps you a lot.

Frank Delano's New Book "Brand Slam"
"You're in for a stimulating read!"

Thought provoking
This is a book that is very thought provoking but, like all good business books, simple in its message. It all comes down to a great idea, a brand slam. The author talks about marketing by committees, strategic plans and how they are frequently at the heart of brand development. The plan comes first and everything follows from there. He argues that this is totally the wrong approach and his reasoning certainly makes sense. What must come first is THE BIG IDEA. This could be a product idea, an advertising idea, a slogan idea and so on. This forms the core to be able to move forward. If a strategic plan is needed then it follows from the idea.

Brand Slam is divided into section that show how a brand slam can happen in different areas. For example, the slogans section show how the use of different words can contribute towards a brand slam slogan. The advertising section considers how brand slam ads are memorable and, ultimately, more effective than poor advertising. The sections are illustrated with a wealth of examples, some of which have their own dedicated section that goes into detail about how a brand slam business was built. One criticism is that the examples are primarily US brands or international brands in the US and the slogans and advertising may be unknown to an audience outside. However, this does not hide the lessons that are being communicated. The examples still work though.

Brand slam is inspirational and encourages the reader to think of other relevant examples and why they work. Each section concludes with a set of lessons to be learned. These can be applied to your own company or brand and help you towards your own brand slam.

Frank Delano's New Book "Brand Slam"
"This volume could not be more timely!"

Brand Slam by Frank Delano
"A quick glance says it is great!" ... Read more

Book Description

Global business today is played by new rules -- many of which are being written by the Japanese and their remarkably successful companies. Because the Japanese are redefining business as we know it, Western companies expecting to profit from the new global marketplace must first learn to compete and succeed against the Japanese in Japan.

James C. Morgan, Chairman of Applied Materials, Inc., the leading supplier of advanced processing equipment to the worldwide semiconductor industry which does about forty percent of its business in Japan, and J. Jeffrey Morgan, who has worked in Tokyo on the "inside" at Mitsui & Co., Japan's oldest trading conglomerate, contend that apathy and ignorance have prevented many Western companies from capitalizing on the enormous opportunities for business in Japan. In this brilliant examination of Japanese markets, companies, and business practices -- with special emphasis on the establishment of Applied Materials Japan -- the Morgans, father and son, assert that success in the world of Japanese business is determined by two factors: technology and relationships. Candidly discussing their own mistakes and failures as well as their triumphs, the authors provide invaluable insights into the specific challenges facing Western companies in establishing a presence in Japan: problems in financing the venture, product design and production, marketing and distribution, and most important, creating long-term relationships or "putting on a Japanese face." The extraordinary success of Applied Materials Japan -- hailed by George Bush on the campaign trail in 1988 as "a model for all America" -- is testimony to the valuable lessons to be learned from this book.

The Morgans provide a clearly written, step-by-step framework for reorienting company thinking, revising corporate strategy, and revitalizing any organization for world class competitiveness. Using vivid examples of Western companies that have both succeeded admirably and failed miserably in Japan, Cracking the Japanese Market is a straightforward examination of what it takes to compete successfully there -- and by extension in the world today. ... Read more