The Kikkoman Chronicles: A Global Company with a Japanese Soul / Edition 2

by Ronald E Yates

Overview

Combining ancient craftsmanship with modern technology and marketing innovations, Japan's Kikkoman Corporation has quietly become a $2 billion market leader. This book tells the fascinating story of how Kikkoman changed the course of international marketing, shrewdly adapting to 20th-century realities while never turning its back on centuries of tradition.

Product Details

ISBN-13:	9780071347365
Publisher:	McGraw-Hill Companies, The
Publication date:	10/19/1998
Edition description:	2nd ed.
Pages:	236
Product dimensions:	6.35(w) x 9.34(h) x 0.79(d)

Editorial Reviews

Yates (journalism, Univ. of Illinois) tells the story of one of the world's oldest companies, which dates back almost 400 years. Founded by a family devastated by Japan's political power struggles, Kikkoman went on to become Japan's leading producer of soy sauce. This book traces the growth of the company to a worldwide operation with plants in both the United States and Europe as a result of the growing taste (and new uses) for their products around the world. One learns a great deal about the history of soy sauce, its production, and the various types; the reader could, in fact, become something of a soy sauce snob. The company's long history of good employee relations and its more recent ventures into the field of biotechnology (of which soy sauce brewing may have been an early example) are also dealt with. A thorough treatment of a hitherto untouched subject; recommended for larger public libraries.Joseph Toschik, Half Moon Bay P.L., CA

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