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Case
| HBS Case Collection
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2005
(Revised from original 2004 version)
Kikkoman Corporation: Consumer Focused Innovation
by
Rohit Deshpande and Hal Hogan
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Abstract
In May 2003, the president and CEO of Kikkoman Corp. sat in his Tokyo office weighing various options for strengthening the company's long-term growth. Kikkoman was the world's largest producer of soy sauce, largely due to its pioneering role since the 1950s as the leading promoter of the product, particularly in non-Asian markets. But times had changed. The domestic Japanese market was saturated, competition had increased, and Kikkoman needed to think of innovative ways to increase revenue.
Keywords: Customer Relationship Management;
Innovation Strategy;
Marketing Strategy;
Product Positioning;
Adaptation;
Competitive Strategy;
Japan;