Publications
Publications
  • September 1988 (Revised October 1992)
  • Case
  • HBS Case Collection

Suzuki Samurai

By: John A. Quelch
  • Format:Print
  • | Language:Japanese
  • | Pages:24
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Abstract

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction.

Keywords

Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Auto Industry; Japan; United States

Citation

Quelch, John A. "Suzuki Samurai." Harvard Business School Case 589-028, September 1988. (Revised October 1992.)

About The Author

John A. Quelch

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