Cracking the Japanese Market - by James Morgan (Paperback)

Book Synopsis

Global business today is played by new rules -- many of which are being written by the Japanese and their remarkably successful companies. Because the Japanese are redefining business as we know it, Western companies expecting to profit from the new global marketplace must first learn to compete and succeed against the Japanese in Japan.

James C. Morgan, Chairman of Applied Materials, Inc., the leading supplier of advanced processing equipment to the worldwide semiconductor industry which does about forty percent of its business in Japan, and J. Jeffrey Morgan, who has worked in Tokyo on the "inside" at Mitsui & Co., Japan's oldest trading conglomerate, contend that apathy and ignorance have prevented many Western companies from capitalizing on the enormous opportunities for business in Japan. In this brilliant examination of Japanese markets, companies, and business practices -- with special emphasis on the establishment of Applied Materials Japan -- the Morgans, father and son, assert that success in the world of Japanese business is determined by two factors: technology and relationships. Candidly discussing their own mistakes and failures as well as their triumphs, the authors provide invaluable insights into the specific challenges facing Western companies in establishing a presence in Japan: problems in financing the venture, product design and production, marketing and distribution, and most important, creating long-term relationships or "putting on a Japanese face." The extraordinary success of Applied Materials Japan -- hailed by George Bush on the campaign trail in 1988 as "a model for all America" -- is testimony to the valuable lessons to be learned from this book.

The Morgans provide a clearly written, step-by-step framework for reorienting company thinking, revising corporate strategy, and revitalizing any organization for world class competitiveness. Using vivid examples of Western companies that have both succeeded admirably and failed miserably in Japan, Cracking the Japanese Market is a straightforward examination of what it takes to compete successfully there -- and by extension in the world today.

Review Quotes

Akio Morita Chairman, Sony Corporation The first book to reveal the genuine opportunities -- along with the challenges -- of doing business in Japan. "Cracking the Japanese Market" is must reading for anyone serious about succeeding in Japan...

Andrew S. Grove President and CEO, Intel Corporation The Japanese market is a tough one -- perhaps the toughest in the world. This book embodies the experience of a firm that learned to compete in that market and succeed.

George Gilder Author of "Microcosm" A unique, definitive guide not only on "cracking the Japanese market, " but on how to dominate by men who have done it.

George Stalk Co-author of "Competing Against Time" The Morgans have developed an argument for virtually all modem companies to compete in Japan. They show how with detailed case studies of successful Western companies including their own success story -- Applied Materials.

James C. Abegglen Co-author of "Kaisha, The Japanese Corporation" A sound and readable analysis of the business environment of Japan and the implications for business strategies...A major contribution to dispelling the myths and prejudices in dealing with the realities of Japan's business system.

Robert Galvin Chairman of the Executive Committee, Motorola, Inc. "Cracking the Japanese Market" is a telling examination of what it really takes to compete and win against the Japanese in Japan. It is full of practical advice and strategies almost any company can use.

Tom Peters Author of "Thriving on Chaos" Brilliant! Inspiring! Strategic! Practical! "Cracking the Japanese Market" provides no "instant success secrets." It does provide a singular, thoughtful analysis and case study of how Americans can win in Japan. Opportunities abound for the persistent and wise. Read this book and forget the old excuses about "impossible" Japan: They don't wash.

William F. Miller President and CEO, SRI International This excellent, well-written and practical book presents the Japanese opportunity for U.S. and other industries. The opportunity for participating in the growing Japanese economy is great for those who can meet the challenge described in this book.

William H. Davidow General Partner, Molar, Davidow Ventures Pragmatic. Practical. Insightful. This is the line manager's guide on how to be successful in the Japanese market. The book is worth five years of practical experience.

Akio Morita

Chairman, Sony Corporation

The first book to reveal the genuine opportunities -- along with the challenges -- of doing business in Japan. "Cracking the Japanese Market" is must reading for anyone serious about succeeding in Japan...

Andrew S. Grove

President and CEO, Intel Corporation

The Japanese market is a tough one -- perhaps the toughest in the world. This book embodies the experience of a firm that learned to compete in that market and succeed.

George Stalk

Co-author of "Competing Against Time"

The Morgans have developed an argument for virtually all modem companies to compete in Japan. They show how with detailed case studies of successful Western companies including their own success story -- Applied Materials.

Robert Galvin

Chairman of the Executive Committee, Motorola, Inc.

"Cracking the Japanese Market" is a telling examination of what it really takes to compete and win against the Japanese in Japan. It is full of practical advice and strategies almost any company can use.

William H. Davidow

General Partner, Molar, Davidow Ventures

Pragmatic. Practical. Insightful. This is the line manager's guide on how to be successful in the Japanese market. The book is worth five years of practical experience.