2011 Fiscal Year Final Research Report
General Study on Global Marketing by Automobile Manufacturers from Emerging Countries
| Project/Area Number |
21530446
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Graduate Institute for Entrepreneurial Studies |
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Principal Investigator |
TOMIYAMA Eiko 事業創造大学院大学, 事業創造研究科, 教授 (40449426)
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| Co-Investigator(Kenkyū-buntansha) |
SHIOJI Hiromi 京都大学, 大学院・経済学研究科, 教授 (60215944)
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| Project Period (FY) |
2009 – 2011
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| Keywords | グローバル・マーケティング / 新興国 / 自動車メーカー / BRICs |
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| Research Abstract |
I made researches about the global marketing of Hyundai Motor Company. I analyzed especially comparison the strategy with the market-entry mode and marketing strategy to Indian, Russian, and the Chinese market of HMC.
I also compared the strategy of HMC with the strategy of Toyota Motor Company and clarified the difference in the strategy of both companies.
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