Summary The book acts as a bridge between marketing and strategic management, as it is written from a strategic marketing perspective. It provides students and practising managers with an appreciation and an understanding of how managers in Japanese and South Korean companies formulate and implement strategic marketing decisions, how they embrace the organizational learning concept, and how they formulate working relationships with staff in partner organizations. It provides an explanation of the role that culture plays in the management process and various problems are cited in the text and solutions are offered that reinforce the theories and concepts covered. A number of case studies highlight the link between theory and practice, and the work is structured in a way that allows the reader to think through and reflect upon the key issues associated with decision-making within Japanese and South Korean companies. Key Features The work is academically underpinned and contains relevant insights for practising managers. The authors draw upon their marketing and management knowledge and expertise in order to contribute to a developing body of general management theory. The methodological approach outlined in the book will facilitate a deeper understanding of how national cultural value systems are linked with organizational cultural value systems, and this will enhance interdisciplinary research approaches. Real world examples and case studies are provided that offer insights into the decision-making process relating to organizational learning, marketing, retailing and customer relationship management. The subject of partnership development is placed within the context of strategic marketing and this represents an extension of the body of knowledge The Authors Dr Lee is a Lecturer in Marketing at Royal Holloway, University of London. She undertook her first degree in Japan and then attended a programme of study at the School of Oriental and African Studies, University of London. Dr Lee is fluent in English, Korean and Japanese and has both studied and worked in South Korea, Japan and the UK. Dr Trim is a Senior Lecturer in Management and Director of the Centre for Advanced Management and Interdisciplinary Studies at Birkbeck College, University of London. Dr Trim has worked in a number of industries, been employed by a number of universities both in the UK and abroad, and has published widely. He teaches various undergraduate and postgraduate marketing courses and is undertaking research into various aspects of corporate intelligence, strategic marketing and national security. Readership The book is aimed at MSc marketing and management students, MBA students, advanced undergraduate business and management students, PhD students, scholars, management researchers, marketing practitioners, and practising managers. Contents The link between organizational culture and national culture Japanese and Korean national cultural similarities and differences Marketing strategy and customer service Retailing strategy The strategic marketing context Grounded theory Grounded theory relating to Japanese and Korean electronics companies