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Case study: Outsourcing enables American startup to enter Japanese funeral services industry

Kenneth Alan Grossberg (Professor of Marketing and Director of the Waseda Marketing Forum (www.wasedamarketing.com) at the Waseda Business School in Tokyo (kengross@waseda.jp). During his corporate career he was Chief of Strategy for Citicorp Consumer Services Group International and developed the bank’s successful consumer strategy in Japan.)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 December 2004

Abstract

American business models have been used as levers to open many industries in Japan to participation by foreign firms, from toy retailing to fast food restaurants and from consumer banking to direct selling of computers. This case describes the efforts of All Nations Society to apply an American approach to outsourcing, pricing, and service bundling in the very traditional industry of funeral services so as to create a competitive advantage for itself against companies that practice opaque pricing and have high overheads.

Keywords

Citation

Grossberg, K.A. (2004), "Case study: Outsourcing enables American startup to enter Japanese funeral services industry", Strategy & Leadership, Vol. 32 No. 6, pp. 37-41. https://doi.org/10.1108/10878570410568901

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited