| 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)
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| Outline of Final Research Achievements |
In international business studies, popular theory of global firms strategy for emerging countries is BOP (Bottom of Pyramid) business and MOP (Middle of Pyramid) Volume-zone strategy. My study examines this common view by analyzing air conditioner market in India. In conclusion, the common view is incorrect. Strategy of Japanese companies is the opposite of common view. For example, Japanese air conditioner business in India doesn't focus on MOP Volume-zone but TOP (Top of Pyramid) and upper middle class. This study calls their focus Premium-zone. Survey analysis for Indian consumer indicates that Premium-zone strategy makes Japanese companies a success to have consumers willingness to buy thier product. Middle class consumers also have an admiration for Japanese premium product.
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