A Research on the Creative Adaptation of Multinational Retailers

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03651
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Management
• Research Institution: University of Toyama
• Principal Investigator: TOBA Tatsuro 富山大学, 経済学部, 教授 (40411467)
• Co-Investigator(Kenkyū-buntansha): 佐々木 保幸 関西大学, 経済学部, 教授 (20268288) ; 金 き 東京国際大学, 商学部, 教授 (60255023) ; 白 貞壬 流通科学大学, 商学部, 准教授 (60400074)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 小売業 / 国際化 / グローカリゼーション / 世界標準化 / 現地適応化 / 創造的適応

Outline of Final Research Achievements

The purpose of this research is to erucidate “Creative Adaptation” of multinational retailers. Specifically, we discussed the types of marketing approach, whitch are required for retailers transcending national borders to make sustainable growth and development in the local markets of each country from the perspective of establishing own business system there. As a result of our research, we could find out that “Creative Adaptation” contains some types of activities as its primary components. In a nutshell, it includes (1)adaptive behavior to environmental conditions, (2)creative behavior to environmental conditions, (3)adaptive behavior to explicit demand and (4)creative behavior to potential demand.

Free Research Field

マーケティング論，流通論