European Institute of Japanese Studies
Academy Seminars presents:

Asian “Myth”understanding:
Lessons from Japanese Experience

Hotaka Katahira
Chairman, Marunouchi Brand Forum

Wednesday, November 14, 2012
The Alfred Nobel Auditorium,
Embassy of Sweden

Overview:
On entry into any Asian markets,don’t take the widely publicized “myths” for granted. From the very samefacts, the derived “stories” could be totally misleading. One should be reminded of nothing but “Seeing is believing”. Taking an example from Jakarta, it will be demonstrated that the Japanese and Western entrants today are making the same mistakes in Jakarta that the Americans did in Tokyo 20-30 years ago.
Professor Katahira founded Marunouchi Asia Consortium in 2012. He has surveyed consumer market, conducted home/shopping malls visits and networking with business society in Jakarta. In the presentation, we will hear direct experience and survey result.

About the speaker:
Professor Hotaka Katahira is former professor of Marketing, Department of Economics, University of Tokyo and he is currently Chairman of the Marunouchi Brand Forum (MBF.) MBF is an organization where brand persons in various business areas get together to learn from the top executives of strong brands and other brand professionals and to inspire and stimulate each other by exchanging mutual brand building experiences. His brand consulting covers various business area and his major client brands include; Kumon, Mitsubishi Estate, Honda, Disney, Ajinomoto, Yamaha, Sony, Asahi Beer, Dentsu, Fuji Xerox, ANA, Mercedes Benz and many other Japanese and non-Japanese brands. He also serves as chairman of Marunouchi Asia Consotrium and Editor in chief, Marketing Horizon, the journal published for the professional marketers by the Japan Marketing Association.

Date: Wednesday, November 14, 2012

Time: 6.30 p.m. – 7.00 p.m. Drink & Snack (served before lecture)
7.00 p.m. – 9.00 p.m. Lecture and Discussion

Place: Alfred Nobel Auditorium, Embassy of Sweden
10-3-400 Roppongi 1-chome, Minato-ku, Tokyo
106-0032
Five-minute walk from Tokyo Metro Nanboku Line Roppongi 1-chome Station
Five-minute walk from Tokyo Metro Hibiya Line Kamiya-cho Station

Fee: JPY3,000 per person, payable at the door
Free for those who are from sponsoring companies (*)
Free for students, please bring your student ID

Language: English

(*) EIJS Academy 2011-2012 Sponsoring companies Gadelius Holding Ltd., Ericsson Japan K.K., Nihon Tetra Pak K.K., Sandvik K.K., Höganäs Japan K.K. and in cooperation with the Embassy of Sweden

Please sign up by November 9 (Fri.) via e-mail to eijsjap@gmail.com for the attention of Ms. Futagawa (EIJS Tokyo Office).
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Miki Futagawa
European Institute of Japanese Studies
Tokyo Office
c/o Embassy of Sweden
1-10-3-400, Roppongi
Minato-ku, Tokyo 106-0032
Tel: +81(0)3 5562 5032
Fax: +81(0)3 5562 9090
Email: eijsjap@gmail.com