Marketing Knowledge Transfers in Asia by Japanese Corporations: A New Conceptual Framework for Analyzing the Global Marketing Practices

2015 Fiscal Year Final Research Report

• Project/Area Number: 24330133
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Partial Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Hosei University
• Principal Investigator: OGAWA Kosuke 法政大学, イノベーション・マネジメント研究科, 教授 (50105855)
• Co-Investigator(Kenkyū-buntansha): UEDA Takaho 学習院大学, 経済学部, 教授 (40176590) ; FURUKAWA Ichiro 一橋大学, 商学研究科, 教授 (60209161) ; NISHIO Chizuru 筑波大学, ビジネス科学研究科, 教授 (80241769) ; KAKEUCHI Toshie 法政大学, 経営学部, 教授 (40366828) ; NAMIKI Yuji 法政大学, イノベーション・マネジメント研究科, 教授 (90589376) ; OKAMOTO Yoshiharu 法政大学, イノベーション・マネジメント研究科, 教授 (20386329) ; SAKAI Osamu 法政大学, キャリアデザイン学部, 准教授 (30411466) ; MATSUI Takeshi 一橋大学, 商学研究科, 教授 (70323912)
• Research Collaborator: HAYASHI Hiroshige 西安交通大学, 客員教授
• Project Period (FY): 2012-04-01 – 2016-03-31
• Keywords: アジア / マーケティング / 技術移転 / ブランド / 日系企業 / 海外進出 / サービス / 現地化

Outline of Final Research Achievements

We studied marketing of Japanese companies in Asia. Our conceptual framework is based on "Marketing Technology Transfer Model"(by Hayashi & Ogawa). In this model, we coined new notions of "AI" and "SAL" transfers. "AI"(Adoption & Imitation→Application & Innovation→Adept & Invent) represents mode and stage of marketing technology transfer by host markets(Asia). Strategies employed by (Japanese) companies expanding to new overseas markets are referred to as "SAL"(Standardization, Adaptation and Localization) transfer. Extending the success pattern in the host country to another market is "Spiral" transfer. We conducted consumer survey, field study, qualitative analysis and organized seminars inviting marketing experts. Such multifaceted approach enabled us to refine theoretical framework
Business implication is that effectiveness of standardization -localization varies depending on industries and 4P's of marketing transfer elements. Companies should look into the best formula.

Free Research Field

マーケティング