イ　ヨンスク
  李　容淑
   所属   国際コミュニケーション学部 観光学科
   職種   教授
言語種別 英語
発行・発表の年月 2013/06
形態種別 学術論文
標題 「Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery」
執筆形態 共著
掲載誌名 The Pan-Pacific Business Association PPBA, 2013
掲載区分国外
出版社・発行元 The Pan-Pacific Business Association PPBA, 2013
巻・号・頁 pp.1-24
担当範囲 pp1-24
著者・共著者 李容淑、 Woo-Jin Shin 1名（第1著者）
概要 This study examines storytelling as a marketing strategy to revitalize the tradition-bound Japanese sake industry. The case analyzed I this study is Kita Brewery located in Nara Prefecture. This research focuses on sake masters (called TOJI), Who have laid the foundation for the globalization of sake and their indomitable craftsmanship. This study provides strategic insights on developing new marketing and production approaches, which can help, revitalize the sake industry in Japan. Kita Brewery has almost 300 years of history and family tradition as a sake brewery. The storytelling of its tradition and production methods can be an innovative way to engage customers to achieve their loyalty. Also this study will provide a new opportunity for traditional Japanese sake masters to learn new strategies to cope with challenges such as global supply chain, succession of the master culture and family business, and technology adoption.
ISBN 1-931649-27-3