Japanese Marketing. Fundamentally Different

Abstract

Japan has always had a unique image in the eyes of many westerners and especially when it comes to its unique and whacky commercials. This study is motivated by the question; “Do the Japanese have a fundamentally different way of marketing compared to the western world?” It aims to advance our understanding of how and why Japanese marketing differs from typical western marketing by focusing on the history of Japan, conventional marketing practices of Japanese companies and the differences between Japanese and western cultures. Hofstede’s model of cultural dimensions is used for analysis of the cultural differences. The findings from the research indicate that culture significantly effects and explains the way marketing is conducted, which is why Japanese marketing differs considerably from western marketing. The results, implications for international businesses, and the significance of cultural difference for explaining consumer behaviour are discussed and reviewed