To optimize their effectiveness, color cases should be printed in color.TOTO, the leading producer of toilets in Japan, is struggling to penetrate the US market with its highest bidet-toilets, which are present in 63% of homes in Japan. The case analyzes the behavioral, cultural, and institutional barriers in getting adoption of an invention that TOTO faces. It also explores the purpose of merchandise categorization in driving consumer behavior - in contrast to the US, toilets in Japan are considered a high tech consumer electronic device.
Finally, the function of culture and organizational identity is examined. The creation of the bidet-toilet category in Japan was a defining achievement for TOTO, and this history has created a powerful commitment to boosting it in the US. But given that TOTO has been exceptionally successful selling routine high end toilets in the US, is this devotion to the bidet-toilet proper?
TOTO The Bottom Line Case Study Solution
PUBLICATION DATE: March 10, 2009 PRODUCT #: 809064-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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