RELATIONSHIP MARKETING: JAPANE

The practices of relationship marketing are largely shaped by historical and cultural factors. In

Japan, in the pursuit of establishing relationships, large manufacturers with their financial and

technical resources have expanded their dominance even over distribution channel. They took

control of wholesalers and retail outlets. These affiliated stores are known as "keiretsu." The

original concept of keiretsu was expanded to greater application in the business structure, creating

closely knitted group of diverse business entities. The keirestu has been one of the key elements for

the Japanese economic miracle in the postwar era. The keiretsu is a sort of teamwork concept with

close cooperation within the members. However, the exclusive nature of the keiretsu structure and

practices benefits the members of the group at the expense of unfair competition in the marketplace.

The practices have also limited foreign investment and competition in the global village. Obviously,

some changes are needed in these structures and practices, especially in the environment of an

interlocking ownership, keiretsu members involve joint ventures, interlocking directories, intragroup

sources of supply. The members have an easy access to international export. Interdependency of

The members of keiretsu receive many benefits of financial assistance, dominance of stock voting

Distribution keiretsu can be explained by distribution channeling arrangements between

commercial banks, trust banking, life insurance, and trading company. The objectives of this keiretsu

These forms and manners of relationship marketing are shaped by largely historical and cultural

A salient development in Japan's postwar marketing system was the extensive control

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