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
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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