Abstract
Nissera UK (a pseudonym) was established in the late 1980s on a greenfield site as part of a strategy to manufacture and sell car components to the European market. It is the UK subsidiary of a Japanese multinational company, Nissera (another pseudonym) that has been in operation for 60 years. The parent company’s production output for Europe and the USA was 2 million instruments per year in 1999. Its market share was 10 per cent in each of the aforementioned markets in the same year. There was precision in the fabrication of products, which was reflected in Nissera’s slogan: ‘where our technical expertise meets the world’. In comparison to its UK subsidiary, Nissera had a much wider product range. These included control panels for printers, air conditioner remote controls (for office and home use), water heater/bath remote controls, hybrid integrated circuits and mushroom-seeding machine. Nissera employed 46 Japanese members overseas and 941 people in various sections, such as general affairs, international business, product engineering and so on at its headquarters.