ABSTRACT
The great potential of the Japanese marketplace in the twenty-first century, and a model of how to realize that potential, is nowhere more clearly seen than in the audacious assault on the market by GE Capital Services (GECS), the nonbank financial services arm of General Electric Corporation. A relative newcomer to Japan, whose first office was opened in Tokyo in June 1993, by 1999 GECS had completed acquisitions that made it the largest foreign financial group in the country.
