| Abstract: | Japan of the post-bubble era is the object of much reflection and speculation pertaining to risutora or restructuring of the economy. This study provides a novel, analytical perspective on the fundamental issues involved in the shift of momentum that characterizes Japanese business and economic restructuring. After examining the economic and corporate dimensions of the transitional forces that shape Japan's restructuring process, this study focuses on two powerful, yet often ignored, agents of change: the emergence of a new class of collaborative mandates, kyosei, and the rise of consumer power. The study further emphasizes the importance of planning and managing corporate-level restructuring activities with the interests of end users in mind, by empirically demonstrating the significance of strategic alliances, as a corporate restructuring option, on consumers. The results show that consumers' impression of alliances with Japanese firms have a strong effect on future attitudes toward each partnering brand. © 1996 John Wiley & Sons, Inc. |
