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atsushita also had a complex organisation: a very divisional structure with internal competition and highly centralized operations. This complex divided organisation weakened the company at some point, but in 1982, president Yamashita decided to launch “Operation Localisation”, which was a success: it boosted offshore sales by giving subsidiaries the choice over what they would sell.
But in the 80s, the Japanese bubble burst and the company had to switch from an expansion strategy to a cost-containment one. In the 90s, the market for consumer electronics collapsed, and the exportations became very costly, therefore they developed production abroad, then the R&D. At some point, the changes were made in management too and in the global strategy, with a refocus on marketing.

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