罗兰贝格——如何在日本获得成功 Contents Introduction Chapter 1 The macroeconomic background 1.1. Foreign direct investment in Japan is increasing 1.2. Strengthened initiatives of the Japanese government Chapter 2 The earnings situation of German companies in Japan 2.1. Profile of the companies surveyed 2.2. The profitability of German companies in Japan 2.3. A comparison of profitability between the machinery and consumer goods sectors Chapter 3 Reasons why German companies are profitable in Japan 3.1. Japan is still East Asia's most important market 3.2. Advantages of foreign companies in Japan — the ‘Gaijin bonus’ 3.3. Handicaps of Japanese competitors — the low level of globalisation 3.4. Relatively low risk factors in Japan Chapter 4 Possible reservations about committing to Japan 4.1. The lingering economic crisis — also an opportunity 4.2. The Keiretsu — losing significance 4.3. The Japanese sales system — possible new sales channels 4.4. Strong Japanese competition — winning through differentiation 4.5. High labour and rent costs — with a downward trend 4.6. Tariff and non-tariff barriers — not insurmountable Summary List of abbreviations Contributors ......