Hironobu Tsujiguchi and His Sweet Revolution

Boris  Groysberg; Naoko  Jinjo

Case | HBS Case Collection | July 2018

Hironobu Tsujiguchi and His Sweet Revolution

Abstract

Hironobu Tsujiguchi, a Japanese chocolatier, had chosen an unusual path to success as a pastry chef. Instead of spending most of his time in his kitchen and focusing on one or two confectionery categories like most pastry chefs, he chose to work on diverse projects and leverage his reputation as a winning competitive chef to experiment with tastes and achieve business success. While Tsujiguchi enjoyed popularity and success in a broad array of projects, such as managing 10 brands and 26 shops across different categories, he also felt the need to reinvent his core confectionery business since not all stores of all his brands were thriving as he had wished. Equally central to the mission was the need to restructure the brand portfolio and operational model. Tsujiguchi asked himself these questions: How can I orchestrate these efforts? Can I continue to rely on the diversification model that has led me to success so far, or should I be more focused? What should I continue, start, or stop doing to stay relevant?

Keywords: relevance; Entrepreneurship; Diversification; Personal Development and Career; Decision Making; Food and Beverage Industry; Japan;

Language: English

Format: Print

27 pages

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Citation:

Groysberg, Boris, and Naoko Jinjo. "Hironobu Tsujiguchi and His Sweet Revolution." Harvard Business School Case 419-011, July 2018.

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Hironobu Tsujiguchi and His Sweet Revolution

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