Departmental Bulletin Paper 東アジア企業のマーケティング革新の研究
Research Report on Marketing Innovation of East Asian Companies

田口, 冬樹  ,  石崎, 徹  ,  金, 成洙

6 ( 1 )  , pp.41 - 51 , 2016-07-20 , 専修大学経営研究所
This research report shows how East Asian companies are innovating their marketing in the changing markets of Japan, South Korea and China. Our research project started from April 2011 and continued until March 2014 and was conducted mainly by the interview to company stuffs and inspection to major shopping facilities. Although the most successful Japanese companies build on their core competencies in the domestic market, they also need to recognize cultural differences and adapt their core strategy to the local needs in East Asian markets. This report reveals some characteristics and issues for the marketing innovation of East Asian companies in drastically changing markets.

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