Innovation in the Japanese tea industry, 1970–2020

This paper studies the technological innovation and new marketing strategies that enabled firms from traditional industries to pursue their existence in a disruptive environment. As case study, we follow an approach classical business history industry studies, focusing on Japanese tea analyse how it has innovated survive fast-changing environment over last five decades. Based various resources (official data Tea Industry Association, patents trademark data, reports, interviews, etc.), this emphasises three supported its survival: product development based (transformation of true nature green commodity branded good), brand management (repositioning some specific teas growing luxury market) internationalisation (expansion foreign markets through exports). research also major role played by large corporations support industrial transformation.