Abstract

What are the marketing logic and operational realities that gave birth to and nurtured two brands during Japan's "lost 30 years"?

This is how hit products that enriched Japanese food culture were born! A living textbook that allows you to relive the brand-building process.

This book tells the story of the birth and growth of two brands, a potato snack and a cereal, realized by a major Japanese food company that diligently applied marketing theory.

By tracking the marketing of the same brand from the same company over a long period of 30 years, it shows how various problems that occur in diverse environments are solved within a unified framework. You can relive the struggles and decision-making scenes of those on the front lines and management with a realistic image as you read.

For business people who have studied marketing but haven't been able to fully apply it to their work, this book offers hints on how to connect marketing knowledge to the challenges they face and find solutions.

Author’s Information

Professor Emeritus at Kobe University, Research Affiliate at the Massachusetts Institute of Technology (MIT), and Professor at the Graduate School of Business Administration, Kwansei Gakuin University. Born in 1964. Received his Ph.D. from the MIT Sloan School of Management in 1998. His research areas include innovation, business strategy, and marketing. His major works include "The Logic of Innovation" and "Introduction to Marketing" (both published by Chikura Shobo), "User Innovation" and "The Miracle of the QR Code" (both published by Toyo Keizai Inc.), and "Japanese Management Scholars Who Disseminated World-Standard Research" (Hakuto Shobo). He has received numerous awards, including the Takamiya Award from the Japan Society for Organizational Science (2001), the Takahashi Kameji Award (2012), the Vienna University of Economics and Business Best Paper Award (2018), and the Kawakami Hajime Award (2020, Encouragement Award).