Comparative study on the history of cosmetics and toiletries in Asian market
Project/Area Number |
25380420
|
Research Category |
Grant-in-Aid for Scientific Research (C)
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Allocation Type | Multi-year Fund |
Section | 一般 |
Research Field |
Economic history
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Research Institution | Saitama University |
Principal Investigator |
IHARA Motoi 埼玉大学, 人文社会科学研究科(系), 教授 (00334144)
|
Project Period (FY) |
2013-04-01 – 2016-03-31
|
Project Status |
Completed (Fiscal Year 2015)
|
Budget Amount *help |
¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2015: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
|
Keywords | 流通 / マーケティング / 中国 / インドネシア / タイ / インド / 流通チャネル / 経営史 / 国際経営 / アジア市場戦略 |
Outline of Final Research Achievements |
This research targeted Japanese, U.S. and European enterprises in cosmetics and toiletries, especially Kao, Mandom, Proctor & Gamble and Unilever, and surveyed their history in Asian market from the viewpoint of market strategy in emerging markets. As the outcome of survey, two main facts were found. First, western companies had learned from fails in Asian market, and built distribution channels with not only modern trades, but also network by local wholesalers and small-and medium-sized retailers, it is rather similar with past Japanese-style distribution. Second, as the result, homogeneity of each company in terms of emerging market strategy has been strengthened, although it was varied due to the historical origin of each home countries.
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Report
(4 results)
Research Products
(5 results)