ABSTRACT This article discusses the transformation of the Japanese consumer electronics industry since the late 1990s. Based on an analysis of the three largest watch companies (Seiko, Citizen, and Casio), it demonstrates that these firms shifted from technology-driven management to a new model focused on marketing (brand management and distribution) and upper-positioning targeting. The change has been only partial, however, as technological innovation remains the basis of branding and product development. This case study thus contributes to the discourse on the transformation of Japanese manufacturing.

中文翻译：

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技术创新和品牌管理：1990年代以来的日本制表业

摘要本文讨论了1990年代后期以来日本消费电子行业的转型。根据对三大钟表公司（精工，公民和卡西欧）的分析，它表明这些公司已从技术驱动的管理转变为侧重于营销（品牌管理和分销）和高端定位的新模式。但是，由于技术创新仍然是品牌和产品开发的基础，因此变化只是部分的。因此，本案例研究有助于日本制造业转型。