Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery

Yong-sook Lee () and Woo-jin Shin ()

Service Business, 2015, vol. 9, issue 2, 295 pages

Abstract: This study examines storytelling as a marketing strategy to revitalize the tradition-bound Japanese sake industry. The case analyzed in this study is Kida Brewery located in Nara Prefecture. This research focuses on sake masters (called “Toji”), who have laid the foundation for the globalization of sake and their indomitable craftsmanship. This study provides strategic insights on developing new marketing and production approaches which can help revitalize the sake industry in Japan. Kida Brewery has almost 300 years of history and family tradition as a sake brewery. The storytelling of its tradition and production methods can be an innovative way to engage customers to achieve their loyalty. Also this study will provide a new opportunity for traditional Japanese sake masters to learn new strategies to cope with challenges such as global supply chain, succession of the master culture and family business, and technology adoption. Copyright The Author(s) 2015

Keywords: Storytelling; Master culture and tradition; Customer experience in tourism; The sake industry (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://hdl.handle.net/10.1007/s11628-013-0227-5 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:svcbiz:v:9:y:2015:i:2:p:281-295

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11628

DOI: 10.1007/s11628-013-0227-5

Access Statistics for this article

Service Business is currently edited by S.M. Lee and J. Millet Roig

More articles in Service Business from Springer, Pan-Pacific Business Association
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().