Technological Innovation and Brand Management: The Japanese Watch Industry since the 1990s

摘要

This article discusses the transformation of the Japanese consumer electronics industry since the late 1990s. Based on an analysis of the three largest watch companies (Seiko, Citizen, and Casio), it demonstrates that these firms shifted from technology-driven management to a new model focused on marketing (brand management and distribution) and upper-positioning targeting. The change has been only partial, however, as technological innovation remains the basis of branding and product development. This case study thus contributes to the discourse on the transformation of Japanese manufacturing.