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Global Marketing in tha Japanese electric Industry

Research Project

Project/Area Number 23530536
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionKyoto University

Principal Investigator

KONDO Fumio  京都大学, 経済学研究科(研究院), 名誉教授 (40066676)

Co-Investigator(Kenkyū-buntansha) WAKABAYASHI Yasunaga  京都大学, 大学院経営学研究科, 教授 (70240447)
曳野 孝  京都大学, 経営学研究科, 准教授 (50301825)
Co-Investigator(Renkei-kenkyūsha) HIKINO Takashi  京都大学, 大学院経営学研究科 (50301825)
Project Period (FY) 2011-04-28 – 2015-03-31
Project Status Completed (Fiscal Year 2014)
Budget Amount *help
¥4,810,000 (Direct Cost: ¥3,700,000、Indirect Cost: ¥1,110,000)
Fiscal Year 2014: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2013: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2011: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Keywords中間層 / 現地化 / 新興国市場 / パナソニック / ソニー / サムスン電子 / LG電子 / 流通チャネル / キララ / GL電子 / パナソニック・インド / ソニー・インド / プロモーター / 日系家電企業 / 韓国系家電企業 / 新中間層 / パナソニックインド / ソニーインド / グローバル・マーケティング戦略 / 新興国の中間層 / パナソニックのマーケティング / ソニーのマーケティング / タイの家電流通チャネル / ベトナムの家電流通チャネル / グローバルマーケティング戦略 / ボリュームゾーン
Outline of Final Research Achievements

This research is that the success of the global marketing clarified how it is important that global marketing satisfies the middle class in an emerging market by making investigation about Panasonic Co. and Son in China, ASEAN and India.
Although both of these companies entered in advance emerging countries, they could not satisfy consumers in emerging countries. Because they made use of advanced country's marketing strategy, Sumsung Co. and LG Co. in Korea took replace Panasonic Co. and Sony Co.as a leader. Now they are trying to reconstruct the marketing for the consumers in emerging country.

Report

(5 results)
  • 2014 Annual Research Report   Final Research Report ( PDF )
  • 2013 Research-status Report
  • 2012 Research-status Report
  • 2011 Research-status Report
  • Research Products

    (10 results)

All 2015 2014 Other

All Presentation (4 results) (of which Invited: 1 results) Book (6 results)

  • [Presentation] The Funcutions of the HQ Unit in the Multibusiness Firm Revisited2014

    • Author(s)
      Takashi Hikino
    • Organizer
      国際学会 Capitalism and the Corporation; An International Colloquium in Business History
    • Place of Presentation
      バッコーニ商科大学(ミラノ)
    • Year and Date
      2014-10-23 – 2014-10-25
    • Related Report
      2014 Annual Research Report
  • [Presentation] Business Groups and Corpotate Governance in Japan2014

    • Author(s)
      Takashi Hikino
    • Organizer
      Kyoto University-Thammasat University International Seminar
    • Place of Presentation
      京都大学(京都)
    • Year and Date
      2014-09-16
    • Related Report
      2014 Annual Research Report
  • [Presentation] アジアにおけるマーケティング戦略

    • Author(s)
      近藤文男
    • Organizer
      マーケティング史研究会
    • Place of Presentation
      立命館大学草津学舎
    • Related Report
      2013 Research-status Report
  • [Presentation] アセアン地域における日系家電メーカーのグローバル・マーケティング戦略

    • Author(s)
      近藤 文男
    • Organizer
      日本流通学会関西・四国部会・第100回記念研究会記念講演
    • Place of Presentation
      大阪ガーデンパレス(大阪)
    • Related Report
      2012 Research-status Report
    • Invited
  • [Book] Business Groups in the West;2015

    • Author(s)
      Asli M.Colpan and Takashi Hikino
    • Publisher
      Oxford University Press
    • Related Report
      2014 Annual Research Report
  • [Book] Business Groups in the West2015

    • Author(s)
      Takashi Hikino and Marcelo Buchelli
    • Publisher
      Oxford University Press
    • Related Report
      2014 Annual Research Report
  • [Book] Capitalism and the Corporation2015

    • Author(s)
      Asli M.Colpan, Takashi Hikino,Franco Amatori and Louis Galambos
    • Publisher
      Cambridge Univesity Press
    • Related Report
      2014 Annual Research Report
  • [Book] 日本企業のアジアマーケティング戦略2014

    • Author(s)
      近藤文男,石川和男、神保充弘、林廣茂、鳥羽達朗、佐々木勉、大内秀二郎、岩内秀徳
    • Total Pages
      200
    • Publisher
      同文館
    • Related Report
      2014 Annual Research Report
  • [Book] Open Innovation through Strategic Alliances2014

    • Author(s)
      Hiroyuku Nakazono, Takashi Hikino and Asli M.Colpan
    • Total Pages
      350
    • Publisher
      Palgrave MacMillan
    • Related Report
      2014 Annual Research Report
  • [Book] 日本企業のアジア・マーケティング戦略2014

    • Author(s)
      マーケティング史研究会編
    • Total Pages
      200
    • Publisher
      同文舘
    • Related Report
      2013 Research-status Report

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Published: 2011-08-05   Modified: 2019-07-29  

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