Brightening Country Lives: Selling Electrical Goods in the Japanese Countryside, 1950–1970
研究了二战后日本电器公司如何借鉴美国模式，克服乡村保守价值观和传统家庭结构的阻碍，将农民转变为消费者，推动乡村电器销售。
In the aftermath of World War II, Japanese companies looked to the United States as a model of middle-class, consumer-driven prosperity. Although living conditions in Japan were very different from those in the United States, Japanese companies imported product technologies and management techniques that helped them realize their vision of a mass consumer society. For electrical goods companies, the countryside represented a special challenge, as conservative values and traditional family structures hindered sales. In time, however, electrical goods companies were able to overcome these obstacles, and in the process they became major players in the transformation of peasants into consumers.