Innovating with Existing Strengths: Rurubu and Shikoku Meguru Kitchen & Marche

This illustrate two distinct business strategies for leveraging existing strengths into new ventures. The first example details "Rurubu," a travel guide publisher, that successfully diversified into creating non-travel-related guidebooks for hospitals, companies, and schools by applying its established editing expertise and brand recognition. The second case study examines "Shikoku Meguru Kitchen & Marche," a JR Shikoku-operated select shop and food court, which capitalized on its regional knowledge and network to curate unique local products. This shop aims to serve as a gateway to exploring Shikoku, fostering local engagement and drawing tourists by offering surprising and previously overlooked regional specialties. Both examples underscore the critical role of adapting existing capabilities and brand assets to new markets or creating distinctive customer value for successful expansion.