Yoshigai Kamaboko: Reviving a Legacy with the Strategy of the Disadvantaged

This episode examines how Yoshigai Kamaboko, a traditional Japanese kamaboko (fish cake) maker, revitalized its business from the brink of closure by employing the "strategy of the disadvantaged."

This approach, rooted in Lancaster's Strategy, outlines five key principles for smaller companies to compete effectively against larger, resource-rich corporations. It article illustrates how Yoshigai Kamaboko implemented these principles, such as narrowing its product focus, concentrating resources, avoiding direct competition, engaging directly with customers, and utilizing unconventional, "guerrilla" tactics that larger entities cannot easily replicate.