Japanese pricing policies
Carol Howard
(Assistant Professor of Marketing in the Department of Marketing at the College of Business Administration, University of Hawaii‐Manoa, Honolulu, Hawaii)
Paul Herbig
(Professor of Marketing at the Graduate School of International Trade and Business Administration, Texas A&M International University, Laredo, Texas, USA)
2526
Abstract
Reviews the strategy and cultural foundations of Japanese pricing practices. Looks at: pricing objectives, pricing factors, pricing tactics, discounts, rebates and credits. Concludes that for Japanese companies it is not the apparent profit an individual product can earn, but the profitability of portfolios of related products.
Keywords
Citation
Howard, C. and Herbig, P. (1996), "Japanese pricing policies", Journal of Consumer Marketing, Vol. 13 No. 4, pp. 5-17. https://doi.org/10.1108/07363769610124500
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited