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You searched Library Catalogue - Publisher: Microsoft Press,
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Call Number (WOU)
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SP CEMBA 2013 63
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Author
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Kayo Tanaka
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Title
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Change of Japanese marketing strategy – the case of Hello Kitty/ Kayo Tanaka
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Abstract
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The purpose of this study isto verify the effect of new strategy, licensing business, which adopted by Sanrio. Japanese old style business model, exporting products, is faced with an impasse. Japanese government is seeking a new business model in next creative industry.
What the new strategy brought to Sanrio? What can be learnt from this attempt for other businesses in creative industry? Financial impacts by licensing business are examined, and the relations between new strategy and characteristics of Sanrio are discussed.
I hope this case study will give some hints for businesses in creative industry to plot their new strategy.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013.
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Physical Description
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1 online resource ( 92pages) : illustrations, text file, PDF.
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Subject
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Marketing
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