Highlights: December 2003 Issue
Heading 'Beyond the Can': The Campbell Soup Japan Story
This month the president of Campell Soup Japan heads to his company's regional headquarters in Australia to present his 'Beyond the Can' strategy to grow the Campbell's Japan business over the next five years. The goal is no less than a tripling of the company's Japan business during that period. New products, more marketing spending, and a doubling of Japan staff are just some of the initiatives planned. It's taken Campbell's decades to reach this point, and it doesn't intend to squander any opportunity. Campbell's Japan president explains.A Specialist Offers Advice: "Japan's Media World as a Cultural Minefield"
Understanding how to communicate with Japan's media, while being mindful of its very unique traditions and expectations, is an essential component of any successful long-term strategy in Japan. This month our specialist contributor, a former Tokyo bureau chief for the Financial Times, recalls some of her experiences as a journalist in Japan while offering advice that readers may find useful in achieving their local communication goals.Mastering the Art of Dealing with Small Companies: The Lectra Japan Story
Sometimes innovative companies are hard to identify. But one such company, Paris-based textile systems and machinery marketer Lectra, has learned alot about marketing to small businesses in Japan as a result of having nearly 400 local small and medium-sized customers. Lectra's Japan general manager discusses how his company offers superior service and achieves exceptional cash flow when dealing with companies so many others have written off as dormant or bankrupt.Japan Insight: Get the Scoop
One city's business promotion grants; Its cultural heritage is Iwami Kagura; APU's business school aims to compete; Etc.
From the Editors
Transitioning small companies to new leadership
Plus much more...
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