Product Development for Emerging Countries and the Reverse Innovation: Case Study of Home Appliance Companies

2015 Fiscal Year Final Research Report

• Project/Area Number: 25780254
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Management
• Research Institution: Nanzan University
• Principal Investigator: UENO Masaki 南山大学, 経営学部, 准教授 (90379462)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Keywords: 新興国戦略 / 国際経営 / インド / 製品開発 / マーケティング

Outline of Final Research Achievements

In international business studies, popular theory of global firms strategy for emerging countries is BOP (Bottom of Pyramid) business and MOP (Middle of Pyramid) Volume-zone strategy. My study examines this common view by analyzing air conditioner market in India. In conclusion, the common view is incorrect. Strategy of Japanese companies is the opposite of common view. For example, Japanese air conditioner business in India doesn't focus on MOP Volume-zone but TOP (Top of Pyramid) and upper middle class. This study calls their focus Premium-zone. Survey analysis for Indian consumer indicates that Premium-zone strategy makes Japanese companies a success to have consumers willingness to buy thier product. Middle class consumers also have an admiration for Japanese premium product.

Free Research Field

経営学