Case Study: Can This Japanese Snack Food Company Break into the U.S. Market?

HBR Staff/Arata Photography/Getty Images

Cheetos! Please Cheetos!”

Riku Nakamura’s daughter, Akari, lunged toward the grocery store shelf.

His wife, Aoi, sighed. “Remind me: Why are we walking down this aisle again?”

“I wanted to see how rice cakes are displayed. I don’t understand why our rice crackers can’t be in this section, too.”

Aoi nodded at the Cheetos bag Akari was now clutching to her chest. “Maybe you need to add fluorescent cheese dust?”

Riku chuckled,...

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