Case | HBS Case Collection | January 2004 (Revised August 2005)

Kikkoman Corporation: Consumer Focused Innovation

by Rohit Deshpande and Hal Hogan


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;


Deshpande, Rohit, and Hal Hogan. "Kikkoman Corporation: Consumer Focused Innovation." Harvard Business School Case 504-067, January 2004. (Revised August 2005.)