The Comparative Study of Product Brand Formation in Multinational Corporations
| Project/Area Number |
26780243
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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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, 准教授 (60409480)
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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 |
¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
Fiscal Year 2016: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2015: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2014: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
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| Keywords | 製品ブランド / グローバル・ブランド / リージョナル・ブランド / ローカル・ブランド / ブランド・マネジメント / グローバル・マーケティング / 各国市場での売上高 / 市場導入のスピード / 多国籍企業 / 地域統括本社 |
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| Outline of Final Research Achievements |
This study illustrated the phenomenon on qualitative research that a company (mainly a multinational corporation) divides a product brand into three types (global brand, regional brand, local brand) by a geographical range of the market introduction and considers the consistency and the balance between product brand types.
In multinational corporations, there is a strong tendency to make much of a global brand than regional or local brand based on the higher sales amount and market share. However, the regional and local brand are a preparation of supporting global brand, so this point of view will be necessary in future research.
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Report
(4 results)
Research Products
(6 results)
