Japanese manufacturers' cost-performance marketing strategy for the delivery of solar photovoltaic homes

Japanese manufacturers have been gaining a global reputation for their design approaches to industrialized housing, which is often equipped with PV systems. Homes are produced on a cost performance marketing strategy. In 2004, 13.7 per cent of the 1,160,083 houses built in Japan were pre-fabricated. The pre-fabricated housing industry has been given considerable government support. In response to growing demands for sustainable housing, the government has implemented promotional programs aiming to support the installations of photovoltaic systems. Details of various programs were presented, including: value-added production; housing sustainability; PV rooftop systems; and a mass custom design approach. It was concluded that the cost performance marketing strategy has a significant impact on production and design approaches. However, quality-oriented production may also result in successful commercialization of innovative housing. The Japanese marketing approach allows consumers to understand the added value of packaged innovations rather than the cost. It was suggested that this marketing strategy should be examined further, when considering approaches to innovative housing in other countries. 38 refs., 3 figs