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Product adoption and innovation diffusion: the case of Japanese marketing to China

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  • S.A. Horn

Abstract

Along with the growing prominence of China in corporate strategy and decision-taking, Japanese firms are increasingly aligning their activities to accommodate the shift towards a customer-led market environment and the advent of a major consumer market on Japan's doorstep. This study shows how Japanese firms adjust their marketing to changes in Chinese consumption patterns and address the impact of geographical and socioeconomic variables on innovation diffusion. By taking a fresh look at the marketing challenges amidst latent consumer ethnocentrism and cosmopolitanism, this study generates fresh insights into the reconfiguration of Japanese marketing and retailing activities in this emergent market.

Suggested Citation

  • S.A. Horn, 2009. "Product adoption and innovation diffusion: the case of Japanese marketing to China," Asia Pacific Business Review, Taylor & Francis Journals, vol. 15(3), pages 389-409, July.
    • Handle: RePEc:taf:apbizr:v:15:y:2009:i:3:p:389-409
    DOI: 10.1080/13602380802667361
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    Cited by:

    1. Dirk C. Moosmayer & Yanyan Chen & Susannah M. Davis, 2019. "Deeds Not Words: A Cosmopolitan Perspective on the Influences of Corporate Sustainability and NGO Engagement on the Adoption of Sustainable Products in China," Journal of Business Ethics, Springer, vol. 158(1), pages 135-154, August.
    2. Anderson Neckel & Ricardo Boeing, 2017. "Relation between Consumer Innovativeness Behavior and Purchasing Adoption Process: A Study with Electronics Sold Online," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(3), pages 64-75, April.

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