Japanese Export Marketing: structures, Strategies, Counterstrategies. International Marketing Review 1983 Vol. 1, No. 2 pp.12-25

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Against the success of Japanese exporting companies during the last decade, a brief but comprehensive review of the factors behind their performance is presented. Based on a combination of secondary and primary data, the structures within which the exporting companies operate are spelled out and integrated. The integration is shown to lead naturally to a particular strategic posture dominated by a long‐run perspective and a high quality/price ratio in products meticulously adapted for very specific market segments. Potentially valuable counterstrategies drawing upon the Japanese experiences and military analogies are developed.