What are the challenges that Japanese companies have faced in Europe over the past 15 years and what does the future hold for them in a region which seems to be disintegrating? How should Japanese companies approach hiring, retaining and managing employees, marketing, acquisitions and corporate governance and what can they (and Europeans working with them) do to build trusted brands? Pernille Rudlin shares her observations on this from working for or with hundreds of Japanese companies over the past 30 years in an edited collection of articles written for publications such as the Nikkei Weekly and Teikoku Databank News, giving practical steps on how to build trust between Japanese and European business cultures.