President of the Canadian Pacific Western Brewing Company prepares Japan's entry market strategy for the newly developed organic beer company. Although she has extensive experience in Japan, a number of factors in the game that make this product entry particularly complex. The first product is unlike any other on the market. Secondly, the Japanese consumer behavior is undergoing a revolution. Thirdly, the company latest product launch in Japan failed. Thus, there is a higher than normal level of risk associated with the product launch. "Hide
by John R. Kennedy, Tom Gleave Source: Richard Ivey School of Business Foundation 20 pages. Publication Date: March 25, 1999. Prod. #: 99A006-PDF-ENG
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