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Critical Marketing In Japan: The Legacy Of Fujiya Morishita, Kazuo Usui

Markets, Globalization & Development Review

This paper explores the tradition of critical marketing studies in Japan, launched by Professor Fujiya Morishita. From his Osaka-based university appointments, Morishita's paradigm criticized disadvantageous aspects of the marketing practices of dominant manufacturers. Based on Marxian economic thinking, his ideas resonated well with the disaffected groups during the 1950-75 high-growth phase of Japan. As the economic context in Japan changed, Morishita's ideas lost some of their validity and appeal. Nonetheless, understanding the contributions of Morishita is important in the overall analysis of the development of marketing knowledge in Japan.