Innovación en la industria japonesa del té, 1970-2020
DOI:
https://doi.org/10.1344/jesb2023.8.2.38278Palabras clave:
estrategia de marketing, innovación, industrias tradicionales, Japón, industria del té, IPRResumen
Este artículo estudia la innovación tecnológica y las nuevas estrategias de marketing que han permitido a las empresas de industrias tradicionales continuar su existencia en un entorno disruptivo. Como estudio de caso, seguimos un enfoque desde la historia empresarial clásica y los estudios de la industria, centrándonos en la industria japonesa del té para analizar cómo ha innovado para sobrevivir en un entorno que ha cambiado rápidamente durante las últimas cinco décadas. Basado en varios recursos (datos oficiales de la Asociación de la Industria del Té, datos de patentes y marcas registradas, informes, entrevistas, etc.), este artículo enfatiza tres estrategias de marketing que respaldaron su supervivencia: desarrollo de productos basado en la innovación tecnológica (transformación de la verdadera naturaleza del té verde de un producto básico a un producto de marca), gestión de marca (reposicionamiento de algunos tés específicos en el creciente mercado de lujo) e internacionalización (expansión en mercados extranjeros a través de exportaciones). Esta investigación también enfatiza el papel principal que juegan las grandes compañías para apoyar la transformación industrial.
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