Deployment of Marketing Methods

The deployment of American methods for adapting to a mass market is examined in this chapter. Following World War II, Japan, Germany, and other European countries advanced in the development of mass production. As a result, how businesses adapt to the mass market through methods such as marketing has become critical. However, many factors influenced the adoption of these American methods in both Japan and Germany. Thus, this chapter first considers the deployment of American marketing methods in Japan as a representative measure for mass-market adaptation in relation to the postwar market and social structures, the distribution system, and the business strategy. Next, it examines Germany’s deployment of American marketing methods in relation to various factors, including the characteristics of domestic and European markets, production- and technology-oriented management values, the composition of executive management, and changes in the structure of competition. Based on these discussions, Japanese and German characteristics in the introduction of American marketing methods are clarified. Finally, the role of reframing in the Americanization of business management will be investigated.