The Japanese in the Automotive Aftermarket: Rethinking Business‐to‐business Marketing Strategies
A.H. Walle
(Based at the Center for Folklife Programs and Cultural
Studies, Washington, DC, USA)
2596
Abstract
Although the Japanese are often considered invincible, they make mistakes. In the automotive aftermarket, they misjudged the power of channel conflict and suffered as a result. Points to failures of Japanese business‐to‐business marketing strategies in the United States and potentially in Europe.
Keywords
Citation
Walle, A.H. (1994), "The Japanese in the Automotive Aftermarket: Rethinking Business‐to‐business Marketing Strategies", Management Decision, Vol. 32 No. 7, pp. 60-63. https://doi.org/10.1108/00251749410068058
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited