For companies looking to expand their global footprint, Japan presents both opportunities and challenges.

As the world's third-largest economy, it's clear why so many companies are interested in Japan – both as a market of its own and as a base for access to other Asian markets.

But Japan can be a challenge for newcomers because of the language barrier, cultural differences and its slower decision-making process. 

It requires research, due diligence and patience. But master that and great opportunities await.

Meet the Expert

Joe Massey PhD

Consultant Joe Massey PhD

Skills and Expertise: What's this?

About Joe

  • More than 40 years of Asian experience in senior positions advising business and government, leading or advising on government and business negotiations, and in research and graduate business education, all  focused on Japan, China and Vietnam.
  • Served two Presidents in White House posts at the Office of Policy Development and the Office of the U.S. Trade Representative, 1982 to 1992. Assistant U.S. Trade Representative and chief U.S. trade negotiator with Japan and China from 1985 to 1992 with primary responsibility for the development and implementation of U. S. trade policy and negotiating strategy toward Japan and the People's Republic of China. Led all negotiations with China, securing landmark agreements on intellectual property protection and market access, and led or played a major role in some thirty negotiations with Japan across all major industrial and commercial sectors.
  • Professor and Founding Director of the Center for International Business at Dartmouth's Tuck School of Business.
  • Led the U.S. team in a joint Vietamese-American initiative that launched Vietnam's first modern business school, the Hanoi School of Business at the Vietnam National University in Hanoi. Supervised the training of 350 senior executives of companies that today account for more than 35 percent of Vietnam's GDP.
  • Have advised numerous Fortune Global 500 clients on Asian market entry, business development, government relations and regulatory strategies.


Chairman • Global Reach (US), INC
Jan, 2013 — Present
  • Global Reach K.K. is a cross-border consulting and business development company based in Tokyo and Seattle focused on linking small and medium Japanese and American companies and markets.
  • Assisting American companies with innovative technologies and products to access the Japanese and other Asian markets and find strategic partners, licensees, or distributors.
  • Assisting Japanese and other Asian companies with the same objectives and needs in the United States.
Partner • Harmony Holding Partners Ltd
2011 — 2015
  • An investment management and operating company focused on building large scale consumption-based businesses in China.
Partner • Sierra Asia, Inc.
2009 — Present
  • An investment advisory and cross-border consulting firm with offices in Shanghai, Beijing, Washington, DC, San Diego and Seattle.
  • Manages the firm’s U.S. client services in sectors including: medical devices and health care, clean energy and the environment, new materials, telecom and automotive technologies.
Professor • Tuck School of Business at Dartmouth College
1992 — 2009
  • Professor and Founding Director of the Center for International Business at Dartmouth's Tuck School of Business
  • Taught graduate courses on doing business in China and Japan
  • Ran Tuck's high-level international business conferences including the annual Tuck World Business Forum at Keidanren in Tokyo.
  • Directed Tuck's international business consultancy, which during his tenure conducted 115 assignments for more than 50 multinationals, local companies, NGO's and governments in over 30 countries.
Assistant U.S. Trade Representative • Executive Office of the President
1985 — 1992
  • Assistant U.S. Trade Representative (USTR) for Japan and China, Office of the U.S. Trade Representative, Executive Office of the President.
  • Chief U.S. trade negotiator with China and Japan.
  • Led U.S. negotiating teams in all talks with China resulting in landmark agreements on intellectual property protection and market access.
  • Talks with Japan resulted in agreements on autos, satellites, semiconductors, mobile telecommunications, pharmaceuticals, medical devices, insurance, agriculture and forest products.
Deputy Assistant Director • White House Office of Policy Development
Jan, 1985 — Oct, 1985
Internal White House expert on US trade policy and Japanese trade issues. Advised the President and White House staff on international trade issues; established "early warning" system for trade issues likely to involve Presidential action. Wrote regular  papers on topics ranging from Japanese industrial policy and US intellectual property rights protection to the EU's aerospace subsidies and agricultural policies, for the President's issues briefing book.
Senior Consultant • Braxton Associates
1980 — 1982
  • Senior Consultant, Asian Business Strategy, Braxton Associates/Twain Braxton Asia (now Deloitte Touche)
  • Inaugurated Braxton's Japan corporate strategy consulting practice as part of its international consulting arm (Twain Braxton Asia).
  • Conducted analyses of Japanese and Korean markets and competitors in sectors including optical fibers, telecommunications, advanced composite materials, chemicals and trucks for American and European clients.
Assistant/Associate Professor • Dartmouth College
1970 — 1980
  • Department of Government.
  • Taught and conducted research specializing in Japanese politics and U.S.-Japan relations, with an additional interest in China.
  • Research grants from the Ford Foundation, Social Science Research Council, Toyota Foundation, Sumitomo Foundation, and the Japan Foundation.
  • Appointed Foreign Research Fellow at Tokyo University in 1967-1969, 1974-1975 and 1978.
  • Lectured and led seminars in Japanese on U.S.-Japan relations at Tokyo University, on Japanese national television, and to the leadership of the Liberal Democratic Party.
Director for Japan • Office of the U.S. Trade Representative, Executive Office of the President
1982 — 1984


Yale University
PhD, Political Science, 1973
Villanova University
BA, Political Science
Tokyo University
Foreign Research Fellow, Japanese Politics, 1967-69, 1974-75, 1978


  • The Hanoi School of Business at the Vietnam National University, and the FSB School of Business at FPT University in Hanoi, have each dedicated lecture halls in Massey's name to honor his contribution to business education in the country.

Security Clearances

Top Secret, Office of the U.S. Trade Representative, 1982 to 1992


Global Business School Network, Blakemore Foundation(Seattle)

Keynote Speeches

  • Business Week's Asian Leadership Forum
  • OECD in Paris
  • International Business Leaders Advisory Council of the Mayor of Shanghai


  • Chaired the Presidential Review Committee on International and Area Studies at Yale University and conducted the external review of the Center for International Business Education and Research at the University of Washington.
  • The University of Tokyo, Foreign Research Fellow, 1967-1969, 1974-1975, and 1978
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