Old perceptions of Japan persist

By P Reed Maurer

Japan may have the dubious distinction of being the least understood pharma market in the developed world, writes long-time Japanese industry watcher P Reed Maurer, president of International Alliances Limited, in his exclusive column for The Pharma Letter.

This is strange given the fact Japan has been open for business since the end of World War II. Ignorance is not bliss when competing for market share in Japan’s large market. Old perceptions sap the energy of executives sent here to build and lead organizations, that is when they are not back in the home office trying to explain the how and why of differences in Japan.