This is my first column and I would like to explain about why US companies can't enter the Japanese market easily.

We can see a lot of Japanese products in the United States, such as automobiles. On the other hand, we can't find many American-made products in Japan. In other words, Japanese companies understand the needs of Americans but American companies do not grasp customer needs of the Japanese people. That is why many American companies often apply the focus only to the merit. Though the Japanese companies talk about the merit after it overcomes a fault.

To enter a Japanese market

Americans will probably have more good things to praise rather than try to point out the weaknesses of the opponent. Let's take the example of the instructional method of sports in high school. The students in the United States are usually praised for little things and pointing out the fault occasionally. However, the Japanese doesn't praise so much. For example, they say "Here can be mended."or "This is wrong with you!" etc. They do not praise a lot and are very critical.

Perception gap between Japanese and Americans would have spread from these places.

The Japanese want to point out other party's weak points at once. They do not want to advance as follows if the fault is not mended. Let's see auto sales. The dealers in the United States only appeal for the merit of its own car. They seem to be quite confident. Certainly there is no mistake. However, when asking uncertainty parts, the sales usually do not want to answer the questions accurately. For the Japanese, the American way to communicate like this is unacceptable. The Japanese have an idea that it is possible to talk only after it overcomes a fault. Such a Japanese way of thinking will not be understood easily for the American. My co-worker who came back from Japan on business said, "Japanese are very picky!" On her trip, she had experienced that the Japanese pointed out errors of the company's products to her many times and they didn't want to listen to her about the merits of the products.

Toyota asked a US automotive company about developing hybrid cars together before, but the company refused, saying such a thing is so unnecessary. This is one of the examples that many Americans feel the weakness, such as bad fuel cost, can be covered if there is an excellent merit. However, it is different recently. The tendency to accept the ideals of Japan is seen also in the United States. It is likely to have thought why Japanese cars have been accepted by lots of Americans.

IPhone4 was released with the superb functionality evaluated this time and was put on the market. However, the reality was different. Recently the way of evaluation in Japan had come over to the United States. It has been evaluated that purchase is not recommended from major media of the United States for iPhone4 because it isn't easy to overcome the fault, though the merit is very excellent.

Japanese always have demanded overcoming weakness. This theme will become the necessity and indispensable in an American society of the future.

The success in the Japanese market must not forget that it is not possible without overcoming this in US companies that aim at the Japanese market entry.