Finding Business-Support Resources in Japan
Innovations in science and technology continuously provide us with new
sets of tools that enhance business productivity and efficiency. And these
tools are creating change so rapidly and so pervasively that today's business
world is totally distinct from that of yesterday, and completely unlike
that of tomorrow. This makes access to accurate and up-to-date information
vital for both personal and corporate success. The problem, though -- and
one that represents a significant non-trade barrier for foreign businesses
in Japan -- is how to find that crucial information, and where to turn for
help. by Wm. Auckerman
"Knowledge is of two kinds," noted Samuel Johnson in 1775. "We know a subject ourselves, or we know where we can find information on it." Of these two categories of knowledge, the latter kind has become increasingly important and is of the greatest (or perhaps only) long-term value. In today's fast-paced, ever-evolving world of business, what we know today will be obsolete tomorrow.
Management guru and author Tom Peters once declared that "change is the only constant." Now, Peters proclaims that we've moved even beyond that. The word "change" is too feeble to describe today's business environment -- we're in the midst of an ongoing business revolution. The challenge, in order to avoid (corporate or job) extinction, is to relearn our business at a rate that keeps pace with the rapidly evolving external environment.
Knowledge is power
Strategic advantage lies in the leverage of knowledge. Tomorrow's successful individuals, and successful corporations, will be those who make best use of current information. And the prerequisite for this is knowing what information is of value, and where to find it. Our sources of information have grown more varied than ever before: word-of-mouth, individualized research reports, printed books and magazines, CD-ROM compendiums of data, fax-back services, online databases, Internet newsgroups, the World Wide Web.... The list goes on, and continually grows.Which defines a basic problem with information today: there is just too much of it, and the volume continually grows. Yet, almost paradoxically, it becomes more and more difficult to know where to look for the information most pertinent to our needs. If we continue to rely on the tried-and-true sources developed through years of effort, we risk falling behind our more savvy competitor who has discovered a new and better information source that only came online last month. In the quest for information, complacency is dangerous.
Just as important as finding information is judging which sources, and which information, are most reliable and most useful. You can collect a ream of information, but unless you have reliable sources and a method of separating the wheat from the chaff -- well, the problem of GIGO (garbage in, garbage out) isn't confined to computer science.
While the Japanese are notoriously reluctant to share data, there is actually an abundance of information and assistance available for foreign managers and businesses in Japan. The key is knowing where to look, and who to ask. The following sections offer some suggested starting points. Some sources can help directly; others can provide guidance on where to search. (The two accompanying sidebars contain phone and fax numbers for selected organizations, and the "On Getting Information From Japanese Organizations" companion article addresses the difficulty of getting assistance from Japanese sources.)
Specific market data
If you're in need of detailed information about a specific market segment, and can afford to pay for it, contracting the services of a market research firm may be the best way to go. There are dozens of market research and analysis firms in Japan with bilingual staff to serve foreign corporate needs. If they don't already have a market report that answers your questions, they can do the job of research much faster and efficiently than you or your own staff could.Among the branches of foreign-based firms, two of the better known are Dataquest Japan and International Data Corporation (IDC) Japan. And of Japan-based firms, Yano Research Institute is one of the largest and best known. If the information you seek is vital to your business, consider consulting a market research firm.
Printed information sources
If you want to do your own research, or locate additional information sources, there are several good resource books. Bijinesu Joho Daijiten (¥49,440, JMA Research Institute) is a 650-page comprehensive source of business information and support sources. Bijinesu Johogen (¥66,950, JMA Research Institute) is a 1500-page compendium of business information sources -- somewhat dated (latest edition 1991), but valuable nonetheless. An Annotated Guide to English-Language Information Sources (¥11,340, Oryx Press, distributed in Japan by Kinokuniya) is also dated (1991), but lists over 500 English-language business, science, and technology providers.There are several useful magazines and newsletters that focus on Japan as well -- too many to list here. A good source for information about these publications -- useful books and periodicals -- as well as databases and organizations is Directory of Sources of Japanese Information on Trade and Technology, published by the EU-Centre for Industrial Cooperation. The third edition of this valuable 190-page reference was issued on March 31 of this year.
If you need current contact information for a company, organization, or association, including government offices, try the Japan Yellow Pages (¥2,060; Japan Yellow Pages Ltd.) or City Source English Telephone Directory (¥2,060; NTT). The latter is fatter (900 pages versus 600), but the format of the former is easier to use.
Electronic sources
Online databases are a valuable source of information, and there are hundreds of Japanese databases available, including many with information in English. In our November 1994 issue, Computing Japan devoted nearly 15 pages to Japanese databases. And this month's "Online Databases and Information Services in Japan" article (page 37) reviews several of the larger and more useful online information sources.For English-language information about Japan, one of the better sources is the Information Access Center. The IAC is the online home of the American and British Chambers of Commerce, and provides several English-language database services on Japan-related topics as well as the Japan Press Network and interactive online Japanese newspapers.
Chambers of Commerce
Just because you're in Japan, don't forget that Chambers of Commerce are valuable support and information groups. The local Chambers of Commerce operate primarily in Japanese, of course, but several foreign Chambers of Commerce have a significant presence in Japan. (Check with your own national Chamber of Commerce for membership requirements.)The American Chamber of Commerce, with over 2,500 members, promotes the development of commerce between the US and Japan and represents the opinions of the American business community on issues of trade, commerce, finance, and industry. The activities of the ACCJ are varied, and it publishes a wide range of informative books as well as a monthly magazine, The Journal.
The Canadian Chamber of Commerce, with about 390 members (of whom some 35% are Japanese), represents its members on issues relating to trade between Canada and Japan and provides information and assistance to members on setting up an operation in Japan. Like the ACCJ, the CCCJ organizes a number of regular programs, including speakers, networking events, and social gatherings. The CCCJ publishes a monthly newsletter, The Bulletin, and an impressive quarterly magazine, The Canadian.
Embassies
Your national government representatives in Japan are another logical place to turn for assistance. The Commercial Section of the British Embassy, for example, is very active in helping new (British) companies get established in Japan. In April 1994, it launched an Action Japan Campaign (following on the heels of its earlier Priority Japan and Opportunity Japan campaigns). The Commercial Section staff support local British companies both by responsive activities (work done, for a modest charge, in response to a specific request) and initiative work (finding new market opportunities). Advice on investments and other assistance, such as arranging for interpreters, are available. The Embassy publishes a quarterly magazine called Industrial Britain.Within the American Embassy, the US and Foreign Commercial Service helps US firms market their goods and services. The US&FCS offers US exporters numerous business facilitation services, and issues reports on commercial developments in various industry sectors. A special opportunity that US firms have in Tokyo is use of the US Trade Center at reduced cost for exhibitions and product demonstrations. The American Embassy also
publishes a wide range of informative reports.
State and local government offices
Don't stop at asking the commercial section of your national government's Japanese embassy or consulate for advice. Your regional or local government may also be able to provide assistance. The US is best represented in this regard, with most US state governments and some city or county governments having representative offices in Japan. Several Canadian provinces and regional governments of European nations have Japan offices as well.The level of service and support offered by these offices varies considerably, with some having a local staff of just one or two persons. Support usually consists of export promotion programs and advice on establishing a Japan branch office, and may include counseling, seminars, missions, and even financial assistance.
In the computer arena, several US states have established statewide software associations, with dozens or even hundreds of member companies. The state of Washington, for example, has a very active presence in Japan in the software market sector. The Washington Software Association (WSA), for example, takes a booth at major computer trade shows, such as the June Windows World Tokyo '95, to distribute information about Washington-based computer companies. WSA, formed in 1984, is one of the US's largest and most successful regional software trade associations, with of 450 industry members, about 190 associates, and 200 individual members.
Industry Associations
For American electronics companies, another good source of assistance and advice is the American Electronics Association Japan Office. Founded in 1984, the AEA helps US companies expand their markets in Japan and represents the industry on public policy matters. (The activities of the AEA were featured in an article in the June 1994 issue of Computing Japan.) For software companies, a must-have book published by the AEA is Soft Landing in Japan. (Version 2.0J, ¥15,000, was published in 1992. Work on a new edition is reportedly underway.)For those in the computer industry, US-based organizations such as the Software Publishers Association, Business Software Alliance, and Information Technology Association can also provide valuable advice and assistance.
Face-to-face networking
Finally, don't overlook professional societies and users groups as a source of information, assistance, and contacts. Supplementing the plenitude of Japanese-language groups are several English-speaking groups, such as the International Computer Association, Tokyo PC Users Group, or Kaisha Society. (See contact information on page 55 in this issue.)Participation in these groups can provide alternative insights into the Japanese market. The groups hold regular meetings, most of them publish a newsletter for members, and some of them operate an electronic bulletin board. The greatest value of such groups, though, is the personal contacts that can be developed with peers in the business world, persons from other industries, and experts who can answer questions.
Participation in a peer group can also be helpful on a very personal level. Several members of the expatriate community here in Tokyo have told me either that they got their current jobs through volunteer activities or contacts made as a member of a user group, or that assistance and advice from other group members was vital in helping them to keep their jobs.
Have a question? You'll never get an answer if you don't ask.ç
Selected resource organization
contact information
Embassies
American Embassy, US and Foreign Commercial Service
Phone: 03-3224-5088 Fax: 03-3589-4235
Australian Embassy
Phone: 03-5232-4111 Fax: 03-5232-4149
British Embassy Tokyo, Commercial Section
Phone: 03-3265-6340 Fax: 03-3265-5580
Embassy of Canada
Phone: 03-3408-2101 Fax: 03-3479-5320
Foreign Chambers of Commerce
American Chamber of Commerce in Japan
Phone: 03-3433-5381 Fax: 03-3436-1446
British Chamber of Commerce in Japan
Phone: 03-3267-1901 Fax: 03-3267-19030
Canadian Chamber of Commerce in Japan
Phone: 03-3224-7824 Fax: 03-3224-7825
Market research organizations
Dataquest Japan
Phone: 03-5566-0411 Fax: 03-5556-0425
International Data Corporation Japan
Phone: 03-3264-3179 Fax: 03-3264-3150
Yano Research Institute
Phone: 03-5485-4618 Fax: 03-5485-4685
Sources for printed references
EU-Japan Centre for Industrial Cooperation
Phone: 03-3221-6161 Fax: 03-3221-6226
Government Publications Service Center (Seifu Kankobutsu)
Phone: 03-3504-3885 Fax: 03-3504-3889
Japan Yellow Pages Ltd.
Phone: 03-3239-3501 Fax: 03-3237-8945
JMA Research Institute Inc.
Phone: 03-3578-7557 Fax: 03-3578-7506
Kinokuniya Co. Ltd.
Yosho Tentobu (foreign books)
Phone: 03-3354-0131 Fax: 03-3354-0267
NTT English Telephone Directory Office
Phone: 03-3356-8511 Fax: 03-3356-8870
Miscellaneous
American Electronic Association
Phone: 03-3237-7195 Fax: 03-3237-1237
British Council
Phone: 03-3235-8031 Fax: 03-3235-8040
Business Software Alliance
Phone: 1-202-737-7060 FAx: 1-202-737-7063
Information Technology Association of America
1-703-522-5055 Fax: 1-703-525-2279
Irish Trade Board
Phone: 03-3475-1521 Fax: 03-3475-5683
European Business Community Council
Phone: 03-3288-5291 Fax: 03-3288-5290
Software Publishers Association
1-202-452-1600 Fax: 1-202-223-8756
Washington Software Association
Phone 1-206-889-8880
Online Databases
Information Access Center
Phone: 03-5561-0416 Fax: 03-3582-6047
Also see "Online Databases and Information Services in Japan" in this issue (page 37) as well as the November 1994 issue of Computing Japan.
Libraries
National Diet Library
Phone: 03-3581-2331 Fax: 03-3581-0989
Japan Foundation Library
Phone: 03-3263-4504 Fax: 03-3237-1975
Note: When calling a Japanese number from overseas, remember to substitute the "81" country code for the initial "0"; for example, to call Computing Japan (03-3445-2616) from the US, access a long-distance line and dial "813-3445-2616."
