Steering Consumers To Products They Want
Mr. Morita did not believe in market research. ''Our plan is to lead the public with new products rather than ask them what kind of products they want,'' he declared in his autobiography, ''Made in Japan,'' (E. P. Dutton, 1986), written with the journalists Edwin M. Reingold and Mitsuko Shimomura. ''The public does not know what is possible, but we do.''