New product development in Japan used to be technology and self-driven. In this environment, Japanese firms developed an unparalleled capacity for rapid product innovations, churning out new products and variations at a breathtaking rate. Japanese companies continue to have tremendous capabilities in rapid product innovation. of new product launches is greater in Japan than in the United States. In other categories, such as household products, the number of new product launches relative to the size of the market is larger in Japan than in the United States. In a categories, such as foods, Japan lags behind the United States in producing new products (Kotler and Armstrong 92).
Core competencies of Sharp are a unique approach to products and entrepreneur spirit, innovative and state-of-the-art solution. The choice criteria of Japanese consumers is complex and changing rapidly. The approach to such cross-sectional variability would be niche marketing. United States marketers would find segments of the market in which the company has advantages over rivals and concentrate on those markets. But because Japanese consumers have traditionally been hard to segment and choices have changed quickly— and, in many cases, randomly— Japanese firms instead developed a “ rapid fire” approach to marketing to deal with the tremendous variability of their markets (Kotler and Keller 62).
Traditionally, Japanese companies have focused on building large, ambiguous corporate brands, so the “ what” of brand positioning has been very difficult to pin down. In a market perceived to be homogeneous, the “ whom” of brand positioning has also been very difficult to determine. In effect, the “ what” and “ whom” of Japanese brand positioning— other than an overall sense of and stability— were essential “ all things to all people. ” Today, this is changing (Bearden et al 44).
The declining importance of the “ big and ambiguous” corporate brand can be seen in the decreasing size of corporate logos in advertising.
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