The bases of commerce is rooted in mutual trust. Involvement in a particular keiretsu will enable the company to sell its products on a preferential basis to the other companies in the keiretsu.
Companies seek to advertise their respective goods with tangible as well as non-tangible values.
Businesses will try to increase sales by emphasizing the advantages of the product as well as the historical or cultural-added values that distinguish them from other products. Businesses provide all kinds of additional services that are not associate with the economic transaction.