Decision Adjustment between Headquarter and Regional Headquarter in Global Brand Management
| Project/Area Number |
20730286
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Nihon University |
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Principal Investigator |
INOUE Masato 日本大学, 商学部, 講師 (60409480)
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| Project Period (FY) |
2008 – 2011
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| Project Status |
Completed (Fiscal Year 2011)
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| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2011: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2010: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2009: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2008: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
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| Keywords | 製品ブランド / グローバル・ブランド / ブランド管理組織 / 多国籍企業 / グローバル・マーケティング / 一貫性 |
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| Research Abstract |
The purpose of this study is to clarify the decision making adjustment between the brand management organization of the headquarter and the regional headquarter about the global brand management in Japanese consumer durable multinational companies(particularly a transportation machine and an electric machine).
Currently, global brand have been already established as the base of the profit, and it can be effectively introduced into the markets of developing country. But, regional headquarters and subsidiaries may be permitted to localize a global brand by country or geographic area. This may promote a change for the decision making structure about the global brand in multinational companies.
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Report
(6 results)
Research Products
(8 results)
