CHANGES IN THE COMPETITIVE MARKET POSITION OF THE U. S. VERSUS JAPAN, 1975–1995

The marketplace for virtually all product categories has become a competitive international arena during the past four decades. The marketing practices involved with products in the international marketplace have also taken on an increased multinational perspective and evolutionary importance—a globalization process that is now recognized as the most pervasive influence in business today (Samiee, 1994). To compete successfully in the international arena requires today's business firm and its management to have a profound understanding and empathy for the varying needs and demands of customers in the various markets within which the firm interacts (Kotabe, 1990; Darling, 1985). In the short span of four decades, Japan has attained a major competitive position in world markets (Lazer, Murata, and Kosaka, 1985; Cutts, 1991). And assuming this position remains, the future will continue to bring about an interesting and challenging competitive rivalry for U.S. products versus those of Japan in the international marketplace. This is particularly true with respect to Japan's involvement with Eastern Europe (Cutts, 1991). But what is the relative competitive position of U.S. versus Japanese products in the international marketplace?