The Case Centre’s top 40 bestselling cases

Eighth place  -Unilever in Brazil: Marketing Strategies for Low-Income Consumers
The case
Case: Honda (A) Unilever in Brazil
Authors: Richard Pascale and Evelyn Tatum Christiansen
Institution: Harvard Business School
Ref: 9-384-049
Date published: 1983

The Japanese invasion of the word motorcycle market was spearheaded by the Honda Motor Company. Its founder, Soichiro Honda, a visionary inventor and industrialist, had been peripherally involved in the automotive industry before WWII. Japan’s post-war devastation initially resulted in the downsizing of Honda’s ambitions. However, by 1959 it was ready to invade the US market following the outstanding success of the 50cc Honda that had been designed to fill a gap in the market. This case describes the history of the Honda Motor Company from its beginning through to its subsequent dominance of the US market. 

The authors

Richard Pascale is an Associate Fellow of Oxford University and was a member of the faculty of Stanford Graduate School of Business for 20 years.

Evelyn Tatum Christiansen was a Professor at Harvard Business School when this case was written.


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