Publications
Publications
- July–August 2018
- Harvard Business Review
From Niche to Mainstream (HBR Case Study)
By: Elie Ofek
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).