The president of Canadian-based Pacific Western Brewing Co. Ltd. is preparing a Japan market entry strategy for the company's newly developed organic beer. Although she has considerable experience in Japan, several factors are at play which make this product entry particularly challenging. First, the product is unlike any other in the market. Second, Japanese consumer behaviour is undergoing a revolution. Third, the company's last product launch in Japan failed. Therefore, there is a higher than normal level of risk associated with the product launch.
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