Confronting the Japanese market: Why American firms experience difficulty entering the Japanese market

This study investigates which international marketing variables (non-tariff barriers) are significant for the success or failure of medium-sized American corporations' marketing decisions in the Japanese market. In approaching the marketing environment variables, this researcher examined the Japanese marketing channel system which affects accurate marketing decision making when the objective is to penetrate the closed Japanese market. The primary question to be answered by this research is "are marketing channel or sociocultural factors more important impediments to entry into Japanese markets than economic, competitive or tariff factors?";The research subjects used in this study comprise four different categories: (1) firms which have already had a business relationship with Japan as shown by the directory of American Firms Operating in Foreign Countries; (2) firms which have not had yet a business relationship with Japan; (3) medium-sized lumber industrial firms; and (4) medium-sized auto parts industrial firms from Wards Business Directory of U.S. Private and Public Companies. The methodology of descriptive research is used, and both the quantitative (questionnaire survey) and qualitative (interview) research is used to accurately identify Japanese marketing environment trends. This study is inductive in that the concepts and generalizations herein provide international marketing managers with an accurate picture for use in their marketing decision-making. Furthermore, pinpointing the significance of marketing environment variables will stimulate American medium-sized corporations that have encountered marketing difficulties in the Japanese market.;The long-range consequences of the study are analyzed with a view to promoting accurate decision-making by American medium-sized corporations. This study provides general recommendations and recommendations for future research.