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Japanese Consumer Creativity

Japanese Consumer Creativity

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About the Book

This book explores how the process of adapting global products for local markets, a process in which consumers are increasingly involved, has become a rich source of product innovation. It examines a range of concepts, including product domestication and localisation, collaborative branding, product hybridisation, portrayals and perceptions of images of beauty, and the contrast between imagined and actual consumers. The book thereby provides rich insights on the interaction between business producers and individuals' differing cultures of consumption in evolving globalised and localised marketplaces.

About the Author:

Heung-wah Wong is at the University of Hong Kong

Miki Sugiura is at Tokyo International University

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Product Details
  • ISBN-13: 9780415814713
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Height: 233 mm
  • No of Pages: 240
  • Series Title: Routledge Culture, Society, Business in East Asia
  • Sub Title: User Innovations, Role Playing and Consumer Communities
  • Width: 156 mm
  • ISBN-10: 0415814715
  • Publisher Date: 01 Jan 2021
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 700 gr

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