紀要論文 流通国際化における新たなフレームワークの導出に向けた一考察 : タイ国市場調査をもとに
Considerations to Derive a New Framework for Retail Internationalization : Based on Marketing Research in Thailand

藤岡, 芳郎

内容記述
Standardization - adaptation has been the generally accepted perspective in the past for the study of retail internationalization. This viewpoint is built on a manufacturing industry-centered way of thinking. It starts by indicating the value a company decides beforehand for the market of the target country. Another approach based on the logic of service has recently entered the study of marketing and is attracting attention.The discussion here is based on studies of the value found in the logic of service in contrast to the above-mentioned understanding of overseas marketing in terms of intentionality, and aims to formulate a new theory for international marketing.
Standardization - adaptation has been the generally accepted perspective in the past for the study of retail internationalization. This viewpoint is built on a manufacturing industry-centered way of thinking. It starts by indicating the value a company decides beforehand for the market of the target country. Another approach based on the logic of service has recently entered the study of marketing and is attracting attention.The discussion here is based on studies of the value found in the logic of service in contrast to the above-mentioned understanding of overseas marketing in terms of intentionality, and aims to formulate a new theory for international marketing.
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