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Marketing software in Japan: Success factors in different product strategies

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Ojala, A., & Tyrväinen, P. (2008). Marketing software in Japan: Success factors in different product strategies. Romanian Marketing Review, 3(4), 53-79.
Published in
Romanian Marketing Review
Authors
Ojala, Arto |
Tyrväinen, Pasi
Date
2008
Copyright
© the Authors & Editura Rosetti Education, 2008.

 
This paper investigates small and medium-sized software firms’ success factors in the Japanese market. Findings of this study suggest that, due to the immaterial nature of software products, distribution and packaging has a less important role, while understanding Japanese business practices is ranked high along with customer satisfaction, honesty, and characteristics of a product. The findings also highlight the importance of distinguishing different kinds of software businesses based on their product strategies when analyzing success factors in a target country. For instance, the Japanese language assumed an important role in enterprise solution firms and in mass market software business, while its role in tailor-made software solution firms was less visible.
Publisher
Editura Rosetti Education
Keywords
Product strategies Japan kansainvälinen markkinointi
URI

http://urn.fi/URN:NBN:fi:jyu-2011111011660

Publication in research information system

https://converis.jyu.fi/converis/portal/detail/Publication/18137436

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