Brand reality: the Japanese perspective
Article Abstract:
Japanese companies have placed strong emphasis on brand reality for many years. In Japan, the brand symbolizes the company and the products it sells, but also the individual's sense of identity, with each employee having a strong sense of belonging to the company as a family. Japanese companies have traditionally not addressed very strategically the issue of establishing brand reality, or brand identity, but this is now beginning to change as they face more competition from Western companies. However, Japanese companies still find it hard to come to terms with the 'management' of a brand.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1999
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The effects of export stimulation: implications for export performance
Article Abstract:
It is important to consider whether there is a connection between the nature of export stimuli and the performance of an export venture. Research in this area has looked at a range of issues, including whether export performance varies according to whether the initiating export stimuli for the venture were external or internal to the company. It was established that the impact of export stimulation on performance is determined by the export strategy adopted by the company.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1999
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