JOINT VENTURING IN TAIWAN

In 1987, Kikkoman Corporation, the world's largest est manufacturer of soy sauce, began looking to the thriving island of Taiwan as a possib le site for a manufacturing plant to serve both local and regional mar kets. Taiwan had a long history of soy sauce consumption and the Taiwa n-based firm, President Enterprises, was supplying most of the soy sau ce sold on the local market, while Kikkoman had limited access. The re gime in Taiwan was increasingly receptive to foreign investment and Pr esident Enterprises was eager for an opportunity to improve the qualit y of its product and increase its market share through a joint venture . The author, Kikkoman Chairman and CEO Yazaburo Mogi, describes his c ompany careful strategizing aimed art opening up the Taiwanese market and expanding its international production network.