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Overcoming informal trade barriers among Japanese intermediaries: An attitudinal assessment


  • Kenneth C. Gehrt

    (Marketing Department, College of Business, San Jose State University, San Jose, CA 95192-0069)

  • Sherry Lotz

    (P.O. Box 210033, University of Arizona, Tucson, AZ 85721-0033)

  • Soyeon Shim

    (P.O. Box 210033, University of Arizona, Tucson, AZ 85721-0033)

  • Tomoaki Sakano

    (School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku-ku, Tokyo, Japan 169-8050)

  • Naoto Onzo

    (School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku-ku, Tokyo, Japan 169-8050)


Access to foreign markets is increasingly critical to the U.S. as global competition increases. Past efforts by the U.S. to penetrate the Japanese market have often focused on overcoming formal trade barriers including tariffs, quotas, and product standards. Although this form of intervention has enjoyed success, limited effort has been devoted to analyzing informal trade barriers. This study examines informal trade barriers in terms of the attitudes of Japanese distributors toward U.S. products. The study focuses on a product-market for which Japan is the leading single-country importer for the U.S.: fruit. Recent inroads into the Japanese market by other countries have eroded the position of the U.S. This erosion will continue unless U.S. exporters can develop appropriate strategies based on sound market intelligence. © 2005 Wiley Periodicals, Inc. Agribusiness 21: 53-63, 2005.

Suggested Citation

  • Kenneth C. Gehrt & Sherry Lotz & Soyeon Shim & Tomoaki Sakano & Naoto Onzo, 2005. "Overcoming informal trade barriers among Japanese intermediaries: An attitudinal assessment," Agribusiness, John Wiley & Sons, Ltd., vol. 21(1), pages 53-63.
  • Handle: RePEc:wly:agribz:v:21:y:2005:i:1:p:53-63 DOI: 10.1002/agr.20036

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    References listed on IDEAS

    1. Shimp, Terence A & Kavas, Alican, 1984. " The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research, Oxford University Press, vol. 11(3), pages 795-809, December.
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    Cited by:

    1. Chengyan Yue & John Beghin & Helen H. Jensen, 2017. "Tariff Equivalent Of Technical Barriers To Trade With Imperfect Substitution And Trade Costs," World Scientific Book Chapters,in: Nontariff Measures and International Trade, chapter 9, pages 151-164 World Scientific Publishing Co. Pte. Ltd..
    2. Vakulchuk Roman & Irnazarov Farrukh & Alexander Libman, 2012. "Liberalization of Trade in Services in Kazakhstan and Uzbekistan: Analysis of Formal and Informal Barriers," EERC Working Paper Series 12/06e, EERC Research Network, Russia and CIS.
    3. Lee, Seung-Hyun & Peng, Mike W. & Song, Sangcheol, 2013. "Governments, entrepreneurs, and positive externalities: A real options perspective," European Management Journal, Elsevier, vol. 31(4), pages 333-347.

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