Japan is ranked the top country on the Global Innovation Index meaning that Japanese companies lead the world in research and development.
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Japanese products are marketed with a sophisticated marketing machine. Japanese companies have shown time and again they can penetrate foreign markets with everything from soft drinks to fashion to cars.
In Japan, marketing is very competitive and consumers closely follow product trends. A product may get hot for a few months and then fade away. Products are constantly being improved or re-branded to keep consumers happy.
