Marketing Strategies of Japanese Corporations in Russian Market

The present research describes techniques used by Japanese marketologists abroad, particularly in Russian market. One of the aims of the paper is to establish the difference between localization marketing approaches and original Japanese methods. The history of Japanese marketing and marketing strategies abroad – such as “glocalization”, market research and targeting – are considered in order to describe the current state of affairs and conclude whether the existing approaches are efficient enough in modern global market environment. The results of the research suggest that Japanese marketing executives should possibly consider the impact of globalization in foreign markets they enter and start hiring local experts in order to keep up with this rapidly changing environment. The basis for the study is provided by a large body of literature on Japanese marketing, statistical data and companies’ analytical reviews. The research consists of an introduction, four chapters and a conclusion, 40 pages in total.