2011 Fiscal Year Final Research Report

Decision Adjustment between Headquarter and Regional Headquarter in Global Brand Management

Research Project

Project/Area Number	20730286
Research Category	Grant-in-Aid for Young Scientists (B)
Allocation Type	Single-year Grants
Research Field	Commerce
Research Institution	Nihon University
Principal Investigator	INOUE Masato 日本大学, 商学部, 講師 (60409480)
Project Period (FY)	2008 – 2011
Keywords	製品ブランド / グローバル・ブランド / ブランド管理組織 / 多国籍企業 / グローバル・マーケティング
Research Abstract	The purpose of this study is to clarify the decision making adjustment between the brand management organization of the headquarter and the regional headquarter about the global brand management in Japanese consumer durable multinational companies(particularly a transportation machine and an electric machine). Currently, global brand have been already established as the base of the profit, and it can be effectively introduced into the markets of developing country. But, regional headquarters and subsidiaries may be permitted to localize a global brand by country or geographic area. This may promote a change for the decision making structure about the global brand in multinational companies.