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The Suntory Highball Revolution: Can a Type of Drink Save an Industry?

In: Case Studies in Asian Management

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  • Thomas Anderson III

Abstract

The following sections are included:THE HISTORY OF SUNTORY AND WHISKY IN JAPANSUCCESS IN FOREIGN MARKETSSUNTORY'S SAVIOR: THE HIGHBALLTHE HIGHBALL CRAZE IN JAPANTHE WHISKY HIGHBALL'S APPEALJUMPING ON THE HIGHBALL BANDWAGONIS THE HIGHBALL A FAD?QUESTIONS

Suggested Citation

  • Thomas Anderson III, 2013. "The Suntory Highball Revolution: Can a Type of Drink Save an Industry?," World Scientific Book Chapters, in: Parissa Haghirian (ed.), Case Studies in Asian Management, chapter 7, pages 103-118, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814508988_0007
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