Premium Essay

Retret

In: Business and Management

Submitted By veryt
Words 724
Pages 3
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 names, such as Cherry Garcia, found a following. In addition to selling by the scoop, they began selling pints over the counter, and the business grew. The company went public in 1984 and came to be traded over the counter with the symbol BJICA.
Cohen and Greenfield determined that their company would be socially responsible, and as part of its objective of "caring capitalism," Ben &…...

Similar Documents

Free Essay

Nao Sei

...they fell to the ground. On the back of a most bizarre lizard, found by the vinedresser of the Belvedere, he fixed, with a mixture of quicksilver, wings composed of scales stripped from other lizards, which, as it walked, quivered with the motion; and having given it eyes, horns, and beard, taming it, and keeping it in a box, he made all his friends to whom he showed it, fly for fear. He used often to have the guts of a ram completely freed of their fat and cleaned, and thus made so fine that they could have been held in the palm of the hand; and having placed a pair of blacksmith’s bellows in another room, he fixed to them one of these, and, blowing into them, filled the room, which was very large, so that whoever was in it was obliged to retret into a corner; showing how, transparent and full of wind, from taking up little space at the beginning they come to occupy much, and likening them to virtue. He made an infinite number of such follies, and gave his attention to mirrors. It was through such "follies" that Leonardo undoubtedly perfected the techniques that permitted the range of fantastic effects he was able to achieve in his elaborate commissioned pageants, notably during the period at Milan where he was originally received as a musician. There, under the Sforza, he created his Paradiso in 1490 and Jupiter and Danae in 1496. Mythological themes, like the stories of Jupiter and his loves, were most commonly used as the basis for the design of court pageants and festive......

Words: 38936 - Pages: 156

Premium Essay

Retret

...Nothing is Free; Everything is Permitted In modern society, people’s involvement with art is in form of an established system that is produced and reproduced by culture industry. Art as a socioeconomic value is subtly described hard to understand and participate and artist is who involve in greatness of arts. Contemporary arts are lacking the Burke’s sublime It is, in my opinion, mostly a medium for so called artist to show and promote his or her own individuality and subjective understanding of reality in a fancy way that has nothing to do with the psyche of aesthetic. Art is becoming much of a personal media of artist instead of representation of seeking beauty in physical or philosophical terms. For example, Pollock promotes a sense of recklessness in a world with massive wars; his personal understanding of world is valuable but not the art works. However, Vitruvian Man of Da Vinci bears its own value independent of the man who made it. Beside, art or being and artists includes a certain amount of privliage; it is true that barriers of participation to art is high but communicating that everybody is great and special and eventually reproducing the idea that real art is beyond human is a structural hypocrisy. Hence, performance arts went down from ballet or theatre to Marina Abramovic who does not perform but processes experience and creates participation to art. Moreover, established system crushes people just the right amount so that some of the artistic people use their...

Words: 976 - Pages: 4

Free Essay

Dsfdsfdfasd

...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