Brightening Country Lives: Selling Electrical Goods in the Japanese Countryside, 1950–1970
In the aftermath of World War II, Japanese companies looked to the United States as a model of middle-class, consumer-driven prosperity. Although living conditions in Japan were very different from those in the United States, Japanese companies imported product technologies and management techniques that helped them realize their vision of a mass consumer society. For electrical goods companies, the countryside represented a special challenge, as conservative values and traditional family structures hindered sales. In time, however, electrical goods companies were able to overcome these obstacles, and in the process they became major players in the transformation of peasants into consumers. © 2000, Enterprise and Society. All rights reserved.
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Related Subject Headings
- History of Social Sciences
- 5002 History and philosophy of specific fields
- 3801 Applied economics
- 3505 Human resources and industrial relations
- 2202 History and Philosophy of Specific Fields
- 1503 Business and Management
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Published In
DOI
EISSN
ISSN
Publication Date
Volume
Issue
Start / End Page
Related Subject Headings
- History of Social Sciences
- 5002 History and philosophy of specific fields
- 3801 Applied economics
- 3505 Human resources and industrial relations
- 2202 History and Philosophy of Specific Fields
- 1503 Business and Management
- 1402 Applied Economics