Winning Over the Japanese Consumer: How to Build a Successful Business in Japan Paperback – February 28, 2014

Nick Johnston `s short but substantive book is a must read for any foreigner individual or company contemplating starting a business in Japan and for those of us who have been here a while. Nick has an interesting and significant vantage point from which he over several years has viewed the terrain that Foreign Led Businesses must and can navigate to be successful in Japan. Not only did he build and sell a successful business in Japan, but in so doing he had intimate access hundreds of companies and their corporate and leadership behaviours that resulted in success. Nick`s book is both inspirational and informational. I learned a lot reading his book

A treasure trove of readily understandable and actionable wisdom about bringing a foreign company to Japan. Johnston's no nonsense prose and supplementary background information makes this a great go to primer for conceptualizing the market and also a go to resource for inspiration as occasion dictates. My only complaint is the emphasis seems to be on retail businesses, and while these experiences can be transferred to other fields, I hope for broader coverage in future editions.

Informative read with specific examples in simple terms.Recommend read for anyone ranging from a CEO looking to expand business in Japan to a 20 year old starting up a business in Japan.