Housewives and the Growth of the Japanese Electrical Appliance Industry, 1950–1990

Takashi Hirano, Ken Sakai and Pierre-Yves Donzé

Business History Review, 2024, vol. 98, issue 2, 389-416

Abstract: This article challenges the prevailing narrative surrounding the Japanese manufacturing industry in the post-World War II era, which predominantly centers on large corporations and male engineers. It sheds light on the vital role played by Japanese housewives in shaping product innovation. It argues that the exclusion of consumers, particularly women, from existing industrial models carries a gendered dimension. By presenting Japanese housewives as active stakeholders who defy stereotypes and enhance their lives by expressing their opinions, we aim to offer a fresh perspective on innovation and product development. The article specifically focuses on the electric appliance industry and draws upon a diverse range of sources, including women’s magazines and corporate archives, to uncover the hidden aspects of gender within the Japanese economic miracle. It shows that housewives have played an active role in product innovation and that women’s magazines have made this possible by acting as intermediaries between women and companies.

Date: 2024
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