Two things:
Those who struggle in Japan follow 100% instructions of what the global head office wants. To copy & paste their intention and apply it to the Japanese market. It isn’t the answer. But many do it.
Those who do well in Japan follow what the head office wants. However, the Japanese team find the difference. It is between what the global head office wants and what local consumers want. They go deeper into it. They get what drives it. They test it. They learn it. They fix it. They share it. But many don’t.
The key is how fast they both can find it. And it is how fast they can fix and refine it. The numbers follow it.