From Niche to Mainstream HBR Case Study and Commentary

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From Niche to Mainstream HBR Case Study and Commentary

Management article

Reference no. R1804M

Authors: Elie Ofek (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: "Harvard Business Review", 2018

Length: 6 pages

Topics: Brand management; Business growth; Expansion; Margins; Profitability; Sales strategy

Share a link: https://casecent.re/p/154305

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Abstract

Riku Nakamura relocated six years ago with his family from Tokyo to San Mateo, California, to spearhead the launch of Kenko USA, the first foreign subsidiary of a Japanese cracker company. However, Kenko USA hasn't taken off as hoped, and his family is ready to return home. Riku now ponders which course to recommend to Kenko's executive team: a lucrative private-label deal that would quickly drive revenue growth or a new branded marketing push that would better position the division for the long term. This fictional case study by Elie Ofek feature expert commentary by Tetsuya Fujisaki and Carlos Canals. This HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint, and commentary-only.