How the Japanese Learned to Love Bourbon

Abstract

Much is being said and written these days about the difficulty American firms have in introducing their products to the Japanese market. I don't want to minimize those difficulties. But at the same time, it is important to realize that companies as diverse as the Coca‐Cola Co. and IBM Corp. have had considerable success in Japan, and that the Japanese market has become more and more open with each passing year. The following is an example of how a company with a typical American product (bourbon whiskey) attacked this market.

Citation

Yuracko, W.G. (1992), "How the Japanese Learned to Love Bourbon", Journal of Business Strategy, Vol. 13 No. 4, pp. 46-51. https://doi.org/10.1108/eb039506