2010 Fiscal Year Final Research Report
The effect on multinational company's entry mode into developing economies of distribution channels and branding strategy
| Project/Area Number |
20530220
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Applied economics
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| Research Institution | Waseda University |
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Principal Investigator |
ICHIDA Toshihiro Waseda University, 商学学術院, 准教授 (80398932)
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| Project Period (FY) |
2008 – 2010
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| Keywords | 多国籍企業 / 流通チャネル / ブランド戦略 / 市場参入形態 / 国際貿易 |
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| Research Abstract |
This research project analyzed the incentive of the multinational firms to enter into developing countries consumers market. Especially, we are interested in how firms decide entry modes : whether it enters by M&A or Greenfield, in relation to the distribution channels and marketing strategies. We find that the degree of differentiation of the products matters for the firm's decision of entry modes. We also used the multi-task principal agent model and find that the diverse interests between retails and manufacturers matter for the decisions of entry modes.
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