Doing business in Japan - Surprising Popularity of Nestle KitKat on Japanese Market – Seakling Duong
Seakling Duong
Master's thesis
Doing business in Japan - Surprising Popularity of Nestle KitKat on Japanese Market
Abstract:
Traveling from the United Kingdom, KitKat first debuted in Japan in 1973 as a British chocolate bar wrapped in its iconic red packaging. Around three decades later, Nestlé in Japan discovered its distinct market and embraced a different marketing approach than in the U.K. by positioning KitKat as a lucky charm to support students, and, later, as a regional souvenir for travelers. The diploma thesis …more
Language used: English
Date on which the thesis was submitted / produced: 2. 12. 2023
Thesis defence
- Date of defence: 27. 5. 2024
- Supervisor: Ing. Richard Selby, Ph.D.
- Reader: Dagmar Charvátová, externi
Citation record
ISO 690-compliant citation record:
DUONG, Seakling. \textit{Doing business in Japan - Surprising Popularity of Nestle KitKat on Japanese Market}. Online. Master's thesis. Praha: Czech University of Life Sciences Prague, Faculty of Economics and Management. 2023. Available from: https://theses.cz/id/315ehl/.
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Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementMaster programme:
Economics and Management
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