The Changing Patterns of Advertising Strategy by Japanese Business Firms in the U.S. Market: Content Analysis

Norihiko Suzuki
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Norihiko Suzuki: Washington State University

Journal of International Business Studies, 1980, vol. 11, issue 3, 63-72

Abstract: This article analyzes the changing pattern of advertisement strategy by Japanese business firms in the U.S. market. Taking the advertisement activities of four major industrial sectors that appeared in both Business Week and Newsweek during the 1965–1977 period as samples, this article has found that the Japanese advertisement strategy in the U.S. market has passed sequentially through the following four stages: (1) Nationality-Supportive, (2) Product-Attributes, (3) Challenge and Responses, and (4) World Market-oriented advertisement.© 1980 JIBS. Journal of International Business Studies (1980) 11, 63–72

Date: 1980
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