The Strategies of Three Japanese Companies in Chinese Market: From the Viewpoint of Dilemma of Emerging Markets Strategy and its Resolution MORI, Masaki Chinese market is now a growing and attractive market for Japanese multinational companies. However, while Japanese companies are said to have high technology capabilities, there are a few successful cases in Chinese market. Japanese companies unsuccessful strategy in Chinese market is attributed to so-called dilemma of emerging markets strategy. This situation is similar to innovator s dilemma, and Japanese companies don t allocate enough resources to fill the needs in newly emerging markets, in which it is smaller and more risky comparing with developed markets. Furthermore, the more Japanese companies are in fierce competition to build a competitive advantage in developed markets, the more they cannot allocate enough resources for lower but emerging markets, and the more difficult to capture a share in these high growth markets. Based on three Japanese companies cases, this paper considers and prospects directions for rebuilding strategies of Japanese companies in Chinese market as one of emerging markets, from the viewpoint of dilemma of emerging markets strategy and its resolution. Chinese market, The innovator s dilemma, Emerging markets strategy, Japanese companies
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