Locality in consumer market and strategy of local adaptation: Theoretical examination and analysis of the actual situation
| Project/Area Number |
26380586
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kwansei Gakuin University |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Project Status |
Completed (Fiscal Year 2016)
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| Budget Amount *help |
¥4,810,000 (Direct Cost: ¥3,700,000、Indirect Cost: ¥1,110,000)
Fiscal Year 2016: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2015: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2014: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
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| Keywords | 現地適応化 / ローカリティ / 意味づけ / 価値づけ / フィルター構造 / 市場のコンテキスト / アジア / テロアール / 外食 / 家電 / 地域暗黙知 / 日本食 / 白モノ家電 |
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| Outline of Final Research Achievements |
Recently, the number of Japanese companies attempting their entry into the Asian consumer market is rapidly increasing. However, many of them find it significantly difficult to understand the consumer market and struggle with local adaptation. In view of this situation, this study discusses an issue of how products and business models should be locally adapted.
In conclusion, it was posed that companies should engage in the local adaptation simply by creating a new meaning given to their product without making a change to their product itself or business model in a visible manner. A new concept of local adaptation was structured by discussing many cases; in particular, a product of which meaning was “a beverage that quenches the thirst after sports” when sold in Japan was successful in sales in Indonesia, as a new meaning was given to the product as “a beverage that quenches the thirst after Ramadan”.
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Report
(4 results)
Research Products
(15 results)
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[Presentation] 「外食国際化のダイナミズム」2016
Author(s)
川端基夫
Organizer
関西グローバルマーケティング研究会
Place of Presentation
天満インキュベーションセンター（大阪府大阪市）
Year and Date
2016-12-04
Related Report
Invited
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