Product adoption and innovation diffusion: the case of Japanese marketing to China

Along with the growing prominence of China in corporate strategy and decision-taking, Japanese firms are increasingly aligning their activities to accommodate the shift towards a customer-led market environment and the advent of a major consumer market on Japan's doorstep. This study shows how...

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Bibliographic Details
Published in:Asia Pacific business review 2009-07, Vol.15 (3), p.389-409
Main Author: Horn, S.A.
Format: Article
Language:English
Subjects:
China
Consumer behaviour
Consumption patterns
Emerging markets
Impact analysis
Innovation diffusion
Innovations
Internationalization
Japan
Japanese multinational enterprises
Market strategy
Marketing
marketing in China
Product management
Strategic planning
Studies
Technology transfer
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Summary:Along with the growing prominence of China in corporate strategy and decision-taking, Japanese firms are increasingly aligning their activities to accommodate the shift towards a customer-led market environment and the advent of a major consumer market on Japan's doorstep. This study shows how Japanese firms adjust their marketing to changes in Chinese consumption patterns and address the impact of geographical and socioeconomic variables on innovation diffusion. By taking a fresh look at the marketing challenges amidst latent consumer ethnocentrism and cosmopolitanism, this study generates fresh insights into the reconfiguration of Japanese marketing and retailing activities in this emergent market.
ISSN:1360-2381
1743-792X
DOI:10.1080/13602380802667361