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

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  • Kenji Kojima

    (Research Institute for Economics & Business Administration (RIEB), Kobe University, Japan)

Abstract

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.

Suggested Citation

  • Kenji Kojima, 2002. "In Search of Marketing Excellence: Strategy of the Leading Japanese Companies," Discussion Paper Series 126, Research Institute for Economics & Business Administration, Kobe University, revised May 2002.
    • Handle: RePEc:kob:dpaper:126
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