Publications
Publications
- January 2004 (Revised August 2005)
- HBS Case Collection
Kikkoman Corporation: Consumer Focused Innovation
By: Rohit Deshpande and Hal Hogan
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.)