CaseStudy20

This case examines how Scitex, a small Israeli hi-tech company, penetrated the Japanese market during the 1980s and 1990s. The case highlights not only the political and economic obstacles faced by Scitex, but also outlines the structure and unique business culture of the Japanese market, which foreign concerns, both big and small, often fail to fully factor into their marketing strategies. The case highlights what firms must do to adapt to overseas markets. It is of particular importance as it shows that, despite formidable obstacles, a small, foreign company can break into the Japanese market, which is notoriously difficult to penetrate. It...

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