Publications
Publications
- September 1988 (Revised October 1992)
- HBS Case Collection
Suzuki Samurai
By: John A. Quelch
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.)