How do you sell a car to a segment who is not easily convinced by mass marketing tactics, hates shopping for cars because it doesn't like to haggle over prices that is characteristic of car-buying in America, and worst, thinks your brand is "uncool"?

This week's Business Focus section of The Korea Times featured Hitotsubashi ICS' Prof. Emi Osono's case study on Toyota's Scion, a car model launched in the U.S. in 2004 that successfully won over the Generation Y-ers in the US.

To read the case study as it appeared in The Korea Times, please click here.

Prior to joining Hitotsubashi ICS in 2000, Prof. Osono was Assistant Professor at the Institute of Asia-Pacific Studies, Waseda University. She currently holds the position of Professor at Hitotsubashi ICS, and leads the organizing committee of the Porter Prize, an award established by Hitotsubashi ICS to recognize Japanese companies that have achieved and maintained superior profitability through unique strategies based on innovation in products, processes, and management.

To see Prof. Osono's full profile, please click here.