2006 Fiscal Year Final Research Report Summary
Study on the Marketing-Resource Based Competition Between the Firms with Global Network
| Project/Area Number |
16203027
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| Research Category |
Grant-in-Aid for Scientific Research (A)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kobe University |
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Principal Investigator |
HUANG Lin Kobe University, Graduate School of Business Administration, Professor, 経営学研究科, 教授 (40225363)
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| Co-Investigator(Kenkyū-buntansha) |
ISHII Junzo Kobe University, Graduate School of Business Administration, Professor, 経営学研究科, 教授 (50093498)
TAKASHIMA Katsuyoshi Kobe University, Graduate School of Business Administration, Professor, 経営学研究科, 教授 (30197090)
OGAWA Susumu KobeUniversity, Graduate School of Business Administration, Professor, 経営学研究科, 教授 (80214021)
MINAMI Chieko KobeUniversity, Graduate School of Business Administration, Professor, 経営学研究科, 教授 (90254234)
KURIKI Kei Kobe University, Graduate School of Business Administration, Associate Professor, 経営学研究科, 助教授 (90294397)
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| Project Period (FY) |
2004 – 2006
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| Keywords | marketing-resources / market position / market entry / global network / organizational-resources / 関係管理の仕組み / 経営コントロール / ネットワーク |
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| Research Abstract |
The purpose of this research is to examine the development process of marketing-resources based competition in the global market, using Japanese and USA companies as case studies. This study first asks how Japanese firms transfer the marketing resources to develop a strong market position in China despite their inferiority relative to USA firms in localization. The second question is how Japanese firms were able to overcome the challenges of fierce price competition in China, and in particular, how firms were able to evade confrontation with the Chinese firms. In this paper, the strategies of Japanese firms in the global competitive market will be examined. A detailed description is presented of the process of market entry and market position establishment by Japanese firms in China. This research also shows how the firms develop branding and marketing communication strategies. Product development capabilities with global network are the basis of Japanese firms' competitiveness in the Chinese and global markets.
The conclusion offers the major findings from the theoretical perspective of marketing-resources based competition. The organizational-resources based competition and marketing-resources based competition have been distinguished. The intricate and dynamic relationship between the two competition types has also been emphasized in the meantime. When we observe the long-run growth process of Japanese firms, we see that the technological competition process generally has multiple stages. In each stage marketing-resources based competition have decisive importance. The synergy effect of marketing resources with technologies appears in each stage. It is necessary to study the development process of marketing resources of other companies in the global market or in the global technology race.
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[Book] 競争的共創論2006
Author(s)
小川 進
Total Pages
229
Publisher
白桃書房
Description
「研究成果報告書概要(和文)」より
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