ABSTRACT
This study provides an examination of two Japanese sporting goods corporations, Asics and Mizuno, to uncover the ways in which the traditional forms of Japanese management have been modified to fit within a post-industrial, global context. Our findings reveal a strong link between the cultural context of the firms and their managerial approach. However, the impact of traditional Japanese values is tempered by the existence of both firms in a global industry that have led to western values and practices becoming increasingly influential. This hybrid approach is contrasted with the explicitly marketing-oriented stance of western firms in the industry, most notably exemplified by industry leader Nike.
