Customization System in the Global Market: Comparison of Japanese and US Firms

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03736
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Tokai University
• Principal Investigator: Endo Seiji 東海大学, 政治経済学部, 教授 (90609413)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: カスタマイゼーション / ファッション産業 / ホーム・ファッション / 伝統工芸 / 関係性 / 日米比較

Outline of Final Research Achievements

This research investigates Customization Strategy in Japanese and US markets. In Japan, it is mainly the Tohoku, Hokuriku, Kanto, and Kansai areas that are largely researched. In the US market, the East Coast (e.g., New York and New Jersey States) and West Coast (e.g., California Oregon States) are mostly focused on. Consequently, three keys factors regarding Customization Strategy are identified: 1) similarities between Japanese and US firms, such as communication with customers, 2) differences between Japanese and US firms, such as technology application, 3) relationships with various business partners, final customers, and local community. Moreover, most firms stress establishing long-term relationships with all persons and parties involved in the strategy.

Free Research Field

商学