Do You Washlet?: TOTO's Challenge in Breaking Into Mainstream America
Thursday, April 17, 2014 from 12:30 PM to 2:00 PM (EDT)
Do you Washlet?: TOTO's Challenge in Breaking Into
President and CEO, TOTO Americas Holdings, Inc
Director, Center on Japanese Economy and Business;
R. D. Calkins Professor of International Business Emeritus;
Columbia Business School
The bidet culture, or the idea of using water as part of everyday cleaning, was virtually non-existent in Japan until TOTO introduced Washlet, the heated bidet seat. Following a unique and sensational ad campaign, this product became a standard fixture for many households in Japan. In this seminar, Mr. Nogata, President and CEO of TOTO Americas Holdings, will discuss the company’s success in Japan and its exciting challenge in marketing to the American public.
Lunch will be served. Registration is required.
Media Contacts: Ryoko Ogino, firstname.lastname@example.org
General Contacts: email@example.com
Cosponsored by the Japan Business Association of Columbia Business School
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When & Where
Center on Japanese Economy and Business, Columbia Business School
Established at Columbia Business School in 1986 under the direction of Professor Hugh Patrick, the Center on Japanese Economy and Business (CJEB) promotes knowledge and understanding of Japanese business and economics in an international context. The Center is a research organization widely recognized for its international programs, which provide prominent speakers from the public and private sectors a forum for collaboration and reflection on Japan, the United States, and the global economy.