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Japan has one of the largest , most profitable domestic markets in the world. It is also the toughest. This book describes how Japan is different and why it is difficult, compared to other global markets. It provides insights into how foreign companies can adapt to succeed in Japan and use this experience to develop competetive advantages in other markets. These insights have been gathered from the first survey of its kind, conducted by the author in Japan and the UK, looking at how British firms enter Japan, the problems they face and how they overcome these. The fieldwork forcussed on 30 case studies of British and small and medium sized enterprises (SMEs) operating in Japan, through a series of interviews with managers, engineers, consultants and policy-makers in both countries. The author also discusses some of the current, major socio-economic changes taking place in Japan and concludes that the opportunities for foreign businesses "out of the midday sun" are now greater than ever.