Asahi's Single-Brand Strategy

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


To explore the economic logic of Asahi's strategy. To study how the entry of a new product affects price competition across two closely related product categories (beer and happoshu) and how an anticipated change in price competition might affect the economics of the launch decision.



Besanko, D. and Imada, T. (2017), "Asahi's Single-Brand Strategy", Kellogg School of Management Cases.

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