Conceptualization of culture competence branding and basic research for global expansion

2023 Fiscal Year Final Research Report

• Project/Area Number: 20K01969
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Chuo University
• Principal Investigator: Miura Toshihiko 中央大学, 商学部, 教授 (60190592)
• Co-Investigator(Kenkyū-buntansha): 江戸 克栄 県立広島大学, 経営管理研究科, 教授 (80318592)
• Project Period (FY): 2020-04-01 – 2024-03-31
• Keywords: 文化 / 消費文化 / カルチャー・コンピタンス / COO（原産国）効果 / ブランド戦略 / グローバル・マーケティング

Outline of Final Research Achievements

In order to clarify the research topic (Conceptualization of culture competence branding and basic research for global expansion), in the first three years, due to the COVID-19 pandemic, the focus was on literature research, analyzing Japan's COO (country of origin) image, which is an important component of customer competence (a company's cultural competitiveness), and the signification of culture when deploying a global marketing strategy. In the fourth and final year, after the COVID-19 pandemic had subsided, group interviews with university students were conducted in Bangkok and Hanoi, and a hypothesis was constructed based on the findings from these interviews. An online consumer survey was then conducted regarding the "high quality" image, which is considered to be a strength of Japan's COO image, and the results were presented at an academic conference in the United States.

Free Research Field

マーケティング

Academic Significance and Societal Importance of the Research Achievements

グローバル・マーケティングの展開において当該企業のもつ文化競争力（カルチャー・コンピタンス）が重要な役割を果たすことは従来から言われてきたが、その文化競争力を「カルチャー・コンピタンス」という概念の下に体系的に整理した点は、学術的な意義が大きい。さらにその枠組みに基づき、日本企業のカルチャー・コンピタンスの重要な一つの構成要素であるCOO（原産国）イメージの「高品質」という強みについて、その強みがどのように形成されているのかをインターネット消費者調査によって統計的に検証した点は、学術的および戦略的に大きな意義があると考える。