2015 Fiscal Year Final Research Report
Comparative study on the history of cosmetics and toiletries in Asian market
Project/Area Number |
25380420
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Research Category |
Grant-in-Aid for Scientific Research (C)
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Allocation Type | Multi-year Fund |
Section | 一般 |
Research Field |
Economic history
|
Research Institution | Saitama University |
Principal Investigator |
IHARA Motoi 埼玉大学, 人文社会科学研究科(系), 教授 (00334144)
|
Project Period (FY) |
2013-04-01 – 2016-03-31
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Keywords | 流通 / マーケティング / 中国 / インドネシア / タイ / インド |
Outline of Final Research Achievements |
This research targeted Japanese, U.S. and European enterprises in cosmetics and toiletries, especially Kao, Mandom, Proctor & Gamble and Unilever, and surveyed their history in Asian market from the viewpoint of market strategy in emerging markets. As the outcome of survey, two main facts were found. First, western companies had learned from fails in Asian market, and built distribution channels with not only modern trades, but also network by local wholesalers and small-and medium-sized retailers, it is rather similar with past Japanese-style distribution. Second, as the result, homogeneity of each company in terms of emerging market strategy has been strengthened, although it was varied due to the historical origin of each home countries.
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Free Research Field |
経営史・流通
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