2013 Fiscal Year Final Research Report
The study for a new retail format development-oriented strategic pattern in Latin America
| Project/Area Number |
23530544
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Tokyo Keizai University |
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Principal Investigator |
KOMATSU Yuichiro (MARUYA Yuichiro) 東京経済大学, 経営学部, 教授 (60360228)
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| Project Period (FY) |
2011 – 2013
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| Keywords | 小売国際化 / 現地化 / ウォルマート / メキシコ / ブラジル / アルゼンチン / 中米地峡諸国 / 創造的な連続適応型新規業態開発志向戦略 |
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| Research Abstract |
Yahagi(2007) identified four strategic patterns of local market expansion stage in the retail international process. The purpose of this study is to add a"creative continuous adaptive and new retail format development-oriented" strategic pattern by analyzing Walmart's adaptation process in Mexican retail markets.
The new retail format for emerging markets is transferred to Brazil, Argentina and isthmus countries of Central America.The process of transfer is clarified with field work.
The approach of this study is based on interviewing Walmart's local managers, local competitors and local suppliers.
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