FOREWORD
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This book was originally written as a manual for seminars on niche
marketing strategies conducted in Japan, which is why most of the 60
examples are from that country. The Japanese were once criticized for
being “economic animals.” Although that was untrue, it is true that the
Japanese have had to work hard to survive. Japan lacks natural resources
and is dependent on foreign sources for over 80% of its food supply.
The Japanese climate is harsh, and the northern regions of Hokkaido,
Tohoku, and Hokuriku in particular experience severe winters.
The Second World War reduced the nation to ruins. Simply accepting
starvation and death was not an option, which is why the Japanese worked
desperately to brains to find a way forward from devastation of war.
The result was dramatic economic growth at an unprecedented rate. Yet
there is no need for other Asian nations to imitate Japan. Some countries
attach greater value to religion, culture, and tradition than to economic
standing. South Asian countries are blessed with natural resources,
including abundant food crops, that free them from the need to lead a
workaholic life like the Japanese. The economies of some countries are
centered on agriculture. In those countries, unemployment has no
meaning and governments do not even keep statistical records on such
economic indicators like unemployment ratio.
Yet, living in easy circumstances does not mean that the population
can always feel secure. The fact is that unless they coexist and cooperate
with the industrialized nations, the gap between poverty and wealth will
only widen. They also want access to modern infrastructure such as
roads, communications, railways, water supply and sewage, ports,
airports, etc. and to receive the benefits of modern life like convenient
housing, home appliances, heating and air-conditioning, private
automobiles, medical care, and fashion items. They also aspire to a
comfortable lifestyle, with high literacy rates and a high regard for their
country. It seems unfair that there should be differentials in wealth among
countries in Asia.
As an APO expert for the past 40-odd years, I have conducted many
management seminars in numerous countries including Bangladesh,
Cambodia, the Republic of China, India, Indonesia, the Republic of
Korea, Lao PDR, Malaysia, Nepal, Pakistan, and Singapore. In my career
as a management consultant, I have not only taught others but also learned
much in return, especially in the areas of religion, culture, tradition, and
business practices. It was not my intention to expound arrogantly in this
volume on success stories. Rather, the motive for writing was the desire to report business success stories that occurred mostly in Japan, once a
poor, war-torn nation, to let readers know that such success can occur.
In addition, some classic success stories from the USA and other countries
in niche strategies are also introduced here to provide more interesting
references for readers.
In order to utilize this book for practical purposes, several questions
have been provided under each strategy for your deliberation in the form
of answers. I encourage readers to consume this entire book to create a
new vision and destiny for their firms.
I would be more than happy if the theories and practical examples
of niche marketing strategies presented in this book contribute to
increasing the rate of business establishment and the level of industrial
development in other countries.
THE AUTHOR
Management Consultant Dr. Soichiro Nagashima received his
doctorate in microeconomics from the Warsaw School of Economics in
1995. In the past 50 years, he has conducted numerous business
management and productivity seminars for a variety of organizations in
both the public and private sectors. More than 500 Japanese businesses
in fields as varied as manufacturing, retailing, healthcare, and electronics
have benefited from his consultancy services. In addition, the Asian
Productivity Organization, Japan Productivity Center for Socio-
Economic Development, Japan International Cooperation Agency, and
Japan External Trade Organization have dispatched Dr. Nagashima to
lecture on management- and productivity-related topics around the world.
The author of 65 books, including 100 Management Charts and Corporate Strategy in the Borderless World also published by the Asian
Productivity Organization in English, Dr. Nagashima continues to write
and at present he conducts the President Academy in the Japan
Productivity Center for Socio-Economic Development.
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