The Entrepreneurial Behavior of Sake Brewing Business Owners: Research on the Business Change of Japanese Sake Makers in Shiga Prefecture

摘要

Nowadays, small and medium-sized sake business owners in Japan are facing many challenges as the domestic consumption of sake has been declining continuously, and the nature of sake business has changed. Small-sized sake breweries in Shiga Prefecture of Japan were among the companies urged to shift their business model of subcontracting their products to major sake manufacturers into producing their own high-quality brands. This research is an investigation of the entrepreneurial behaviors of sake brewing business owners in Shiga Prefecture as they are embracing changes by a transformation in their business practice. By adapting to new strategies, these small-sized sake companies can differentiate their products from the major companies in terms of quality, distribution channel, and sales promotion.