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Japanese Export Price Strategy during the Appreciation of the Yen
Min,Sunshik 韓國國際經營學會 1992 國際經營硏究 Vol.3 No.1
This paper examines how Japanese exporters were able to retain their market shares in Korea when the yen appreciated sharply beginning from 1985. The limited decrease in Japan`s share resulted from (1) an opportunistic share-holding pricing strategy of Japanese exporters: they reduced yen prices even further to retain their shares in cases where they were otherwise likely to lose large shares, and (2) inelastic Korean demand. This study focuses on the pricing behavior of Japanese exporters, using Korean import data and information from field interviews. Some factors enabled Japanese exporters to reduce yen prices. Yen costs of imported inputs for Japan`s exports fell, and Japanese exporters squeezed profit margins that existed before the yen appreciated. Some of them even subsidized price reductions with part of the windfall profits that they realized at home because they did not pass on the decrease in cost of imported inputs to domestic consumers. Subsidized price reductions, accompanied by cost reduction efforts, were a long-term strategy of preempting the entry of competitors since cost reduction required time. If the yen appreciates further, Japanese exporters are likely to substitute imported inputs for Japanese domestic value-added or shift to foreign production while reducing yen prices to defend their markets. This paper uses data from the author`s doctoral dissertation at the Harvard Business School, “The Appreciation of the Yen and Japan`s Exports to Korea.”The author received valuable comments from Louis T. Wells, Jr., Alice H. Amsden, and Benjamin-Gomes Casseres, and financial support from the Harvard Business School`s Division of Research for the dissertation.
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The Limited Performance of the United States in Exporting Manufactured Products to Korea
Alice H. Amsden,Sunshik Min 서울대학교 경제연구소 1991 Seoul journal of economics Vol.4 No.4
The share of United States in Korea's total imports did not increase between 1985 and 1987 despite the sharp depreciation of the dollar against the yen and Korean trade policies to increase imports generally from the United States. The U.S.'s share rose in 1988, but the increase was small and slow. This paper shows that Japanese suppliers aggressively reduced yen prices to defend the Korean market; Japanese products far out-competed American goods in non-price areas; and U.S. firms did not have the capacity or the appropriate products to serve the Korean market. Our findings suggest that U.S. exporters need to improve in both price and non-price areas in order to sell to Korean buyers. This paper also proposes that joint Korean-U.S. efforts be directed toward opening and penetrating the Japanese market.
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