How Nestlé Conquered Japan With The Greatest Tactic

They understood their consumers and played the long game

Photo by Trent Szmolnik on Unsplash

In the 1970s, the Japanese economy was booming like none other. The market was growing and so was the per capita income and expenditure.

Nestlé, the world’s largest food company at the time, envisioned an opportunity to capture value in this growing market…