Publications
Publications
  • July–August 2018
  • Article
  • Harvard Business Review

From Niche to Mainstream (HBR Case Study)

By: Elie Ofek
  • Format:Print
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Abstract

A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented.

Keywords

New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Retail Industry

Citation

Ofek, Elie. "From Niche to Mainstream (HBR Case Study)." Harvard Business Review 96, no. 4 (July–August 2018).

About The Author

Elie Ofek

Marketing
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