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  • January 2004 (Revised August 2005)
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Kikkoman Corporation: Consumer Focused Innovation

By: Rohit Deshpande and Hal Hogan
  • Format:Print
  • | Pages:35
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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

Citation

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

Rohit Deshpande

General Management
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