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商品編號： 9-809-064 出版日期： 2009/03/10 作者姓名： Tripsas, Mary;Egawa, Masako;Fukuyoshi, Jun 商品類別： General management 商品規格： 23p 再版日期： 2010/06/04 地域： Japan 產業： 個案年度： 2008 -
商品敘述：
TOTO, the leading manufacturer of toilets in Japan, is struggling to penetrate the US market with its premier bidet-toilets, which are present in 63% of homes in Japan. The case examines the behavioral, cultural, and institutional barriers that TOTO faces in gaining adoption of an innovation. It also explores the role of product categorization in driving consumer behavior - in contrast to the US, toilets in Japan are considered a high-tech consumer electronic device. Finally, the role of organizational identity and culture is examined. The creation of the bidet-toilet category in Japan was a defining accomplishment for TOTO, and this history has created a strong commitment to promoting it in the US. But given that TOTO has been highly successful selling regular high-end toilets in the US, is this commitment to the bidet-toilet appropriate?
涵蓋領域：
Cross-cultural relations;Disruptive innovation;Market entry;Marketing;Organizational culture;Product positioning;Sales strategy;Technology;Analytics
相關資料：
Case Teaching Note, (5-810-047), 13p, by Mary Tripsas
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