Business Commons^™

Toto: A Game Of Thrones In The U.S. -- An International Marketing Case Study, Rachael Amatriain, Mona Sinha

The Kennesaw Journal of Undergraduate Research

Toto is a 101-year-old, world-renowned Japanese manufacturer of high quality, innovative, state-of-the-art, and luxurious bathroom equipment such as, toilets, bidets, washlets, and ultraviolet sanitation equipment (“Our Founding Spirit,” n.d.). However, Toto has been unable to replicate its global success in the United States (U.S.) for several possible reasons (Roberts, 2017). First, by positioning its brand as an exclusive and luxurious manufacturer of high-end technology at a high price point, Toto only appeals to a limited, top-end, niche market, limiting its widespread adoption (Roberts, 2017). Second, Toto believes in environmental stewardship and makes sustainable products with a green supply chain (“Toto …

Culture Determines Business Models: Analyzing Home Depot's Failure Case In China For International Retailers From A Communication Perspective, May Hongmei Gao

Faculty Articles

This article is a result of a longitudinal case study regarding Home Depot's operation in China. From 2006 to 2011, the author conducted 37 in-depth interviews with Home Depot executives, managers, lawyers, employees, suppliers, and consumers, as well as its Western and Chinese competitors. These interviews generated 500+ pages of transcripts and field notes. Home Depot entered China in 2006 by acquiring 12 stores from a Chinese company, Home Way. However, by September 2012 all Home Depot stores in China had been closed.

This interview-based single-case-study research has these notable contributions. First, this research stresses the importance of host culture …