Kobe Beef: A Case Study in Consumer Behavior

What gives Kobe beef its unique flavor? It’s said that the cattle are fattened up with beer and given daily massages to keep their meat tender. Students on the Spring 2015 Semester at Sea voyage pay a visit to a cattle farm in the mountains of Kobe, Japan to dispel some of the myths about Kobe beef and learn where it gets its global reputation as a high quality product.