The Next Battleground: Japan, America, and the New European Market

The Next Battleground: Japan, America, and the New European Market

by Tim Jackson

Editorial Reviews

Publishers Weekly - Publisher's Weekly
Fierce competition lies ahead as American, Japanese and European firms slug it out in what promises to be the world's largest market, a unified Europe. Jackson, once the Tokyo correspondent for the Economist and now the Independent 's Brussels bureau chief, predicts that while Japan's banks and stock brokerages pose no threat to Europe, the European auto industry is likely to undergo a bloodbath of sorts as Japanese firms attack the mass market, then move on to invade the luxury car business. In the computer industry, according to Jackson, Japanese advantages will come to weigh more heavily as computers, more and more, become off-the-shelf goods. Using the restructuring of Philips N.V. as a case study, he argues that European consumer electronics firms can still revive their fortunes. Overall, Japanese companies are not unbeatable, Jackson stresses. His well-grounded analysis of the strengths and weaknesses that U.S., Japanese and European companies bring to the marketplace makes his trenchant, crisply written report crucial reading for managers facing a new arena. (Feb.)
David Rouse
The implications of European economic unification are beginning to be reflected in headlines warning of a possible transatlantic trade war. Jackson's perspective, though, is much broader. A journalist based in Tokyo for four years, first for the "Economist" and then for London's "Independent", he sees Japan as becoming an even more formidable global force. With massive investments in Europe over the last 10 years, the Japanese are poised to take full advantage of this new market, which has more consumers and economic output than either the U.S. or Japan. Jackson argues that U.S. companies like GM and Ford, which now depend on European profits to survive, will soon be hard-pressed to compete. He examines not only Europe's auto industry but its computers and consumer electronics as well, and he critiques the shortcomings of European industrial policy. Hope for the U.S., he suggests, lies in emphasizing such service sector industries as software. Jackson's thoughtful and original analysis belongs in larger business collections.

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Houghton Mifflin Harcourt Publishing Company
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5.78(w) x 8.53(h) x 1.23(d)

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