Creating the “Bright Life”
Creating the “Bright Life”
This chapter explores the Japanese domestic market. It notes that as early as the turn of the 1950s, some visionary Japanese business leaders saw the production of an American-style middle-class society as crucial to Japanese prosperity, and explains that, in such a society, the consumer was vitally important. The chapter clarifies that in spite of the poverty which continued to haunt Japan, these businessmen set out to emulate their American counterparts and pioneer new markets—particularly a market for expensive electrical products.
Keywords: Japanese domestic market, 1950s, Japanese business leaders, middle-class society, Japanese prosperity, poverty, expensive electrical products
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