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The Changing Patterns of Advertising Strategy by Japanese Business Firms in the U.S. Market: Content Analysis

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  • Norihiko Suzuki

    (Washington State University)

Abstract

This article analyzes the changing pattern of advertisement strategy by Japanese business firms in the U.S. market. Taking the advertisement activities of four major industrial sectors that appeared in both Business Week and Newsweek during the 1965–1977 period as samples, this article has found that the Japanese advertisement strategy in the U.S. market has passed sequentially through the following four stages: (1) Nationality-Supportive, (2) Product-Attributes, (3) Challenge and Responses, and (4) World Market-oriented advertisement.© 1980 JIBS. Journal of International Business Studies (1980) 11, 63–72

Suggested Citation

  • Norihiko Suzuki, 1980. "The Changing Patterns of Advertising Strategy by Japanese Business Firms in the U.S. Market: Content Analysis," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 11(3), pages 63-72, September.
    • Handle: RePEc:pal:jintbs:v:11:y:1980:i:3:p:63-72
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    Cited by:

    1. Ngoasong, Michael Zisuh, 2014. "How international oil and gas companies respond to local content policies in petroleum-producing developing countries: A narrative enquiry," Energy Policy, Elsevier, vol. 73(C), pages 471-479.

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