The “New Rich” and the Premium Segment in Japan: Marketing Strategies in the Face of Changing Consumer Behavior

This is an online version of my working paper dealing with luxury marketing in Japan. It is updated regularily with comments being more than welcome. I will try to answer every comment and incorporate feedback as fast as possible. The online version includes interactive elements and comments not included in the print version. The actual PDF-file can be accessed here: Luxury Marketing in Japan.pdf (right-click to save file on hard disk).

Recent update: 13/09/2008 After several Interviews with Yamada Yu, Ypsilon Group, Masubuchi Tatsuya, Root and Partners, and meetings with Paul Goldsmith, Esprit Corp. and Kazuo Makino, Porsche Japan, parts of the paper were updated. The section on HNWI marketing in Japan (section 3.3) was enlarged.