This paper explores the market penetration of urban air mobility (UAM) in Japan, a rapidly developing field with the potential to revolutionize transportation in cities worldwide. While there is significant interest in exploring the possibilities of UAM in Japan, its successful implementation requires the consideration of various factors, such as sustainability goals, social acceptance, and the creation of a suitable ecosystem. This research aims to provide insights into the key strategic considerations for UAM stakeholders seeking to enter and penetrate the Japanese market, as well as how these considerations differ for new entrants compared to established companies.

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