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Topic: Student Questions

Mba Dissertation On An Asian Way Of Marketing

Posted by Anonymous on 8/22/2009 at 9:22 AM ET 250 Points
My name is Elena. I am thinking of writing my mba dissertation on a japanese way of marketing. The reason for considering such a topic is that I noticed that there is a number of japanese luxury brands that became successful fast as they enterted different markets. I wonder what makes them successful in terms of marketing. I would really appreciate your advice and suggestions or comments on whether it makes sense to take this topic in the present situation. I am also open to your suggestions on other possibly more concrete topics in this area. Thank you very much for your help.
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  • Posted on 8/22/2009 at 11:06 AM Author
    Dear Conrad, thanks a lot for your comment, very valuable.Basically I just mentioned one of my observations and had automobile, appliences and beauty industry in mind. The examples that I saw were in Russia and France. However, I am doing my mba in London and the situation is different here. Initially, I got the interest in the topic after reading in Marketing gurus book about Japanese way of marketing. The book provided a summary of Relentness(book on Japanese way of marketing). Presently, I'm a bit confused as I can't think of the right wording for my dissertation topic. perhaps it makes sense to have a look at asia not only Japan? Any input is very welcome!
  • Posted on 8/22/2009 at 2:38 PM Accepted
    You'll find the process easier and the result more useful if you really narrow the topic (as Conrad suggested). Pick a country or two and a product category, and just focus on those. The best one would be a micro-study where multiple Japanese companies entered an existing market and deposed the market leader in a matter of a few years.

    Then just focus on how they did that -- in the selected country. If you try to stay too broad, you'll have to explain too many anomalies, idiosyncrasies and extra variables.

    Maybe try an industrial market rather than a consumer market, especially if you can get Conrad to help you! :)
  • Posted on 8/23/2009 at 7:01 AM Author
    Thank you very much Michael! I really liked your suggestion about micro-study with multiple Japanese companies. Could you recommend any references (books, journals) where I could find more information on the subject?
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