Smaller pizzas, a wooden Starbucks logo and tatami in Zara: The demands of the Japanese market

Smaller pizzas, a wooden Starbucks logo and tatami in Zara: The demands of the Japanese market

Ernest Higa, the American businessman who successfully launched Domino’s Pizza in Japan in 1985, recognized the need to adapt to the country’s unique characteristics. He recommends delving deeper into the culture, the market, and consumer habits

By Gonzalo Robledo