Marketing Strategy by Traditional Craftsmen:

Abstract

Along with ceramic and glass tableware, lacquerware is a kind of Japanese traditional tableware. However, the demand for lacquerware leans to business customers such as traditional Japanese inns and restaurants, and there is a less demand in consumer markets, except for fine art collectors. The Kawada district of Sabae City, Fukui, is a leading area of lacquerware production. Shitsurindo, a small enterprise founded about 200 years ago in this area, has made lacquerware only for business customers. However, the firm recently started producing casual lacquerware for Marketing Case マーケティングケース -シリーズ 148