2016 Fiscal Year Final Research Report
Study on subsidiary's role of global brand management
| Project/Area Number |
25780268
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | University of Hyogo |
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Principal Investigator |
Harada Susumu 兵庫県立大学, 経営学部, 教授 (20387517)
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| Project Period (FY) |
2013-04-01 – 2017-03-31
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| Keywords | グローバル・ブランド管理 / グローバル・ブランド / 国際マーケティング / 慣性 / 子会社 / 子会社の役割変化 / 新興国市場 |
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| Outline of Final Research Achievements |
The purpose of this study is to show subsidiary's role of global brand management. Particularly, we focus on the changing role from reactive to proactive in MNE's network and the features of subsidiaries to play a proactive role. We find that MNE groups subsidiaries in order of its importance, each tier is different role, and subsidiary's role changes by its host market change and the size of the home market.
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| Free Research Field |
国際マーケティング
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