Growing in Japan’s Quality Conscious Market

How can NZ businesses convince customers in highly-established markets such as Japan to appreciate new products and solutions?

This workshop explores how to navigate ‘stable’ markets exemplified by Japan. We will tackle the challenge of growing a business in a market where customers are very happy with current offerings and will develop analytical lenses for understanding such markets by focusing on:

• From ‘Made in Japan’ to ‘Made for Japan’
• Fast followership strategies and value creation
• The blurring of customer segments in Japan

Facilitated by:

Benjamin Fath – 

Dr Benjamin Fath is with the Graduate School of Management (GSM) at The University of Auckland where he teaches on the MBA program. He has researched innovation, internationalisation and growth of NZ businesses for over a decade. His work has been published in journals including Australian Journal of Management, Human Relations, and the International Small Business Journal. Based on his research, he has designed and facilitated many practitioner workshops on business growth in Asia.

Antje Fiedler –

Dr Antje Fiedler is Senior Lecturer in the Graduate School of Management (GSM) at The University of Auckland. Her research interests include growth and internationalisation of firms, with a focus on emerging Asia, and employment relations. Antje is a member of the New Zealand Asia Institute and the Director of the China Studies Centre of The University of Auckland. She is a member of the Academic Advisory Team of the Southeast Asia Centre of Asia-Pacific Excellence. Her work has been published in international journals, such as New Political Economy, Human Relations and the International Small Business Journal.

Guest Speaker:

Tony Boot:

Tony is a graduate of the University of Waikato Business Management Studies department’s International Management programme, specialising in Japanese & Marketing. Tony is a shareholder and director of New Zealand’s largest farmstay company, Rural Tours Ltd. He is fluent in Japanese. He was the JNZBC Executive Director from 2007 – 2013, and is currently a Vice Chair. He has a passion for cross-cultural marketing and training.

Wellington
Level 7, 3-11 Hunter Street, Wellington Central