Brightening Country Lives: Selling Electrical Goods in the Japanese Countryside, 1950–1970


Journal Article

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.

Full Text

Duke Authors

Cited Authors

  • Partner, S

Published Date

  • January 1, 2000

Published In

Volume / Issue

  • 1 / 4

Start / End Page

  • 762 - 784

Electronic International Standard Serial Number (EISSN)

  • 1467-2235

International Standard Serial Number (ISSN)

  • 1467-2227

Digital Object Identifier (DOI)

  • 10.1093/es/1.4.762

Citation Source

  • Scopus