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    Marketing Montana Beef in Japan: An Analysis of Communication Theory and Marketing Practices in the Japanese Beef Market

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    1990_KaluzaK_THS_000586.pdf (4.296Mb)
    Author
    Kaluza, Karl
    Advisor
    James Cantrill; Harry Smith; Beth Wilson
    Date of Issue
    1990-04-01
    Metadata
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    URI
    https://scholars.carroll.edu/handle/20.500.12647/234
    Title
    Marketing Montana Beef in Japan: An Analysis of Communication Theory and Marketing Practices in the Japanese Beef Market
    Type
    thesis
    Abstract
    This paper examines the necessity of effective communication in the practice of marketing beef products into Japan. Initially examining Japanese agricultural history since the Meiji Restoration (1880), the research develops a basis for understanding consumer dietary patterns and the agricultural producer’s perspective concerning intrinsic problems of producing and distributing beef products in Japan. Next, the paper uncovers Japan’s agricultural protectionism and the political system that supports it, founded on the premise that trade restrictions are not only detrimental to importers but also to the Japanese economy. The research investigates the strategic market-entry operations engaged in by decisionmaking groups as well as the appropriate criteria for messages used by public relations practitioners to promote United States and Montana beef’s image as a quality product.
    Degree Awarded
    Bachelor's
    Semester
    Spring
    Department
    Communication Studies
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    • Communication Studies Undergraduate Theses

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