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Assembled in Japan - Electrical Goods and the Making of the Japanese Consumer (Paperback)
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Assembled in Japan - Electrical Goods and the Making of the Japanese Consumer (Paperback)
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"Assembled in Japan "investigates one of the great success stories
of the twentieth century: the rise of the Japanese electronics
industry. Contrary to mainstream interpretation, Simon Partner
discovers that behind the meteoric rise of Sony, Matsushita,
Toshiba, and other electrical goods companies was neither the iron
hand of Japan's Ministry of International Trade and Industry nor a
government-sponsored export-led growth policy, but rather an
explosion of domestic consumer demand that began in the 1950s.
This powerful consumer boom differed fundamentally from the one
under way at the same time in the United States in that it began
from widespread poverty and comparatively miserable living
conditions. Beginning with a discussion of the prewar origins of
the consumer engine that was to take off under the American
Occupation, Partner quickly turns his sights on the business
leaders, inventors, laborers, and ordinary citizens who
participated in the broadly successful effort to create new markets
for expensive, unfamiliar new products.
Throughout, the author relates these pressure-cooker years in Japan
to the key themes of twentieth-century experience worldwide: the
role of technology in promoting social change, the rise of mass
consumer societies, and the construction of gender in advanced
industrial economies.
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