Research of Global Marketing mainly about Korean Sutomobile makers in Emerging Countries

2015 Fiscal Year Final Research Report

• Project/Area Number: 25380581
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Graduate Institute for Entrepreneurial Studies
• Principal Investigator: TOMIYAMA EIKO 事業創造大学院大学, その他の研究科, 教授 (40449426)
• Co-Investigator(Kenkyū-buntansha): SHIOJI Hiromi 京都大学, 国際公共政策研究科, 教授 (60215944) ; Choi Eugene K. 立命館大学, テクノロジー・マネジメント研究科, 准教授 (20589725) ; Lee JAEHO 京都橘大学, 現代ビジネス学部, 教授 (40342133)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Keywords: グローバルマーケティング / マーケティング戦略 / 現代自動車 / 自動車 / ＳＣＭ / 韓国自動車メーカー / 日系自動車メーカー / 部品調達

Outline of Final Research Achievements

Focusing on global marketing by South Korean automobile manufacturing groups - primarily Hyundai Motor Group - in emerging economies, this study compared their design strategies, SCM strategies, marketing strategies, and product development processes with those of Japanese automobile manufacturers, for the most part, and identified the differences between them. This study revealed the modes of entry into emerging markets employed by South Korean companies and Western automobile manufacturers, along with the similarities and differences in their marketing strategies, the Hyundai Motor Group’s product planning and development process, partnerships with global suppliers, and transitions in design management over the years.

Free Research Field

グローバルマーケティング