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Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery

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  • Yong-sook Lee
  • Woo-jin Shin

Abstract

This study examines storytelling as a marketing strategy to revitalize the tradition-bound Japanese sake industry. The case analyzed in this study is Kida 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. Kida 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. Copyright The Author(s) 2015

Suggested Citation

  • Yong-sook Lee & Woo-jin Shin, 2015. "Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 281-295, June.
    • Handle: RePEc:spr:svcbiz:v:9:y:2015:i:2:p:281-295
    DOI: 10.1007/s11628-013-0227-5
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    References listed on IDEAS

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    1. Ward Roofthooft, 2010. "Customer equity: a creative tool for SMEs in the services industry," Service Business, Springer;Pan-Pacific Business Association, vol. 4(1), pages 37-48, March.
    2. Ángeles Montoro-Sánchez, 2009. "Competitive dynamics and business models in service business: a promising research subject," Service Business, Springer;Pan-Pacific Business Association, vol. 3(4), pages 311-318, December.
    3. Ana Jiménez-Zarco & María Martínez-Ruiz & Alicia Izquierdo-Yusta, 2011. "Key service innovation drivers in the tourism sector: empirical evidence and managerial implications," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 339-360, December.
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    1. Grazia Chiara Elmo & Gabriella Arcese & Marco Valeri & Stefano Poponi & Francesco Pacchera, 2020. "Sustainability in Tourism as an Innovation Driver: An Analysis of Family Business Reality," Sustainability, MDPI, vol. 12(15), pages 1-14, July.
    2. Beatriz Forés & Zélia Breithaupt Janssen & Heitor Takashi Kato, 2021. "A Bibliometric Overview of Tourism Family Business," Sustainability, MDPI, vol. 13(22), pages 1-33, November.
    3. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Chen-Hao Liu, 2018. "Understanding the influences of story elements in service businesses," Service Business, Springer;Pan-Pacific Business Association, vol. 12(3), pages 601-619, September.
    4. Chikako Ishizuka & Tseng Kuo-Che & Yasuyuki Kishi, 2022. "Reviving tradition-bound products: a case of value co-creation using rhetorical history," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1015-1033, December.
    5. Beliaeva, Tatiana & Ferasso, Marcos & Kraus, Sascha & Mahto, Raj V., 2022. "Marketing and family firms: Theoretical roots, research trajectories, and themes," Journal of Business Research, Elsevier, vol. 144(C), pages 66-79.

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