2012 Fiscal Year Final Research Report
A Study of Knowledge Transfer on Global Brand Management
| Project/Area Number |
22730338
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Single-year Grants |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | University of Hyogo |
|---|
Principal Investigator |
HARADA Susumu 兵庫県立大学, 経営学部, 准教授 (20387517)
|
|---|
| Project Period (FY) |
2010 – 2012
|
| Keywords | マーケティング / 国際マーケティング |
|---|
| Research Abstract |
The purpose of this study is to show knowledge transfer on global brand management. There are three implications from this study. At first, knowledge of brand management is transferred not only from headquarter to subsidiaries, but also from subsidiaries to headquarter. Besides, knowledge is transferred between subsidiaries. At second, Corporation factors such as strategy and organizational structure affect to knowledge-transfer pattern. At last, it is proposed a hypothesis that knowledge transfer relates with strategical and structural rigidities on global brand management.
|
