Search results for "Mass marketing"

Best practices in the Japanese software market

2007

Globalization of software markets is driving software firms to seek market share and growth opportunities from leading software markets in the world. As the second largest software market, Japan offers high growth potential for foreign software firms. In Japan, the information and communication technology industry is the largest market sector, and the size of the software market in Japan was US$131.8 billion in 2004. Despite great opportunities in the Japanese market, entering the market and conducting successful business there can be difficult due to cultural differences between Japan and Western countries. In this multi-case study we focus on nine software firms in order to examine the be…