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Trade Policy and Corporate Business Decisions$
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Tamir Agmon and Christine R. Hekman

Print publication date: 1990

Print ISBN-13: 9780195055382

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195055382.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use.date: 04 July 2022

Stronger Yen and the United States-Japanese Trade Balance: Marketing Policies of Japanese Firms in the United States Market

Stronger Yen and the United States-Japanese Trade Balance: Marketing Policies of Japanese Firms in the United States Market

Chapter:
(p.198) 14 Stronger Yen and the United States-Japanese Trade Balance: Marketing Policies of Japanese Firms in the United States Market
Source:
Trade Policy and Corporate Business Decisions
Author(s):

Johny Johansson

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195055382.003.0014

The marketing prediction of more diversification into other markets was not helped because the United States market was too important to give up. The product line stretching at the upper-end did receive support—but the Japanese also stayed with the lower-end products. The advertising is changing—not because it is supporting a smaller set of products, but because it supports a wider product line. It is perhaps a small wonder that United States multinationals tend to go offshore and divest unprofitable ventures at a much higher rate than the Japanese.

Keywords:   diversification, multinational, offshore, unprofitable

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