Despite the regional currency crisis of 1997-1998, Asia-Pacific economies continue to be among the most attractive markets in the world. Japanese, American and European firms have invested heavily and now are positioning themselves to take advantage of the post-Asian recovery, phenomenal Chinese growth rates and deepening economic liberalization. This work focuses on understanding the market and non-market strategies employed by Japanese firms to boost their share of the developing Asian market and to rally the Japanese government in support of their initiatives. In addition to advancing a novel theoretical framework to analyse strategy, the book contains an overview chapter focusing on Japanese investment and trade trends in Asia and original case studies of the banking, automobile, telecommunications, chemical, software and electronics sectors, that provide insight into winning strategies in Asia.