2016 Fiscal Year Final Research Report
Locality in consumer market and strategy of local adaptation: Theoretical examination and analysis of the actual situation
| Project/Area Number |
26380586
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kwansei Gakuin University |
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Principal Investigator |
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Keywords | 現地適応化 / ローカリティ / 意味づけ / 価値づけ / フィルター構造 / 市場のコンテキスト / アジア |
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| Outline of Final Research Achievements |
Recently, the number of Japanese companies attempting their entry into the Asian consumer market is rapidly increasing. However, many of them find it significantly difficult to understand the consumer market and struggle with local adaptation. In view of this situation, this study discusses an issue of how products and business models should be locally adapted.
In conclusion, it was posed that companies should engage in the local adaptation simply by creating a new meaning given to their product without making a change to their product itself or business model in a visible manner. A new concept of local adaptation was structured by discussing many cases; in particular, a product of which meaning was “a beverage that quenches the thirst after sports” when sold in Japan was successful in sales in Indonesia, as a new meaning was given to the product as “a beverage that quenches the thirst after Ramadan”.
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| Free Research Field |
商学
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