Summary

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 firstlearn 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 Marketis a straightforward examination of what it takes to compete successfully there -- and by extension in the world today.

Author Biography

James Morgan is the author of the New York Times Notable Book The Distance to the Moon and the critically acclaimed If These Walls Had Ears: The Biography of a House. He also collaborated with Virginia Kelley, President Clinton's mother, on her bestselling autobiography, Leading with My Heart. Morgan's articles and essays have appeared in numerous national media, including The New Yorker, Atlantic Monthly, The Washington Post Magazine, Men's Journal, and National Geographic Traveler. He and his wife now live in Paris.
Visit www.chasingmatisse.com

Acknowledgments
Introduction
The Growing Chasm
Why America Must Compete in Japan
The Tools to Compete
Islands in the Mist
Sunrise Over the Pacific: The Japanese Challenge
The Japanese Money Machine
Innovators, Not Imitators
Losing the Building Blocks
Symptoms of a Larger Malaise
The Japanese Way: Origins of a Merchant Nation
Nihonjinron
Poor Island Mentality
A Group-oriented Society
The Quest for Wa
The Status Hierarchy
The Power of Obligation
Education: The Acid Test
The Global Farmer: Inside the Japanese Market
A Nation with a Mission
The Command Economy
The Bureaucracy
Keiretsu -- The Business Elite
Sogo Shosha
The Banks
Captive and Affiliated Suppliers and Distributors
Technology Specialization
Hurdles in the Japanese Market
The Capitalist Animal
The Customer Is God: Inside the Japanese Company
Kaisha: The Corporate Family
Consensus Management
Toward Anshin
Service as Religion
The Quality Obsession
The Loyal Supplier
The Importance of Commitment
Profile of a Salaryman
Doing Business with Nihonsha
Bushido: Way of the Samurai -- The Japanese as Competitors
The Quiet Competitors
Using Market and Trend Analysis to Nibble at the Edges
From Components to Systems
Burrowing, Emersion, and Knitting
Deep-Pocket Commerce
Japanese Strategy in Action
The Future: Kokusaika and Inobeshion
The Japanese Success Quotient: American Companies in Japan
Characteristics of Winners in Japan
Revering the Customer as God
Controlling Your Own Destiny
Researching and Manufacturing the Right Product for Japan
Building a World-Class Organization and Management
Embracing Cooperation and Competition
Ningen Kankei -- Human Relations
Getting Back to Basics
The Attack/Counterattack Response
Emphasizing Similarities/Taking Advantage of Differences
Believing that Success in Japan Leads to Global Excellence
Applied Materials Japan: A Brief History of a Long Journey
Innocents Abroad
Applied Materials Japan
Growth and Competition
A Breakthrough
The Narita Technology Center
The 'Tough Old Samari'Hard Times in Tokyo
Succeeding in Japan
Kick-Starting the Global Organization
Seeing Beyond America
Study the Japanese Market
Make a Company-Wide Commitment to Japan
Develop a Japanese Market Philosophy
Presence and People
Pioneering
Piggybacking
Partnering
Persistence
Other Considerations in Market Strategy
Defining the Japan Strategy
The Market Map
Modes of Entry into Japan
The Distribution Agreement
The Licensing Agreement
The Joint Venture Agreement
Selecting a Partner
The Power of Cooperation
Negotiating for Partnership
A Word about Mergers and Acquisitions
Global Partnership Model
The Japanese Subsidiary
Growing the Japanese Business
People
Facilities
Systems
Financing
Becoming an Insider in Japan
Becoming a World-Class Competitor
Testing Your I.Q. (International Qualities)
The Global Vision
The Global Company Model
Lessons from Japan on World-Class Competitiveness
Continuous, Incremental Improvement
Empowering the Workforce
Building Customer Linkages
Effectively Using External Resources
Cost-Effective Product
Design and Delivery Infrastructure
Superior Information Systems
Long-Term Thinking and Commitment
Challenge and Opportunity: The Keys to Success in Japan
A Realistic View of the Japanese Challenge
The Keys to Success in Japan
Shobai wa Akinai -- 'Never Give Up'The Time to Win in Japan Is Now
The Golden Age of Global Growth
Afterword: The America That Can Compete
What America Can Do
What Japan Can Do
A Bright Shining Future
Appendix A
Appendix B
Appendix C
Table of Contents provided by Publisher. All Rights Reserved.

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