The Peanuts brand has commanded multimillion-dollar success in the challenging Japanese marketplace. The strength of the intellectual property developed by comic artist Charles M. Schulz and its resonance with fundamental Japanese tastes account for only part of the brand’s success. This study uses a historiographic methodology of ethnographic, interview, and archival research to examine the case of the Peanuts brand’s strategic approach to expansion in the Japanese market. The research findings indicate that (a) licensing is a strategically profitable model for adapting and logistically distributing a product to a new market, (b) active oversight structured into the licensing scheme is critical for maintaining brand integrity, and (c) division of authority that relies on localized partnerships within that structure of oversight is necessary to allow for the desired adaptation key to success.

中文翻译：

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推销史努比

Peanuts 品牌在充满挑战的日本市场上取得了数百万美元的成功。漫画家查尔斯·舒尔茨 (Charles M. Schulz) 开发的知识产权实力及其与日本基本口味的共鸣只是该品牌成功的一部分。本研究使用民族志、访谈和档案研究的历史学方法来检验花生品牌在日本市场扩张的战略方法的案例。研究结果表明，(a) 许可是一种在战略上有利可图的模式，用于将产品调整和物流分销到新市场，(b) 许可计划中的积极监督对于保持品牌完整性至关重要，