The Suntory Highball Revolution: Can a Type of Drink Save an Industry?

Thomas Anderson

Chapter 7 in Case Studies in Asian Management, 2013, pp 103-118 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe following sections are included:THE HISTORY OF SUNTORY AND WHISKY IN JAPANSUCCESS IN FOREIGN MARKETSSUNTORY'S SAVIOR: THE HIGHBALLTHE HIGHBALL CRAZE IN JAPANTHE WHISKY HIGHBALL'S APPEALJUMPING ON THE HIGHBALL BANDWAGONIS THE HIGHBALL A FAD?QUESTIONS

Keywords: Asian Management; Case Studies; Asian Corporations; Multinational Corporations; Corporate Strategy; Business Management; Chinese Market; Japanese Management; Korean Management (search for similar items in EconPapers)
Date: 2013
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