Summary

Shows how firms' own policies and tactics as well as the personal qualities and professional competencies of their staff can attract, or repel, Japanese customers. Based on case studies of UK firms, this work offers insight for understanding and marketing to the Japanese customer. It states that successful relatioship building with Japanese customers requires resourcefulness, quick wits, tact, patience and a high degree of business competence. Most importantly, it suggests what managing relationships with Japanese customers actually entails for firms.