Chapter 7. Case study: Lessons from the Japanese car industry in a global age


“The sound strategist offers battle only after victory has been guaranteed.”

 --Sun Tzu

“The Japanese came from nowhere after World War II . . . to achieve global leadership in industries thought to be dominated by western impregnable giants: cars, motorcycles, watches, cameras, optical instruments, steel, shipbuilding, pianos, radios, TVs, audio equipment, calculators, copying machines.”

 --Philip Kotler


Globalization,[1] trade liberalization, new economic blocs, and deregulation have opened new markets to companies worldwide. Internationalization, however, is the most difficult form of attack. It adds three new disadvantages to the usual six – new geographical ...

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