In May 2003, President and Chief Executive Officer of Kikkoman was sitting in his office Tokyo weighing options to strengthen long-term growth of the company. Kikkoman has been the world's largest producer of soy sauce, largely due to its pioneering role in 1950 as the leading advocate for food, especially in non-Asian markets. But times have changed. Internal Japanese market was saturated, the competition has increased, and Kikkoman to think of innovative ways to increase revenue. "Hide
by Rohit Deshpande, Hal Hogan Source: Harvard Business School 35 pages. Publication Date: January 5, 2004. Prod. #: 504067-PDF-ENG
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