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This report is intended to assist EU companies in formulating a marketing strategy suitable for Japan. It begins by describing Japanese society, highlighting the many changes that are currently taking place. Next, it evaluates the image of Europe in Japan and how the "European brand" is perceived by the Japanese. Third, the report explains how linguistic and cultural barriers between European and Japan affect how Europeans and Japanese communicate with each other. Fourth, the report outlines various marketing models in Japan and finally, it suggests a number of ideas for European companies to bear in mind when marketing their goods and services in Japan, based upon the ideas and concepts discussed earlier in the report.
Yushin Toda is a partner and producer at Japan Desk Scotland. Please click here to access his profile.
This website and related activities are managed by the EU-Japan Centre for Industrial Cooperation, a joint venture between the European Commission's Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROW) and the Japanese Government's Ministry of Economy, Trade & Industry (METI).
