Publications
Publications
- March 2009 (Revised June 2010)
- HBS Case Collection
TOTO: The Bottom Line
Abstract
TOTO, the leading manufacturer of toilets in Japan, is struggling to penetrate the U.S. market with its premier bidet-toilets, which are present in 63% of homes in Japan. The case examines the behavioral, cultural, and institutional barriers that TOTO faces in gaining adoption of an innovation. It also explores the role of product categorization in driving consumer behavior—in contrast to the U.S., toilets in Japan are considered a high-tech consumer electronic device. Finally, the role of organizational identity and culture is examined. The creation of the bidet-toilet category in Japan was a defining accomplishment for TOTO, and this history has created a strong commitment to promoting it in the U.S. But given that TOTO has been highly successful selling regular high-end toilets in the U.S., is this commitment to the bidet-toilet appropriate?
Keywords
Cross-Cultural and Cross-Border Issues; Disruptive Innovation; Product Positioning; Market Entry and Exit; Organizational Culture; Consumer Products Industry; Japan; United States
Citation
Tripsas, Mary, Masako Egawa, and Jun Fukuyoshi. "TOTO: The Bottom Line." Harvard Business School Case 809-064, March 2009. (Revised June 2010.)