Brightening Country Lives: Selling Electrical Goods in the Japanese Countryside, 1950–1970

Simon Partner

Enterprise & Society, 2000, vol. 1, issue 4, 762-784

Abstract: In the aftermath of World War II, Japanese companies looked to the United States as a model of middle-class, consumer-driven prosperity. Although living conditions in Japan were very different from those in the United States, Japanese companies imported product technologies and management techniques that helped them realize their vision of a mass consumer society. For electrical goods companies, the countryside represented a special challenge, as conservative values and traditional family structures hindered sales. In time, however, electrical goods companies were able to overcome these obstacles, and in the process they became major players in the transformation of peasants into consumers.

Date: 2000
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:entsoc:v:1:y:2000:i:04:p:762-784_00

Access Statistics for this article

More articles in Enterprise & Society from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().