...EDUCATOR INSIGHTS: BEN & JERRY'S -- JAPAN: STRATEGIC DECISION BY AN EMERGENT GLOBAL MARKETER By: Hagen, James M., Journal of International Marketing, ISSN 1069-031X, 2000, Vol. 8, Issue 2 THE JAPAN ENTRY DECISION It was fall of 1997, and Perry Odak was just entering his tenth month as chief executive officer (CEO) of the famous ice cream company named for its offbeat founders, Ben & Jerry's. Far from company headquarters in Vermont, he was setting down his chopsticks in a quiet Tokyo restaurant to give full attention to the staff he had brought with him: the company's newly appointed head of international, the head of production, and a trusted expert on Japan. The question on the table for this group was whether to enter the Japanese market by granting a countrywide license to an enterprising Japanese-American, to enter the market by giving a convenience store chain exclusive rights to carry Ben & Jerry's products in all of its 7000 stores, or to pass on trying to enter the Japanese market for the upcoming summer 1998 season. The decision was not isolated; rather, those involved had to consider the very history and mission of this well-known company. Company Background Brooklyn schoolmates Ben Cohen and Jerry Greenfield started their ice cream company in a defunct gas station in Burlington, Vt., in 1978, when both were in their mid-20s. The combination of their anticorporate style, the high fat content of their ice cream, the addition of chunky ingredients, and catchy flavor...
Words: 724 - Pages: 3
...JLKJ LKJLKJ LKJKJ KLJKLJ DHFS LKJL SDFASDF SDF ASD DS F SD DFS SDF ASDF SADF D DSF SAD SDF SDF SD F SD DF G ERG D G W E TU F G R E A WR QWER T E U Y U KJRTHKJWHKJ KRHQJWHERJQWKJEHRKHRJQ JEHRJKHER KHKJHEJKRHQWKJEH HRJWEKRHJKQ HJRHEJEHR QWKE WKJHRJWKEHRJHRJEHEHRJ EHRQJHE WEHRJ JRQWKEH KJEHR QWEJHR QKJEWHR QEWJR OIR QOI4R O4IUR QO4IU QEOI Q IERJ Q R OIJ Q 4WR QOIJ LERJLWQKEJ IJROI34U ER ERQEW WRQ QERQE 242 UYJYU RETRET EW DFDSF 1E3 FDF WEWR LKJKL RELKJRQWK LWEKJRKJE LEJKJR ERJQE 84UO32IU4JKF LWQEKJRLKJROI LJKJR QWEJRJ LJWEKJFDN4I LKJRLEWJROI4 LWEJREJ LWEJRJER QJELQJER2I3UJNWJ QLEKRJJE LJWEJQER LELKJQW LEJREJ92I3DK LWEKJQKLFGNRK WELKJRO2WEKJ WELKJROIUR WKEJRIQEJ KLWEJRE LEJRKQ LQKEJLKQ WEKJRL4O 4UR WEQLJO4 WLQEKJLK P23I4PO23WEF WEKJLJ4O EJRQW LEKJLJEWROI LEKJQIJRIO2 LKQWEJ 2PP01 ELKJOIW JWEKQ LJWELKRJ2 J94UDNU49 LEWJ4UO JEKRO2 JWELJRO4 JLEWKJRO23I KJWO JLWKJERO2U JERKL2O WELKJ2P JWEK2OI EKRJPO2PR REWJO2 LKEWJOP2JR LKQJEO2J RKJO4IRO EJEWKO4I EKJQJERO ERJWE I RERTTR Y Y Y Y H WRA34 TG RTHT YJ ER E TE QWER WEF YJY J DFG WR T TY UYYTI5 GWFRE QEWR RQ ER R W TT HTY I 67 Y WER RQ 45RGREG5 EGAWEWF FSADNRJKDFKJHR;A FHKJDHR K HRFKJDHSRUI4HEDKJFHRHFEJRHDFNJEWNFUIDRNJFNAKJDNRUHDFAEROWEFNCJSDHREJFNASDHNFDIAR IEFSDJJFOIURJ JDKFJAOIEUJFAEJROUF AEAERJRFOIEFJAES SJDFDSOIFJAES SADLJFOIAEF LKJDDFIDNDNFIJSKFJ JSDFJOIULKJROSIDFEJRIOSDF EIFJDFOIERJDEBORAH RAIOERNI RDEORHA RAIOAR EKRJDJF ERJDOIFJAE OD FJJROINEKRJUFKJALKEJRO DJFLAEJIORFDSKFJAIEFKEJF DRJ J EIRU E...
Words: 276 - Pages: 2
...THE ART OF PERFORMANCE A CRITICAL ANTHOLOGY edited by GREGORY BATTCOCK AND ROBERT NICKAS /ubu editions 2010 The Art of Performance A Critical Anthology 1984 Edited By: Gregory Battcock and Robert Nickas /ubueditions ubu.com/ubu This UbuWeb Edition edited by Lucia della Paolera 2010 2 The original edition was published by E.P. DUTTON, INC. NEW YORK For G. B. Copyright @ 1984 by the Estate of Gregory Battcock and Robert Nickas All rights reserved. Printed in the U.S.A. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system now known or to be invented, without permission in writing from the publisher, except by a reviewer who wishes to quote brief passages in connection with a review written for inclusion in a magazine, newspaper or broadcast. Published in the United States by E. P. Dutton, Inc., 2 Park Avenue, New York, N.Y. 10016 Library of Congress Catalog Card Number: 79-53323 ISBN: 0-525-48039-0 Published simultaneously in Canada by Fitzhenry & Whiteside Limited, Toronto 10 9 8 7 6 5 4 3 2 1 First Edition Vito Acconci: "Notebook: On Activity and Performance." Reprinted from Art and Artists 6, no. 2 (May l97l), pp. 68-69, by permission of Art and Artists and the author. Russell Baker: "Observer: Seated One Day At the Cello." Reprinted from The New York Times, May 14, 1967, p. lOE, by permission of The New York Times...
Words: 38936 - Pages: 156